【作者】 孙伟；

【导师】 申风平；

【作者基本信息】 兰州理工大学 ， 工商管理硕士（MBA）（专业学位）， 2016， 硕士

【摘要】 当前,我国的科技型企业更多的是以中小型企业的形态为主,这些中小型企业构成了我国科学技术事业的主要业态。大型有实力的科技企业相对比较少。而正是基于这样的现实情况,我国中小科技企业想要在激烈的竞争中赢得市场,赢得竞争优势,必须结合我国经济和社会发展的现实情况,制定相应的竞争战略,这样才能赢得竞争优势,从而实现企业的可持续发展。因此本课题将结合浙江功量智能科技有限公司的现实情况,来探究该公司的竞争战略。本文首先利用PEST模型分析浙江功量智能科技有限公司的外部宏观环境,利用波特五力模型分析企业的竞争对手以及行业竞争情况,并且结合外部的机会与威胁制定了外部因素评价矩阵;之后再从价值链角度,对公司资源获取能力、招商与营销能力、企业服务能力进行分析,依据公司内部的优势与劣势建立内部要素评价矩阵;最后结合公司的战略目标与定位,对备选的集中战略、低成本战略和差异化战略进行定性与定量分析,明确公司当前可采用的竞争战略为差异化战略,为了保证差异化战略的有效实施,本文进一步提出公司应调整组织结构、加强文化建设。通过对该课题的研究,为功量智能科技有限公司制定了差异化竞争战略,对公司在激烈的市场竞争中发挥优势、规避劣势、把握机遇、脱颖而出具有现实的指导意义。同时,功量智能科技有限公司所面临的问题也是当前我国诸多中小企业在市场竞争中共同面临的问题,因此本课题的研究也能为其他同类中小型企业参与市场竞争提供必要的参考。更多还原

【Abstract】 At present,Currently,scientific and technological enterprises in China are primarily small and medium enterprises.These small and medium-sized enterprises constitute the main industries of science and technical causes in China.Large-scale enterprises with strength are relatively few.Based on realities like the above,small and medium-sized scientific and technological enterprises must formulate the corresponding competitive strategy in combination with the realities of economic and social developments to win market and competitive advantages,realizing sustainable developments of enterprises.As a result,this topic combines the realities of Zhejiang Gongliang Intelligent Technology Co.,Ltd.to explore the competitive strategy of the company.Firstly,this paper adopts PEST model to analyze the external macro environment of Zhejiang Gongliang Intelligent Technology Co.,Ltd.,employs Michael Porter’s Five Forces Model to analyze the competitors and industry competitions of the enterprise.In addition,this paper also combines external opportunities and threats to establish the exterior factor evaluation matrix.Secondly,this paper makes an analysis of abilities of obtaining resource,investment and marketing capabilities,and service capabilities of the company from the perspective of value chain.Interior factor evaluation matrix is set up in light of the advantages and disadvantages of the company.Eventually,this paper makes qualitative and quantitative analyses of alternative focused strategy,low cost strategy and differentiation strategy,defining the competitive strategy that the company can adopt now is the differentiation strategy.This paper further proposes that companies should adjust organizational structures and strengthen cultural constructions so as to ensure effective implementations of differentiation strategies.Study on this topic formulates differentiated competitive strategy for Zhejiang Gongliang Intelligent Technology Co.,Ltd.,which has realistic instructive significance for the company to give play to advantages and avoid disadvantages,and seize opportunities to stand out in fierce market competitions.At the same time,the problem that Zhejiang Gongliang Intelligent Technology Co.,Ltd.are common problems faced by many small and medium-sized enterprises in market competitions at present.Therefore,research on this topic can provide necessary references for other similar small and medium-sized enterprises to participate in market competitions.更多还原