【作者】 刘艳；

【导师】 何铮；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 经过多年的高速发展,中国经济发展速度开始放缓,转向中高速增长,经济发展方式转向注重质量、注重效率的集约增长。在经济新形势下,国内电力市场需求减少,国内核电设备市场饱和,国家大力推进“一带一路”战略,为核电装备制造企业寻求新的市场提供了条件。非洲作为“一带一路”战略实施的重要西向延伸带,经济近十来年获得快速发展。非洲经济的快速发展带动电力需求的迅速增长,为核电在非洲的发展创造了机会。如何抓住这个市场机会,利用自身的优势,运用一定的竞争战略,力克竞争对手,成功进入非洲市场,是摆在核电装备制造企业面前的一个新课题。本文以东方电气股份有限公司为研究对象,重点对非洲的南非、埃及、尼日利亚、肯尼亚、摩洛哥、阿尔及利亚六个综合国力最强、最具核电发展潜力的国家进行了详细研究,分析东方电气在这些国家的发展机会和威胁。同时研究东方电气的优势和劣势,并将优势和劣势与非洲的发展机会和威胁进行匹配,最终选择最合适的竞争战略。文章首先介绍了研究背景,包括对核能基本情况、世界核电的总体发展情况以及中国核电的发展情况,特别是对福岛核事故后的情况以及经济新形势下的情况进行了详细介绍,明确了本文研究的意义,提出了本文研究的思路和方法,并对本文研究中运用的现代战略管理理论和工具进行了简要概述。其次运用GPEST分析方法对非洲六国的地理、政治、经济、社会文化、技术环境进行分析,利用波特五力模型对核电装备制造行业进行分析,列举出东方电气核电产业在非洲市场的机会和威胁。再次分析东方电气内部资源、能力,运用VRINE分析方法分析东方电气的核心竞争力,列举出东方电气核电产业的优势和劣势。接下来运用SWOT分析方法,得出东方电气核电产业的SO组合、WO组合、ST组合、WT组合四个方面的战略。针对非洲对价格敏感、追求性价比、竞争激励的市场特点,为实现进军非洲市场的目标,东方电气提出采用整合成本领先/差异化战略,一种综合低成本和差异化两种优势的战略。文章对整合成本领先/差异化战略的含义进行了阐述,并重点提出了在战略实施过程中需要关注的的几个重点问题,包括跨国文化差异、组织结构优化、风险管控、国际人才培养。更多还原

【Abstract】 After years of rapid development,China’s economic growth rate has begun to slow down,turning to medium and high speed growth,and the mode of economic development has turned to intensive growth focusing on quality and efficiency.Under the new economic situation,the domestic electricity market demand is reduced,and the domestic nuclear power equipment market is saturated.The state vigorously promotes the strategy of "one belt and one road",which provides conditions for nuclear power equipment manufacturing enterprises to seek new markets.As an important western extension belt to implement the strategy of "one belt and one road",Africa has been developing rapidly in the past decade.The rapid development of African economy has led to the rapid growth of electricity demand,which has created opportunities for the development of nuclear power in Africa.How to seize this market opportunity,make use of its own advantages,use a certain competitive strategy,and make rivals succeed in entering the African market is a new topic for nuclear power equipment manufacturers.Taking Dongfang Electric Co.,Ltd.as the research object,this paper focuses on the six countries with the strongest comprehensive national strength and the most potential for nuclear power development in Africa,South Africa,Egypt,Nigeria,Kenya,Morocco and Algeria,and analyses the development opportunities and threats of Dongfang Electric company in these countries.At the same time,it studies the strengths and weaknesses of Dongfang Electric company,matches the strengths and weaknesses with the development opportunities and threats of Africa,and finally chooses the most appropriate competition strategy.Firstly,the paper introduces the research background,including the basic situation of nuclear energy,the overall development of nuclear power in the world and the development of nuclear power in China,especially the situation after Fukushima nuclear accident and the situation under the new economic situation.It clarifies the significance of this study,puts forward the ideas and methods of this study,and puts forward the modern strategy used in this study.Management theory and tools are briefly summarized.Secondly,GPEST analysis method is used to analyze the geographical,political,economic,social,cultural and technological environment of six African countries,and Porter’s five forces model is used to analyze the nuclear power equipment manufacturing industry,listing the opportunities and threats of nuclear power industry of Dongfang Electric company in the African market.Thirdly,analyze the internal resources and capabilities of Dongfang Electric company,use VRINE analysis method to analyze the core competitiveness of Dongfang Electric company,and list the advantages and disadvantages of nuclear power industry of Dongfang Electric company.Next,using SWOT analysis method,the strategy of SO combination,WO combination,ST combination and WT combination of nuclear power industry of Dongfang Electric company is obtained.In view of African market characteristics of price-sensitive,cost-effective and competitive incentives,and in order to achieve the goal of entering the African market,Dongfang Electric company proposes to adopt the integrated cost leadership/differentiation strategy,which combines the advantages of low cost and differentiation.This paper elaborates the meaning of integration cost leadership/ differentiation strategy,and puts forward several key issues that need to be paid attention to in the implementation of the strategy,including cross-border cultural differences,organizational structure optimization,risk control,and international talent training.更多还原