- I -
摘要
随着“十三五”期间智能电网、轨道交通等重大项目的陆续建设，国内的线缆企业
面临广阔的市场前景。由于国内的线缆企业数量较多，国外知名的线缆企业相继进入中
国，并与国内的线缆企业在中低端线缆市场展开激烈的市场竞争，而且占有国内半数的
高端的线缆市场。在外部环境复杂多变和内部竞争加剧的情况下，线缆行业必须培育行
业发展新动能，制定科学的发展战略，这也是整个电缆外贸行业亟待解决的问题
JD线缆有限公司作为全国连锁的大型线缆生产销售企业，在电缆外贸行业具有一
定的影响力。但近年来，随着中低端线缆市场的竞争加剧，外资线缆企业的进入，国内
的线缆行业受到较大冲击，使行业利润被进一步压缩，这也对JD线缆有限公司的发展
构成较大威胁。面对日益严峻的外贸形势，如何保持市场竞争力和培育新的业务增长点，
成为JD线缆有限公司管理层需要迫切解决的问题
基于此，本文选取JD线缆有限公司作为研究对象，依据战略管理的理论，结合公
司发展的实际情况，运用PEST、波特五力模型、SWOT等分析方法，对其所面临的宏
观环境、内部环境和竞争环境进行深入研究，从而总结出公司发展所具备的优势、存在
的劣势和所面临的机会和威胁。根据SWOT联合分析的结果，选取相应的战略，并以
此为基础确定了详细的总体战略目标、公司战略、竞争战略和职能战略。最后，根据JD
线缆有限公司的实际情况，提出了战略目标得以顺利实施的保障措施
本文的研究成果不仅能为公司的战略布局提供参考，同时也可为同类线缆企业制定
发展战略提供借鉴
关键词：线缆行业；发展战略；战略实施
-II-
Research on the development strategy of Liaoning JD Cable Co. Ltd.
Abstract
With the began construction in 13th Five-Year during the smart grid, rail transportation
and other major projects, cable companies are facing the domestic market prospects. Due to
the large number of domestic and foreign well-known cable companies, cable companies have
entered into Chinese, and cable companies in the low-end domestic cable market fierce
competition in the market, the market share of domestic cable and half of the high-end. Under
the circumstances of complicated external environment and intensified internal competition,
the cable industry must cultivate new kinetic energy for the development of the industry and
formulate a scientific development strategy, which is also an urgent problem to be solved in
the whole cable foreign trade industry.
Liaoning JD Cable Co. Ltd. as a national chain of large-scale cable production and sales
enterprise, have a certain influence on the cable industry foreign trade. But in recent years,
with the aggravation of the market competition in the low-end cable, cable entry of foreign
enterprises, the domestic cable industry are subject to greater impact, so that industry profits
are further reduced, the development of Liaoning JD Cable Co. Ltd. a greater threat. Facing
the increasingly grim situation of foreign trade, how to maintain market competitiveness and
foster new business growth, become Liaoning JD cable limited company management of the
urgent need to solve the problem.
Based on this, this paper selects Liaoning JD Cable Co. Ltd. as the research object, on
the basis of strategic management theory, combined with the actual situation of the
development of the company, by PEST, Potter's five forces model, SWOT analysis, in-depth
study of the macro environment, it faces the internal environment and the competitive
environment, which summed up with the development of the company the advantages,
disadvantages and the opportunities and threats. According to the results of SWOT joint
analysis, the corresponding strategy is selected, and the detailed overall strategic objectives,
product strategy, competitive strategy and functional strategy are determined on the basis of
the analysis. Finally, according to the actual situation of Liaoning JD Cable Co. Ltd., put
forward some measures to ensure the smooth implementation of strategic objectives.
The research results of this paper can not only provide reference for the company's
strategic layout, but also provide reference for the development strategy of similar cable
companies.
- III -
Key words: Cable industry; Development Strategy; Strategy Implementation
-IV-
目录
摘要 .. I
Abstract . II
1绪论 ... 1
1.1研究背景 ..... 1
1.1.1研究背景 ........... 1
1.1.2研究意义 ........... 2
1.2论文结构与研究方法 ....... 2
1.2.1论文结构 ........... 2
1.2.2研究方法 ........... 3
1.3本文的技术路线 ........... 3
1.4本文的创新点 . 3
2理论基础与文献综述 . 5
2.1理论基础 ..... 5
2.1.1战略管理理论 ....... 5
2.1.2战略分析工具 ....... 5
2.2国内外研究现状 ........... 7
2.2.1国外研究现状 ....... 7
2.2.2国内研究现状 ....... 8
3JD线缆有限公司发展的环境分析 . 11
3.1JD线缆有限公司简介 ..... 11
3.2外部环境分析12
3.2.1政策与法律环境 .... 12
3.2.2经济环境 .......... 13
3.2.3技术环境 .......... 14
3.2.4社会文化环境 ...... 15
3.2.5竞争环境分析 ...... 15
3.3内部环境分析19
3.3.1企业资源分析 ...... 19
3.3.2企业能力分析 ...... 21
3.4SWOT四要素分析 ......... 23
3.4.1优势分析 .......... 23。