中国海洋工程装备产业在过去二十多年取得了长足的进步，产量走到了世界的前 列，但仍然面临着大而不强的局面，大多数公司目前主要从事低端产 品的研发和制造。 H海洋工程有限公司是中国船舶集团旗下中船黄埔文冲船舶有限公司的一家子公司。公 司成立于2009年，主要从事海洋工程类船舶的设计、建造、维修工作，是 华南地区最 大的海洋工程类船舶建造基地。H海洋工程有限公司成立后一直面临市场环境不佳的发 展形势，如何在这样的市场环境下健康可持续的向前发展是公司目前面临的主要 问题。 本文首先运用PEST模型及波特五力模型对公司外部环境进行分析，了解公司面临的 宏观环境、市场环境及行业环境。然后，通过对公司内部资源、能力及核心竞争力的分 析，发现公司内部存在的主要问题。接着运用SWOT模型，分析公司的优势、劣势及面 临的机会和威胁，梳理不同竞争战略的特点，结合公司实际情况选择适合公司的竞争战 略。 最后，是竞争战略的实施以及为战略实施提供相应的保障措施。最后，对本文的研 究内容进行简单的总结。 面对不佳的市场环境以及激烈的行业竞争，H海洋工程有限公司应在保 持稳健的发 展基础上寻求差异化的竞争优势。主要聚焦在产品差异化、质量管理差异化及服务差异 化上，同时为竞争战略的实施在人力资源管理、技术研发、质量管理、服务管 理、公司 文化几方面提供相应的保障措施。 关键词：海洋工程；差异化战略；竞争战略 II abstract China'sMarineengineeringequipmentindustryhasmadegreatprogressinthepasttwo decades,withtheoutputreachingthetopoftheworld,butitstillfacesabigbutnotstrong situation.Mostcompaniesaremainlyengagedintheresearchanddevelopmentand manufacturingoflow-endproducts.Hoceanengineeringco.,LTD.IsasubsidiaryofCSSC huangpuwenchongshipbuildingco.,LTD.Establishedin2009,thecompanyismainly engagedinthedesign,constructionandmaintenanceofMarineengineeringshipsand platforms.ItisthelargestMarineengineeringshipconstructionbaseinsouthChina.Sinceits establishment,HMarineengineeringco.,ltd.hasbeenfacingapoordevelopmentsituationin themarketenvironment.Howtodevelophealthilyandsustainablyinsuchamarket environmentisthemainproblemfacingthecompanyatpresent. ThispaperfirstlyusePESTmodelandporter'sfiveforcesmodeltoanalyzetheexternal environmentofthecompanyandunderstandthemacroenvironment,marketenvironmentand industryenvironmentthatthecompanyisfacing.Then,throughtheanalysisofthecompany's internalresources,capabilitiesandcorecompetitiveness,themainproblemswithinthe companyarefound.Then,SWOTmodelisusedtoanalyzethecompany'sstrengths, weaknesses,opportunitiesandthreats,sortoutthecharacteristicsofdifferentcompetitive strategies,andselectthesuitablecompetitivestrategiesaccordingtotheactualsituationofthe company.Finally,itistheimplementationofthecompetitivestrategyandthecorresponding safeguardmeasuresfortheimplementationofthestrategy.Finally,theresearchcontentofthis paperisbrieflysummarized. Facingthepoormarketenvironmentandfierceindustrycompetition,Hocean engineeringco.,ltd.shouldseekdifferentiatedcompetitiveadvantagesonthebasisof maintainingsteadydevelopment.Itmainlyfocusesonproductdifferentiation,quality managementdifferentiationandservicedifferentiation,andatthesametimeprovides correspondingsafeguardmeasuresfortheimplementationofcompetitivestrategyinhuman resourcemanagement,technologyresearchanddevelopment,qualitymanagement,service managementandcorporateculture. III Keywords:Marineengineering；Differentiationstrategy；competitivestrategy IV 目录 摘 要.............................................................................................................................................I abstract...................................................................................................................................II 目 录...........................................................................................................................................IV 第一章绪 论...............................................................................................................................1 1.1研究背景及问题的提 出...............................................................................................1 1.1.1研究背 景............................................................................................................1 1.1.2问题的提 出........................................................................................................1 1.2研究意 义.......................................................................................................................2 1.3国内外研究现 状...........................................................................................................2 1.3.1企业战略管理理 论............................................................................................2 1.3.2海洋工程行业研 究............................................................................................4 1.4研究内容及方 法...........................................................................................................5 1.4.1研究内 容............................................................................................................5 1.4.2研究方 法............................................................................................................5 1.5技术路 线.......................................................................................................................6 第二章外部环境分 析...............................................................................................................7 2.1宏观环境分 析...............................................................................................................7 2.1.1政治环 境............................................................................................................7 2.1.2经济环 境............................................................................................................8 2.1.3社会、人口和自然环 境..................................................................................11 2.1.4技术环 境..........................................................................................................11 2.2市场环境分 析.............................................................................................................13 2.2.1海洋工程行业市场规 模..................................................................................13 2.2.2海洋工程行业市场需求结 构..........................................................................15 2.2.3主要客户 群......................................................................................................19 2.3行业环境分 析.............................................................................................................20 2.3.1潜在进入者的威 胁..........................................................................................20 2.3.2供应商讨价还价的权 力..................................................................................21 V 2.3.3顾客讨价还价的权 力......................................................................................23 2.3.4替代产品的威 胁..............................................................................................24 2.3.5行业内部竞争特 点..........................................................................................25 2.4主要竞争对 手.............................................................................................................27 2.5行业关键成功因 素.....................................................................................................30 2.6外部环境带来的机会和威 胁.....................................................................................30 2.6.1机 会..................................................................................................................30 2.6.2威 胁..................................................................................................................31 2.7本章小 结.....................................................................................................................31 第三章内部环境分 析.....