近年来，由于经济水平不断提升，人们对生活品质的追求也越来越强烈， 观赏鱼等受到了极大欢迎，水族行业因此得到了快速发展，但是随之而来的是行 业巨大的竞争压力，与此同时，行业因为准入门槛低、核心技术匮乏等原因导致 行业内部鱼龙混杂，行业秩序混乱，这给水族行业的企业发展带来了诸多不确定 性，因此，企业的战略管理直接决定了企业的发展方向以及发展潜力，在本文中， 以RXD公司作为研究对象，其作为一家成立了30余年的水族电器生产制造商， 在水族行业具有非常丰富的经验，本文对其战略环境以及战略目标制定进行分析 研究。 首先，对国内外企业发展战略理论相关文献资料进行阅读整理，并且结合 PEST分析法、波特五力模型对RXD公司的战略环境进行分析；其次从发展前景、 竞争优势、核心技术等层面分析RXD当前的运营现状，并且借助问卷调查的方 式可以快速找出问题；然后，将战略环境分析所得的结论运用到RXD战略管理 上，从而可以优化RXD公司从管理层到工作层的战略设计，对于公司管理层来 说，最重要的是需要提高对核心人才的重视，并进行培训，攻克技术难题，注重 研发，提高企业的核心竞争力，以内化战略计划，提高自身实力为战略，而对于 工作层来说，战略目标主要集中在市场营销、信息化以及技术创新上；最后，为 贯彻落实战略计划，需要充分考虑人才、经费、技术等方面因素的影响，从而制 定相应的保障制度。在本文中，对RXD公司，从战略环境分析、战略设计与优 化以及具体实施上进行探讨分析，为RXD的持续稳定发展提供一定指导意义， 同时也能够为水族行业其他企业提供借鉴经验，从而保障水族行业的有序发展。 关键词：发展战略，水族电器，战略定位，战略态势 昆明理工大学硕士学位论文广东RXD公司发展战略研究 II Abstract Intheaquariumindustry,thereareaseriesofproblemssuchasfiercecompetition, lackofcoretechnologyandlowindustryaccessthreshold,andtherearemany uncertaintiesinthefuturedevelopmentofenterprises.Therefore,studyingthestrategic managementofenterprisesplaysakeyroleinthesustainableandhealthydevelopment ofenterprises.TheresearchobjectofthisarticleRXDcompanyisaprocessingand manufacturingenterprisewasfoundedinthe1990s,ismainlyengagedinthe aquariumappliancemanufacturing,topromotethesustainedandhealthygrowth enterprise,inthispaper,theenterprise'sstrategicenvironmentanalysis,enterprise strategictargetinthenextfiveyearstodevelop,anddiscussessomeconcretemeasures forguaranteeingtheimplementationin. Firstly,onthebasisofreferringtotheresearchresultsofdomesticandforeign scholars,thispapersummarizesrelevanttheoriesofenterprisedevelopmentstrategy, andanalyzesthemacroenvironmentandindustrycompetitionenvironmentofRXD companybyusingPESTanalysismethodandporter'sfiveforcesmodelrespectively. Secondly,thedevelopmentstatusofRXDisanalyzed,includingdevelopmenthistory, competitionandbenchmarking,corecompetenceandresources,andproblemsare foundthroughquestionnaires.Finally,theabovestrategicenvironmentalanalysis results,theRXDcompanydevelopmentstrategytocarryonthedesignlayer,function layer,layerstrategymainlyincludestodevelopcoretalentsandrealizethekey technologiesandmajorproductresearchanddevelopmentasthemaincontentofthe corecompetencestrategy,andtofocusoncoreproductsasthemaincontentof centralizationstrategy.Functionalstrategymainlyincludesmarketingstrategy, informationstrategy,technologyinnovationstrategyandsoon.Finally,fromthe implementationofthestrategy,inturnfromthepersonnel,funding,technologyand otheraspectsofthecorrespondingsecuritymeasures.Theintegrateddesignof strategicenvironmentanalysis,strategicdesignandstrategicimplementationguarantee isofcertainguidingsignificanceforthedevelopmentofRXDcompanyinthenext 昆明理工大学硕士学位论文广东RXD公司发展战略研究 III fiveyears.Atthesametime,RXD'sexistingstrategicchoiceandfuturestrategic designcanalsoprovidecertainreferenceforsimilarenterprisesintheaquatic appliancesindustrytomakestrategicdecisions. Keywords:Developmentstrategy,Aquaticappliances,Strategicpositioning,Strategic situation 昆明理工大学硕士学位论文广东RXD公司发展战略研究 iv 目录 摘要.........................................................................................................................I Abstract...............................................................................................................II 第一章绪论...........................................................................................................1 1.1研究背景和目的......................................................................................1 1.1.1研究背景.....................................................................................1 1.1.2研究目的.....................................................................................2 1.2研究意义.................................................................................................2 1.3文献综述..................................................................................................3 1.3.1核心竞争力综述.........................................................................3 1.3.2竞争战略理论综述.....................................................................4 1.4研究内容与研究方法.............................................................................5 1.4.1研究内容.....................................................................................5 1.4.2研究方法.....................................................................................6 第二章相关概念及基础理论...............................................................................7 2.1相关概念.................................................................................................7 2.1.1战略管理.....................................................................................7 2.1.2发展战略.....................................................................................8 2.2基础理论.................................................................................................8 2.2.1PEST分析理论............................................................................8 2.2.2SWOT分析理论............................................................................9 2.2.3五种竞争力模型.......................................................................10 第三章广东RXD有限公司发展环境分析.........................................................13 3.1宏观环境分析.......................................................................................13 3.1.1政治环境...................................................................................13 3.1.2经济环境...................................................................................13 3.1.3社会环境...................................................................................14 3.1.4技术环境...................................................................................15 3.2波特五力分析.......................................................................................16 3.2.1竞争者和潜在竞争者的威胁...................................................16 昆明理工大学硕士学位论文广东RXD公司发展战略研究 v 3.2.2供应商的讨价还价能力...........................................................18 3.2.3购买者讨价还价的能力...........................................................19 3.2.4替代品的威胁...........................................................................20 3.3SWOT分析..............................................................................................20 第四章广东RXD有限公司发展现状.................................................................23 4.1发展历程...............................................................................................23 4.2竞争与标杆...........................................................................................23 4.3核心能力与资源...................................................................................24 4.3.1营销能力...................................................................................24 4.3.2产品研发能力...........................................................................24 4.3.3.管理资源.................................................................................26 4.3.4.人力资源.................................................................................26 4.4存在的主要问题...........................................