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论文编号：	4949
作者编号：	2220080853
上传时间：	2013/2/25 8:57:28
中文题目：	D公司商用压缩机事业部的竞争战略研究--- 以波特竞争战略理论为指导
英文题目：	Study on the Competitive Strategy
指导老师：	柳茂平
中文关键字：	制冷空调 商用压缩机 竞争战略 价值链 驱动因素
英文关键字：	Refrigeration and Air conditioning, Commercial compressor, Competitive strategy, Value chain， Drivers
中文摘要：	如何保持持续性发展一直是企业面临的不变课题，当前现代工业迅猛发展，能源紧缺现象和环境污染压力越发的明显。顺应国际国内形势变化，借助新形势在竞争中占得先机成为行业中各企业都在思考的问题。作为现代工业的新兴行业制冷空调业毋庸置疑地也涉及其中，各个企业都在探索自己的发展道路，制定相应战略，开发新的适应市场需求的产品，模块化冷量调节、新型高效制冷剂、变频驱动等新技术被开发应用。本文是针对商用制冷空调压缩机制造企业进行的竞争战略研究，本文所使用的基础理论是波特的竞争战略理论，来规划D公司商用压缩机事业部的竞争战略。文章首先介绍了选题背景、研究方法、研究范围和内容框架并对主要运用到的理论进行回顾。然后运用各种理论分析工具来对内外部环境进行分析，在外部环境分析中通过PEST分析方法和波特五力分析方法进行分析；在对内部环境分析中通过产品分析、价值链分析以及竞争效应导致价格变化分析进行分析；再综合企业内外部因素进行SWOT分析，以求为正确的战略选择奠定基础。接着基于内外部环境分析和企业使命确立了企业的战略目标。最后对企业竞争战略进行选择时，运用波特竞争战略理论进行分析，分别针对集中化与广泛化以及低成本与差异化进行选择，在确定竞争战略的基础上，着手构建相应的价值链体系并进行对策分析，分别对基本活动和支持性活动的驱动因素进行分析并寻找解决方案，其中详细阐述相关价值活动的重点对策。本文是以D公司商用压缩机事业部的具体情况为出发点，考察宏观环境并结合企业自身特点，借助专业理论支持，甄选出适用于该事业部的集中化低成本的竞争战略，创新性地构建符合该事业部发展需要的价值链体系，并为价值链中各个价值活动制定相应对策。希望本文的研究能够为D公司商用压缩机事业部战略的制定和执行提供一定的参考和借鉴，从而提高企业竞争力并谋求长远发展。
英文摘要：	How to keep continuous developing is the constant topic that enterprise always confronts. Currently, modern industry develops rapidly, but the phenomenon of energy shortage and environmental pollution are more and more obvious. Every enterprise takes into consider that how the domestic and international situation change and how to win the competition. As the emerging industry of modern industry, refrigeration and air-conditioning is also included. Every enterprise is exploring its own way of development and setting up strategy, and designing new production and new technology to adapt to the market demand, e.g. modular refrigeration adjustment, new high efficiency refrigerant and variable speed drive. This thesis was studying the competitive strategy of the company in the market of commercial air-conditioning compressor, and used the theory of Porter’s competitive strategy to build the competitive strategy of the commercial compressor division of D company. Firstly, this thesis introduced the background, research methods, research scope and content framework and reviewed the main theory. And some theory tools were used to analyze the internal and external environment, during the external environment analysis PEST analysis and Porter’s five force model analysis were implemented; during the internal environment analysis product analysis and value chain analysis and competition causing price changing analysis were implemented; finally SWOT analysis was used to analyze both internal and external aspects. All the analysis was for preparing the strategy selection. Base on both external and internal environment analysis and the company mission, the strategy target was defined. During the strategy selection, Porter’s theory was use to analysis and select between focus and defocus or between low cost and differentiation. After selected the strategy, the value chain system was built, and followed by tactical implementation analysis, both basic and supporting activities were involved, and followed by key tactical implementation analysis. This thesis was based on the actual situation of the commercial compressor division of D company. Considering the macro environment and its own characteristic, the focus and low cost competitive strategy was selected. Innovatively, the value chain system was built, which to fit the development of this division and to develop appropriate countermeasures for each activities of the value chain. I hope the study of this thesis could help the strategy building of the commercial compressor division of D company, so to support its competitiveness improvement and long term development.
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