【作者】 张朝晖；

【导师】 司马锡生；

【作者基本信息】 南京工业大学 ， 企业管理， 2005， 硕士

【摘要】 长期以来,由于PLC(Programmable Logic Controller,可编程逻辑控制器)能够为自动化控制应用提供安全可靠和比较完善的解决方案、适合于当前工业企业对自动化的需求的原因,使得其始终处于工业自动化控制领域的主战场,为各种各样的自动化控制设备提供了非常可靠的控制应用。 在中国,特别是在改革开放以后,工业经济得到了很好的发展,因此对于PLC的需求也多种多样。从超小型到大型,从单独运行的到作为解决方案的一部分进行引进的,在全部PLC领域在都存在着需求。并且,我国的国有企业积极推动自动化,因此PLC供应商的业务将会不断扩大。 但是中国PLC市场用户的要求和期望值也越来越高,竞争的结果自然使市场的产品越来越多,也越趋于多样化、个性化。国内PLC企业如何在激烈的市场竞争中生存下来,就必须取得一定的竞争优势,这种优势不仅包括技术上的,也包括管理上的,更主要的是战略上的。本文致力于对华光公司的经营公司展开专题研究,通过对华光公司的外部经营环境、竞争环境、现有资源、发展潜力等方面进行广泛深入地调查及研究,得出华光公司相应的企业定位、发展目标和发展战略以及相关措施。新的公司在业务量上逐渐走高,但总的市场份额不大,为把公司做强、做大,公司迫切需要制定经营战略,为将来的发展制定依据。 最后根据分析,确定华光公司的总体发展战略为:在立足生产质优价廉的PLC产品的基础上,实施专业经营的发展战略,持“业精于专,方显卓越”的经营理念,做精做专中国工业自动化产品的用户的PLC生产,形成华光的核心竞争力,拓展可持续发展空间。内部充分挖掘公司管理潜力,降低生产成本,增加单个产品的利润额;外部积极利用公司的品牌资源,依托长三角的区位优势和“华光”的品牌优势,保持传统纺织机械行业市场,逐步扩大到高端市场。力争在五年内成为以PLC技术为核心技术平台的最好的自动化产品供应商,市场份额达到15%。 本文通过运用企业经营战略管理的原理、理论发展和应用方法,并以生产高科技产品(PLC)的企业华光公司为背景,在企业中实际引入企业经营战略。分析内外部环境、企业定位、总战略确定、制定职能战略、战略实施与控制。并由此具体分析了在现有的国内市场环境下,运用企业经营战略管理理论进行企业战略管理的实际过程,是企业经营发展战略在PLC市场的一个探索,对同类企业具有借鉴意义。更多还原

【Abstract】 For long time, the PLC (the Programmable Logic Controller) can provide more perfect solution which is also safe and credible for the automation control application. It is suitable for the demands of automation for the current industry business enterprises. So the PLC is always placed in the main battlefield of the industry automation control, and provides very dependable control application for each kind of automation equipments.At China, especially after the reform of opening, the industry economy has got well development, therefore, the demand to the PLC also varied. From super small to small modals, from alone circulating to a part of the solution, the demands exist at all the realms. Furthermore, the state-owned enterprises are pushing the automation actively, so the business of suppliers of PLC will extend largely.But in the Chinese PLC market, the request and the expectation values of market customers also become more higher, this competition naturally make more products, which is also diversify and characteristic. If the Local enterprises of PLC want to exist down in the seriously market competition, they must obtain certain competitive advantage, which not only include the technique, but also the management, especially the strategy. This text concentrates on the special subject research to conduct the company of Hua Guang: Through researching the conducting environment 、 competition environment 、 existing resources and developmental Potential extensively and thoroughly, we can get the fixed position、 development target、 developing strategic and related measures. The new company in the business is gradually high, but the total market quota is not big, As to do the company stronger and greater, the company must draw up the management strategy, for the basis of future development.Finally, according analysis, we make sure the total development strategy of the Hua Guang. That is, on the basis of having a good quality and cheaper product, it can carry out the development strategy of professional, hold the principle of "the industry should be particular, the square will be outstanding". So it can become the core competencies, keep on to develop the space. In the inner part, Hua Guang must lowering the production cost, increasing the profits of one product; In the exterior part, Hua Guang must make full use of company brand resources, rely on the brand advantage of "Hua Guang" and long triangle niche, keep the traditional machine market, and extend the high level market gradually. It will work hard for becoming the best automation product supplier which has the core technique within five years. The market quota is attaching 15%.This article also lead the conducting strategy into a enterprise, by discussing the principles、 developing theories and application methods of conducting strategy, also take producing high-tech product( PLC) company of Hua Guang as the background.. This article emerges a series of method and steps in establishing the management strategy, which suit future development: analyzing inner and external environment、 enterprise position、 establishing total strategy、 make functional strategy、 the implementing and controlling of strategy. On that basis, we make use of the business management strategy management theories to carry on the actual process of strategic management. It is a investigation in the PLC market for the business strategy, and can draw lessons to the same kind of enterprises.更多还原