受当下电子工业高速发展的影响，中国电解铜箔产业在 20 世纪 60 年代至今 实现了飞跃式的成长。自 2014 年起，中国内陆电解铜箔总产量已达到全球总量 的 50%以上，一跃成为亚洲最大的电解铜箔供应基地。生箔机橡胶密封是生箔设 备生产的必须消耗性配件之一，其消耗、需求与电解铜箔产业规模的扩大呈同比 增长。在国内，因该产品生产工艺复杂、技术精密等原因，短时期内具备生产能 力企业较少，产业处于发展初期且市场成长空间较大。为适应不断变化的市场环 境及发展要求，产业内企业有必要研究、开展企业战略构建与实施从而保持企业 的长期良性发展并在日趋激烈的竞争中保持优势。 本文以企业竞争战略理论为基础，运用案例分析法、文献分析法、比较分析 法、实地调查法等研究方法，结合理论与实践对 QY 公司竞争战略进行研究。首 先在对国内外相关文献进行阅读，搜集相关理论，建立本次研究的理论基础；然 后针对本文的研究案例 QY 公司，对该企业所处的内外部环境进行分析，将理论 基础与 QY 公司的实际情况相结合，选择并构建其差异化竞争战略，并制定辅助 成本控制、目标聚焦策略。根据企业实际情况，为保障其竞争战略实施从优化企 业组织架构、人力资源管理、资金供给、市场营销、企业文化建设五方面制定相 关措施。希望通过本次对 QY 公司竞争战略的研究，在为其提供企业发展参考的 同时也能够为行业内其它企业竞争战略的制定与实施提供借鉴。 关键词，竞争战略；核心竞争力；差异化战略II ABSTRACT Affected by the current electronics industry continuously rapid development, China's electrolytic copper foil industry in the 1960 s the leap type growth. Since 2014, China's interior electrolytic copper foil production has reached more than 50% of the global total, making it the largest electrolytic copper foil supply base in Asia. Foil machine rubber seal is one of the necessary consumable material in the process of producing electrolytic copper foil production, its consumption, the demand and the expansion of electrolytic copper foil industry in year-on-year growth. In order to adapt to the changing market environment and the development requirements, enterprises in the industry it is necessary to study and carry out the construction and implementation of enterprise strategy to maintain the long-term benign development of the enterprise and keep the advantage in the increasingly fierce competition. This paper is based on the theory of enterprise competitive strategy, using case analysis method, document analysis method, references analyzing, comparative analysis method and combination with theory and practice to study the competitive strategy of QY company. Articles in the related theoretical research, on the basis of fully analyzing the inner & outer environments and value chain, using analytic hierarchy process to identify the core competence of QY company. According to above analysis results, built the system of synthetic strategy which containing focused differentiation tactics and cost tactics. Finally, the paper established guarantee strategy including of organization reforming, optimizing human resource management and constructing enterprise culture, in order to enhance the company's strength to archive the final goal. Key words，Competitive Strategy；Core Competence；Differentiation StrategyIII 目 录 摘要.............................................................................................................................I ABSTRACT..................................................................................................................II 目 录...........................................................................................................................III 1 绪论............................................................................................................................1 1.1 研究背景及意义 ............................................................................................1 1.1.1 选题背景 .............................................................................................1 1.1.2 研究目标 .............................................................................................1 1.1.3 研究意义 .............................................................................................2 1.2 国内外研究现状综述 ....................................................................................2 1.2.1 国外研究现状 .....................................................................................2 1.2.2 国内研究现状 .....................................................................................3 1.2.3 国内外研究评述 .................................................................................4 1.3 研究内容和方法 ............................................................................................5 1.3.1 研究内容 .............................................................................................5 1.3.2 研究思路与框架 .................................................................................5 1.3.3 研究方法 .............................................................................................6 1.4 研究的重点、难点及创新点 ........................................................................7 2 理论概述....................................................................................................................8 2.1 企业竞争战略理论概述 ................................................................................8 2.1.1 竞争战略理论概述 .............................................................................8 2.1.2 基本竞争战略理论概述 .....................................................................8 2.1.3 融合竞争战略理论概述 .....................................................................9 2.1.4 价值链理论概述 ...............................................................................10 2.1.5 核心竞争力理论概述 .......................................................................11 2.2 战略管理分析工具概述 ..............................................................................11 2.2.1 PEST 分析模型....................................................................................11 2.2.2 五力模型 ...........................................................................................12 2.2.3 层次分析法模型 ...............................................................................13 3 QY 公司内外部环境分析.........................................................................................14 3.1 QY 公司情况简介..........................................................................................14 3.1.1 QY 公司情况简介...............................................................................14IV 3.1.2 QY 公司竞争战略研究的必要性.......................................................14 3.2 QY 公司外部环境分析..................................................................................15 3.2.1 宏观环境分析 ...................................................................................15 3.2.2 行业环境分析 ...................................................................................18 3.3 QY 公司内部环境分析..................................................................................22 3.3.1 QY 公司价值链分析...........................................................................22 3.3.2 QY 公司核心竞争力分析...................................................................25 3.4 QY 公司的 SWOT 分析..................................................................................31 4 QY 公司竞争战略选择及制定.................................................................................33 4.1 QY 公司的竞争战略选择..............................................................................33 4.1.1 QY 公司竞争战略选择的原则...........................................................33 4.1.2 QY 公司的竞争战略的目标...............................................................34 4.1.3 QY 公司的竞争战略的选择...............................................................34 4.2 QY 公司的竞争战略构建与实施..................................................................35 4.2.1 QY 公司竞争战略体系构建............................................................