在过去，经济增长刺激下几乎每 10 年就增加 1 倍的电力需求书写了中国 电工电气行业的成长史。而在未来，经济发展中对健康、环保的追求，政府 对新能源供电网络、国家智能电网的战略布局，更是为服务于电力、电气市 场的工业电器企业带来了无限商机。然而，潜力无限的电气市场在为原有工 业电器企业提供市场前景的同时，也对新的进入者有着致命的吸引力。随着 电气市场这块蛋糕争夺者数量的剧增，电器企业之间的竞争形势逐渐白热化。 激烈的竞争形势下，人、财、物等资源均难以和大企业比肩的众多中小企业， 如何通过新的发展战略获得生存与发展空间亟待探究，哈尔滨新世通电器有 限公司也不例外。 本文以哈尔滨新世通电器有限公司作为探究对象，以战略管理理论为基 本立足点，依据战略管理具体进程，设计了哈尔滨新世通电器有限公司的发 展战略。首先，在梳理哈尔滨新世通电器有限公司的基本情况后，得知公司 近几年虽运行稳定，业绩良好，但进一步的发展存在瓶颈，需要新战略的指 引；其次，在重点分析哈尔滨新世通电器有限公司当前所处的宏观、行业环 境以及拥有的人力资源、财务资源、物资资源、组织资源等内部环境后，得 知当前公司虽有着政策、技术与财务等机遇或优势，但也面临着经济下行， 政局迷离、社会文化环境恶劣等外部威胁，发展战略的制定迫在眉睫；然后， 根据 SWOT 分析，为哈尔滨新世通电器有限公司选择了密集型发展战略；最 后，为保障哈尔滨新世通电器有限公司战略的落地实施，本文对相关战略的 实施路径与保障措施进行了细化设置，以期为公司未来的发展提供正确可实 现的战略指引。 关键词：电气市场；战略管理；发展战略；SWOT 分析哈尔滨工业大学高级管理人员工商管理硕士学位论文 - II - Abstract In the past, the demand for electricity that doubled every 10 years under the stimulus of economic growth has written a history of growth in China's electrician and electrical industry. In the future, the pursuit of health and environmental protection in economic development, the government's strategic layout of the new energy supply network and the national smart grid, has brought unlimited business opportunities to industrial electrical enterprises serving the electric power and electrical markets. However, the electrical market with unlimited potential provides a market prospect for the original industrial electrical companies, but also has a fatal appeal to new entrants. With the sharp increase in the number of cake contenders in the electrical market, the competitive situation among electrical companies has gradually heated up. Under the fierce competition situation, many small and medium-sized enterprises whose resources such as people, finances and materials are difficult to compete with large enterprises, how to obtain survival and development space through new development strategies are urgently needed to be explored. Harbin Xinshi Electric Appliance Co., Ltd. is no exception. This paper takes Harbin Xinshi Electric Appliance Co., Ltd. as the research object, based on the theory of strategic management, and designs the development strategy of Harbin Xinshi Electric Appliance Co., Ltd. according to the strategic management process. First of all, after combing the basic situation of Harbin Xinshi Electric Co., Ltd., it is known that although the company has been operating stably and has good performance in recent years, there are bottlenecks in further development and guidance of new strategies. Secondly, After focusing on the analysis of the external environment of the macro environment and the industrial environment that Harbin Xinshi Electric Appliance Co., Ltd. is now facing, and the internal environment of human resources, financial resources, material resources, and organizational resources, the analysis shows that the company currently has opportunities or advantages such as policy, technology and finance, but also facing external threats such as economic downturn, political ambiguity, and poor social and cultural哈尔滨工业大学高级管理人员工商管理硕士学位论文 - III - environment. The formulation of development strategies is imminent; Then, according to SWOT analysis, it has chosen for Harbin Xinshi Electric Appliance Co., Ltd. Intensive growth strategy; Finally, in order to ensure the implementation of the strategy of Harbin Xinshi Electric Co., Ltd., this paper has refined the implementation path and safeguard measures of relevant strategies, in order to provide correct and achievable strategic guidance for the company's future development. Key words: Electrical market, strategic management, development strategy, SWOT analysis哈尔滨工业大学高级管理人员工商管理硕士学位论文 - IV - 目 录 摘要.I Abstract.....II 第 1 章 绪论....... 1 1.1 研究问题的提出.......1 1.1.1 研究背景....1 1.1.2 研究目的及意义2 1.2 国内外研究现状.......2 1.2.1 战略管理理论研究现状.....3 1.2.2 工业电器企业研究现状.....4 1.3 相关理论基础...5 1.3.1 相关概念界定....5 1.3.2 战略分析方法....9 1.4 研究内容与研究思路......10 1.4.1 研究内容..10 1.4.2 研究思路..11 第 2 章 哈尔滨新世通公司内外部环境分析... 13 2.1 哈尔滨新世通公司基本情况..13 2.1.1 公司概况..13 2.1.2 公司运营现状..14 2.2 哈尔滨新世通公司外部环境分析..16 2.2.1 宏观环境分析..16 2.2.2 行业环境分析..20 2.3 哈尔滨新世通公司内部环境分析..23 2.3.1 人力资源..23 2.3.2 财务资源..25 2.3.3 物资资源..26 2.3.4 组织资源..28 2.3.5 技术资源..29 2.3.6 其它资源..32 2.4 本章小结32哈尔滨工业大学高级管理人员工商管理硕士学位论文 - V - 第 3 章 哈尔滨新世通公司发展战略的制定... 33 3.1 哈尔滨新世通公司的 SWOT 分析.33 3.1.1 SWOT 识别与整理.. 33 3.1.2 SWOT 矩阵匹配.......35 3.2 企业使命、愿景与战略目标..37 3.2.1 企业使命..37 3.2.2 企业愿景..38 3.2.3 企业战略目标..38 3.3 哈尔滨新世通公司具体发展战略的制定.......38 3.3.1 企业战略问题的诊断.......39 3.3.2 密集型发展战略.......40 3.4 本章小结41 第 4 章 哈尔滨新世通公司发展战略的实施... 42 4.1 哈尔滨新世通公司发展战略的实施原则.......42 4.2 哈尔滨新世通公司发展战略的实施路径.......43 4.2.1 以品质升级为核心...43 4.2.2 以市场扩张为助力...44 4.2.3 以企业合作为外援...45 4.3 哈尔滨新世通公司发展战略实施的保障措施........46 4.3.1 优化人力资源管理...46 4.3.2 增强资金储备实力...48 4.3.3 提升企业管理水平...50 4.4 本章小结51 结 论.......52