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| 论文编号： | 4656 | |
| 作者编号： | 2120102731 | |
| 上传时间： | 2012/12/7 16:25:01 | |
| 中文题目： | 德国欧玛公司国际化竞争的战略研究 | |
| 英文题目： | Research on the Strategy of Germany AUMA CO. in its International Competition | |
| 指导老师： | 柳茂平 | |
| 中文关键字： | 欧玛公司 执行器 竞争战略 全球化 | |
| 英文关键字： | AUMA Actuator; Competitive-Strategy; Differentiation; Extensive; Globalization | |
| 中文摘要： | 随着中国经济的快速发展，以及国内和国际的大量电力，水利，石油石化行业项目的建设，阀门自动化操作已经越来越受到各个行业的重视。阀门自动化操作离不开执行器。所以执行器行业也会在未来有强大的发展势头。执行器技术在今后会与更加前沿的机械技术和工业通讯技术结合。如何适应整个行业的技术和产品需求，把握新的商机、迎接挑战，制定行之有效的发展战略，成为摆在很多执行器制造厂家面前的课题。本文以欧玛执行器中国为研究对象，并同时借助欧玛阀门执行器业务的全球化理念为基础进行详细的研究。 通过内外环境分析，来制定和设计战略实施的方向与步骤。 在外部分析中， 首先，通过整个市场的一般性环境分析（PEST），对整个市场阀门执行器的潜在需求进行论证。其次，通过五力分析，对阀门执行器行业的五种相对因素逐一剖析并解释了执行器发展的方向。在内部分析中，首先，通过SWOT分析对所有目前欧玛执行器业务的四个主要方面进行阐述。其次，通过战略群组的分析更加清晰的了解了欧玛执行器在整个行业中的位置。 通过以上内外部的分析，并根据欧玛执行器自身的特点， 确定生成了欧玛的业务层战略，欧玛中国乃至欧玛全球公司都应该采用，市场的广泛化，产品的差异化战略。与此同时，欧玛阀门执行器业务应当采用国际化战略的全球化战略，把全球市场视为统一市场，并为整个全球市场进行生产、销售和服务。 在确定了欧玛执行器业务的战略后，给出主要已实施战略目标为导向的具体战略措施，包括：全球市场和生产的一体化、实现全球上下游的纵向一体化以及使用现代化信息技术保障企业运营。 本文综合运用文献数据、实践调研等方法，对研究问题主体展开研究论证，以保证研究成果的科学性。由于研究对象具有执行器行业企业的一般性质，决定了本文研究结果不仅对本企业发展有所帮助，同时对其它同行企业也具有一定的指导性和辅助意义。 | |
| 英文摘要： | Along with the rapid increase of Chinese economy, and both national and international investment in the areas of power, water, oil and gas industries, the value automation is becoming more and more important for the processing control. The value automation rely on the actuator, therefore, the potential demand of actuator in the near future will be certainly extended. There are some questions for the actuator manufacture, which is about How to develop product and services are going to compatible with market demanding. The actuator should hold the new business opportunities and new competition as a target to establish the company business strategy. This thesis used AUMA actuator China as a research object, at the same time, we use AUMA global strategy as fundamental principal for the detailed research. In the external environment analysis, firstly, we use PEST tool to recognize the potential market states in the requirement of actuator product. Next, using Five Forces Model to analysis the five major elements of actuator business and explain the development of actuator industry. In the internal environment analysis, firstly, using the SWOT tools describe the AUMA actuator states. Next, using the Strategic group clarifies the level of AUMA in the actuator current industry. After the presented above and combination with AUMA self- business features, to conclude the most valuable for AUMA business level strategy is extensive market and different product, moreover, the global strategy make the overall international market as one market and doing business globally. Some reasonable measures have been also given in the thesis to ensure the business operation, such as the global product and sales，the vertical integration and modern information system. Because the research object has the general nature of the overseas actuator companies, it determines that the results of this study can be applied in same kind of company. | |
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