【作者】 刘璐；

【导师】 张雷；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2022， 硕士

【摘要】 国家层面近年多次出台了相关政策来支持与鼓励高端制造业的发展,同时制造业的高位发展,将带来机床行业产品需求的激增。尽管我国机床产值全球第一,具备全球最大的机床市场,却也存在着高端机床如数控机床等供给不足、核心技术产品自给率低、一些核心关键技术受制于人、关键核心零部件本土化程度低等问题。威海华东数控股份有限公司,至今已成立二十年。在企业快速成长期内曾取得过耀眼的业绩,在当年行业百十家企业里,销售收入排名前20,利润排名前十。然时过境迁,本土企业技术创新升级与数字化改造转型,自主性知识产权不断增加,其次国外行业龙头企业不断挤占国内机床市场,新兴势力向行业内不断渗透,因此行业在内外不断演进的竞争形势影响下,新的竞争态势与格局逐渐显现。那么在此种竞争环境下,华东数控公司应制定何种竞争战略,才能够应对各方面不断变化所带来的难题与不确定性,争取发展机遇与主动权,从而获得企业的长久稳定发展,是本文研究的出发点与根本目的。本文选取威海华东数控股份有限公司为研究对象,通过全面梳理竞争战略理论的研究进展与方法应用,深入分析华东数控所面临的内外部环境,并借助EFE外部环境评价矩阵、IFE内部环境评价矩阵进行内外部环境分析,通过SWOT模型再度剖析华东数控面临的竞争态势,并对不同的竞争战略进行可行性分析,利用QSPM战略模型,综合各指标来选择适合的竞争战略,选择了适合华东数控目前的竞争战略为差异化战略,最后从产品差异化、质量和技术差异化、成本差异化、管理差异化、市场营销差异化和服务差异化方面,提出了系统性的差异化竞争战略实施方案与路径,并从文化、制度、人员、和可持续专项投入方面提出了保障措施,从政策风险、市场风险、技术风险和资金风险角度提出了实施差异化竞争战略的风险防范措施。更多还原

【Abstract】 In recent years,the national level has repeatedly introduced relevant policies to support and encourage the development of high-end manufacturing,while the high level of development of the manufacturing industry,will bring a surge in demand for products in the machine tool industry.Although China’s machine tool output value of the world’s first,with the world’s largest machine tool market,but also the existence of high-end machine tools,such as CNC machine tools,there is a shortage of supply,the core technology products self-sufficiency rate is low,some of the core key technologies are subject to the control of others,the key core components of the low degree of localization.WEIHAIHUADONGAUTOMATIONCO.,LTD has been established for twenty years.In the rapid growth period of the enterprise had achieved dazzling performance,in the industry in the year of the top 100 enterprises,sales revenue ranked in the top 20,profit ranked in the top ten.However,time has changed,local enterprises technological innovation and upgrading and digital transformation transformation,independent intellectual property rights continue to increase,followed by foreign industry leaders continue to squeeze the domestic machine tool market,emerging forces to the industry continues to penetrate,so the industry in the internal and external evolving competitive situation,the new competitive situation and pattern gradually emerged.So in this competitive environment,what kind of competitive strategy should be formulated by Huadong CNC,in order to be able to cope with the difficulties and uncertainties brought about by the constant changes in various aspects,to strive for development opportunities and initiative,so as to obtain the long-term and stable development of the enterprise,is the starting point and the fundamental purpose of this paper.Specifically,this paper selects Weihai Huadong CNC Co.,Ltd.as the research object,through a comprehensive review of the research progress and application of competitive strategy theory,in-depth analysis of the internal and external environment faced by Huadong CNC,and with the help of EFE external environment evaluation matrix,IFE internal environment evaluation matrix for internal and external environment analysis,through the SWOT model to analyze the competitive situation faced by Huadong CNC again,and The feasibility analysis of different competitive strategies,using the QSPM strategy model,comprehensive indicators to select a suitable competitive strategy,selected a suitable competitive strategy for Huadong CNC is the differentiation strategy,and finally from the product differentiation,quality and technology differentiation,cost differentiation,management differentiation,marketing differentiation and service differentiation,put forward a systematic implementation plan of differentiated competitive strategy and path,and put forward safeguards in terms of culture,system,personnel,and sustainable special investment,and put forward the implementation risk prevention of differentiated competitive strategy in terms of policy risk,market risk,technology risk and financial risk.更多还原