本文選題：三一重工 + 混凝土機械�。� 參考：《中南大學》2013年碩士論文

【摘要】：三一重工作為國內民營企業(yè)的典型代表,依靠自主創(chuàng)新能力和強大的企業(yè)文化,抓住了中國市場機遇,實現(xiàn)了企業(yè)的快速發(fā)展。混凝土機械是三一重工的核心業(yè)務,一直占據(jù)行業(yè)領導者地位,然而近幾年卻面臨著嚴峻的挑戰(zhàn),市場份額開始丟失,市場地位受到威脅。因此,在當前市場環(huán)境下,三一重工應當調整自己的競爭戰(zhàn)略,重新建立起競爭優(yōu)勢。 論文通過PEST模型分析了三一重工混凝土機械發(fā)展的宏觀環(huán)境,通過五力模型分析了其行業(yè)環(huán)境,并進一步分析了競爭對手的主要競爭策略,指出行業(yè)增速放緩、競爭對手的挑戰(zhàn)、以及自身差異化優(yōu)勢的縮小是其面臨的主要威脅。同時,通過SWOT進行分析,結合三一重工既有戰(zhàn)略的現(xiàn)實基礎,論文設計出三一重工混凝土機械競爭戰(zhàn)略的主導選擇,即為：“一融”、“三化”,“一融”指產(chǎn)融結合,“三化”是國際化、差異化、一體化。 “一融”“三化”的提出,是基于對擴張戰(zhàn)略、產(chǎn)品戰(zhàn)略、產(chǎn)業(yè)鏈戰(zhàn)略和價值鏈戰(zhàn)略的分析,除了延續(xù)和深化三一重工既有的國際化戰(zhàn)略和差異化戰(zhàn)略外,更加關注企業(yè)對自身產(chǎn)業(yè)鏈的完善、對核心能力的塑造和對客戶價值的創(chuàng)造。論文同時指出了實施這些戰(zhàn)略的重點舉措。 最后,根據(jù)三一重工競爭戰(zhàn)略的調整方向,論文還提出了其戰(zhàn)略實施的三大保障：一是思想保障,主要為轉變經(jīng)營觀念和企業(yè)文化建設；二是制度保障,主要是設置激勵措施和實施營銷體制變革；三是人才保障,提高員工素質和做好國際化人才儲備。
[Abstract]:Sany heavy Industry as a typical representative of private enterprises in China, relying on independent innovation ability and strong corporate culture, seized the opportunity of Chinese market and realized the rapid development of enterprises. Concrete machinery is the core business of Sany heavy Industry, which has always occupied the leading position of the industry. However, in recent years, it has been faced with severe challenges, market share began to lose, and the market position is threatened. Therefore, in the current market environment, Sany should adjust its competitive strategy and re-establish its competitive advantage. In this paper, the macro environment of Sany heavy concrete machinery development is analyzed by PEST model, the industry environment is analyzed by five-force model, and the main competitive strategies of competitors are further analyzed, and the slow growth rate of industry is pointed out. The challenges of competitors and the narrowing of their own differentiation advantages are the main threats they face. At the same time, through the analysis of SWOT, combined with the practical foundation of Sany heavy Industry's existing strategy, the paper designs the dominant choice of Sany heavy Industry concrete machinery competition strategy, that is, "one melt", "three turns", "one melt" refers to the combination of production and finance. The "three modernizations" are internationalization, differentiation and integration. Based on the analysis of expansion strategy, product strategy, industry chain strategy and value chain strategy, Sany's strategy of internationalization and differentiation has been extended and deepened. Pay more attention to the perfection of industry chain, to the core competence and to the creation of customer value. At the same time, the paper points out the key measures to implement these strategies. Finally, according to the adjustment direction of Sany's competitive strategy, the paper also puts forward three guarantees for its implementation: one is ideological security, mainly for the change of management concept and enterprise culture construction, the other is institutional guarantee. It is mainly to set up incentive measures and implement the reform of marketing system, and third, to ensure talents, improve the quality of employees and make a good job of international talent reserve.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.4;F272

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