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论文编号：	4899
作者编号：	2120102439
上传时间：	2012/12/17 9:17:04
中文题目：	BD公司的竞争战略研究
英文题目：	Competitive Strategy Research of BD Corporation
指导老师：	柳茂平
中文关键字：	BD公司，塑料燃油箱业务，竞争战略，价值链模型，战略资源与核心能力
英文关键字：	BD Company, Business of plastic tank, Competitive strategy, Value chain model, Strategic resources and core capability
中文摘要：	目前，随着全球化的进程，塑料燃油箱行业的竞争也日趋激烈，BD公司面临着一系列新的变化和挑战，需要重新审视其竞争战略，通过系统分析给出足以面向未来的系统对策。本文通过论述为BD公司指明在塑料燃油箱市场上的发展方向与战略目标，应用有针对性的战略规划使BD公司的市场占有率不断提高。本文运用迈克尔?波特的五力模型、价值链模型、竞争战略理论以及战略资源和核心能力理论等对企业进行深入剖析，并结合使用SWOT工具得出组织的优势、劣势、潜在的机会和受到的威胁。同时，运用PEST工具对企业的外部环境进行分析，利用有利于企业的宏观环境形势，规避外部环境中的不利因素。在BD公司的竞争战略选择时应用波特的竞争理论分析，从集中化和广泛化、低成本和差异化战略中选择适合这类企业拓展市场的有针对性的战略。通过对价值链中各类价值活动进行系统研究，得出各类驱动因素，制定相应构建价值链的对策并进一步改进。进而对企业拥有的各种资源和能力进行分析，得出BD公司的战略资源和核心能力，创造企业的差异化条件，建立企业区别于行业中其他公司的差异化方案，并在制定竞争战略的过程中兼顾顾客的需求、目标细分市场的特点、国家的环保政策以及塑料燃油箱的产品特殊性。其中，还强调了基于塑料燃油箱行业目前的状况，研发新技术并申请专利来获取更大差异性，从而扩大利润空间的重要性。通过论述研究BD公司的内外部环境和企业特点，明确BD公司的企业愿景和战略目标，并发现组织中存在的需要改进的方面，找到BD公司的短板，扬长避短，发挥企业的优势获取竞争力，最终得出BD公司应采用广泛化和差异化的竞争战略。同时，本文的研究在一定条件下也可以拓展到其他类似企业，致力于为这一类的企业提供竞争战略的参考，能够使其更长远的发展，从而共同繁荣塑料燃油箱市场。
英文摘要：	Nowadays, with the globalization process, the competition in plastic tank industry is getting much fiercer. BD Company facing new change and challenge needs to review its competitive strategy again and finds out the further systemic strategy via systemic analysis. The thesis points out the development direction and strategic goal for BD Company in the plastic tank industry, using the well-targeted strategy plan to enhance market share. The thesis uses Michael Porter’s theory including five forces model, value chain model, competitive strategy theory, strategy resource, core capability and so on to give a deep anatomy for the enterprise. And combine with the SWOT model to get the advantage, disadvantage, potential opportunity and threaten of organization. Meanwhile, it makes use of PEST tool to analyze the external environment, makes company utilize the macro environment which is good for the company and avoid the adverse factor. BD Company uses Michael Porter’s competitive theory to make the decision on the choice of its competitive strategy. Choose the suitable strategy which adapt to this kind of firms from focus or extension, low cost or differentiation. Via the systemic analysis of value activities in value chain, educe all the species of drive factors, then frame the relative value chain countermeasure and make further improvement. The thesis analyzes the kinds of resource and capability in BD Company to conclude the strategy resource and core capability. To create the discrepant condition, establish the plan which is different from other firms. And consider the demand of customers, the characteristic of target market, the environmental protection policy and the special points of plastic tank when make the competitive strategy. Furthermore, emphasize the importance of research and development and patent application to enlarge differentiation and profit space. According to discussing the internal and external environment and trait of BD Company, define the desire and strategy goal of BD Company, and find out the facet which need to improve in the organization, discover the shortage of company, then make best use of the advantage and avoid the disadvantages to obtain the competitive predominance, finally, make extension and differentiation competitive strategy for BD Company. Under certain conditions, the analysis of this thesis can be used in the similar companies, consequently, flourish the plastic tank market together.
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