上海振华重工电气公司发展战略定位研究..docxVIP

上海振华重工有限公司发展战略定位研究摘 要为调整产业结构并实现由单一的港机产品制造向多元化转型，培育新兴市场，同时探讨多元化子品牌建设，上海振华重工集团股份有限公司全资筹建集团旗下新子公司，即上海振华重工电气有限公司。要在目前国外著名电气公司纷纷进入中国市场，国内厂商林立的市场环境下，电气公司如何根据战略的基本概念和理论，研究分析外部环境及内部资源情况，对公司进行正确的战略定位，制定适合自身的发展战略，是一个很有意义的研究课题。古今中外，很多先人贤哲都对战略管理作了大量的研究，认为战略决定企业的成败。企业的战略界定了企业的发展方向和行动指南，使之在市场竞争环境中得以生存和发展。因此明确战略目标对振华重工电气公司来说尤为重要。本文借助战略基本理论及战略工具，通过使用PEST来分析电气公司目前所处的外部环境，从中找到企业的发展机遇。通过五力分析模型来明确公司自身在行业中的地位，以制定和执行合适的战略，提高在市场中的竞争力。在对公司的内部资源进行分析评估后，寻找公司创造竞争优势的潜力。通过SWOT分析工具对公司的优劣势、机会与风险进行分析，为公司的战略制定提供依据，并就可能出现的问题提出一些解决问题的建议。关键词：振华电气，战略定位，PEST分析，SWOT分析THE RESEARCH OF ZPMC ELECTRIC FORSTRATEGY POSITIONING OF DEVELOPINGABSTRACTShanghai ZPMC Electric Co., Ltd., a new subsidiary wholly funded by Shanghai Zhenhua Heavy Industries Co., Ltd. (ZPMC), is established for the purpose of. ZPMC’s industrial restructuring and shifting from single port machinery manufacturing to a diversified mode, as well as for building its links with the emerging markets and exploring into the subject of how to build a diversified subsidiary brand.It does constitute a meaningful topic for research on how to position the Electric Company and make appropriate strategies for its business development by applying the basic concepts and theories of strategy and conducting analysis on external environment and internal resources, especially under the current circumstances that world-renowned electric companies are flooding into Chinese market while domestic manufacturers are already in a great number.Throughout the years, scholars over the world have made a great deal of researches, concluding that strategies will determine the success of a company. A company’s direction of development and guideline for action is defined by its strategy, which will also make it survive and prevail in a market full of competition.This article, by virtue of basic theories and strategic tools, analyzes the external environment where the Electric Company stands by using PEST so as to find opportunities for its development, and makes clear its po