学位论文原创性声明
本人所提交的学位论文《河北 H拍卖公司竞争战略研究》，是在导师的指导下，
独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论文不包
含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡献的
个人和集体，均已在文中标明。
本声明的法律后果由本人承担。
论文作者（签名）：
指导教师确认（签名）：
2022年 5月 8日
2022年 5月 8日
学位论文版权使用授权书
本学位论文作者完全了解河北经贸大学有权保留并向国家有关部门或机构送交学
位论文的复印件和磁盘，允许论文被查阅和借阅。本人授权河北经贸大学可以将学位
论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或其它复制手
段保存、汇编学位论文。
（保密的学位论文在
年解密后适用本授权书）
论文作者（签名）：
指导教师（签名）：
2022年 5月 8日
2022年 5月 8日

摘要
随着世界经济迅猛发展，全球经济区域一体化，中国经过近三十年的发展拍卖业
格局也发生了新的改变，中国拍卖行业的迅猛发展引起了世人瞩目，中国拍卖市场容
量急剧增加。随着拍卖产业崛起拍卖企业的问题逐渐暴露，尤其是 2020年受到新冠疫
情影响拍卖行业基本停滞，再加上经济形势变化和行业自身改革调整，使得拍卖企业
面临着巨大挑战。因此在拍卖行业转折期，我国拍卖企业如何在越来越激烈的行业竞
争中抓住机遇，制定适应市场环境、提高企业核心竞争力的竞争战略显得尤为重要。
论文采用了实地调查法和二手资料分析法等研究方法，着重阐述了波特竞争战略
的研究理论，并根据 H拍卖公司生产经营现状，运用 PEST分析法、波特五力模型以及
EFE矩阵和 IFE矩阵等分析方法，并结合中国国内、河北省省内拍卖市场的发展现状，
通过科学的战略管理分析方法对企业的外部和内部环境从战略角度展开剖析。结合国
内外专家在竞争管理和拍卖领域研究成果的简要梳理，明确公司所拥有的优势和亟待
解决的问题。通过构建 SWOT分析矩阵得出备选竞争战略组合，再通过定量战略计划
矩阵（QSPM矩阵）对备选竞争战略进行筛选，通过完善组织架构、培养专业人才、
加强公司文化建设、强化信息技术建设等举措，帮助企业实现竞争战略目标。
本文研究目的在于通过对河北 H拍卖公司的企业状况以及对战略环境的分析，提
出适合于公司自身发展的竞争策略并进行落实，从整体上提高公司的核心竞争力和可
持续发展能力，维持河北 H拍卖公司在行业内的地位，实现公司的总体目标，保证公
司未来的持续竞争力和市场占有率，同时也为其他拍卖企业制定科学、合理的竞争战
略以及规划和构建企业的核心竞争力方面提供借鉴意义。
关键词：拍卖公司；EFE；IFE；核心竞争力；QSPM
I

Abstract
With Chinese social market economy development, people have higher requirements for
the openness, equality and transparency of the market environment. Auction industry as an
special business model is reborn in this market environment. Auction has a variety of economic
and social functions, which is reflected in the value discovery and resource optimization. With
the past thirty years of rapid development and the regional integration of the world economy,
new changes of pattern have taken place in the world auction industry. The rapid development
of Chinese auction business has been made worldwide great impression. China's auction market
has expanded rapidly, the auction target is getting various, the technology of the auction has
been improved little by little, the auction company has increased a lot, and the auction industry
operation capacity has been enhanced significantly. China auction industry has penetrate six
major markets, which are real estate, artifact art, agricultural, second-hand cars, financial assets
and intangible assets markets. With the rise of the China auction industry, the problems of
auction industry are gradually exposed. Especially when the auction industry has basically
bogged down because of the impact of the Covid-19 epidemic in the year 2020 and coupled
with changes in economic patterns and the auction industry’s own reforms and adjustments,
auction companies are facing tremendous challenges and pressures. Therefore, at the turning
point of the auction industry, it is particularly important for Chinese auction companies to seize
opportunities in the increasingly fierce competition and formulate competitive strategies that fit
to the auction market environment and improve their core competitiveness.
The thesis focuses on the research theory of Porter's competitive strategy through field
investigation method and second-hand data method. The thesis uses PEST analysis method,
Porter's five forces model, External factor evaluation matrix and Internal factor evaluation
matrix when researching the H auction company. Combining with the development of the China
and especially Hebei auction market, the thesis analyzes the external and internal environment
of the company from a strategic perspective through scientific strategic management analysis
methods. Combining with the world’s experts research results in the field of competition
management and auctions, the thesis makes clear that company advantages and problems that
II
。。。以下略