二十一世纪以来以数字化技术为核心的全球新一轮科技和产业革命正在孕 育兴起，美国、德国等世界发达国家纷纷将数字化作为振兴实体经济、培育新动 能的重要战略，积极抢占全球产业制高点。伴随着数字化技术的发展，我国经济 发展也进入新常态，《智能制造发展规划（2016—2020年）》更是明确了国家对 重点领域数字化发展的目标。RK公司作为我国橡胶机械制造业的代表型企业，面 对数字化技术的飞速发展和产业竞争的持续加剧，亟需采用数字化技术优化企业 管理流程、提升产品技术水平，获取数字化的竞争优势。 本文先介绍了数字化、竞争战略等相关理论和战略分析工具，列举了各个国 家的数字化战略和企业数字化竞争战略案例。运用PEST分析、波特五力模型分 析、EFE矩阵、CPM矩阵、IFE矩阵等工具对RK公司内外部环境进行定性和定量 分析，构建SWOT矩阵匹配出可行的竞争战略方案，再采用QSPM矩阵选择在数字 化背景下适合RK公司发展的差异化战略，然后对差异化战略的内涵和框架进行 了分析，确定了数字化背景下RK公司差异化战略的形式、实施方法和保障措施。 期望通过该战略的实施帮助RK公司逐步实现其成为全球橡胶机械行业领军者的 目标，同时也为橡胶机械行业提供了一种如何在全球数字化发展趋势下实现可持 续发展的示范模式。 关键词：数字化 橡胶机械 竞争战略 差异化战略 RESEARCH ON COMPETITIVE STRATEGY OF RK COMPANY IN DIGITAL MANUFACTURING BACKGROUND ABSTRACT Since the new century, a new round of scientific and technological revolution and industrial revolution has emerged under the background of digital manufacturing. The developed countries like the United States, Germany have taken digitalization as the vital strategy to revitalize the economy and develop new kinetic industries, so as to actively seize the advantages in the global industries. With the development of digital technology, China's economic development has also entered the new normal state. The national "Intelligent Manufacturing Development Plan (2016-2020)" has clearly determined the digital development goals of key fields and industries. Facing the rapid development of digital technology and increasing competition of competition, RK company, as a representative company in the rubber machine manufacturing industry, needs to utilize the digital technology to optimize enterprise management process and upgrade the products, so as to gain digital competitive advantages in the industry. This thesis starts with the introduction to theories on digitalization, competitive strategy and strategy analysis tools. Then, it illustrates samples of digital competitive strategies adopted by US, Germany and China, and the strategies adopted by two representative enterprises. Based on the analysis to internal and external environment of RK Company through the strategy analysis tools including PEST, Michael Porter’s Five Forces Model, EFE, CPM and IFE, the author proposes a competitive strategy solution based on SWOT analysis, and chooses the customized strategy for RK Company under the digital background. On the basis of analysis on the core and structure of the customized strategy, the author determines the form, implementation way and guaranteeing measures of the strategy and makes a detailed introduction, aiming to provide suggestions to RK company to realize the goal of global leader in the rubber machinery industry, and provide a stable development model under the background of digitalization for the rubber machinery companies. KEYWORDS ：digitalization rubber Machinery competitive strategy differentiation strategy 目 录 1 绪论 ...........................................................................................................................1 1.1研究的背景 ..............................................................................................................1 1.2研究的目的 ..............................................................................................................2 1.3国内外研究综述 ......................................................................................................2 1.3.1数字化相关理论 ..................................................................................................2 1.3.2竞争战略相关理论 ..............................................................................................3 1.3.3数字化背景下的竞争战略研究 ..........................................................................4 1.3.4文献评述 ..............................................................................................................6 1.4研究思路、方法与技术路线图 ..............................................................................6 1.4.1研究思路 ..............................................................................................................6 1.4.2研究方法 ..............................................................................................................7 1.4.3技术路线图 ..........................................................................................................7 1.5本章小结 ..................................................................................................................8 2 相关理论与实践 ....................................................................................................9 2.1数字化相关理论 ......................................................................................................9 2.1.1数字化 ..................................................................................................................9 2.1.2数字化技术 ..........................................................................................................9 2.1.3数字制造 ..............................................................................................................9 2.1.4数字制造技术 ....................................................................................................10 2.2竞争战略相关理论 ................................................................................................10 2.2.1战略管理的含义 ................................................................................................10 2.2.2战略制定框架 ....................................................................................................11 2.2.3竞争战略定义 ....................................................................................................12 2.2.4三种一般性战略 ................................................................................................12 2.3战略分析工具 ........................................................................................................14 2.3.1 PEST分析 ..........................................................................................................14 2.3.2 波特五力模型分析 ...........................................................................................14 2.3.3 SWOT分析 ..........................................................................................................14 2.3.3内部因素评价矩阵（IFE矩阵） .....................................................................15 2.3.4外部因素评价矩阵（EFE矩阵） .....................................................................15 2.3.5竞争态势矩阵（CPM） ......................................................................................15 2.3.6定量战略计划矩阵（QSPM） ............................................................................15 2.4数字化竞争战略案例 ............................................................................................16 2.4.1国家之间的数字化竞争战略 ............................................................................16 2.4.2企业数字化竞争战略 ........................................................................................18 2.5本章小结 ................................................................................................................20 3 数字化背景下RK公司内外部环境分析 .....................................................21 3.1 数字化背景下RK公司内部环境分析 .................................................................21 3.1.1 RK公司概况 ......................................................................................................21 3.1.2 RK公司