自2012年，十八大工作报告提出创新驱动发展战略，创新驱动已经是我 国未来和当前国家重要的发展战略。中小企业创新活力较强，为保障创新驱 动发展战略的实施需要最大限度激发中小企业的创新活力。但中小企业必须 依靠外部提供创新源提高自身技术创新能力。科技服务机构是以提供知识服 务和技术为主的行业，对中小企业的创新发展具有先导性作用，是中小企业 强化创新主体地位的重要外部创新源，科技服务业面临良好的发展机遇，同 时科技服务业间的竞争也会日益激烈。如何制定适合自身的竞争战略，是科 技服务业在日益竞争激烈的市场上生存和持续发展的关键。 本文通过对圣邦公司在黑龙江区域市场的竞争管理现状进行分析，采用 PEST分析对公司所处的外部环境分析、采用SWOT分析对公司内部条件进 行分析和客观评价，并利用内部因素综合评价矩阵对公司的内部条件评价。 由此提出了圣邦公司所在黑龙江区域市场竞争中所面临的问题。论文随后通 过市场细分确定了圣邦公司的目标市场，以竞争管理理论结合竞争组合战略 同时结合圣邦公司的实际情况进行了市场细分并锁定了目标市场，客观的提 出了圣邦公司的竞争目标，同时以市场竞争组合战略及竞争管理的理论基本 为主要依据，结合圣邦公司实际情况，从服务产品、产品价格、渠道、促销 等四个方面提出圣邦公司应该采取的组合竞争战略。同时，提出确保组合竞 争战略顺利实施的保障条件：改良优化现有组织机构，建立公司标准化体系， 人才的培养及激励措施，竞争管理控制等。 本文将竞争管理理论及市场竞争战略与圣邦公司在黑龙江省区域市场的 现状相结合，同时以定性分析为主，以数据定量统计分析为辅，为圣邦公司 在黑龙江省区域市场量身制定了竞争战略，不仅对圣邦公司生存与可持续发 展具有重要的现实意义，也对圣邦公司的进一步拓展全国市场，更好的应对 全国科技服务业市场的竞争，提供理论依据及科学指导。 关键词：科技服务咨询机构；中小企业；市场细分；竞争战略 哈尔滨工业大学高级管理人员工商管理硕士学位论文 -II- Abstract Since2012,thereportofthe18thnationalcongressofthecommunistparty ofChina(CPC)hasputforwardthestrategyofinnovation-drivendevelopment. Smallandmedium-sizedenterpriseshavestronginnovationvitality.Toensure theimplementationofinnovation-drivendevelopmentstrategy,itisnecessaryto stimulatetheinnovationvitalityofsmallandmedium-sizedenterprisestothe maximumextent.However,smesmustrelyonexternalsourcesofinnovationto improvetheirowntechnologicalinnovationcapability.Technologyservicesis giveprioritytoinordertoprovideknowledgeservicesandtechnologyindustries, forsmallandmedium-sizedenterpriseinnovationanddevelopmenthasthe guidingrole,isthesubjectstatusofsmallandmedium-sizedenterprisesto strengtheninnovationimportantexternalsourceofinnovation,scienceand technologyserviceindustryfacesgoodopportunitiesfordevelopment,atthe sametimescienceandtechnologyserviceindustrywillbeincreasinglyfierce competition.Howtoformulateasuitablecompetitionstrategyisthekeytothe survivalandsustainabledevelopmentofscienceandtechnologyserviceindustry intheincreasinglycompetitivemarket. Basedontheholybondcompanyastheresearchobject,throughtheholy bondcompanymarketingpresentsituationcarriesontheanalysis,management analysissuchasPESTanalysisandSWOTanalysismethod,theholybond company'sexternalenvironmentandinternalconditionanalysisandobjective evaluation,andusetheinternalfactorsevaluationmatrixevaluatethecompany's internalconditions.Therefore,thispaperputsforwardtheproblemsfacedbythe companyintheregionalmarketcompetitioninHeiLongjiangprovince.The thesisthendeterminedthetargetmarketofthecompanythroughmarket segmentationandcombinedthecompetitiveportfoliostrategywiththe competitivemanagementtheoryandtheactualsituationofthecompany Themarketsegmentationandlockthetargetmarket,objectiveofthe proposedstbondcompanycompetitiongoals,atthesametimeinthemarket competitionstrategyandcompetitionmanagementtheorybasicformainbasis,in combinationwiththepracticalsituationofholybondcompany,makethestrategy 哈尔滨工业大学高级管理人员工商管理硕士学位论文 -III- suchasproduct,channel,promotionandchannelcombinedcompetitionstrategy. Atthesametime,ensurethesmoothimplementationofthecombinationof competitionstrategyputforwardsecurityconditions:improvement,optimization ofexistingorganizationssetupstandardizationsystem,talentcultivationand incentives,competitionmanagementcontrol,etc. Thisarticlewillcompetitionmanagementtheoryandthemarket competitionstrategyinHeiLongjiangprovincewithholybondcompany combiningthecurrentsituationoftheregionalmarket,takingqualitative analysisasthemainandquantifyanalysisastheauxiliarypole,holybond companyinHeiLongjiangprovinceregionalmarketstailoredcompetitive strategy,notonlytotheholybondcompanysurvivalandsustainable developmenthasimportantpracticalsignificance,andintheholybondcompany tofurtherexpandthenationalmarket,betterresponsetothenationalscienceand technologyserviceindustrymarketcompetition,toprovidetheoreticalbasisand scientificguidance. Keywords:scienceandtechnologyserviceindustry,competitionstrategy, competitionauthority 哈尔滨工业大学高级管理人员工商管理硕士学位论文 -IV- 目录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第1章绪论...................................................................................................................1 1.1研究的背景和问题提出....................................................................................1 1.1.1课题的背景...................................................................................................1 1.1.2研究目的及意义..........................................................................................3 1.2科技服务机构国内外研究文献综述...............................................................3 1.2.1科技服务机构定义及分类.........................................................................3 1.2.2科技服务机构的国内外研究现状............................................................4 1.2.3竞争战略研究综述......................................................................................5 1.3论文研究内容......................................................................................................7 1.4主要研究方法......................................................................................................8 1.4.1文献法...........................................................................................................8 1.4.2调研法...........................................................................................................9 1.5主要分析工具......................................................................................................9 1.5.1PEST分析工具............................................................................................9 1.5.2五力模型分析法..........................................................................................9 1.5.3SWOT分析...................................................................................................9 第2章圣邦公司竞争管理现状...............................................................................10 2.1圣邦科技服务咨询机构简介..........................................................................10 2.1.1公司概况.....................................................................................................10 2.1.2科技资源.....................................................................................................11 2.2圣邦科技服务咨询机构服务内容介绍.........................................................11 2.3黑龙江省科技服务咨询市场现状.................................................................13 2.4圣邦科技服务咨询机构营销现状.................................................................14 2.4.1营销系统结构............................................................................................14 2.4.2产品价格情况............................................................................................14 2.4.3营销方式情况............................................................................................15 2.4.4营销渠道情况............................................................................................1