近年来，由于互联网支付的迅猛发展，给国内POS硬件生产厂家造成了强烈的冲 击，国内POS硬件市场及行业用户呈现去硬件化的趋势，国内市场的POS硬件销售出 现停滞，各POS厂家在国内市场面临巨大的挑战，需要寻求开拓国际市场。随着伊朗 政局的稳定，伊朗政府非常重视金融支付市场的发展，POS硬件在伊朗市场的需求越来 越旺盛。 P公司通过对国际市场的深入调研和考察，将伊朗市场的开拓放在公司国际业务的 重中之重的位置。本文以P公司在伊朗的市场竞争策略作为研究课题，首先对相关理论 进行了阐述。其次，从P公司的内外部分别分析了其所处的环境：先剖析P公司外部环 境，伊朗的政治、经济、法制和技术应用动态。P公司所处的行业环境，即其竞争结构 与发展趋势以及P公司在伊朗发展所面临的行业竞争环境。根据伊朗市场需求现状与需 求趋势分析，细分伊朗的POS机市场。以及P公司在进入伊朗市场可能会迎来的机遇 和挑战。再分析其内部环境：从P公司的内部文化与背景出发，分析了P公司的财务、 行业等公司资源；管理、生产研发等公司能力与核心竞争力。最后，基于以上的内外部 分析为P公司伊朗市场的竞争战略的实施制定了详细的实施方案，包括其战略定位与短、 中、长期目标，CS经营战略与产品差异化经营战略。同时，从战略的宣传和推广、战 略实施的推进措施以及这些措施实施所需要的保障等方面出发，为P公司在伊朗的竞争 战略制定详细的实施方案。 基于对P公司内外部环境的解读，为P公司针对伊朗市场制定合理的市场竞争战略 和保障实施方案，对于P公司进入伊朗市场的战略实施提供一定的借鉴和理论基础。 关键词：市场竞争战略；POS机；伊朗市场 II Abstract In recent years, due to the rapid development of Internet payment, caused the domestic POS hardware manufacturers strong shocks, domestic POS hardware market to hardware change trends and industry users, POS hardware sales stalled in the domestic market, all the POS manufacturer in the domestic market is facing huge challenges, need to seek to develop the international market. With the stability of the Iranian political situation, the Iranian government attaches great importance to the development of the financial payment market, and the demand for POS hardware in the Iranian market is increasingly strong. Through in-depth research and investigation of the international market, P company places the development of the Iranian market at the top of its international business. This paper takes the market competition strategy of P company in Iran as the research topic, and firstly expounds the relevant theories. Secondly, the internal and external environment of P company was analyzed. Firstly, the external environment of P company and the political, economic, legal and technological application dynamics of Iran were analyzed. The industry environment that P company is in, namely its competitive structure and development trend, and the industry competitive environment that P company is facing in the development of Iran. According to the demand situation and demand trend analysis of the Iranian market, segment the Iranian POS market. And the opportunities and challenges that P company may face in entering the Iranian market. Re-analyze its internal environment: starting from the internal culture and background of P company, analyze the financial and industrial resources of P company; Management, production r & d and other company capabilities and core competitiveness.Finally, based on the above internal and external analysis, a detailed implementation plan is formulated for the implementation of P company's competitive strategy in the Iranian market, including its strategic positioning and short, medium and long-term objectives, as well as CS business strategy and product differentiation business strategy. Meanwhile, starting from the aspects of the publicity and promotion of the strategy, the promotion measures of the implementation of the strategy and the guarantee needed for the implementation of these measures, the detailed implementation plan of P company's competitive strategy in Iran is formulated. Based on the interpretation of the internal and external environment of P company, this paper provides a reasonable market competition strategy and guarantee implementation plan for P company aiming at the Iranian market, and provides a certain reference and theoretical basis for the strategic implementation of P company entering the Iranian market. III Keywords: Market competition strategy; The POS; Iran market IV 目 录 摘要 ............... I Abstract .......... II 图表清单 ... VIII 第一章 绪论 .. 