近年来,随着物联网概念持续走热的大环境,在工业装配制造、物流领域的
追踪、追溯需求日趋明显,催生了工业识别技术的大发展。但是,我们也清晰地
看到,国内外众多传感器厂商陆续进入这一领域,无疑增加了竞争的激烈程度。
作为工业识别技术领域的领导厂商,如何在这种超竞争环境下,保持自身的竞争
优势,并不断开拓业务发展的新的蓝海,实现公司提出的数一、数二的目标。其
竞争战略的选择至关重要。
本文以西门子工业识别产品为研究对象,对其在中国的竞争战略进行了分析
研究。
文章开篇介绍了本文研究的背景及意义,以及本文研究的思路和方法。然后
对相关理论进行了回顾,其中包括企业战略管理,竞争战略的主要流派及其思想,
战略的三种基本类型,以及本文用到的主要分析方法,如PEST分析、波特的五力
模型分析、SWOT分析法和战略布局图等,为正确分析企业面临的内外部环境因素
提供了强大的理论支撑。
然后本文根据竞争战略分析的一般步骤对工业识别产品所处的外部宏观环
境,中观行业环境及微观竞争环境进行了分析,得出了工业识别产品面临的机会
和威胁,然后通过企业内部的产品、技术、组织等各项资源能力的分析,得出了
产品的优势和劣势。
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最后,基于分析的结果,利用SWOT分析方法进行了系统的归纳总结。构建SWOT
矩阵,综合分析了机会、威胁、优势、劣势,坚持扬长避短的方针。从而得出了
工业识别产品的最佳的竞争战略选择,即坚持差异化和成本领先相结合的竞争战
略。随后,本文分析了保证竞争战略成功的相关保障措施。最后得出本文的研究
结论和后续研究展望。
通过研究,作者认为要想保持西门子在工业识别领域的领军地位,必须通过创
新来丰富产品线、业务模式调整来适应市场变化,牢牢把握住汽车、烟草等传统
行业的优势地位,同时抓住新兴产业发展带来的机会,不断幵拓新的蓝海,实现
业务的持续增长。
关键词:竞争战略;工业识别;西门子;SWOT
分类号:
ABSTRACT
Siemens is one of the largest global electronics and electrical companies,
It's business service for industry, energy, medical,Siemens has many innovative
products and solutions for industry,It's industrial identification technology with 30
years of history and experience, The main products include RFID and 2D code reading
system, we call these two products as industrial identification products.
In recently, with the environment of the Internet of Things concept become more
and more popular, the tracking and tracing demands in industrial assembly
manufacturing, logistics is become obvious, these gave birth to the development of
industrial identification technology. Meanwhile,we also can see so many sensor
manufacturers both at home and abroad begin this business, this undoubtedly increase
the level of competition. As a leader in Identification technology, how to keep their
competitive advantage and develop new business in this competitive environment. It is
so important to choose a right competitive strategy.
This paper to research the competitive strategy of Siemens industrial identification
products in China.
The article begins with the background and significance of this study and the way
to research. Then review the related theories,including strategic management,
competitive strategy,three types of basic strategy, the analytical tools used in this
paper, such as PEST analysis, Porter's five forces model analysis,SWOT analysis and
strategic layout, provides a powerful theoretical support for the correct analysis of
products are facing internal and external environmental factors.
Then according to the general steps of the competitive strategy analysis,,we give
an analysis to industrial identification products for it's external macro environment,
industry environment of middle and micro-competitive environment analysis, and
obtained the opportunities and threats faced by the industrial identification products,
and then through the internal product,technical, organizational and other resource .
capacity analysis, we got the strengths and weaknesses of the products.
Finally, based on the results of the analysis,we do summarize via SWOT analysis
method .set up SWOT matrix constructed a comprehensive analysis of the opportunity,
threats, strengths, weaknesses, and adhere to the weaknesses of the approach. The best
competitive strategic choice for industrial identification product is differentiation
combine with cost leadership competitive strategy. Subsequently, the paper analyzes
the related key factor and measure to guarantee successfully implementation. At last,
this paper give the conclusions and research plan in future.
Through this research, the authors believed that in order to keeping the leading
position of Siemens industrial identification,must extend products line by innovation,
adjust business model depend on the changes in the market, keeping leading position
in cars, tobacco and other traditional industries firmly, meanwhile,seize the
opportunities in new industries which government support, open up a new blue ocean
to keeping growth of the business.
KEYWORDS: Competitive Strategy; Industrial Identification; Siemens; SWOT
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