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上海振华重工电气公司发展战略定位研究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分析上海振华重工电气公司发展战略定位研究THERESEARCHOFZPMCELECTRICFORSTRATEGYPOSITIONINGOFDEVELOPINGABSTRACTShanghaiZPMCElectricCo.,Ltd.,anewsubsidiarywhollyfundedbyShanghaiZhenhuaHeavyIndustriesCo.,Ltd.(ZPMC),isestablishedforthepurposeof.ZPMC’sindustrialrestructuringandshiftingfromsingleportmachinerymanufacturingtoadiversifiedmode,aswellasforbuildingitslinkswiththeemergingmarketsandexploringintothesubjectofhowtobuildadiversifiedsubsidiarybrand.ItdoesconstituteameaningfultopicforresearchonhowtopositiontheElectricCompanyandmakeappropriatestrategiesforitsbusinessdevelopmentbyapplyingthebasicconceptsandtheoriesofstrategyandconductinganalysisonexternalenvironmentandinternalresources,especiallyunderthecurrentcircumstancesthatworld-renownedelectriccompaniesarefloodingintoChinesemarketwhiledomesticmanufacturersarealreadyinagreatnumber.Throughouttheyears,scholarsovertheworldhavemadeagreatdealof上海振华重工电气公司发展战略定位研究researches,concludingthatstrategieswilldeterminethesuccessofacompany.Acompany’sdirectionofdevelopmentandguidelineforactionisdefinedbyitsstrategy,whichwillalsomakeitsurviveandprevailinamarketfullofcompetition.Thisarticle,byvirtueofbasictheoriesandstrategictools,analyzestheexternalenvironmentwheretheElectricCompanystandsbyusingPESTsoastofindopportunitiesforitsdevelopment,andmakesclearitspositionintheindustrythroughthefive-forceanalysismodelsoappropriatestrategiescanbemadeandcarriedouttoimproveitscompetitivenessinthemarket,also,toseektheCompany’spotentialsforcompetitionbasedontheevaluationofitsinternalresources,andtoprovidethebasisforstrategy-makingaswellasadvicestosolveproblemsthatmightoccurbyanalyzingtheadvantages,disadvantages,opportunitiesandrisksthroughSWOTtool.FeiGuo（EMBA）BA）Directedby:ProfessorQuLinchiKEYWORDS:ZPMCElectric,strategicpositioning,PESTanalyze,SWOTanalyze上海振华重工电气公司发展战略定位研究目录第一章引言...........................................................................................................................................1第一节研究目的与意义..........................................................................................................1第二节研究的方法..................................................................................................................2第三节论文的结构..................................................................................................................3第二章相关理论和方法论述..................................................................................................................4第一节PEST分析理论.............................................................................................................4第二节SWOT理论.....................................................................................................................5第三节五力分析模型..............................................................................................................7第三章振华重工电气公司现状..............................................................................................................9第一节行业电气现状..............................................................................................................9第二节电气公司成立的背景和现状....................................................................................12第四章电气公司发展战略定位分析....................................................................................................15第一节PEST理论分析......................................................................................................15一政治环境...................................................................................................................15二经济环境...................................................................................................................15三社会环境...................................................................................................................16四技术环境...................................................................................................................16第二节五力分析...............................................................................................................17一．供应商的议价能力.................................................................................................17二．购买者的议价能力.................................................................................................17三．潜在进入者的进入能力.........................................................................................18四．替代品的威胁.........................................................................................................18上海振华重工电气公司发展战略定位研究五．行业内现有竞争