【作者】 郭颖；

【导师】 李军；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2022， 硕士

【摘要】 矿产资源开发在人类社会和经济的发展中占据着重要地位,全球矿产品贸易总量一直不断攀升。2008年以来,在经历了矿产资源供给过剩、全球经济危机、贸易摩擦等因素的冲击,全球矿业市场虽然出现过短暂的复苏,但整体仍然呈下跌趋势。新冠疫情在给全球经济造成沉重打击的同时,也导致全球矿业市场活动明显降温,矿产品交易总量明显下降,全球矿业的发展状况不容乐观。XH矿业公司成立于1997年,是一家民营传统制造企业,主营业务是矿山EPC总承包服务。面对复杂多变的国际环境,面对竞争日益激烈的国内外矿业市场,如何紧跟市场变化形势,制定科学合理的竞争战略,提高竞争力,是XH矿业公司目前需要解决的关键问题。本文使用PEST分析,从这四个方面:政治、经济、社会文化和技术环境,分析了XH矿业公司的外部环境。通过运用五种力量模型,对XH矿业公司所在的矿业行业进行了分析,确定了影响XH矿业公司发展的外部关键因素。通过构建EFE矩阵,得出XH矿业公司目前面临着较好的机会,并且具有一定规避风险的能力。本文使用资源能力、价值链两种分析工具,对XH矿业公司的内部状况进行了综合分析,确定了影响XH矿业公司发展的内部关键因素。通过构建IFE矩阵,得出XH矿业公司通过多年的经营,所具有的优势明显大于劣势。最后,本文通过运用SWOT矩阵分析,对四项关键因素进行矩阵排列、综合分析,总结得出四种竞争态势。在对三种竞争战略的可行性进行分析的基础上,初步确定XH矿业公司应该选择差异化战略。通过运用QSPM矩阵,对各关键因素进行量化分析,最终验证并确定了最适合XH矿业公司的竞争战略是差异化战略。根据对XH矿业公司的系统分析,提出了四项实施方案:一是技术研发差异化,强化XH矿业公司技术研发能力,建立技术优势;二是产品和品牌差异化,提供高端技术水准的产品,强化公司品牌价值;三是服务差异化,优化客户服务流程,制定完善的客户服务制度;四是营销渠道差异化,大力推进网络营销,采取差异化的营销策略。最后,提出了四项保障措施:加强企业文化建设、优化组织结构、改进人力资源管理、提高财务管理能力,对竞争战略方案的有效实施提供了保障。更多还原

【Abstract】 The exploration of mineral resources has an essential position in the development of human society and economy,and the total volume of global mineral products trade has been continuously rising.Since 2008,the global mining market has experienced the impact of oversupply of mineral resources,global economic crisis,trade friction and other factors.Although the global mining market has been a short recovery,the overall trend is still declining.The COVID-19 epidemic situation has badly decimated the global economy,at the same time,it has also led to a significant cooling of the global mining market activities,and the total transaction volume of mineral products has dropped significantly.The development of the global mining industry is not optimistic.XH mining company,founded in 1997,is a private traditional manufacturing enterprise.The company’s main business is mine EPC general contracting services.Facing the complicated and changeable international environment and the increasingly competion in the domestic and foreign mining markets,the key problem that XH mining company needs to solve at present is how to keep up with the changing of market situation,formulate scientific and reasonable competitive strategies and improve competitiveness.This thesis analyzed the external environment of XH mining company by using the PEST model.It has four aspects:economic,political,social and cultural,technical environment.By using five force models,this thesis analyzed the mining industry in which XH mining company is located,and identifies the external key factors that affect the development of XH mining company.By constructing the EFE matrix,this thesis concluded that XH mining company was facing a good opportunity and had a certain ability to avoid risks.This thesis made a comprehensive analysis of the internal resources and capabilities of XH mining company by using two analytical tools:resource capability analysis and value chain analysis,and determined the internal key factors that affect the development of XH mining company.By constructing the IFE matrix,this thesis concluded that XH mining company had obvious advantages compared with disadvantages through years of operation.Finally,by using SWOT matrix analysis,this thesis totally analyzes of four key factors of XH mining company,and concludes four competitive state.Through the feasibility analyzing of the three competitive strategies,this thesis preliminarily determines that XH mining company should choose the differentiated strategy.By using the QSPM matrix,this thesis quantitatively analyzes the key factors,and finally determines that the most suitable competitive strategy for XH mining company is differentiated strategy.According to the comprehensive research of the external and internal environment of XH mining company,specific implementation initiatives are proposed from four aspects:first,technology R&D differentiation,strengthening the technological research and development capabilities of XH mining company,and establishing technological advantages;second,product and brand differentiation,providing high-end technical level products,and strengthening the company’s brand value;third,service differentiation,optimizing customer service process,and formulating a perfect customer service system;fourth,marketing channels differentiation,vigorously promoting network marketing,and adopting different marketing strategies for different regional markets.Finally,the safeguard measures is guaranteed by four aspects:strengthening corporate culture construction,optimizing organizational structure,improving human resource management,and improving financial management ability.更多还原