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论文编号：	9741
作者编号：	2120152596
上传时间：	2017/12/9 21:13:43
中文题目：	BL公司总成本领先竞争战略研究
英文题目：	The Study on Overall Cost Leadership Competitive Strategy of BL Corporation
指导老师：	杨坤
中文关键字：	总成本领先；战略实施；PEST模型；五力模型
英文关键字：	Overall cost leadership; Strategy implementation; PEST analysis; Five-forces Model
中文摘要：	基于我国当前经济形势的准确判断和国际经济的发展趋势，2013年12月10日，在中央经济工作会议上习近平总书记创新性的首次提出“新常态”。这是总书记对我国当前经济形势由高速增长转变为中高速增长的准确描述，意味着我国经济发展将进入一个阵痛调节期。在此背景下我国企业尤其是民营机械制造型企业不约而同的陷入了极其被动的局面：企业的规模由之前的快速增长突然变慢，企业订单数量急剧减少，企业的盈利能力大幅度降低。面对这样严峻的经济发展形势，中国民营企业如何摆脱窘境，化不利为有利，从而积极发展壮大，无疑是迫在眉睫需要解决的问题。通过分析企业的现状，选择合适的竞争战略，将有助于提高企业的竞争力。实施科学有效的企业战略不仅能够提升企业的核心竞争力，保证企业持续稳定发展，关键是在当前严峻的经济形势下，保证企业的生存。BL公司如何在总体发展目标下，制定出适应内外部环境变化的竞争战略，获得竞争优势，是该公司面临的首要问题。本研究首先对相关文献和战略的理论进行了回顾和梳理，粗略介绍了早期的一些战略理论和现在比较流行的竞争战略理论，并且对一些战略分析方法进行了简要的介绍。理论回顾之后，本研究分析了BL公司的内部和外部环境。主要利用PEST模型分析BL公司所处的宏观环境，利用五力模型对同行业的竞争现状进行基本解析。进一步的，本研究还运用SWOT战略分析工具，分析了BL公司的优势、劣势、机遇和挑战，为该公司选择什么样的竞争战略奠定了基础。通过对BL公司的的分析和判断，结合当前外部的竞争环境，得了这样的结论：BL公司如果采取总成本领先的竞争战略，就能积极的应对当前残酷的竞争环境，提高公司的盈利能力，甚至会获得超额的利润。在本研究的正文里会详述公司采取的一系列有效的措施来保证总成本领先这一竞争战略的有效实施。通过实施总成本领先战略，使BL公司能够从容应对当前残酷的竞争环境，培育公司的核心竞争力，使公司能在逆境中发展壮大。最后，本研究仅仅是以BL公司为研究对象，希望在今后的工作和学习中不断总结经验。
英文摘要：	Base on accurate judgment of Chinese current economic situation and development trend of international economic, the general secretary Xi Jinping put forward the “new normal” innovatively for first time in central economic working conference on 10th Dec 2013.This is the general secretary’s accurate description of china’s current economic situation from highly growth to medium-high growth, which means china’s economic development will enter a period of painful adjustment. Under this background, the Chinese enterprises especially the private manufacturing enterprises happen to coincide in a passive situation: the rapid growth of the scale of the enterprises suddenly become slowly than before, the order quantity decrease dramatically, the profits decline sharply. Face such a serious economic development situation, how to get rid of predicament and turn negative into advantage then make developing and expanding vigorously is undoubtedly need to be solved urgently. Choosing the appropriate competitive strategy will help to improve the competitiveness of the company by analyzing the company’s situation. Implementing scientific and effective enterprise’s strategy can not only improve enterprise’s core competitiveness and ensure sustained development of enterprise but also ensure the survival of enterprise in the tough economic situation. Under the overall development goals, the BL corporation need to develop a competitive strategy to adapt the change of the internal and external environment, which is the primary issue for BL corporation. Firstly, this study reviews the relevant literatures and theories, such as the development of strategy management theory, from the early strategic thoughts to the present dynamic competitive strategy theory, and the strategic analysis methods are also introduced. Then, the study analyzes the internal and external environment of BL corporation using PEST model, and also analyzes the industry competition situation using the five-force model. Further, the study analysis BL corporation’s strength, weakness, opportunity and challenge by using the SWOT strategic analysis tools, and lay a foundation for the BL corporation choosing what kind of competitive strategy. By analyzing and judging the BL corporation and combining with the current external competition environment, we get the conclusion as follow: If the BL corporation take the overall cost leadership strategy, it can cope with the current tough competitive environment, then can improve the company’s profitability and even get the excess profits. It will be expatiated on a series of effective measures that the company taking in the main body of the study to ensure that the overall cost leadership strategy can be implemented effectively. Through implementing the overall cost leadership strategy, it can make the BL corporation to be able to cope with the current competitive environment easily, which can cultivate the company’s core competitiveness and make the company grow in adversity. Finally, the study make the BL corporation as the research object with the tunnel vision, so there are some shortcomings in the study and hope to sum up the experience in the future work and study.
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