联系我们

论文查询结果	返回搜索

论文编号：	9777
作者编号：	2120152587
上传时间：	2017/12/11 9:26:33
中文题目：	青岛纺织机械股份有限公司竞争战略研究
英文题目：	Research on Competitive Strategy of QTMW
指导老师：	牛芳 副教授
中文关键字：	竞争战略，内外部环境分析，竞争力分析SWOT，集中化战略
英文关键字：	Competitive strategy, analysis on internal and external environment, SWOT analysis and centralization strategy
中文摘要：	中国纺织机械行业与纺织行业一起属于中国传统民生行业，具有行业规模大，市场竞争充分等特点，但近年来伴随着国家经济调结构，换挡转型的整体形势，也面临着产业结构调整的压力。本文选择纺织机械行业进行竞争战略研究，在当前的经济形势下，具有一定的典型意义。　　　青岛纺织机械股份有限公司（以下简称青岛纺机）主要给关联方青岛宏大纺织机械有限责任公司（以下简称青岛宏大）提供配套业务。后来双方合作出现较大分歧，逐渐趋于破裂，导致配套业务急剧下滑并在次年趋于结束，而这部分业务占青岛纺机销售收入的70%以上，直接造成公司业务收入及经营状况下滑很大。要摆脱经营困境，公司必须对单一的经营现状做出改变，但由于长期封闭配套，公司内部管理层和大部分员工均对公司后期的发展、对公司能否生存下去及如何直接面对市场充满了迷茫困惑。所以公司必须确定新的战略方向，树立战略目标并积极采取相适应的竞争策略以稳定队伍力量，实现公司的调整与发展。　　　本文运用PEST分析模型等战略管理分析工具充分分析了公司微观环境、宏观环境和行业环境。运用SWOT等分析工具分析了公司内、外部的优势劣势，并从外部机会、外部威胁、内部优势、内部劣势这四方面进行综合归纳分析。通过系统的分析，发现公司竞争力所在，进一步明确了战略目标，制定出竞争战略规划，然后将战略方案实施于具体业务中，最后在对战略方案进行有效验证的过程中及时调整和完善竞争战略。基于上面的分析，选择了集中战略，将核心业务做强做大，集中在无纺布设备、络筒机设备、清梳联设备三大主营业务中，并进行组织架构、营销体系等集中化的策略实施。本文对具有传统制造业特点的青岛纺机进行战略分析和规划，对制造类企业在当前经济形势下，确定战略目标，分析及规划战略方案具有一定的借鉴意义。
英文摘要：	China's textile machinery industry and the textile industry belong to the traditional Chinese livelihood industry. They have the characteristics of large-scale industry and full market competition. However, with the overall economic restructuring and shift shifting in the country in recent years, they are under pressure to adjust their industrial structure. This paper selects the textile machinery industry competition to have strategy research, in the current economic situation, has a certain typical significance. 　　　Qingdao Textile Machinery Co., Ltd. (“Qingdao Textile Machinery”) is mainly engaged in supporting services to Qingdao Hongda Textile Machinery Co., Ltd. (“Qingdao Hongda”). Later, the two sides collapsed more and gradually tended to rupture, resulting in a sharp decline in the auxiliary business and ended in the following year. This part of the business accounted for more than 70% of the sales revenue of Qingdao Textile Machinery, which directly caused the Company's business income and operating conditions to dramatic decline. To get rid of operational difficulties, the company must make changes to the status of the single business. However, due to the long-term closed support, the company's internal management and most of the employees are confused for the later stages of the company's development, whether the company can survive and how to deal directly with the market. Therefore, the company must determine a new strategic direction, establish strategic goals and actively adopt appropriate competitive strategies to stabilize the team strength and achieve the company's adjustment and development. 　　　This paper analyzes the company's micro-environment, macro-environment and industry environment by strategic management analysis tools such as PEST analysis model. Analyzes the advantages and disadvantages of the company inside and outside by SWOT and other analysis tools, and summarizes the four aspects of external opportunities, external threats, internal advantages and internal disadvantages. Through systematic analysis, we find the company's competitiveness, further clarify the strategic objectives, formulate competitive strategic planning, and then implement the strategic plan in specific businesses. In the end, we effectively adjust and improve the competitive strategy in the process of validating the strategic plan . Based on the above analysis, we chose a centralized strategy to make our core business stronger and stronger, focusing on three core businesses of non-woven equipment, winder equipment and carding equipment, and focus on the implementation of the centralization strategy about organizational structure、marketing system and etc. In this paper, the strategic analysis and planning of Qingdao Textile Machinery, which has the characteristics of traditional manufacturing industry, is of some reference to the manufacturing enterprises in the current economic situation, to determine the strategic objectives, and to analyze and plan the strategic plan.
查看全文：	预览  下载(下载需要进行登录)