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论文编号：	12502
作者编号：	2120192940
上传时间：	2021/6/14 11:41:02
中文题目：	D科技公司竞争战略研究
英文题目：	Research on the Competitive Strategy of D Technology Company
指导老师：	薛红志
中文关键字：	管道机器人；竞争战略；集中战略；油气管道机器人
英文关键字：	Pipeline robot；Competitive strategy；Focus strategy；Oil and gas pipeline robot
中文摘要：	为积极响应李克强总理提出的“大众创业、万众创新”理念，国内一大批科研人员积极把握机遇，涌入创业大潮。D公司创始人Z从事机械制造和自动化研究20余年，受到全国“双创大潮”感召，2016年从科研机构辞职后创建D公司。Z凭借对水下清淤机器人市场敏锐观察，将D公司定位为一家专注于管道清淤机器人、特种机器人以及工业机器人研发、生产和销售为一体的研发型高技术企业。D科技公司的产品广泛应用于市政管道检测和清淤、数据采集、智能绘图等领域。 D公司成立两年后，国内管道轮式清淤机器人的技术日益成熟，越来越多的大型企业如中联环卫、程力、奇思环保等环卫设备制造商投入大量资金和人力开展管道清淤机器人的研发、生产和销售。相比进入管道清淤行业较早的D公司来说，这些新涌入的企业生产规模更大、销售价格更低，这些大型成熟企业的产品迅速占领市场，销量及市场保有量较大。D公司在与竞争对手的多次较量中逐渐败下阵来。 本研究针对D科技公司面临的问题，通过对D公司所在宏观环境、产业环境和内部环境分析，对 D公司的现状、存在问题及产生原因进行深入分析。研究认为D公司一直引以为傲的技术优势已不适用于管道清淤行业。与城市排水管道相似，油气管道的作业环境和应用场景也需要在密闭环境中完成，并且依赖人工完成成本较高且效率低下。不同点在于，油气管道检测和监控的机器人智能化程度要求更高。本研究认为油气管道建设的增加和完善，给D公司提供了转换赛道的机会，运用集中差异化战略将D公司的战略实施对象集中在油气管道运营商。在充分保留DL系列产品运行控制、定位控制及智能化功能优势的基础上，去掉管道清淤功能，改为搭载更多管道检测及维修功能。从而最大限度发挥D公司的核心优势，度过企业初创期的生存困境。本研究通过对D公司价值链和价值活动进行分解和重塑，以期为同类型企业总结出针对此类问题的解决模式，在激烈的竞争环境中保持优势，实现持续发展。
英文摘要：	In order to actively respond to Premier Li Keqiang's idea of "mass entrepreneurship and innovation", a large number of domestic researchers actively seize the opportunity and rush into the tide of entrepreneurship. Z, the founder of D company, has been engaged in mechanical manufacturing and Automation Research for more than 20 years. Inspired by the national "innovation and entrepreneurship tide", he resigned from a scientific research institution and founded D company in 2016. With keen observation of underwater dredging robot market, Z has positioned D company as a R & D high-tech enterprise focusing on R & D, production and sales of pipeline dredging robot, special robot and industrial robot. D technology company's products are widely used in municipal pipeline detection and dredging, data acquisition, intelligent drawing and other fields. Two years after the establishment of company D, the technology of domestic pipeline wheel dredging robot is becoming more and more mature. More and more large enterprises, such as Zoomlion environmental sanitation, Chengli, Qishi environmental protection and other environmental sanitation equipment manufacturers, have invested a lot of money and manpower in the research, development, production and sales of pipeline dredging robot. Compared with D company, which entered the pipeline dredging industry earlier, these new enterprises have larger production scale and lower sales price. The products of these large mature enterprises quickly occupy the market, and the sales volume and market retention are large. Company D is losing out in many competitions with its competitors. This study aims at the problems faced by D technology company, through the analysis of the macro environment, industrial environment and internal environment of D company, analyzes the current situation, problems and causes of D company. The research shows that the technology advantage of D company is not suitable for pipeline dredging industry. Similar to the urban drainage pipeline, the operation environment and application scenarios of oil and gas pipeline also need to be completed in a closed environment, and relying on manual completion has high cost and low efficiency. The difference is that the intelligent degree of oil and gas pipeline detection and monitoring robot is required to be higher. This study believes that the increase and improvement of oil and gas pipeline construction provides D company with the opportunity to change the track, and uses the centralized differentiation strategy to focus on the oil and gas pipeline operators. On the basis of fully retaining the advantages of DL series products in operation control, positioning control and intelligent functions, the pipeline dredging function is removed and more pipeline detection and maintenance functions are carried. So as to maximize the core advantages of enterprise D and get through the survival dilemma of the start-up period. This study decomposes and reshapes the value chain and value activities of D company, in order to summarize the solution mode for the same type of enterprises, maintain the advantage in the fierce competitive environment, and achieve sustainable development.
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