【作者】 张坤；

【导师】 袁鹏；

【作者基本信息】 西南财经大学 ， 工商管理（MBA）（专业学位）， 2021， 硕士

【摘要】 在经济全球化以及科技技术不断发展的背景下,走出去的中国企业越来越多,其所有面对的外部竞争环境更为复杂与多变,随之出现新的风险与不确定性,企业要及时制定竞争战略加以应对。分析外部宏观环境与行业特性情况,并结合企业内部资源的有效整合、构建、重组等动态能力才能面对新环境与新业态的要求。N安检设备公司已经在欧盟安检设备市场运营多年,取得一定市场地位与影响力,全球安检设备行业2021年的市场份额约为550亿美元,依旧保持高速的复合年增长率,但是欧盟市场近20年间,基本是被几家顶尖的欧美安检企业垄断,市场的进入门槛较高,且主要安检企业的市场份额趋于稳定。若想争夺更高的市场份额,不仅对于企业的生产成本、产品功能、交付周期以及客户服务等方面提出更高的要求,更对N公司的竞争战略提出新要求。面对此种情况,N安检设备公司如何发挥自身的企业优势,弱化与竞争对手的差距,增加企业的市场影响力,在新的环境下制定合适的竞争战略,值得深入思考和仔细研究。为此,本文以动态能力、竞争战略等相关理论为基础,借助PEST分析、“五力”模型分析等工具,对N安检设备公司所处区域的宏观外部环境进行分析,如欧盟对中资企业逐渐开放的引进政策、对个别行业的区域保护政策,及本区域内相对稳定的经济与社会环境基础。文章也对安检设备行业的经济特性和竞争环境进行分析,如产品高标准严要求的本地市场理念、整体供货商高议价能力高等情况,以明确N公司所面临的机会与威胁,再通过分析企业内部的运营能力,如自主产品定制化程度高、国际化团队理念、及阶段性规模化产能不足、盈利能力差等情况,确定自身的优势与劣势,通过SWOT模式分析得出四种战略模式,并最终确定了N安检设备公司基于动态能力的竞争战略:ST战略(优势-威胁)——创新型差异化战略,此战略可充分发挥公司的感知能力、整合能力、学习能力、机会识别能力,应对外部威胁与行业竞争,最终实现对市场细分与推广、客户交互性增加、定制化服务深化、及研发创新领先等优势。最后,本文从动态能力的四个维度提出了创新差异化的措施,通过基于企业的品牌国际化策略、客户及产品分级策略、模块化及智能化生产策略、技术多向性策略等差异化战略模式,进一步提升企业的动态能力,为更多走出去的同类型高科技企业竞争战略提供参考及借鉴。更多还原

【Abstract】 With the background of economic globalization and the continuous development of science and technology,more and more Chinese enterprises are "Going out ".The external competitive environment which they are facing is more complex and changeable,new risks and uncertainties appear.Enterprises should formulate competitive strategies in time to deal with.Only by analyzing the external macro environment and industry characteristics,and combining with the effective integration,construction,reorganization and other dynamic capabilities of internal resources,then they can face the requirements of the new environment and business formats.N security equipment company has been operating in the EU security equipment market for many years,and has achieved a certain market position and influence.The market share of the global security equipment industry in 2021 is about 55 billion US dollars,and it still maintains a high compound annual growth rate.However,in the past 20 years,the EU market has been monopolized by several top European and American security inspection enterprises,although the market entry threshold is high,the main security inspection enterprises are still keeping the same,and the market share of it tends to be stable.If you want to occupy for higher market share,it not only puts forward higher requirements for the production cost,product function,delivery cycle and customer service,but also needs to put forward new requirements for the competitive strategy of N company.Facing this kind of situation,N security equipment company should know that how to play its own advantages,weaken the gap with competitors,increase the market influence of enterprises,and develop appropriate competitive strategy in the new environment,is worth in-depth thinking and careful study.Therefore,based on the theories of dynamic capability and competitive strategy,with the help of PEST analysis and "Five Forces" model analysis,this thesis analyzes the macro external environment of the region where N security inspection equipment company is located,such as the EU’s gradual opening up policy for Chinese enterprises,the regional protection policy for individual industries,and the relatively stable economic and social environment foundation in the region.This thesis also analyzes the economic characteristics and competitive environment of the security inspection equipment industry,such as the local market concept of high standards and strict requirements of products,the high bargaining power of the overall supplier,so as to clarify the opportunities and threats faced by N company,and then analyzes the internal operation ability of the enterprise,such as the high degree of customization of independent products,the concept of international team,and the phased large-scale production capacity.Through SWOT model analysis,four strategic models are obtained,and finally N security equipment company’s competitive strategy based on dynamic capability is determined: ST strategy(Strength-Threat)-innovative differentiation strategy.This strategy can give full play to the company’s perception ability,integration ability,learning ability and opportunity recognition ability,and should be strengthened for external threats and industry competition,we will finally achieve the advantages of market segmentation and promotion,increased customer interaction,customized service deepening,and leading in R & D and innovation.Finally,this thesis puts forward the measures of innovation differentiation from the four dimensions of dynamic capability,and further improves the dynamic capability of enterprises through the differentiation strategy mode based on the enterprise’s brand internationalization strategy,customer and product classification strategy,modular and intelligent production strategy,and technology multidirectional strategy,so as to provide reference for more high-tech enterprises with the same type of situation.更多还原