随着近几年经济形势的走弱以及国家对房地产的调控力度加大,国内建筑机械行业

的发展进入低谷。行业内的大型企业如三一重工、中联重科、徐州重工等也是举步维艰,

库存积压特别严重。相关产业内的中小型企业受到的影响更大。如何减小目前行业低迷

带来的影响,如何摆脱经营困境,使企业持续发展,是每家企业亟需仔细研究探讨的问

题。

NE重工是一家民营中小型企业。是三一重工、徐工集团、德国PM等大型企业的战

略合作伙伴。经过多年的发展,在建筑机械行业内有一定的知名度。在NE重工想进一

步做大做强的时候,由于行业的萎靡以及自身发展的瓶颈,在经营上需要有所突破。得

益于国家十二五计划,煤炭机械得到快速发展的机会,而NE重工也开始涉足煤炭机械。

所以本文以NE重工作为研究对象,对其的发展战略进行研究。首先对战略管理的基本

理论问题进行了探讨,分析了战略管理研究的基本方法,从而为全文的研究奠定了理论

基础;随后,文章运用SWOT分析法、EVA分析方法、定位理论和波特五力竞争模型,

对其发展的宏观环境以及行业的竞争态势进行了分析,基于上述的分析研究,对NE重

工产品的战略选择进行了探讨,提出了多元化战略的方案。本文的研究能够使我们更好

的了解民营企业战略管理的一些基本模式,同时为机械行业生产制造企业进行战略管理

起到一定的参考和借鉴。

关键词:NE重工;多元化发展战略;煤炭机械;EVA; SWOT

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华东理工大学硕士学位论文

A Study of NE diversification development strategy

Abstract

As the economic situation in recent years and the weaker countries, real estate and the

development of the domestic construction machinery industry into the trough. Large parts of

the industry such as sany,zoomlion,xuzhou heavy industries is also struggling, inventory

backlog especially serious. Related industries within the small and medium-sized enterprise

the impact is bigger. How to reduce the impact of the industry downturn,how to get rid of the

difficulty,make the enterprise sustainable development, is each enterprise urgently needed to

study the questions very carefully.

NE heavy industries is a private small and medium-sized enterprises.NE is PM sany

heavy industry, xugong group,Germany and other large enterprises strategic partners. After

years of development, there are certain popularity in the construction machinery industry.

When NE heavy industry to further develop and expand, because of a weak industry, and its

own development bottlenecks, need a breakthrough in business. Benefit from the country's

latest five-year plan, the coal machinery have the opportunity of rapid development, and NE

heavy industries are coal machinery. Heavy industry as the research object, so in this paper

can be to study its development strategy. First, this paper discusses the problems in the basic

theory of strategic management, the basic method of analysis of the strategic management

research,which laid a theoretical foundation for the research of the full text; Then, the article

using the SWOT analysis method, EVA analysis method,the positioning theory and porter

five competitive model,the development of macro environment and industry competition are

analyzed, based on the above analysis, this paper discusses the strategic choice of NE heavy

industry products, put forward the strategy of diversifying management solutions. This article

research can make us better understand some of the basic strategic management model of

private enterprises, at the same time, science for mechanical equipment manufacturing

enterprises to carry out strategic management play a certain reference and reference.

Keywords: NE heavy industry; diversification development; EVA; SWOT analysis