【作者】 蒋峰；

【导师】 胡祥培；

【作者基本信息】 大连理工大学 ， EMBA（专业学位）， 2014， 硕士

【摘要】 明鑫金属材料有限公司是一家金属材料流通贸易行业企业,作为一家初创的小企业,该公司经过7年多的发展已经成为广东地区较有影响力的金属材料贸易企业。但在日趋同质化的行业竞争中,明鑫金属面临业务增长瓶颈,迫切需要进行制定新的竞争战略,应对日趋激烈的行业竞争和变革。本研究首先对典型竞争战略理论进行回顾和概述,为制定明鑫金属材料有限公司的竞争战略奠定理论基础。其次,本研究对明鑫金属材料有限公司的内外部发展环境进行了分析。在外部环境分析中,本研究探讨了明鑫金属材料有限公司所面临的宏观环境、行业环境、竞争环境等三个层次外部环境。在内部环境分析中,本研究从战略管理、商业模式、顾客及其需求、财务状况、组织结构状况、人力资源管理状况等方面对其内部环境进行了分析。第三,在内外部环境分析的基础上,本研究总结了明鑫金属材料有限公司面临的外部机会与威胁、内部优势和劣势,并运用SWOT分析工具提出了该公司的战略定位、基本竞争战略、商业模式、主要战略目标。最后,为了确保明鑫金属材料有限公司的竞争战略能够落地,本研究提出明鑫金属“金属超市”的新竞争战略,给出平台竞争策略、自营产品竞争策略、服务竞争策略、营销竞争策略、风险管理策略等实施举措。本研究对金属流通行业乃至其他大宗工业物资流通行业的贸易企业,如何在互联网环境中谋求生存和发展均有一定的借鉴意义。更多还原

【Abstract】 MingXin Metal Materials Trade Co., LTD. is an enterprise of metal materials circulation industry. As a start-up small business, the company, using7years development, has become the influential metal materials trade enterprise in Guangdong region. But in an increasingly homogeneous industry competition, MingXin Metal is facing business growth bottleneck, which is urgent need to develop new competitive strategy, coping with the increasingly fierce competition and change.This study first review and sum of typical competitive strategy theory, which lays a theoretical bases for competitive strategy of developing MingXin metal materials. Second, this study analyzes the internal and external development environment of MingXin Metal. In the external environment analysis, this study discusses the three levels of external environment of MingXin Metal, which are macro environment, industry environment, and competition environment. In the internal environment analysis, this study discusses from the different angels, including the strategic management, business model, customers and their needs, financial status, organization structure, and human resource management situation. Third, based on the analysis of the external and internal environment, this study summarizes the MingXin Metal’s external opportunities, threats, internal advantages and disadvantages, and puts forward the company’s strategic positioning, basic competitive strategy, business model, and the main strategic objectives using the SWOT analysis tool. Finally, in order to ensure MingXin Metal Enterprise’s competitive strategy will be in practice, this study raises a new competitive strategy, which is named "metal supermarket". At the same time, in order to ensure the implementation of "metal supermarket", this study proposes platform competition strategy, proprietary product competition strategy, service strategy, marketing competition strategy, and risk management strategy implementation measures, etc.This study puts forward the certain reference significance, for metal flow and other large industrial goods and materials circulation industry trade enterprises, on how to seek survival and development in the internet environment.更多还原