I 摘要 随着全球科技的飞速发展，人类应用信息与技术提高生产与生活效率的方式 已经成为当今社会的必然选择。同时，融合信息化与工业化是有效提高现代社会 生产力与促进工业文明最为重要的策略，并促生了“先进制造伙伴计划”和“第 四次工业革命”。在中国，为实现制造业的转型与升级，2015年《政府工作报告》 明确的指示要加快与推进发展创新、智能、转型、绿色的“中国制造2025”的 重要任务，至此中国制造业迎来了智能化发展之路。2015年，昆明涛勰科技有 限公司完成组建并正式成立，它致力于国外优秀工业软件的代理服务，这迎合了 国家在智能工业制造领域对工业软件的迫切需求。时至今日，昆明涛勰科技有限 公司通过自身的努力在行业内挣得了一分席位，不仅积累了大量的行业资源，而 且积累了进口软件在制造业相关教育领域技术服务人宝贵经验。然而，受到全球 竞争大环境和新冠疫情的影响，处于转型发展期的昆明涛勰科技有限公司业务拓 展十分困难，极不如人意，甚至发展理念与规划严重不清。为此，本研究论文以 致力于国外工业软件的昆明涛勰科技有限公司为研究对象，开展了针对性的竞争 战略分析，选择并制定出适合昆明涛勰科技有限公司的竞争战略，为实现昆明涛 勰科技有限公司良好和稳定的可持续发展奠定了基矗 本文首先提出了研究的技术路线、研究方法，再阐述了竞争战略、PEST分 析、波特五力模型以及SWOT相关理论及国内外研究进展，随后通过对昆明涛 勰科技有限公司的外部环境和内部资源进行分析最终选定适合昆明涛勰科技有 限公司的差异化竞争战略，最后提出了具体的竞争战略实施与保障措施的建议， 为昆明涛勰科技有限公司的未来发展提供科学的参考。 此外，本文顺应信息时代高速发展的特点，特别提出了结合自媒体时代快速 传播的企业推广方式，建议昆明涛勰科技有限公司创建“互联网+”营销渠道， 有机结合线下宣传，用以打破昆明涛勰科技有限公司原有的传统企业推广模式， 贡献于企业发展。这种“互联网+”传播渠道模式也适用于其他行业的小微企业， 可参考借鉴。 关键词：战略管理；竞争战略; 差异化竞争战略; 工业软件；软件代理。 ABSTRACT II Research on competitive strategy of Kunming TXT industrial software agency Shen Zhenhua Business Administration Major Directed by Quan Hongtao ABSTRACT With the rapid development of global science and technology, the application of information technology to improve the efficiency of production and life has become an inevitable choice in today's society. At the same time, the integration of informatization and industrialization is the most important strategy to effectively improve the productivity of modern society and promote industrial civilization, and promotes the "Advanced Manufacturing Partnership Program" and "The Fourth Industrial Revolution". In China, in order to realize the transformation and upgrading of the manufacturing industry, the "2015 Government Work Report" clearly indicated to accelerate and promote the important task of "Made in China 2025" of innovation, intelligence, transformation and green. So far, China's manufacturing industry has ushered in the road of intelligent development. In 2015, Kunming Taoxie Technology Co., Ltd. was formally established. It is committed to the agent service of foreign excellent industrial software, which meets the urgent demand of the country for industrial software in the field of intelligent industrial manufacturing. Up to now, Kunming Taoxie Technology Co., Ltd. has earned a place in the industry through its own efforts. It has not only accumulated a large number of industry resources, but also accumulated valuable experience of technical service personnel of imported software in manufacturing related education field. However, affected by the global competitive environment and the epidemic situation of COVID-19, the business development of Kunming Taoxie Technology Co., Ltd. is very difficult and unsatisfactory, and even the development concept and planning are seriously unclear. Therefore, this research paper took Kunming Taoxie Technology Co., Ltd., which is committed to foreign industrial software, as the research object, carried out the targeted competitive strategy analysis, selected and formulated the competitive strategy suitable for Kunming Taoxie Technology Co., Ltd., which will laid the foundation for the good and stable sustainable development of Kunming Taoxie Technology Co., Ltd. ABSTRACT III This paper first put forward the technical route and research methods of the research, then expounded the competitive strategy, PEST analysis, Porter's five forces model, SWOT related theory and research progress at home and abroad, then analyzed the external environment and internal resources of Kunming Taoxie Technology Co., Ltd., and finally selected the differentiation competition strategy suitable for Kunming Taoxie Technology Co., Ltd., and finally put forward some suggestions. This paper will also put forward some suggestions on the implementation of competitive strategy and safeguard measures for the future development of Kunming Taoxie Technology Co., Ltd.. In addition, this paper also complieed with the characteristics of the rapid development of the information age. It put forward the promotion method of the enterprise that combined the rapid dissemination of the media era. It suggested Kunming Taoxie Technology Co., Ltd. to create "Internet plus" marketing channel, organically combined offline propaganda to break the original traditional enterprise promotion mode of Kunming Taoxie Technology Co., Ltd., and contribute to the development of enterprises. This "Internet plus" channel mode is also applicable to small and micro businesses in other industries. Key Words：strategic management; competitive strategy; differentiation competition strategy; industrial software; software agent. 目录 IV 目 录 摘要 ................................................... I ABSTRACT ................................................ II 第一章 绪论 .............................................. 1 第一节 研究背景和意义 ............................................ 1 一、研究背景 ............................................................ 1 二、研究意义 ............................................................ 2 第二节 技术路线和研究方法 ........................................ 3 一、技术路线 ............................................................ 3 二、研究方法 ............................................................ 3 第三节 研究内容及可能创新点 ...................................... 4 一、研究内容 ............................................................ 4 二、可能创新点 .......................................................... 4 第二章 相关理论基础与文献综述 ............................ 5 第一节 相关理论基础 .............................................. 5 一、竞争战略 ............................................................ 5 二、PEST分析............................................................ 5 三、波特五力模型 ........................................................ 6 四、SWOT分析工具 ........................................................ 7 第二节 文献综述 .................................................. 7 一、国外文献综述 ........................................................ 7 二、国内文献综述 ........................................................ 9 三、简要评价 ........................................................... 13 第三章 TXT公司外部环境分析 ............................. 15 第一节 工业软件与TXT公司介绍 ................................... 15 一、工业软件的界定及分类 ............................................... 15 二、中国工业软件行业发展现状 ........................................... 16 三、TXT公司情况介绍 .................................................... 16 四、TXT公司代理达索产品情况介绍 ........................................ 17 第二节 PEST 外部环境分析 ........................................ 17 一、政治环境 ........................................................... 17 目录 V 二、经济环境 ........................................................... 18 三、社会环境 ........................................................... 21 四、技术环境 ........................................................... 22 第三节 竞争环境分析 ............................................. 23 一、潜