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论文编号：	11444
作者编号：	2320170566
上传时间：	2019/12/16 14:16:07
中文题目：	成熟型便携电工测量仪表C公司发展战略
英文题目：	Portable Electrical Test & Measurement Company Development Strategy
指导老师：	李亚
中文关键字：	安索夫扩张战略；市场竞争战略；差异化竞争；产品线；发展战略
英文关键字：	Ansoff expansion strategy；Market competition strategy；Differentiation；Product line；Development Strategy
中文摘要：	电工测量仪表是保持生产和生活供电稳定可靠的重要保障，也是电力装备研发试验及生产制造过程质量控制的必要手段，在国民经济发展中的地位十分重要。本文以C公司为分析对象，对其发展缓慢的原因进行了剖析。内部环境上用波士顿矩阵对产品线进行分析，得出结论C公司产品结构不合理，产品老化严重明星产品缺乏；用波特价值链分析公司结构，得出结论是C公司优势是历史悠久，技术积累深厚同时客户基础较好，又能给客户提供较好的售后服务，劣势是人员老化，战略保守对新的行业热点不够关注。外部环境利用五力模型分析电工测量仪表行业主要是现有品牌之间的竞争，客户可选余地大；市场竞争分析通过跟相关同类企业做对比，发现C公司产品线较短、产品特色不明显、产品竞争力不强，所以总体利润率不高。综合C公司内外部环境分析后给出公司的战略愿景和使命。愿景：做行业内全面的产品方案供应商；使命：为客户提供为高质量、高指标、功能强，有亲和力的产品及服务。在此基础上选择安索夫市场扩张理论中产品延伸的扩张战略，市场竞争则采取差异化的竞争策略。战略的实施为通过联盟、并购、贴牌的办法实现产品线的扩展，市场竞争差异化包括产品性能差异化、售后服务差异化、渠道建设差异化等跟竞争对手区别开来。希望本文分析的结果能够给国内仪器制造商一定的借鉴，助力国产仪器制造商的产品升级和品牌建设，给国家向高端制造业迈进的发展蓝图提供帮助。
英文摘要：	Electrical measuring instrument is an important tool to maintain the stable and reliable power supply for industrial and daily life, also it is useful a necessary for the R & D test of electric equipment and the quality control of production and manufacturing process. It plays an important role in the national economy operation. This article is based on C company, on purpose to analyse the reason why this company grow slowly. For internal environment, using Boston matrix to analyse it’s product line and make conclusion that their products are too old and lack of star products；using Porter value chain to analyse it’s structure and find that this company have long history, they can provide good service to customers and have their unique technique for manufacturing, but this company’s strategy is conservative, they don’t react to new aplication. For external environment, using five force model to analyse this industry and find the competion mainly among on present competiors, the customer has bargaining power in it. And C company’s product line is short, their products have less features, so it is diffcult to compete with others thus has less margin. Base on the analyse up, we make the vision and mission for C company. Vision: to be the comprehensive product and solution supplier for this industry. Mission: provide high quality, powerful product and friendly service to customer. We select the Ansov's expansion strategy for this company to expand it’s product line and differentiation to compete with other brand on the market. To realize the strategy using alliance、Merger and Acquisition、OEM to attain more products；to compete with others we differentiation in product features、service and sales channel as to attract the customers. It is hoped that the results of the analysis can give some reference to domestic instrument manufacturers, help domestic instrument manufacturers to upgrade their products and brand construction, also help the country's blueprint for moving toward high-end manufacturing.
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