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论文编号：	13447
作者编号：	2320200339
上传时间：	2022/12/2 18:50:08
中文题目：	LL公司螺杆钻具业务竞争战略的制定与实施研究
英文题目：	Research on Competitive Strategy Formulation and Implementation of Screw Drilling Tool Business in LL Company
指导老师：	任兵
中文关键字：	螺杆钻具;竞争战略;总成本领先战略;价值链
英文关键字：	Screw drilling tools;Competitive strategy;Overall cost leading strategy;Value chain
中文摘要：	过去几十年来，石油和天然气等传统化石能源需求的持续增长给油气钻采专用设备行业带来巨大发展机会，很多企业借此得以快速发展。然而近几年来，随着国内经济增速下降及能源低碳转型等影响，行业由快速增长期步入了成熟期，企业间竞争加剧，很多企业都面临巨大的经营挑战。天津LL石油机械有限公司作为螺杆钻具这一油气钻采专用设备细分领域的行业龙头，也遇到了同样的问题，比如市场份额萎缩、经营能力下降等，经营前景堪忧。那么，如何系统梳理公司所处的外部环境与自身条件，在新的市场条件下扬长避短，科学合理地建立自己的竞争战略，明确并强化核心竞争力，在市场上获得更持久的竞争优势，就成为对企业发展具有长远意义的重要事项。 本论文在阅读、研究相关文献、理论及工具的基础上，首先根据财务报表等数据对LL公司当前经营现状与面临的主要问题做了分析，指出公司面临问题的主要原因在于缺乏战略指引。为此，本论文运用PEST、五力模型、资源基础观以及价值链等工具对公司的外部环境和内部环境做了系统梳理，在此基础上构建了SWOT矩阵。通过SWOT矩阵对公司战略目标重新解读，指出实施总成本领先战略的必要性，再根据波特在《竞争战略》中对实施总成本领先战略与差异化战略所需必要条件等内容的描述，对三种基本竞争战略做了可行性分析和战略实施是否适合的一致性测试，最终为公司选择了总成本领先战略作为螺杆钻具业务的竞争战略。而战略的制定只是第一步，后期的战略实施与保障，将直接影响企业能否真正落实竞争战略，获得可持续的竞争优势，本论文依据波特的价值链理论与相关研究，对此也做了讨论。 国内制造业企业在过去几十年间凭着市场的快速发展而成长壮大，过程中往往忽略了战略制定与执行等操作，由此带来一系列发展问题，通过以上研究，本论文希望能够为LL公司以及类似企业重新梳理竞争战略制定、实施与保障的步骤与细节，从而为相关企业解决发展难题、跳出经营困境、构建支撑企业长期发展的竞争优势做出一些有成效的工作。
英文摘要：	In the past decades, the continuous growth of demand for traditional fossil energy such as oil and natural gas has brought great development opportunities to the special equipment industry for oil and gas drilling and production, and many enterprises have been able to develop rapidly. However, in recent years, with the decline of domestic economic growth and the impact of low-carbon energy transformation, the industry has entered a mature period from a period of rapid growth, and the competition among enterprises has intensified, and many enterprises are facing enormous business challenges. Tianjin LL Petroleum Machinery Co., Ltd., as the industry leader of screw drilling tools, which is a special equipment for oil and gas drilling and production, has also encountered the same problems, such as shrinking market share and declining business capacity, and its business prospects are worrying. Then, how to systematically sort out the external environment and its own conditions, foster strengths and avoid weaknesses under the new market conditions, scientifically and reasonably establish its own competitive strategy, clarify and strengthen its core competitiveness, and obtain more lasting competitive advantages in the market has become an important matter with long-term significance for the development of enterprises. On the basis of reading and studying the relevant literature theory and tools, this paper firstly analyzes the current operating situation and main problems of LL Company according to the financial statements and other data and points out that the main reason for the problems is the lack of strategic guidance. Therefore, this paper uses PEST, five-force model, resource-based view and value chain tools to systematically sort out the external environment and internal environment of the company, and on this basis, constructs SWOT matrix. Re-interpreting the company's strategic objectives through SWOT matrix, Pointed out the necessity of implementing the total cost leading strategy. Then, according to Porter's description of the necessary conditions for implementing the total cost leading strategy and the differentiation strategy in Competitive Strategy, the feasibility analysis and conformance test of the three basic competitive strategies are made, and finally the total cost leading strategy is selected as the competitive strategy of screw drilling tool business for the company. However, the formulation of strategy is only the first step, and the implementation and guarantee of strategy in the later period will directly affect whether enterprises can truly implement competitive strategy and obtain sustainable competitive advantage. This paper also discusses this according to Porter's value chain theory and related research. Domestic manufacturing enterprises have grown and expanded with the rapid development of the market in the past decades, Operations such as strategy formulation and implementation are often neglected in the process, This brings a series of development problems. Through the above research, this paper hopes to reorganize the steps and details of the formulation, implementation and guarantee of competitive strategy for LL Company and similar enterprises, so as to solve the development problems of related enterprises, jump out of the business difficulties and build a competitive advantage to support the long-term development of enterprises.
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