【作者】 周宁；

【导师】 余江；

【作者基本信息】 西南交通大学 ， 工商管理， 2012， 硕士

【摘要】 二十世纪中、后期,新一轮经济全球化的潮流势不可挡地席卷着整个世界。以致当下,无论身处何地,人们都无法回避这样一个现实,即大到国家,小到企业,甚至我们每个人都自觉或者不自觉地都被这股潮流裹挟其中了。或许这是社会发展的一个必然阶段,但对于正处于改革开放进程中的中国来说,确是一个需要认真面对的课题。其中,值得思考的迫切问题在于,随着中国经济持续高速地增长和市场竞争环境的不断变化,中国企业如何继续提升自身核心竞争力,走上战略管理的发展之路呢?当今世界,对深处于全球化竞争环境当中的企业来说,忽视对战略的研究或者战略上出现失误,都可能致使企业陷入困境,甚至失败,这一点己被许多典型案例所证实。进入战略管理新时代,不仅是经济发展的必然要求,同时也意味着企业将面对更大的挑战与考验。因此,企业必须积极加强对战略的研究,并随时根据环境的变化适时调整,合理匹配资源,不断创新商业模式,以获得可持续的竞争优势,推动企业健康发展,从而实现企业的既定使命和愿景。本文研究的对象为北车柴油机公司,是2010年由中国北车股份公司的子公司——大连机辆公司中分离业务而设立的,是目前中国北车股份公司唯一的柴油机研发、制造、销售和服务平台,承担着实现北车股份公司将柴油机业务发展成为集团公司的支柱板块的重任。为此,本文在新公司开始独立运营的初期,运用战略管理的理论和方法,旨在为北车柴油机公司研究和制定可行的公司发展战略。在对企业战略管理相关学说理论进行概括梳理的基础上,本文运用战略管理的一般方法,对公司的外部环境(PEST)及所在产业的现状及其发展趋势做了分析判断,认为目前世界经济已经步入了新一轮“康德拉季耶夫周期”的初期阶段,与此同时,不可逆转的全球化潮流对世界的政治、经济格局产生了巨大的影响,企业面对的竞争环境更加复杂,生存压力增大；从公司所处的产业和市场情况看,我国的内燃机产业尚处于成长期,在未出现关键替代技术的情况下,仍有较大发展空间；在公司内部经营分析中,本研究认为公司在产品研发和公司管理方面有比较好的基础,但面对来自国际、国内更加激烈的市场竞争压力,以及在拓宽应用领域时市场和技术上的壁垒,显现出了技术集成能力和关键人才储备不足、企业信息化程度不高的软肋。为实现公司的使命及战略目标,本文运用SWOT矩阵分析模型,对公司现有在资源和能力上的优势与劣势、所面临的机遇与挑战进行分析匹配,并最终确定了公司的总体战略思路：采取积极的竞争战略,利用国家和集团公司在政策和资金方面的支持,全力开拓国内、外销售市场,迅速做大产业规模；快速实施基于PLM/ERP为核心的信息化战略,支持公司运营和管理效率的提升；致力于培养核心竞争能力,整合优化价值链,实现品质提升和精益制造,逐步提升差异化程度,营造竞争优势地位。更多还原

【Abstract】 Since middle and late period of20century, further Economic Globalization has swept all over the real world. As a certain situation, no one can escape from it, that everyone is fall into this globalization, even for a company or a contrary. It might be an inevitable period of the society development, but for China, it is a certain subject that needed to be dealing with carefully during Chinese Reforming and Opening. One of the questions is how Chinese enterprises to improve their core competitive power and achieve development by strategic managing, facing a changing market environment, after a continuous sharp economic increasing?Now a day, it has been validated by many real samples, to all enterprises that entirely fallen into the Globalization, any neglect or mistake on the strategy studying, will lead to a big trouble, even operation failure. So in this period, strategic managing is not only a request of company development, but also more vital challenges and pressure from the market. For this case, enterprises have to undertake strategy studying, modify their exist strategy policies, assign recourses accordingly base on the changing environment, and innovate their business model, to gain particular preponderance, which would progress company developing, and achieve their target in the futureThe object company, CNR Diesel Engine co. ltd. was established in2010, from its parents company Dalian Locomotives and Rolling stocks co. ltd. It is the only base of CNR group ltd. that operating on engine design, manufacturing, sales and service. It is expected to become a major industry of the CNR Group. Therefore, the purpose of this paper is to find out suitable strategy policies in the very beginning period of company operating, according to the basic strategy management theories.On a general reviewing of the existed strategy management theories, in this paper, we have generally investigated the outer circumstance (PEST) of the company, and current situation of the engine industry and its future, in which the object company is operating, to find out the environmental opportunities and threats. It is considered that the world economic is currently in a very beginning period of a new Codrulieff’s circle, while, the atmosphere of world economic and politics has been observably impacted by the economic Globalization. Enterprises have to endure an increase pressure, and complicated competing therefore. It is affirmed that Chinese engine industry is growing determinately unless any magnitude innovation has been exploded in near future. The company’s inner operation has also been reviewed. Though it has a good basis on product development, however, the company’s not prepared for their system packaging technology and HR, and support of MIS is still less. So, when company decided to extend their operating area, they will have to meeting more challenge, trade or technical barriers from abroad and in-house.To achieve the company’s target, in this paper, a SWOT matrix model has been used to match its strengths and weaknesses, environmental opportunities and threats, to find out a suitable strategy policy package. That is the company will make all its effort to extend their local and international market, with a competitive strategy, all commercial and policy support from its parent company and government; build up its own PLM/ERP system immediately, to support company operation; develop its core competitive power, optimize its whole value chain by Lean Production, quality improving etc. to gain the diversified competition, and achieve a preponderant market position.更多还原