【作者】 王妍；

【导师】 杜晓君；

【作者基本信息】 东北大学 ， 工商管理， 2011， 硕士

【摘要】 沈阳银象橡胶制品有限责公司是一家以生产铁路橡胶配件为主的大型民营企业,为铁路服务已有几十年的历史。随着中国高速铁路的迅猛发展,未来十年是企业能否迅速蓬勃发展的一个关键期。在巨大的市场竞争压力下,银象公司如何利用优势,明确自己的竞争战略,是公司实现更好发展的关键所在。本文首先对银象公司的基本情况作以介绍,然后借助PEST分析、SWOT分析、波特五力模型分析,对公司所处的宏观环境、行业竞争态势和内部条件进行了分析和评价。分析得出,公司面临着国家产业政策扶持等方面有利因素和潜在进入者进入壁垒高的发展机会,同时也面临着现有竞争者竞争激烈等方面的威胁。在内部条件上公司具备一定的规模、研发、品牌等优势,同时公司也存在市场占有率低等劣势。运用SWOT分析方法和核心竞争力理论,银象公司规模大、设备全,具备较强的品牌建设能力、营销网络建设能力和产品研发能力的优势。论文分析了公司的内外部环境,得出了公司的优势、劣势和外在的机会和威胁,并以此为基础,公司进行了竞争战略分析,并最终确定实施低成本战略差异化战略的混合发展战略。为了确保战略的有效执行,提出了战略的实施方法上围绕以下几个方面展开：构建适应战略发展的组织结构；完善企业技术创新体系以提高产品研发能力；持续品牌建设,增强品牌影响力；以客户为中心,以市场为导向,加强企业市场营销能力；完善人力资源的管理与开发；完善企业文化。这种竞争战略及其制定过程,无论是对于银象公司,还是对于国内其他的铁路橡胶配件企业,都是可以借鉴的。更多还原

【Abstract】 Shenyang Yinxiang Co.Ltd is a large-scale private-owned enterprise, mainly product Railway rubber parts, Service railroad already had a few years. With China’s rapid development of the high-speed railway, the next ten years are the key period to the enterprise’s rapid development.In the enormous market competition pressure, Yinxiang company how to take advantage,make clear their competitive strategy is the key to the company to achieve better development.First,this article introduces the company’s basic situation,then analysis the macro environment, industry competition and internal conditions using the PEST analysis, SWOT analysis, five forces model analysis. Analysis, companies are facing the national industrial policy support and other aspects of the favorable factors and high entry barriers to potential entrants of development opportunities, while also facing fierce competition to competitors of threat. The company has advantage of a certain size, R&D, brand in the internal conditions,while the company also has the disadvantage of low market share.Using the SWOT analysis method and the theory of core competence, Yinxiang company has advantage of Large scale, complete equipment, strong brand building, marketing network construction and product R&D capability.After analyzing the company’s internal and external environme,weinduct the strengths and weaknesses of the company,opportunities and threats facing in the exterior environment, with which as the foundation, this article analyzes the competitive strategy of the company and draw up the mixed strategy of low cost strategy and differentiation strategy ultimately.In order to ensure the effective implementation of strategy, we puts forward implementing the strategy focuses on the following aspects:constructing organization adapt strategic’s development; perfect the technology innovation system of enterprise to improve the product R&D ability; sustainable brand construction, enhance brand’s influence; take the customer as the center, take the market as the guidance, strengthen enterprise’s marketing ability; perfect human resource’s management and development; improve the corporate culture.This kind of competition strategy and its making process, whether it is for Yinxiang, or for other domestic’s company operating railway rubber parts, is can be used for reference.更多还原