【作者】 刘萍；

【导师】 熊国强；

【作者基本信息】 西安理工大学 ， 工商管理， 2004， 硕士

【摘要】 本文在对战略管理理论、产品竞争战略理论进行分析的基础上，采用宏观与微观、定性与定量相结合及实证分析方法，对中信机电制造公司重型载货车产品竞争战略进行系统的研究，力求为中信机电制造公司的经营决策提供科学的依据。 本论文运用PEST分析法、波特的五种竞争力量模型和外部环境评价矩阵(EFE)对中信机电制造公司重型载货车产品所处的宏观环境、产业环境和竞争状况进行分析与评价，分析了中信机电制造有限公司重型载货车产品面临的市场机会与威胁；运用资源条件分析、核心竞争能力模糊分析法和内部因素评价矩阵(IFE)对中信机电制造公司重型载货车产品的内部环境进行分析与评价，分析了其竞争优势与劣势；通过构造中信机电制造公司重型载货车产品SWOT分析模型，确定了中信机电制造有限公司重型载货车产品竞争方案；运用定量战略评价矩阵(QSPM)，确定了中信机电制造公司重型载货车应采用差异化竞争战略，并尽量降低成本。最后，论文研究了中信机电制造公司重型载货车战略实施的具体措施，提出通过提高企业核心技术能力、核心管理能力、核心制造能力、核心营销能力、建立新型企业文化五个方面来保证其竞争战略的有效实施。 本文的研究对中信机电制造公司重型载货车产品战略的制定和实施有实用价值，对国内其它载货车生产企业具有参考价值。更多还原

【Abstract】 This paper intends to make a systematic analysis of CITIC machinery manufactory Inc.(CMMI) with a discussion on strategic management theory. It aims to provide a basis for scientific marketing policy decision and to offer an optimal competition strategy with assistance of macroscopic and microscopic, qualitative and quantitative discussion.This paper uses PEST method, industrial life cycle matrix, models of five competition forces and EFE matrix to analyze and assess the exterior macroscopic environment, industrial development trend and competition conditions of CMMI, as well as the market chances and threats. Through analyzing internal resources and conditions, core competence, and through utilizing IFE, It also analyzes the advantages and disadvantages of the resin management. By establishing SWOT matrix, the paper initially confirms the products competition strategy. And with OSPM matrix, it quantitatively evaluates the primary strategy, ensures it should be distinctive competition strategy. Finally, the paper forwards the practical suggestions for the resin development in CMMI.Research in this paper has certain value for CMMI to map out and carry out Heavy-duty truck competition strategy, and could be reference for other domestic chemical companies.更多还原