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论文编号：	11383
作者编号：	2320170317
上传时间：	2019/12/13 14:28:34
中文题目：	HD公司竞争战略研究
英文题目：	A Study on the Competitive Strategy in HD Company
指导老师：	于斌
中文关键字：	HD公司设备；战略管理；竞争战略；
英文关键字：	HD company’s equipment; Strategic management; Competitive strategy;
中文摘要：	近年来，随着全球范围内对光伏新能源的重视和应用，带动了与之相配套的光伏玻璃和光伏设备的强劲需求。HD公司的主营业务是从事光伏玻璃设备的研发制造，在光伏玻璃市场上有一定份额。但随着市场对该设备的不断技术升级要求，以及其他制造商的进入，给公司的经营带来一系列不利影响。 通过认真学习相关竞争战略理论，并将理论运用到HD公司的设备业务上，分析总结出了HD公司的光伏设备业务最适合采取的竞争战略。本文以迈克尔?波特的竞争战略理论为基础，运用PEST分析法和五力模型分析对HD公司的外部环境进行分析，找出了其面对的机会和威胁，并运用外部因素评价矩阵进行定量评价；接下来对HD公司内部的资源能力、设备业务价值链进行了阐述，再运用内部因素评价矩阵进行定量评价。最后运用SWOT分析，结合定量战略计划矩阵对拟选择的各种战略对比评分，从中找出了真正符合HD公司发展的差异化竞争战略。当然，战略不能停留在纸面上，需要被更好的执行下去，这就需要战略实施的保障措施：推进技术创新; 打造生产的精益管理;完善组织结构；加强企业文化建设；优化人力资源配置。 不管怎样，HD公司的光伏玻璃设备，仅是中国制造业的一个缩影。我们希望，通过理论分析能找到更适合HD公司发展的战略，为企业的转型升级起到指导作用。我们更希望以HD公司为代表的厂家不断发展，为祖国的不断崛起贡献自己的力量。
英文摘要：	In recent years, a strong demand was drivened for supporting PV glass and PV equipment ,which the worldwide attention and application of photovoltaic new energy. HD company's main business is engaged in the R&D of PV glass equipment manufacturing, It has a certain share in this market. However, with the continuous technical upgrading requirements of the equipment in the market and the entry of other manufacturers, the company's business encounters a series theat. Through careful study of the relevant competitive strategy theory, the paper analyzes the most suitable competitive strategy for HD company's PV equipment business. Based on Michael porter's competitive strategy theory, this paper analyzes HD company's external environment with PEST analysis method and five forces model, finds out the opportunities and threats, and uses EFE matrix. Next, the internal resource capability and equipment business value chain of HD company are described, and then IFE matrix is used for quantitative evaluation. Finally, SWOT analysis is used to compare and score the selected strategies by combining with QSPM, and the differentiation competitive strategy that is really found out. Of course, the strategy cannot stay on paper, it needs to be better implemented, which requires the guarantee measures of strategy implementation: promoting technological innovation; Building lean management of production; Improving the organizational structure; Strengthening the construction of enterprise culture; Optimizing human resources. In any case, HD's PV glass equipment is a microcosm of Chinese manufacturing. We hope that through theoretical analysis, we can find a more suitable strategy for the development of HD company and play a guiding role for the transformation and upgrading of the enterprise. We hope that HD company as the representative of the manufacturers continue to develop, for the motherland's rising contribution.
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