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论文编号：	10973
作者编号：	2120142884
上传时间：	2019/6/14 14:22:18
中文题目：	ADS电梯公司竞争战略研究
英文题目：	Research on Competitive Strategy on ADS Elevator Company
指导老师：	程莉莉
中文关键字：	ADS电梯公司; 企业竞争战略; 差异化
英文关键字：	ADS Elevator Company; enterprise competition strategy; differentiation
中文摘要：	随着经济全球化和科学技术的发展，特别是信息技术的迅猛发展，使电梯行业竞争发生了巨大改变。电梯企业在中国市场寻求机会时，要面对来自跨国企业和更具成本优势的本土企业的竞争。竞争战略的规划和实施是否妥当，在很大程度上决定了公司业务的成败。 本文运用竞争战略的相关理论结合ADS电梯公司的内部资源、外部环境等分析公司目前面临的机遇和威胁，尝试设计出适合ADS电梯公司的竞争战略。文章通过PEST、波特五力分析模型以及SWOT分析法对ADS电梯公司所在行业的外部政治、经济、社会、技术层面进行分析，进而综合了行业内部的五力影响因素以及企业内部在制造、组织人力、产品技术、销售和维保服务网络、财务和商誉等方面的资源，最终评估出ADS电梯公司的主要优势在于有领先的研发机构、先进的产品设计、想客户之所想的设备系统、与时俱进的物联网服务维保解决方案等。劣势因素有产品成本高、研发周期长、品牌危机公关差等；外部有利条件有受宏观经济增长和政策支持带来的对电梯产品需求的拉动、行业未来向服务转型的业务趋势以及客户定制化需求增长带来的机会；威胁主要是电梯市场价格竞争激烈、产能过剩、原材料价格上涨等。经过上述的对ADS电梯公司从外部环境影响、行业环境情况、内部资源优势的分析，进而借助SWOT分析方法最终建议ADS电梯公司可采用差异化竞争战略，实施方案主要有通过建立专业市场调查机制从市场定位把控差异化战略的实施；从关键市场的销售管理、维保服务流程方面实现有别于竞争对手的差异化竞争战略；依靠双品牌战略和品牌宣传及专利保护深化品牌的影响力，提升公司的总体竞争力；最后分析实施差异化竞争战略在沟通与共识、组织与管理系统以及反馈方面的障碍以及与之对应的保障措施，从制度、战略实施过程中偏移的纠错方法、整体监督、结合内部客户反馈的流程再造以及绩效工具的推行等方面进一步探讨如何保障ADS电梯公司差异化竞争战略的实施。
英文摘要：	With the development of economic globalization, science and technology, especially the rapid development of digital technology, the competition in the elevator industry has undergone tremendous changes. When elevator companies seek opportunities in the Chinese market, they must face competition from multinational enterprises and local enterprises with more cost advantages. The proper planning and implementation of the competitive strategy by enterprises determines a lot on whether they could success or not in the business. This thesis combines the relevant competitive strategy theories with the internal resources and macro environment of ADS Elevator Company to analyze the opportunities and threats faced by the company, and tries to design a competitive strategy suitable for ADS Elevator Company. By using PEST, Porter's five-force analysis model and SWOT analysis method, this thesis analyzes the external political, economic, social and technical aspects of the industry where ADS Elevator Company is located. It integrates the five internal influence factors of the industry further, as well as the resources within the company in manufacturing, organization and manpower, product technology, sales and maintenance service networks, finance and business reputation. Finally, the thesis indicates the main advantages of ADS Elevator Company are leading R&D institutions, advanced product design, smart equipment systems meeting customer expectation, and IoT service maintenance solutions that keep pace with the times. Inferior factors include high product cost, long development cycle, and poor brand public crisis management; the external favorable conditions are driven by the demand for elevator products brought by macroeconomic growth and policy support, the opportunities generated by the business development trend of the future industry transiting to service, and the growth of customized customer demand; the threats are mainly caused by the intense price competition in the elevator market and the production overcapacity and rising raw material prices, etc. After the above analysis of ADS Elevator Company from the perspective of macro environment, industry environment and internal resources, by using SWOT analysis method, it is finally recommended that ADS Elevator Company should adopt differentiated competition strategy. The implementation plan mainly are identifying the market position through the establishment of professional market research mechanism; realizing differentiated competitive strategy which differ from competitors in terms of sales management in key market segments and sustainable maintenance service process; relying on dual brand strategy and brand promotion as well as patent protection to continue to maintain and promote the brand's influence and enhance the overall competitiveness of the company. Finally, it analyzes the barriers during the implementation of differentiated competition strategy in communication and consensus, organization and management system and feedback, as well as the corresponding safeguard measures. The thesis further explores how to ensure the implementation of the differentiated competitive strategy of ADS Elevator Company in the aspects of system-building, error correction method taken in the strategy implementation process, overall supervision and the implementation of performance tools.
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