随着塑料工业和塑料包装行业的迅猛发展，以及薄膜应用技术的不断进步， 全球市场对塑料加工处理设备需求激增，给广大塑料包装机械制造商带来了新的 机遇和挑战。机会只留给有准备的人。在机遇到来时，作为一家包装机械制造企 业需要对整体市场形势进行客观的判断，在努力服务好当前市场的情况下，还需 要考虑新时代下的企业发展方向。D 公司在国内一些应用领域已树立了良好的品 牌形象，希望通过努力成为所在领域全球强有力的竞争者。为此，D 公司需要在 不同产品应用领域间采取不同的市场策略，需要在市场定位、产品研发、内部管 理、服务增值和成本控制等方面进行重点研究。本文对 D 公司竞争战略进行深 入研究，借助 PESTEL 分析、波特五力分析模型和 SWOT 分析作为主要研究工 具。先介绍 D 公司概况及战略现状，再对企业外部和内部竞争环境进行分析， 对公司的优势和劣势进行较深入的研究，确定公司的核心竞争力，厘清所在行业 内的机遇和威胁。本文以相关战略理论为依据，制定竞争战略，并提出符合实际 情况的主要实施要点及保障措施。 论文包括六个章节。第一章主要介绍研究背景，阐明研究目的和意义，并提 出问题。第二章进行相关理论和文献综述，简要介绍战略管理发展过程和研究情 况，介绍相关理论概念和战略管理过程理论，重点介绍 PESTEL 分析法、波特五 力分析模型和 SWOT 分析几个工具。第三章先介绍 D 公司概况和战略现状，再 通过 PESTEL 分析企业外部环境，并利用波特五力分析模型分析企业行业竞争结 构。再分析企业内部环境，对企业概况、产品及应用情况、近年来收入情况、业 务分布情况、企业文化、企业组织架构以及人力资源等方面进行分析研究。内外 部环境的分析也让战略实施的保障措施更具针对性。基于内外部环境分析出的机 会和威胁、优势和劣势，第三章还进行了 D 公司 SWOT 矩阵和要素组合分析， 对比确定 D 公司可选择的战略组合。第四章描述 D 公司竞争战略的选择和实施 要点。本章介绍了 D 公司的战略定位和目标，分析现行竞争战略面临的问题， 选定新的竞争战略有其必要性。本章分析比较了总成本领先、差异化和集中化三 大竞争战略，通过定量和定性分析的方法选择了适合 D 公司发展的战略，即合 理成本为基础的集中差异化战略，并提出战略实施要点。第五章基于公司实情提 出了战略实施保障措施。第六章总结全文并对不足和后续工作进行了展望。本文浙江工业大学硕士学位论文 II 结合了所有上述研究，全面考虑选择适合 D 公司实际情况的竞争战略，对当前 类似的中小型机械设备制造商有一定借鉴意义。 关键词，机械制造，竞争战略，战略分析，SWOT 分析D 公司竞争战略研究 III THE STUDY ON THE COMPETITIVE STRATEGY OF D COMPANY ABSTRACT With the swift development of the plastics and packing industry, and the booming of film application technology, the demand of machines for plastic processing is hiking up. Plastic and packing machinery manufacturers meet new opportunities and challenges. Chance favors the prepared mind. When the opportunities come, as a company inside the industry also needs to make a good judgment on the whole market situation, and in the efforts to serve the current market and customers well, we need to consider the development orientation of the enterprise in the new era. As a domestic large plastic machinery supplier in segment market, D company endeavors to become a competitive competitor in global market. D company needs to take different marketing strategy for different applications, and further researches should be made on areas such as marketing orientation, R&D, internal management, service increment and monitoring costs, etc. This paper conducts competition strategy research of D company, with PESTEL analysis method, Porter's five forces model and SWOT analysis method. The paper first introduces the general situation of the company and the present situation of current strategy, then analyzes the external and internal competitive environment of the enterprise, and makes a thorough study of the advantages and disadvantages of D company, determines the core competence of the company, and clarifies the opportunities and threats in the industry in which the company is located. Based on the relevant strategic theory, this paper formulates the competitive strategy, and puts forward the main implementing points and safeguard measures in accordance with the actual situation. Six chapters make up this thesis. The first chapter introduces the research background and clarifies the meaning and purpose of the study and also present current questions faced by D company. Chapter two Reviews the related theories and literatures, depicts the development and study of strategic management and related concepts briefly, analyzes the process theory of strategic management, especially introduces three theoretical tools—the PESTEL analysis method, the Porter five forces model and SWOT analysis method. Chapter three, introduces the general situation of D company and its existing strategy, adopts PESTEL analysis model，浙江工业大学硕士学位论文 IV analyzes enterprise external environment, studies D company's competitors within the industry, using Porter's five forces model. The third chapter also analyzes internal environment of the company, introduces company profile, introduction of products and application fields, enterprise income in recent years, enterprise culture, organizational structure, etc. and summarizes the core resources. The analysis of the internal and external environment also makes the safeguard measures for the implementation of the strategy more targeted. Based on the analysis of opportunities and threats, advantages and disadvantages in the internal and external environment, the SWOT matrix and element combination analysis of D company were carried out. The advantages and disadvantages of various strategic combination schemes were compared, and the optional strategic combination of D company was determined through analysis and research. Chapter four describes the selection and main implementation of D company's competitive strategy. This chapter describes the strategic positioning and objectives of D company, analyzes the problems faced by the current competitive strategy, and concludes that it is necessary to select a new competitive strategy. This chapter also compares and analyzes the three competitive strategies of overall cost leadership, differentiation and focus, selects the strategy suitable for the development of the company through quantitative and qualitative analysis, that is, the centralized differentiation strategy based on reasonable cost. This chapter also analyzes the main implementation of competition strategy. Chapter five puts forward some safeguard measures in the implementation of strategy according to the requirements of competition strategy and the actual situation of D company. Chapter six summarizes the article and look into the distance. Through all researches mentioned, strategy direction suitable for the development of D company is comprehensively considered and selected. Research results also have a certain reference value for the small and medium machinery manufacturers. Keywords: Mechanical Manufacturing, Competitive Strategy, Strategy Analysis, SWOT analysisD 公司竞争战略研究 V 目 录 摘要............................................................................................................................ I ABSTRACT.................................................................................................................III 插图清单...................................................................................................................VIII 附表清单...................................................................................................................VIII 第一章 绪 论..............................................................................................................1 1.1 研究背景和问题提出 ......................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 问题提出................................................................................................2 1.2 研究目的和意义 ..............................................................................................2 1.2.1 研究的意义........................................................................................