【作者】 王晓娜；

【导师】 杨蕙馨；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2024， 硕士

【摘要】 当前,数字经济已成为高质量发展动能的新引擎。云服务作为互联网赋能产业发展的重要组成,随着机器学习、人工智能、芯片、大数据、区块链等新一代信息技术的进步,市场结构也在持续调整。科技服务作为科技创新和产业发展的重要支撑,也是国家和区域创新体系的重要组成部分。随着智能科技战略的推进,科技服务业面临着新的机遇和挑战。科技服务业将不断推生新的业态,线上和线下服务结合、专业化和集成化并存将成为新的服务模式。在这样的背景之下,越来越多的传统科技咨询机构进行数字化转型,同时也有一批软件和信息服务行业企业进入科技创新服务领域企业云服务行业,市场竞争越来越激烈。Z公司是软件和信息技术服务业的中型高新技术企业和专精特新企业。2022年,Z公司开始着力于面向企业的平台产品的研发和市场推广,并将企业云业务作为公司2024年的战略重点。Z公司作为由传统的科技服务行业转型为数字化企业的典型代表之一,同时也是企业科技创新管理数字化转型的服务商,作者以Z公司企业云业务为研究对象,旨在为Z公司企业云业务确立可持续发展的竞争战略。本文以竞争战略相关理论为依据,结合Z公司企业云业务发展现状,通过与竞争对手的对比分析和对公司中高层管理者、客户等的访谈和问卷调研,借助PEST、五力模型等理论工具,综合分析了Z公司的外部经营环境和其内部的资源能力,评价了Z公司面临的外部机会和威胁以及存在的内部优势和劣势,并进一步运用SWOT分析、QSPM等战略分析工具,最终为Z公司企业云业务确立了差异化竞争战略。Z公司企业云业务差异化竞争战略主要通过产品差异化、服务差异化和营销差异化来实施。为保障Z公司企业云业务差异化竞争战略的顺利实施,从人员、生态、文化三个方面制定了针对性的保障方案,具体内容包括:提升人整体素质能力,制定激励性薪酬制度,构建合作伙伴生态体系,打造多赢协同生态圈,强化企业精神文明建设,“软实力”成为“硬支撑”。希望此竞争战略以及实施措施能够帮助Z公司实现企业云业务立足山东、服务全国的战略目标,助力Z公司2024年实现企业云业务的市场突破,同时作为科技服务业同行的数字化转型、企业云业务发展及竞争战略选择的参考。更多还原

【Abstract】 At present,the digital economy has become a new engine for high-quality development.Cloud services as an important component of the development of the Internet enabling industry,with the progress of machine learning,artificial intelligence,chips,big data,blockchain and other new generation of information technology,the market structure is also continuing to adjust.As an important support for scientific and technological innovation and industrial development,science and technology service is also an important part of the national and regional innovation system.With the advancement of intelligent science and technology strategy,science and technology service industry is facing new opportunities and challenges.The science and technology service industry will continue to push forward new business forms,and the combination of online and offline services,specialization and integration will become a new service model.In this context,more and more traditional science and technology consulting institutions are undergoing digital transformation,and a number of software and information service industry enterprises are entering the field of science and technology innovation services.Z Company is a medium-sized high-tech enterprise and specialized new enterprise in software and information technology service industry.In 2022,Z Company began to focus on the development and marketing of platform products for enterprises,and the enterprise cloud business as the strategic focus of the company in 2024.Z Company is one of the typical representatives of the transformation from the traditional science and technology service industry to the digital enterprise,and it is also a service provider for the digital transformation of enterprise science and technology innovation management.The author takes Z Company’s enterprise cloud business as the research object,aiming to establish a sustainable competitive strategy for Z Company’s enterprise cloud business.Based on theories related to competitive strategy and the development status of Z Company’s enterprise cloud business,this paper comprehensively analyzes Z Company’s external operating environment and internal resource capacity by means of theoretical tools such as PEST and five Forces model through comparative analysis with competitors,interviews and questionnaires with middle and senior managers and customers.The external opportunities and threats faced by Z company as well as the existing internal advantages and disadvantages are evaluated,and the strategic analysis tools such as SWOT analysis and QSPM are further used to establish a differentiated competitive strategy for Z Company’s enterprise cloud business.Z Company’s enterprise cloud business differentiation competitive strategy is mainly implemented through product differentiation,service differentiation and marketing differentiation.In order to ensure the smooth implementation of the differentiated competitive strategy of Z Company’s enterprise cloud business,a targeted guarantee plan has been formulated from three aspects:personnel,ecology and culture.The specific contents include:Improve the overall quality and ability of people,formulate an incentive salary system,build a partner ecosystem,create a multi-win collaborative ecosystem,strengthen the construction of enterprise spirit and culture,and "soft power" becomes "hard support".It is hoped that this competitive strategy and implementation measures can help Z company achieve the strategic goal of enterprise cloud business based in Shandong and serving the whole country,help Z company achieve market breakthrough of enterprise cloud business in 2024,and serve as a reference for digital transformation,enterprise cloud business development and competitive strategy selection of peers in the science and technology service industry.更多还原