沈阳北方交通道路筑养护机械公司竞争战略研究.pdfVIP

摘 要 随着我国高速、高等级以及乡村公路的快速发展和增长，近年来道路修筑和养护机械得到迅 速发展，但是我国道路筑养护设备发展严重滞后于公路建设发展，高等级公路的筑养护设备至今 仍依赖进口。公路养护及国产现代化养护机械缺乏的问题已经引起业内各方更多的关注。国家将 重点培育扶植有较强竞争力的大型企业集团为该行业领航企业，带动此行业快速发展，使其达到 替代进口和扩大出口的目的，所以道路筑养护机械市场潜力巨大。北方交通面临着良好的发展机 遇，那么今后企业如何发展，成为迫切需要解决的问题。 本文首先论述了竞争战略的基本理论，包括三种基本战略以及竞争战略的分析工具。运用 PEST 工具对公司的宏观环境、市场环境、行业环境进行分析。运用五力分析模型对公司的竞争对 手进行分析。运用价值链分析方法对公司的技术、营销状况、管理机制、管理信息系统进行分析。 在以上分析的基础上，运用 SWOT 模型论述公司的优势和劣势，机会与威胁。在公司总体战 略的指导下，制定公司的竞争战略：在国际市场实施成本领先战略和在国内市场实施差异化战略。 在战略实施的过程中，针对不同的竞争战略采用不同的方法，以提升公司总体的竞争力。 关键词：北方交通，竞争战略，SWOT，战略实施 Abstract With our high speed, high-grade, and the rapid development of rural roads and growth in recent years, road construction and maintenance machinery has developed rapidly, but the construction of transportation highway maintenance equipment development lagged behind the development of highway construction, highway maintenance equipment still dependent on imports. Road maintenance and the lack of Road maintenance machine have been paid more attention. The country will foster a strong focus on fostering competitive large enterprise groups to be the leader, promote the rapid development of this industry, to replace imports and expand exports. So the market potential is huge. Shenyang North Traffic Heavy Industry Group faced good opportunities for development, then how to develop, which is the problem to solve urgently. Firstly, this paper has discussed the basic theory of competitive strategy, includes three basic strategies, and competitive strategy analysis tools. PEST tool was used to analyze the companys Macro environment, Market environment, Industry environment. Five Forces model was used to analyze the companys competitor. The value ch