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论文编号：	2201
作者编号：	2220070938
上传时间：	2010/1/20 10:43:03
中文题目：	天津柯瑞斯公司竞争战略研究
英文题目：	Competitive Strategy Research on TianJin Crskt Company
指导老师：	周建
中文关键字：	柯瑞斯公司 竞争战略 资源与能力 服务营销 创新管理
英文关键字：	CURRENCY Co., Competitive Strategies, Resources and capabilities, Service Marketing, Innovation Management
中文摘要：	柯瑞斯公司经过几年的发展，已经具备一定的规模，基本能正常运行。公司地处新一轮国家发展战略的重点——天津滨海新区内，地理位置优越。目前在天津这样一个北方的重要工业城市，中央空调主机设备及末端的生产厂家寥寥无几。这为柯瑞斯公司的发展带来巨大的机遇。因此，柯瑞斯公司战略愿景就是依据天津滨海新区的良好经济环境以及周边高水平的配套企业及众多的科研院校良好氛围打造一个的集生产，研发、制造节能、减排、环保中央空调设备及末端的现代化制造企业。尽管公司实力及资源欠缺，但公司将充分利用区域经济的大环境优势，依托创新、服务以及人才优势，以顾客价值最大化为公司核心目标。逐步实现公司的战略愿景。 根据柯瑞斯公司资源状况，企业内部价值链及具备的核心能力，提出柯瑞斯公司竞争战略制定的原则和具体竞争战略：产品利基战略、服务营销和创新、细分产业链降低成本提高性价比、产品纵向一体化、节能减排环保、目标聚焦市场细分、厂商联合创新营销等具体竞争战略。 本文运用波特的竞争战略理论和企业资源与能力的理论，深入分析了柯瑞斯公司所制定的低成本，利基战略的依据和竞争优势的企业内部的竞争优势来源。剖析了其低成本与利基战略的协调问题。通过企业价值链细分和驱动因素分析，提出了对策。通过识别柯瑞斯公司现有的战略资源种类、核心能力内容和未来开发的战略资源，寻求提升柯瑞斯公司核心能力的途径。 作者根据几年来的实践经验和教训提出了以服务营销和创新管理为主要策略来实现柯瑞斯公司的竞争战略，由此得出像柯瑞斯公司这样尽管物化资源和资金实力有所欠缺，但只要制定适合自己资源条件的竞争战略，采用适当的实施策略和保障机制，实现公司发展壮大是可行的。
英文摘要：	CURRENCY Co. Ltd, engaging in central air conditioner manufacturing, locates in BinHai Development District, Tianjin which is the core of new domestic development strategy. The serious lack of manufacturer, in the field of hosts and airside equipments, enables the vigorous and stable operation of the company. Thus, the future strategy vision of the company is to become a modernized central air conditioner host and airside equipment manufacturing corporation, which includes production, research, energy-saving, carbon emission reduction, environmental protection etc., depending on the prosperous economy environment of Tianjin BinHai Development District and relevant high-level enterprises, research academies as well. Even though the company currently confronts the situation of lack of funds and resources, we will take full advantages of our location, economy environment and settle the goal of the maximization of customers’ values, relying on innovation, service and the advantages of human resources. Referring to the resources condition, internal value chain and core competence of the company, the principle of competitive strategy and concrete strategy are brought forward. The strategy contains: market-niche strategy, service marketing and innovation, rising up performance price ratio (fractionize industrial chain to reduce the cost), products vertical integration, energy-saving and emission reduction, market fractionization, unite of manufacturer and seller in marketing etc. This paper has applied Michael Porter’s competitive strategy theory and strategic resources and capabilities theory and analyzed the low cost orientated by CURRENCY Co. Ltd, the basis of niche strategy, internal source of the competitive advantages in detail. Furthermore, it has analyzed the coordination problem between the current situation of value chain and the niche strategy as well. By analyzing the enterprises’ value chain fractionization and factors of activation, the counter measures are given. Seek the approaches of promotion of CURRENCY Co. Ltd core competence by recognizing the current types of strategy sources, The content of core competence and future developed strategy sources. By taking the practical experiences as a reference, the author has brought forward the concept of realizing the company’s competitive strategy by mainly focusing on marketing service and innovation management. It is feasible to strengthen the competence of the company like CURRENCY Co. Ltd, which is in a situation of the lack of resources and funds, when proper competitive strategies are formulated according to the concrete condition of resources.
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