摘要
ZY公司是一家专注于人工智能技术在金融行业落地应用的金融科技软件公
司，作者从企业管理者的视角出发，对ZY公司的竞争战略问题进行研究，以ZY
公司当前所面临的实际经营困难和可持续发展问题为出发点，从战略管理的视
角，深入分析企业内外部环境及行业竞争态势，来寻求解决企业困境，提升公司
的经营业绩和竞争力，创造更多的效益。并对未来可持续的发展提供决策参考。
ZY公司经过了8年的发展历程，已经在市场上稳健立足，但是面对近年来
市场需求的不断变化以及激烈的竞争环境，当前所开展的市场洞察、业务设计、
组织结构、产品规划、竞争战略、人才培养均已不能满足公司可持续发展的需要，
公司发展进入到瓶颈期。回顾公司发展历程，现有的办公运营软件产品在人工智
能浪潮的冲击下，已不具备竞争优势。以AI为基础技术支撑的新产品还未打开
市场，产品团队缺少真正懂技术、懂AI、懂业务的综合性产品经理，在此背景
下，ZY公司定期组织战略讨论会，高层管理者集体外出学习战略管理和产品创
新课程，以达到从认识上上下对齐，左右同频，统一管理语言和管理活动的目的。
通过学习并吸收成功公司经验和管理方法，对ZY公司近几年的经营数据进
行了分析。通过数据剖析ZY公司当前存在的问题，剖析问题产生的原因。再从
宏观的角度对市场环境的特点和细分业务场景等开展综合分析调研，采用了
PEST、SWOT、EFE、IFE等分析方法,对ZY公司将要长期面临的外部商业环境和
内部资源条件进行了分析和思考,对成本领先竞争战略和差异化竞争战略进行对
比，选择出最适合ZY公司的差异化竞争战略。
为保障差异化竞争战略的有效执行，一方面需要抓住外部环境的市场机会，
规避外部威胁，提升企业的品牌影响力;另一方面，发挥企业的内部优势，补齐
短板。调整公司的中长期发展的战略和执行路线，完善各项保障措施。建立矩阵
型组织架构，为实现组织目标而设立职能线和业务线，职能线负责能力建设，业
务线负责开拓市场和服务客户，提升客户的满意度。加大产品的横向扩展，增加
产品的应用场景，提升客户对产品的依赖度，为新产品在老客户中建立标杆，同
时也能获得客户第一时间有反馈，持续打磨产品。加大技术研发投入，吸引高端
人才，通过人才牵引技术突破，技术牵引产品创新，产品创新牵引更多的市场机
会。抓住市场发展的机遇，建立立体化的线上线下销售服务网络，增强与客户的
接触面，提升产品的解决方案能力。开展产品全生命周期的管理，从产品战略、
产品市场、产品需求、产品规划、产品开发、产品上市的产品市场生命周期管理。
完善基础管理活动和管理体系，打通财务业务一体化流程。重新打造懂技术、懂
AI、懂业务的专业化产品经理团队和解决方案团队。在市场机遇和风险挑战并存
的条件下，通过结构优化、资源配置、产品研发、人才建设等方面，提升核心竞
I

争力，为未来发展提供切实可行的竞争优势，也为同类软件企业的竞争选择提供
参考意义，从而推动人工智能软件企业的持续健康发展。
关键词：战略管理；战略规划；竞争战略；产品创新；
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Abstract
ZY Company is a focus on artificial intelligence, information technology
application in financial industry be born of financial software product Company of
science and technology, the author from the view of the enterprise managers, this
paper mainly studies the competitive strategy of ZY Company. From the perspective
of strategic management, this paper analyzes the internal and external environment of
the company and the competitive situation of the industry in order to find solutions to
the dilemma of the company, Improve the company's operating performance and
competitiveness, to create more benefits and provide decision-making reference for
the future sustainable development.
ZY Company after eight years of development, has solid foothold in the market,
in the face of changing market demand in recent years and encouraging competition
environment, it is necessary to develop the current market insight, business design,
organization structure, product planning, competitive strategy, personnel training,
have already can't meet the needs of the company's sustainable development, the
company into the bottleneck period. Reviewed the development of the company's
products, the existing office operating software products under the impact of the wave
of artificial intelligence, don't have a competitive advantage.AI based technical
support of new products has not yet to open the market, there is lack of the
comprehensive product manager in product teams who really understand technology,
the AI and business , in this context, ZY company has regularly reviewed the strategy
refresh and analysis , organized top managers go out learning strategy management
and product innovation, in order to achieve alignment from the cognition on and
around the same frequency, unified management language and management activities.
Through learning and introducing successful experience and management
methods. This paper analyzes the business data in the past few years. Analysis of
existing problems of ZY company, analyzes the reasons of the problems, subdivide
the market environment and the characteristics of business scenarios and so on to
carry out comprehensive analysis and research, used the PEST、SWOT、EFE and IEF
analysis method, for long-term face of ZY company analyzes the external business
environment and internal resource conditions and thinking. Compare the cost-leading
competition strategy and the differentiated competition strategy, and choose the
differentiated competition strategy most suitable for ZY Company.
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