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论文编号：	3994
作者编号：	2220090888
上传时间：	2012/3/9 16:36:11
中文题目：	高博（天津）起重设备有限公司竞争战略研究
英文题目：	Research on Competition Strategy of GorbelResearch on Competition Strategy of Gorbel(Tianjin) Crane Co., Ltd.
指导老师：	王全喜
中文关键字：	五力竞争分析模型 竞争战略 天津高博 工位起重机
英文关键字：	Five forces competition analyze model, Competition strategy, Gorbel Tianjin, Work Station Crane
中文摘要：	高博（天津）起重设备有限公司【Gorbel (Tianjin) Crane Co., Ltd.】, 是美国高博公司（Gorbel Inc. USA），在中国天津设立的全资子公司。高博公司的产品是封闭型轨工位起重机。中国装备制造业的迅猛发展，为天津高博的壮大发展提供了良好的机遇和环境。根据我们掌握的市场数据，天津高博2011年的产品年销售额将在中国同行业中，位列三甲之内。天津高博的发展形势是喜人的。但天津高博也感受到了竞争形势的严峻。公司一直在探讨，思考着这样一个问题，在中国目前的经济，市场环境下，面对强于自己的竞争对手，以现有的资源，天津高博怎样才会得以进一步的发展。只有全面回答这一重大的战略问题，天津高博才会有明确的发展方向。本文概述了战略管理理论的不同流派，重点应用迈克.波特的五力竞争分析模型分析了中国封闭型轨起重机行业中的情况，明确了天津高博在行业中的地位。并根据调查得到的资料，对竞争对手的竞争实力，焦点战略做了描述和分析。用SWOT方法分析了天津高博的竞争形势，和自身的优劣势。通过分析， 我们得出下面的结论：一、由于中国经济的迅速发展，中国制造业的不断壮大，工位起重机将在中国得到更加广泛的应用。这一行业有着比较好的发展前景。虽然这一行业的生产总值并不大，但根据我们的调查数据，考虑到行业中的企业数量，企业规模，可以断定天津高博在这一行业中有着足够大的发展空间。二、天津高博的目前的竞争战略是可行，并且是成功的。天津高博与竞争对手们相比较，存在着相当强的竞争优势。它的企业文化积极向上，努力进取。它有着优秀的销售，客户服务，工程技术团队。同时，天津高博有着先进的报价系统，和管理系统。这些为天津高博差别化战略的实施提供了很好的技能和能力。三、同时，我们也看到天津高博产品单一，成本偏高。由于公司资源不足，使得生产能力不强，采购力量薄弱，至使公司生产运营不畅。交货期变长，质量下降。最终的结果是公司的差别化战略的根基被严重削弱。所以，天津高博需要马上调整竞争战略。天津高博需要在巩固其竞争优势的同时，从下列三个方面来调整其竞争战略：决策层和管理团队应该充分认识到，稳定，可靠的公司的生产运营能力，是保证公司差别化战略实施的基础。只有基于坚固的基础，天津高博实施差别化战略的能力才有可能得到发挥。天津高博的核心能力才会更加完善，更加强大。公司应该为运营部门配置合理的资源。迅速加强产品的国产化进程，降低产品成本。只有这样，才能应对来自不同类型竞争对手的，不同方式的低价竞争。 （三）适度丰富自己的产品线，加强天津高博的项目方案的整合能力。以多样，灵活的方式，在产品线较宽的起重设备生产厂中寻求合作伙伴。四． 高博公司的现行战略是典型的利基战略。利基市场（Niche Market）指的是高度专业化的市场。同时也是被大企业忽视或有意放弃的小市场。所谓利基战略，就是遵循这样的一些战略原则，不与大企业硬拼，而是选择大企业忽视、不愿做的业务范围为市场。集中全力于狭窄的业务范围内，在这个局部形成相对于大企业的优势，努力成为第一。专注于利基业务，不可分散。在某一区域内取得第一的地位后，再向其他地域市场扩展。从本文的论述中可以看出，高博公司，不论在美国还是在中国，都是运用利基战略，在强手如林的起重设备行业内取得成功。目前，美国高博在北美，工位起重机年销售市场份额第一。天津高博目前在中国工位起重机年销售市场份额在前三名之内。这样的业绩都是源于战略的正确。 当然，天津高博依然存在着很多的问题丞待改进，竞争战略仍需调整。但它目前的成功也验证了其基本竞争战略的正确。可以说，研究天津高博的竞争战略对中国中小企业的竞争战略管理是有很强借鉴意义。
英文摘要：	Gorbel (Tianjin) Crane Co., Ltd. is a wholly-owned company of Gorbel Inc. USA in Tianjin, China. Gorbel’s products are Enclosed Track Work Station Cranes. With the rapid development of Chinese equipment manufacturing industry, Gorbel Tianjin has been growing up very fast, in the past few years. Based on the information that the marketing department of Gorbel Tianjin gets, Gorbel Tianjin will be one of the top three companies on annual sales revenue in the industry of work station cranes in China by the end of 2011 Gorbel Tianjin has the fantastic perspective. But Gorbel Tianjin experienced the hardship of competition during its development. How does Gorbel Tianjin make further, successful development, facing the strong competitors, with current resources, under Chinese current economic situation? It is the big strategic question that Gorbel Tianjin has been discussing and considering. Gorbel Tianjin will have the clear direction, once this question is answered. In this article, the various genres of the theory for strategy management are overviewed. The situation of the industry of work station crane is analyzed with the five forces competition models. Meanwhile, we get the good understanding about Gorbel Tianjin’s position in this industry. After that, the competitors’ capability and key strategy are described and analyzed. Then Gorbel Tianjin’s competitive situation, capability, opportunities and threats are described and analyzed. After the detail analyzing, we worked out the following conclusions. 