专业学位硕士学位论文
ZA 消防工程有限公司竞争战略研究
Research on competitive strategy of ZA Fire Engineering Co., Ltd
作 者 姓 名： 沙 洲
学科、 专业： 工商管理
学 号： 41911287
指 导 教 师： 张 旭
完 成 日 期： 2022 年 5 月 20 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘 要
目前，我国已然成为世界上经济发展最快的主要经济体，经济总量仅次于美国，排
名全球第二。在经济快速发展的带动下，我国城市化进程也不断加快，随着我国基础设
施建设和房地开发领域取得巨大成就的同时，消防工程行业的整体规模也在不断壮大，
行业内部的竞争格局也产生了不小的变化。作为以消防工程为主要经营内容的具体企业
来说，面对行业内企业间的激烈竞争，必须要科学统筹企业内外部资源，根据企业自身
条件，制定符合实际的竞争战略，以此来推动企业的发展。
ZA 消防工程有限公司是一家在大连经营近10 年的消防工程企业，本文选取这家企
业为研究对象，通过对相关文献的梳理，从消防工程行业的宏观发展态势入手，结合ZA
消防工程有限公司的实际状况，进一步归纳出 ZA 消防工程有限公司目前的运营现状，
进而发现企业目前在竞争战略上所面临的问题。本研究从战略管理和竞争战略相关理论
开始，运用PEST 分析方法对ZA 消防工程有限公司所处的宏观和行业环境进行分析；
在竞争对手分析的基础上，运用五力模型对市场中各方之间的关系进行整理；深入所研
究对象的内部进行研究，依据公司内部实际情况，对其资源和能力进行分析和归纳。根
据对 ZA 消防工程有限公司外部和内部情况的分析，进一步归纳公司所面临的外部机会
与挑战，公司内部所存在的优势和劣势，在 SWOT 矩阵分析的基础上，得出备选的竞争
战略类型；在确定 ZA 消防工程有限公司竞争战略目标以后，进而确定了差异化竞争战
略作为公司的竞争战略选择，并且从产品差异化、建立各类智能化消防产品和技术体系、
产品质量差异化、服务差异化、品牌差异化、建立战略合作联盟六大方面来形成有针对
性的策略方案。为了竞争战略的顺利实施，最后通过加强营销能力建设、加快科技创新
步伐、加大信息化建设、加强人力资源管理四个方面来提出保障措施。
国家对消防安全的日益重视，对消防相关行业的监管和监督力度不断加强，以及社
会各界对消防事业的极大关注，消防工程行业成为了国民经济发展过程中的重要一环，
因此希望本研究能够为同行业企业制定竞争战略提供一定的参考。
关键词：竞争战略；战略管理；消防工程
- I - ZA 消防工程有限公司竞争战略研究
Research on competitive strategy of ZA Fire Engineering Co., Ltd
Abstract
At present, China has become the main economy with the fastest economic development
in the world. Its economic aggregate is second only to the United States and ranks second in
the world. Driven by the rapid economic development, China;s urbanization process is also
accelerating. With the great achievements in the field of infrastructure construction and real
estate development, the overall scale of the fire engineering industry is also growing, and the
competition pattern within the industry has also changed a lot. As a specific enterprise with fire
engineering as the main business content, facing the fierce competition among enterprises in
the industry, we must scientifically plan the internal and external resources of the enterprise,
and formulate a practical competitive strategy according to the enterprise;s own conditions, so
as to promote the development of the enterprise.
Za Fire Engineering Co., Ltd. is a fire engineering enterprise operating in Dalian for nearly
10 years. This paper selects this enterprise as the research object. Through combing the relevant
literature, starting with the macro development trend of the fire engineering industry, combined
with the actual situation of ZA Fire Engineering Co., Ltd., this paper further summarizes the
current operation status of ZA Fire Engineering Co., Ltd, Then it finds out the problems faced
by enterprises in competitive strategy. Starting from the relevant theories of strategic
management and competitive strategy, this study uses PEST analysis method to analyze the
macro and industrial environment of ZA Fire Engineering Co., Ltd; Based on the analysis of
competitors, the five forces model is used to sort out the relationship between all parties in the
market; Conduct in-depth research on the internal of the research object, and analyze and
summarize its resources and capabilities according to the actual situation of the company.
According to the analysis of the external and internal situation of ZA Fire Engineering Co., Ltd.,
further summarize the external opportunities and challenges faced by the company, the
advantages and disadvantages within the company, and obtain the alternative competitive
strategy type on the basis of SWOT matrix analysis; After determining the competitive strategic
objectives of ZA Fire Engineering Co., Ltd., it further determines the differentiated competitive
strategy as the competitive strategic choice of the company, and forms a targeted strategic plan
from six aspects: product differentiation, establishment of various intelligent fire products and
technical systems, product quality differentiation, service differentiation, brand differentiation
and establishment of strategic cooperation alliance. For the smooth implementation of the
competitive strategy, finally, the safeguard measures are put forward from four aspects:
strengthening the construction of marketing ability, accelerating the pace of scientific and
- II - 大连理工大学专业学位硕士学位论文
technological innovation, increasing information construction and strengthening human
resource management.
With the increasing attention of the state to fire safety, the continuous strengthening of
supervision and supervision of fire related industries, and the great attention of all sectors of
society to fire protection, the fire engineering industry has become an important link in the
process of national economic development. Therefore, it is hoped that this study can provide
some reference for enterprises in the same industry to formulate competitive strategies..
Key Word：Competitive strategy; Strategic management; Fire engineering
- III - ZA 消防工程有限公司竞争战略研究
目录
摘 要 ..................... I
Abstract ......................II
1 绪论 ...................... 1
1.1 研究背景及意义 ................ 1
1.1.1 研究背景 ............... 1
1.1.2 研究意义 ............... 2
1.2 研究方法和内容 ................ 2
1.2.1 研究方法 ............... 2
1.2.2 研究内容 ............... 3
2 相关理论和研究工具 ............... 5
2.1 理论综述 ..................... 5
2.1.1 战略管理基本概念 ............. 5
2.1.2 企业战略管理理论演进 ............ 5
2.1.3 战略的分类 .................. 6
2.2 竞争战略理论 .................... 7
2.2.1 竞争战略的含义 ................. 7
2.2.2 竞争战略的类型 ................. 7
2.2.3 竞争战略的选择 ................. 8
2.3 战略研究分析工具 ................... 8
2.3.1 PEST 分析模型 .................. 8
2.3.2 波特五力模型 ................... 10
2.3.3 SWOT 分析法 ................. 10
3 ZA公司内外部环境分析 .............. 13
3.1 ZA 公司外部环境分析 .................. 13
3.1.1 宏观环境分析 ................... 13
3.1.2 行业发展过程与现状 .............. 17
3.1.3 大连地区主要竞争者分析 ............. 21
3.1.4 五力模型分析 ................... 25
- IV -