友佳石油机械有限公司,位于山东省东营市,成立于2007年,是集自主研发、生

产、销售、技术服务、国际贸易等业务为一体的综合性石油工程技术服务专业公司。

但是由于成立时间尚短,其竞争力相对薄弱、规模弱小,其发展战略的研宄,直接关

系到企业未来的发展前景。本研究借助PEST分析、波特的五力模型和SWOT分析这3

种战略分析的工具对友佳石油机械有限公司的宏观环境、中观环境和微观环境进行了

详细的分析;列举了对应的典型工业企业发展战略,为友佳石油机械有限公司发展战

略分析、战略构建提供借鉴;并提出了企业发展战略的战略实施与保障措施。

研究认为,企业在不同时间阶段,应该有不同的定位。远期定位为:有一定的市

场占有率和影响力;将机械生产延伸到下游产品领域、油服行业;进入中国石油机械

生产行业的核心层。近期定位为:完成管理的科学化改革、优化产业结构、人员结

构、管理结构、提升管理水平和资本、资产运作水平。同时,在总目标的指引下,进

一步分解为市场开发、运营管理、技术创新、财务盈利、人力资源等方面的分目标。

为了适应不同阶段的战略定位,为公司设计了不同的发展战略:发展初期采取

“以规模为主”的发展战略;发展中期釆取“以技术为主”的发展战略;发展远期釆

取“以品牌为主”的发展战略,并制定了相应的保障措施:组织结构优化、人力资源

管理、公司品牌建设、企业文化建设等。通过上述研究,为企业发展战略的制定和实

施提供参考和建议,为企业的顺利发展提供全面的决策支持。

关键词发展战略;石油机械;战略管理

Abstract

You Jia Petroleum Machinery Co., ltd. which is founded in 2007,is located in Dongying

Shandong province. It's a collection professional company of independent research and

development, production, sales, technical services, international trade and other business. Since

the time of establishment is short, its competitiveness is relatively weak, its scale is small,

therefore, the study of its development strategy is directly related to the prospect of the

development of enterprise. This study uses 3 kind of strategic tool such as PEST analysis,

Potter's five forces model and SWOT analysis to analysis the macro environment, meso

environment and micro environment of You Jia Petroleum Machinery Co Ltd and then by

enumerating the typical corresponding development strategy of industrial enterprises we can

set up the strategies for the development of You Jia Petroleum Machinery Co Ltd and put

forward the strategy implementation and guarantee measures of enterprise development

strategy.

You Jia Petroleum Machinery Co Ltd in different time stage should has a different position

according to the certain market share and influence. Long term positioning: having a certain

market share and influence; prolonging the mechanical production of downstream products,

extending to the field of service industry; entering to the core layer of the Chinese machinery

production industry oil. Recent positioning: completing the scientific management reform,

optimizing the industrial structure, personnel structure and management structure; improving

the management level and operation level of capital, assets.

At the same time, under the guidance of the total goal, we should further do follows:

dividing the target market development, operation management, technical innovation, financial

profit, human resources etc. After the development strategy, we also need some safeguard

measures: optimization of organizational structure, human resource management, corporate

culture construction. Through the above research, it can provide reference and suggestions

about the formulation and implementation of enterprise development strategy and provide

supports for the smooth development of enterprises.

Keywords petroleum machinery; development strategy; strategic management