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论文编号：	12756
作者编号：	2320190665
上传时间：	2021/12/8 11:12:57
中文题目：	SD铸造公司铸件业务竞争战略研究
英文题目：	Research on the Competitive Strategy of Casting Business of SD Foundry Co., Ltd.
指导老师：	任兵
中文关键字：	铸件业务；竞争战略；装备制造业
英文关键字：	Casting business；Competitive strategy；Equipment Manufacturing
中文摘要：	铸造是装备制造业发展的核心基础，随着装备制造业的迅速发展，铸造企业从巨大的市场需求中获得了良好的产业发展空间。但是，随着中国经济发展进入新常态，转方式、调结构，提质增效成为经济新常状态下各行业发展的核心任务，铸造业也在经历着新一轮的更深层次的产业结构调整，面临着严峻的优胜劣汰的选考。在新的经济模式下，铸造企业机遇与挑战并存。 SD铸造公司是一家私营中小型铸造企业，其铸件产品主要服务于汽车、机床、轨道交通等市场领域，经过20多年发展，凭借其较强的产品创新能力和市场开发能力打造了一定的竞争优势。但是，在行业结构调整深化、环境保护要求日益严格的环境下，公司面临着成本高、利润率低、价格竞争激烈以及铸造装备升级带来的资金压力大等问题，如何使SD铸造公司铸件业务打造持续竞争优势，成为公司必须面对的重要研究课题。 本研究主要运用文献检索、问卷调查、定性与定量分析相结合等方法。使用PEST模型、波特五力模型分析外部宏观和中观环境，确定企业面临的机会和威胁。使用资源基础理论、核心能力理论、价值链分析模型对企业内部微观环境进行分析，确定了企业所处的优势和劣势；运用战略设计工具EFE、IFE、SWOT和QSPM矩阵进行战略设计和优选，选择出SD铸造公司应实施差异化竞争战略。 最后，为差异化战略制定了产品差异化、服务差异化、渠道差异化、品牌差异化四个实施措施，制定了人力资源、研发、生产运营、市场营销、品牌战略等多个职能战略保障措施，制定了风险控制措施。以上措施的落地，有助于SD铸造公司铸件业务获得持续的竞争优势地位。同时，本研究能扩充该领域的研究范围，为广大的中小型制造企业，尤其为铸造行业中的同类型企业竞争战略的制定能起到一定的借鉴作用。
英文摘要：	Casting is central support for the development of equipment manufacturing industry. With the rapid development of the equipment manufacturing industry, foundry companies have obtained a good industrial development space from the huge market demand. However, as China’s economic development enters a new normal, changing modes, adjusting structure, and improving quality and efficiency have become the core tasks for the development of various industries under the new normal state of the economy, and the foundry industry is also undergoing a new round of deeper industrial structural adjustments, the foundry companies are also facing the severe selection test of survival of the fittest. Under the new economic model, opportunities and challenges coexist for foundry enterprises. SD foundry company is a private small and medium-sized foundry company. Its casting products mainly serve the markets of automobiles, machine tools, and rail transit. After more than 20 years of development, it has built a certain competitive advantage with its strong product innovation and market development capabilities. However, in the environment of intensified industrial structure adjustment and increasingly stringent environmental protection requirements, the company is facing problems such as high costs, low profit margins, fierce price competition, and heavy financial pressure caused by the upgrading of casting equipment. How to make the casting business of SD foundry company Creating a sustainable competitive advantage has become an important research topic that the company must face. This research mainly uses methods such as literature retrieval, questionnaire survey, and a combination of qualitative and quantitative analysis. Use the PEST model and Porter's five forces model to analyze the external macro environment to determine the opportunities and threats faced by the enterprise. Use Resource-based theory, Core competence theory, and Value chain analysis model to analyze the internal micro-environment of the enterprise, and determine the main strengths and weaknesses of the enterprise; use the strategic design tools EFE, IFE, SWOT and QSPM matrix to conduct strategic analysis and optimization, determine that casting business of SD foundry company should adopt “differentiated competitive strategy”. Finally, the research proposes four implementation measures for the differentiation strategy: product differentiation, service differentiation, channel differentiation, and brand differentiation , and proposes multiple functional strategic safeguard measures such as human resources, R&D, production and operation, marketing, and brand strategy, etc, the dynamic risk control measures are also proposed. The implementation of the above measures will help SD Foundry Company's casting business to obtain a sustainable competitive advantage. At the same time, this research can expand the scope of research in this field, and can play a certain reference effect for the majority of small and medium-sized manufacturing enterprises, especially for the formulation of competition strategies of the same type of casting enterprises in the foundry industry.
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