文档介绍：哈尔滨理工大学
毕业设计
题目: 白桦林金属工业有限公司竞争战略研究
院系: 管理学院工商管理系
姓名: 武丹丹
指导教师: 王珊珊
系主任: 郎宏文
2012年6月14日
白桦林金属工业有限公司竞争战略研究
摘要
钢铁产业是我国重要的基础工业,经过50多年的发展已经取得瞩目成就。目前我国已成为钢铁的生产和消费大国,但并非强国,我国钢铁企业中只有少数企业达到了规模经济,还有很多中小型企业在如今激烈的竞争环境下谋求生存。哈尔滨白桦林金属工业有限公司(简称“白桦林公司”)作为众多中小型钢铁企业之一,面临强大的竞争压力,如何根据企业内部资源和外部环境的变化,来确立企业切实可行的竞争战略,从而获取竞争优势和实现可持续发展,已成为白桦林公司首要解决的问题。
论文运用PEST分析、五力模型等分析方法,对白桦林公司的宏观环境、行业环境及其竞争地位进行了综合的分析;运用价值链理论分析了白桦林公司的内部价值活动,总结了公司的优势来源以及当前竞争战略存在的问题;在此基础上,设计了白桦林公司的竞争战略,包括低成本聚焦战略、联盟战略和品牌战略;最后,从加强品牌建设与完善营销体系、培育先进的企业文化、构建高效的组织结构和加强人力资源管理等方面提出竞争战略实施的保障措施。
本文针对白桦林公司的自身条件、面临的内外部环境及其竞争战略存在的问题,设计了一套竞争战略及其实施保障措施,对于提高白桦林公司的竞争优势具有重要的参考价值。
关键词竞争战略;价值链;五力模型;钢铁工业
Research petitive strategy of Baihualin Metal Industry Co.,LTD
Abstract
Iron and steel industry is China's important basic industry, after 50 years of development have made outstanding achievements. At present, our country has e a big country in steel production and consumption, but not the strong one. Only a few pany have reached the economic of scale during panies. And many small and medium panies are making a living in today'petitive environment. Harbin Baihualin metal industry pany (as the "pany") as one of the many iron and steel enterprises, facing great pressure petition, how to establish enterprise petition strategy, make the overall strategic planning according to the enterprise internal resources and changes in the external environment, to petitive advantage and realize the sustainable development has e a top priority of Baihualin group.
This paper uses PEST analysis, and petitive forces model analysis method, according to the macro environment, and industry environment petition status of Baihualin made prehensive analysis, using the value chain theory analyzes the internal value of pany activities, summarizing the advantages of pany and the current petitive strategy and the existing problems. On this basis, design petition strategy of Baihualin , including low cost focus on strategy, alliance strategy and brand stra