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论文编号：	12019
作者编号：	2320180328
上传时间：	2020/12/10 11:10:48
中文题目：	D公司工程机械市场进入战略分析与实施策略研究
英文题目：	The research of construction market entry strategy and implementation analysis for D company
指导老师：	陈萍
中文关键字：	工程机械；公司战略；PEST分析；五力模型；SWOT分析
英文关键字：	Construction machinery ; Corporate strategy; PEST analysis; Five force model; SWOT analysis
中文摘要：	D公司成立于1837年，是全世界领先的农业及草坪设备，工程机械设备和发动机设备的制造商。在中国地区，D公司在北京设立了中国区总部并先后在佳木斯,哈尔滨，天津和宁波设立了制造工厂。其中，D天津工程机械工厂是该集团公司在中国唯一的工程机械工厂。随着城市人口的增长和乡镇建设发展的需要，以及城市扩张和道路交通运输网建设需求负担进一步加大，在2016年下半年，中国的工程机械市场需求量增长迅速。D公司在农业机械领域目前处于行业领先，但在中国工程机械行业还处在一个新准入者的地位。目前中国工程机械厂家较多，已经拥有成熟的高中低端产品线。因此，D公司需要对进入工程机械市场进行战略分析和研究实施策略。 本文首先将通过PEST分析D公司进入工程机械市场的宏观环境，其次，运用波特五力模型分析行业环境，明确论文的选题背景和实践意义。再次，文章还对D公司的产品资源与能力进行SWOT分析，明确全文的研究思路和D公司面临的主要问题。从次，论文将阐述D公司针对新市场进入问题的战略解决方案。最后，文章将简介战略保障策略规划。 基于上述分析，本文将以D天津工厂为研究对象，以公司战略理论来探讨研究该公司策略实施的可行性，最后通过完善产品策略、降低成本、本土化决策和多元盈利等手段来提升D公司的整体竞争力，应对国内外竞争对手的挑战。
英文摘要：	Founded in 1837, Company D is the world's leading manufacturer of agricultural lawn equipment, construction machinery equipment and engine. In China, D company has set up its China headquarters in Beijing and has set up manufacturing plants in Jiamusi, Harbin, Tianjin and Ningbo. D Tianjin Construction Machinery Factory is the only construction machinery factory of the Group in China. With the growth of urban population and the needs of township construction. China's construction machinery market demand grew rapidly in the second half of 2016.At present, D company is in the leading position of agricultural machinery, but it is still a new player in construction industry. Therefore, D company needs to conduct strategic analysis and research and implement strategies for entering the construction machinery market. This paper firstly analyzes the macro environment of D company's entry into the construction machinery market through PEST. Secondly, porter's Five Forces model is used to analyze the industry environment and clarify the topic selection background. Thirdly, the paper also carries out SWOT analysis on D company's product resources and capabilities, clarifies the research ideas and major problems. Finally, the paper will elaborate D company's strategic solution to the new market entry problem and the strategic security strategy planning. Based on the above analysis, this paper will take the D factory in Tianjin as the research object, on the company strategy theory to study the feasibility of the implementation strategy of the firm, finally through the perfect product localization strategy, reduce costs, decision making and multiple profit and other means to enhance the overall competitiveness of the company D, meet the challenges of the domestic and foreign competitors.
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