【作者】 王秀芳；

【导师】 张卫国；

【作者基本信息】 华南理工大学 ， 高级管理人员工商管理硕士（专业学位）， 2021， 硕士

【摘要】 中美贸易摩擦、新冠疫情大流行、全球经济萎缩等外部环境飞速变化。供给侧改革、“双循环”经济格局、消费升级、高质量发展要求等政策,以及各种新技术、新产品、新业态、新模式的发展,为我国的检测认证提供大量的商业机会。同时,国家政策放开、检验检测行业机构改革、资本涌入、行业整合等,为综合型检验检测机构做大做强带来契机,也加剧行业竞争。如何在复杂、易变、充满不确定性的外部环境中,应对挑战,构建可持续的竞争优势,实现长期发展目标,是检验检测机构需要解决的重要问题。论文以W检测公司为研究对象,在企业战略理论研究的基础上,开展应用研究。论文从第三方检验检测行业面对的政治、政策、法律法规、经济、社会、技术、全球化等宏观环境,以及所处的行业与市场环境、产业竞争态势出发,运用PEST分析法、五力模型等战略工具,系统、全面分析、并完整识别W检测公司面临的机遇、威胁。论文系统、全面分析了W检测公司的资源和能力,包括核心竞争力和动态能力,识别W公司保持竞争优势的异质或差异,分析归纳出W检测公司的竞争优势、劣势,并采用EFE/IFE矩阵对机遇、威胁、竞争优势、劣势进行了定量评价。在此基础上采用SWOT分析法分析匹配出四种战略组合,并辅以SPACE矩阵和IE矩阵进行分析,再运用QSPM矩阵进行战略方案的决策与选择。论文第四章,根据分析提出W检测公司规模化发展、品牌建设、创新驱动等几个方面的经营战略方案。最后,根据经营战略思路,提出战略实施的措施和实施保障措施,并分析了W检测公司的经营风险与应对措施。论文建议企业应构建动态能力,以应对外部环境的动态变化。论文除了竞争战略分析外,从关注客户企业的研发阶段出发,就价值重构提出对蓝海战略的探讨。并关注分析了行业内“互联网+”智慧检测实验室平台。论文提出检测机构应注重创新,重视技术创新、管理创新、服务创新,以创新驱动发展,通过创新构建新的可持续竞争优势,将创新融入企业战略,打造科技创新型服务企业,建设规模化、专业化、集约化、品牌化、国际化的综合型质量技术服务机构。综上,论文以系统、全面的外部环境分析和内部分析为基础,采用多种战略分析工具,分析制定W检测公司检测业务的经营战略。最后,根据经营战略方案,从战略落地、组织文化匹配、资源配置、营销与品牌建设、研发、服务创新、信息化管理等几个方面介绍战略实施情况与保障措施。论文的研究对W检测公司的发展具一定指导意义,对其他第三方检测机构具参考意义。更多还原

【Abstract】 Coupled with the Sino-US trade friction,Covid-19 epidemic and global economic recession,the external economic environment is complex and changeable;Supply-side reform,"double-cycle" economy pattern,consumption upgrading,high-quality development requirements,and the overlapping application of various new technologies have continuously spawned a large number of new technologies,new products,new formats and new models with Chinese characteristics,thus providing a large number of business opportunities for the Chinese testing and certification industry.At the same time,the loosening of national policies,the integration of institutions,and the influx of capital have brought many opportunities for integrated institutions,and also intensifying competition.How to deal with challenges,build sustainable competitive advantages,and achieve long-term development goals in a complex,volatile and uncertain external environment is an importent issue for inspection and testing institutions to solve.The thesis carried out an application research to the business-level strategy of W Testing Company on the basis of studying enterprise strategy theories.Starting from the macro political,policy,laws and regulations,economic,social culture,technology,globalization environments faced by the third-party inspection and testing institution,as well as the industry,market environment and industry competition situation,the thesis analyzes and identifies the opportunities and threats faced by W Testing Company systematically and comprehensively by PEST analysis and Five Forces Analysis Model.This paper also analyzes W Testing Company’s resources and capabilities including core competitiveness and dynamic capability systematically and comprehensively,identifies the heterogeneity of maintaining competitive advantage,analyzes and concludes the competitive advantages and disadvantages of W Testing Company,and makes a quantitative evaluation on the opportunities,threats,competitive advantages and disadvantages of W Testing Company by using EFE matrix and IFE matrix.On this basis,SWOT analysis method is used to match four strategic combinations,SPACE matrix and IE matrix are used for auxiliary analysis,and then QSPM matrix method is used to make decisions and selection of strategic plans.According to the analysis,the fourth chapter of the thesis puts forward the business-level strategy plan of W Testing Company from several aspects such as large-scale development,brand building,and innovation driven.Finally,according to the thinking of business-level strategy,the measures of strategy implementation and strategic guarantee are put forward,and the business risks faced by W Testing Company and responses are analyzed.The thesis suggests that enterprises should build dynamic capabilities to cope with the dynamic changes of the external environment.In addition to the analysis of competitive strategy,starting from focusing on the R&D stage of client enterprises,the thesis also puts forward some suggestion on the Blue Ocean Strategy from the perspective of value reconstruction.The thesis paid attention to the phenomenon of "Internet Plus" intelligent testing laboratory platform emerging in the industry and analyzed it.The thesis proposes that the testing institution should focus on innovation and attach importance to technological innovation,management innovation and service innovation,drive enterprise’s development with innovation,build new sustainable competitive advantages through innovation,integrate innovation into enterprise strategy,build a service enterprise with scientific and technological innovation,and establish a scale,professional,intensive,branded and internationalized comprehensive quality and technical service organization.In summary,based on a systematic and comprehensive internal and external analysis,the thesis adopts a variety of strategic analysis tools to analyze and formulate the business-level strategy of W Testing Company’s testing business.Finally,according to the business-level strategy plan,this paper introduces strategy implementation measures from several aspects such as strategy decoding,organizational culture matching,resource allocation,marketing and brand building,research and development,service innovation,information management,and also puts forward guarantee measures for implementation of the strategy.The research in this paper not only has a certain guiding significance for the development of W Testing Company,but also has reference significance for other third-party inspection and testing institutions.更多还原