1 1.1 研究背景、目的和意义 .... 1 1.1.1 研究背景 ..................... 1 1.1.2 研究目的 ..................... 2 1.1.3 研究意义 ..................... 2 1.2 国内外研究现状 ................ 2 1.2.1 国内研究现状 ............. 2 1.2.2 国外研究现状 ............. 3 1.3 文献综述 ............................ 4 1.3.1 企业战略管理理论 ..... 4 1.3.2 波特五力分析模型 ..... 4 1.3.3 差异化竞争战略 ......... 6 1.4 研究的思路与方法 ............ 7 1.4.1 研究目标 ..................... 7 1.4.2 研究内容 ..................... 7 1.4.3 研究的方法及路线 ..... 8 第二章 外部环境分析 ............... 10 2.1 伊朗宏观环境分析 .......... 10 2.1.1 政治环境 ................... 10 2.1.2 法制环境 ................... 10 2.1.3 经济环境 ................... 11 2.1.4 技术环境 ................... 12 2.1.5 社会文化环境 ........... 13 2.2 POS行业环境分析........... 13 2.2.1 POS行业竞争结构分析........................... 13 V 2.2.2 POS行业竞争对手分析........................... 15 2.2.3 POS行业发展趋势.... 17 2.3 伊朗市场需求分析 .......... 19 2.3.1 伊朗市场需求现状 ... 19 2.3.2 伊朗市场需求趋势分析 .......................... 20 2.3.3 伊朗市场细分 ........... 21 2.4 现存机遇与障碍 .............. 22 2.4.1 现存机遇 ................... 22 2.4.2现存障碍 .................... 22 2.5 本章小结 .......................... 23 第三章 内部环境分析 ............... 24 3.1 公司简介 .......................... 24 3.2 公司理念 .......................... 25 3.3 公司资源分析 .................. 26 3.3.1 公司财务资源 ........... 26 3.3.2 行业资源 ................... 27 3.3.3 人力资源 ................... 28 3.3.4 技术资源 ................... 29 3.3.5 社会和营销资源 ....... 31 3.4 公司能力分析 .................. 31 3.4.1 管理能力 ................... 31 3.4.2 生产、研发能力 ....... 33 3.4.3 公司布局能力 ........... 34 3.5 公司核心竞争力分析 ...... 34 3.5.1 成熟的运营管理 ....... 34 3.5.2 优质的人力资源管理 .............................. 35 3.6 本章小结 .......................... 37 第四章 市场竞争战略的制定 ... 38 4.1 战略定位 .......................... 38 4.2 战略目标 .......................... 38 VI 4.2.1 短期目标 ................... 38 4.2.2 中期目标 ................... 39 4.2.3 长期目标 ................... 39 4.3 竞争力导向的CS经营战略 .......................... 39 4.3.1 CS战略的内涵 .......... 40 4.3.2 CS战略的内容 .......... 40 4.3.3 P公司的CS战略 ...... 42 4.4 差异化经营战略的制定 .. 45 4.4.1 产品功能差异化战略 .............................. 45 4.4.2 产品服务差异化战略 .............................. 46 4.4.3 公司形象差异化战略 .............................. 46 4.5 本章小结 .......................... 47 第五章 战略的实施及保障 ....... 48 5.1 战略的宣传与推广 .......... 48 5.2 战略的推进 ...................... 48 5.2.1 系统和非系统的推进 .............................. 48 5.2.2 自上而下的推进 ....... 49 5.2.3 快慢的把控 ............... 49 5.3 制定合适的战略 .............. 50 5.3.1 产品战略 ................... 50 5.3.2 价格战略 ................... 51 5.3.3 渠道战略 ................... 51 5.3.4 促销战略 ................... 52 5.4 战略实施的保障 .............. 53 5.4.1 组织架构的保障 ....... 53 5.4.2 激励政策的保障 ....... 54 5.4.3 企业文化的保障 ....... 55 5.5 本章小结 .......................... 55 结 论 ............ 56