西安理工大学工商管理硕士学位论文 SWOT matrix to combine the two dimensions and four aspects of the companys internal and externalenvironment,andconcludesthatthe advantage-opportunitycombinationcan maximize the potential of the company. Based on the advantage-opportunity combination, this paperanalyzesthe applicabilityofcostleadingstrategy,differentiation strategyand concentration strategyby using competitive strategytheory, and usesQSPM matrix to quantitatively evaluate the three strategies, and concludes that the centralized strategy is most conducive to the restructuring and optimization of ZZ RVs own resources and capabilities and the improvement of competitiveness. In order to ensure the smooth implementation of the centralization strategy, this paper puts forward specific suggestions on the adjustment of the companys organization and human structure, the optimization and reorganization of financial resources, the strengthening of organizationalculture,andthesupportingsystemconstruction,soastoescortthe implementation of the centralized strategy. Keywords: RV company; Environmental analysis; SWOT matrix；Competitive strategy III 目录 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 ..................................................................................... 3 1.2 研究目的 ........................................................................................... 4 1.3 研究内容 ........................................................................................... 4 1.4 研究方法 ......................................................................................