摘要 加快推进发展现代化设施农业，对改善农业生产条件，增强农业生产能力，提高农 业生产效率，增加农民收入有重要意义，是传统农业转型升级的必由之路。近年来，受 国家政策的刺激，越来越多公司涌入设施农业建设行业，相互之间同质化严重，且陷入 了价格战的恶性竞争当中，竞争压力不断加剧。HYKJ有限公司是一家致力于高端温室 建设的设施农业工程公司，主营业务为温室建设以及净菜加工销售两大部分。虽然公司 近几年发展势头迅猛，但是面对激烈的竞争格局，企业不得不制定适合自己发展的竞争 战略，以求能够继续保持高速的增长，在行业竞争中成功实现突围并逐渐建立行业领先 地位。 本文以HYKJ有限公司为研究对象，研究公司竞争战略的制定、实施和应当采取的 措施，目的在于不断增强公司的市场竞争力，以实现公司在激烈的市场竞争环境中快速 稳定发展。本文首先对国内外竞争战略管理理论以及施工企业竞争战略研究现状进行了 梳理，在此基础上，对HYKJ有限公司的竞争环境进行分析。外部环境方面，首先运用 PEST分析法，分析了公司所处的外部环境，同时运用波特五力模型对行业环境进一步 分析，最后运用外部环境因素评价矩阵分析得出，外部机会大于威胁。内部环境方面， 首先运用价值链模型，对公司的内部资源和价值链的各个环节进行分析，然后运用内部 环境因素评价矩阵定量分析，得出内部劣势要大于内部优势。通过以上内外部环境的分 析，进一步运用SWOT分析矩阵和QSPM矩阵对企业内部的优势和劣势、外部的机会 和威胁进行定性和定量的分析评价，得出成本领先战略最适合HYKJ有限公司，即依靠 生产成本领先、采购成本领先和管理成本领先等方式，降低营业成本进而提高企业竞争 力，实现可持续发展。为确保成本领先战略的顺利实施，本文同时提出增设审计部门、 打造企业文化、规范制度管理、保障资金供给等方面的保障措施。 本文希望通过对HYKJ有限公司市场竞争战略选择和实施的研究，为该企业在制定 和实施科学的竞争战略时提供一些思路，同时也希望能够对类似的设施农业工程建设企 业参与市场竞争有所启发，在制定竞争战略时提供一定的理论参考。 关键词：成本领先；竞争战略；SWOT分析；QSPM矩阵 I 山东理工大学硕士学位论文 ABSTRACT ABSTRACT Promoting the development of modern facility agriculture is of great significance to improve the conditions of agricultural production, enhance agricultural production capacity, improve agricultural production efficiency, and increase farmers' income, which is the only way for the transformation and upgrading of traditional agriculture. In recent years, stimulated by national policies, more and more companies have entered the construction industry of facility agriculture. However, due to the serious homogenization, the company has fallen into the vicious competition of price war, and the pressure of competition is increasing. HYKJ Co., Ltd. is a facility agricultural engineering company. Its main business is greenhouse construction and pre-packaged vegetables sales. Although the company has a rapid development during thepast years, in the face of the fierce competition, the company has to formulate a competitive strategy in order to breakthrough in the competition and achieve sustained growth. This paper takes HYKJ Co., Ltd. as the research object, and studies the formulation, implementation and measures that should be taken to strengthen the company's market competitiveness so as to realize the company's rapid and stable development in the fierce market competition environment. Firstly, this paper sorts out the domestic and foreign competitive strategy management theory and the research status of construction enterprise's competitive strategy, and on this basis, analyzes the competitive environment of HYKJ co., ltd. In the aspect of internal environment, firstly, the value chain model is used to analyze the company's internal resources and various links of the value chain, and then the internal environmental factor evaluation matrix is used for quantitative analysis, and it is concluded that the internal disadvantage is greater than the internal advantage. In terms of external environment, PEST analysis is first used to analyze the external environment in which the company is located. At the same time, Porter's five-force model is used to further analyze the industry environment. Finally, the evaluation matrix analysis of external environment factors is used to obtain that external opportunities outweigh threats. Through the above analysis of internal and external environment, the author further uses SWOT analysis matrix and QSPM matrix to make qualitative and quantitative analysis and evaluation of internal advantages and disadvantages, external opportunities and threats, and concludes that the cost leadership strategy is most suitable for HYKJ Co., Ltd., i.e. to reduce operating costs and improve enterprise competitiveness and realize sustainable development by means of production cost II 山东理工大学硕士学位论文 ABSTRACT leadership, procurement cost leadership and management cost leadership. In order to ensure the smooth implementation of the cost leadership strategy, this paper also puts forward the safeguard measures in the aspects of adding audit departments, building enterprise culture, standardizing system management, and ensuring the supply of funds. This paper hopes to provide some ideas for the enterprise in formulating and implementing scientific competition strategies through the research on the selection and implementation of market competition strategies of HYKJ co., ltd. at the same time, it also hopes to provide some theoretical reference for similar facility agricultural engineering construction enterprises to participate in market competition and formulate competition strategies. Key words: Overall cost leadership; Competitive strategy; SWOT analysis; QSPM matrix III 山东理工大学硕士学位论文 目录 目 录 摘要 .................................................................... I ABSTRACT ................................................................ II 目 录 ................................................................... IV 第一章 绪论 .............................................................. 1 1.1 研究背景及研究意义 ................................................. 1 1.1.1 研究背景 ....................................................... 1 1.1.2 研究意义 ....................................................... 2 1.2 国内外研究综述 ..................................................... 2 1.2.1 竞争战略研究综述 ............................................... 2 1.2.2 施工企业成本领先战略研究综述 ................................... 4 1.3 研究内容和研究方法 ................................................. 5 1.3.1 研究内容 ....................................................... 5 1.3.2 研究方法 ....................................................... 6 第二章 竞争战略相关理论与分析方法 ........................................ 7 2.1 竞争战略类型 ....................................................... 7 2.2 竞争战略分析方法 ................................................... 8 2.2.1 价值链模型分析法 ............................................... 8 2.2.2 PEST分析法 ..................................................... 9 2.2.3 五力模型分析法 ................................................ 11 2.2.4 SWOT分析法 .................................................... 12 第三章 HYKJ有限公司竞争环境分析 ......................................... 13 3.1 HYKJ有限公司情况简介 ............................................. 13 3.1.1 公司概况 ...................................................... 13 3.1.2 主营业务 ...................................................... 13 3.1.3 HYKJ有限公司竞争战略现状分析 ................................. 16 3.2 外部环境分析 ...................................................... 17 3.2.1 宏观环境分析 .................................................. 17 3.2.2 行业竞争环境分析 .............................................. 20 3.2.3 外部环境因素评价矩阵 .......................................... 23 3.3 内部环境分析 ...................................................... 24 3.3.1 HYKJ有限公司内部资源分析 ..................................... 24 3.3.2 HYKJ有限公司价值链分析 ....................................... 29 3.3.3 内部环境因素评价矩阵 .......................................... 31 第四章 HYKJ有限公司竞争战略的