1. Enclosed Track Work Station Cranes will be applied in China widely, due to the rapid development of China economy and the continuous growth of Chinese manufacturing industries. So the industry of work station crane has the good perspective, although the whole production value of the whole industry is not huge. But we can make sure that there is the enough space for Gorbel Tianjin to grow in this industry in China, considering the quantity and the size of the enterprises in this line. 2. The current competition strategy of Gorbel Tianjin is workable and successful. Gorbel Tianjin has the stronger competence comparing with the competitors. She has quite positive company culture which encourages the employees to do their best. Gorbel Tianjin has the excellent sales, customer service and engineering team. Meanwhile, Gorbel Tianjin has the advanced quotation and design system, and management system. These capabilities and skills form the foundation for Gorbel Tianjin to implement its differentiation strategy. 3. At the same time, we also see Gorbel Tianjin’s weakness. Its products line is narrow. The cost of the products is still on the high side. Due to the limited resources, the production capability of Gorbel Tianjin is not adequate, purchasing team is not strong. It results that the foundation of the differentiation strategy to be weakened seriously. Therefore, Gorbel Tianjin has to adjust its competition strategy. At the same time keeping the strength of Gorbel Tianjin current competitive advantage, following items should be adjusted, 1). The reasonable resources should be allocated for the operation function. Executive team must have the clear understanding that the stable, reliable production operation is the foundation to implement the company’s differentiation strategy. 2) The localizing the material of the products must be speeded up, in order to make the cost down. It is the only way to face various kinds of impacts with low prices from the different kinds of the competitors. 3) In order to strengthen Gorbel Tianjin’s ability for turnkey solution, Gorbel Tianjin has to widen its products line moderately. Gorbel Tianjin can seek for the partnership among the lifting equipment manufacturers who have the wider products line. 4. Gorbel Tianjin current strategy is the typical Niche strategy. Niche market means high professional market. It is also the small market ignored or given up by the big enterprises. It means that following strategy principles should be followed under Niche Strategy, a. Not fighting recklessly with big companies. Concentrating the efforts on the business scope which the big companies ignore and dislike. b. Concentrating the all efforts on narrow business scope. Becoming the strongest one on this section and do the best growing up to the top one in the specific market. c. Focus on Niche business, not scattering the energy. d. After getting the position of top one in the specific market, switching the exploration to other scopes. In the article, we can see that Gorbel USA and Gorbel Tianjin are successful in the industry of lifting equipment against many competitors. At present, Gorbel USA has the biggest market share in North America work station cranes market. Gorbel Tianjin is the one of the top threes on annual sales revenue in this industry in China. It is obvious that above mentioned accomplishments depend on the good strategy. Certainly, there are many issues that should be improved in Gorbel Tianjin. Its strategy should be adjusted. But its current success had proved its strategy correct. Gorbel’s experience on strategy management is a good example of a classical, successful approach for small enterprises that are looking for the way to success.
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