J新材料模具公司竞争战略研究
Study on Competitive Strategy on New Material Die J Company
Abstract
Since 2009, China's automobile production and sales have maintained the position of the
world's largest automobile production and sales country for more than ten consecutive years.
With the healthy development of China's social environment and the gradual improvement of
people's living standards, the consumer demand for cars has become diversified and
differentiated under this environment. Facing the needs of automobile consumers, major
automobile manufacturers continue to research and improve from the aspects of technology,
quality and cost, so as to gradually reduce the development cycle of new automobile products.
Body trial production is an essential link in the development of new automobile products.
Although the development of computer software technology has realized some virtual
verification since the beginning of the new century, theoretical analysis cannot replace physical
verification. At present, it still needs to be verified by real vehicle.
This paper focuses on the competitive strategy of automobile trial production mold
companies, and the research target is J New Material Mold Company, which was established in
December 2017. It is an enterprise that uses metal-based polymer materials to produce and
process trial production molds for automobile bodies. The metal matrix polymer composite
mold produced by the enterprise can meet the needs of automobile manufacturers in the
development of new automobile products, such as delivery time, cost and quality.
This paper follows the process of strategic analysis, strategic selection and strategic
implementation, conducts systematic strategic analysis and strategic selection research on the
competitive strategy of J New material mould Company through literature study, field
investigation, visit, communication environment, industry data analysis, internal data
collection and so on. In this paper, the classical PEST analysis method in strategic management
is firstly used to systematically and deeply analyze the external macro environment of the
company from several aspects such as politics, law, economy, society and technology. The
industrial environment of the company is analyzed by Porter's five forces analysis model. The
internal environment of the company is systematically analyzed from the aspects of the
company's resources advantages and capabilities. Secondly, the SWOT matrix analysis table is
used to list, evaluate and analyze the internal strengths and weaknesses of the enterprise as well
as external opportunities and threats. Finally, four groups of alternative strategic plans are
obtained. Finally, the competitive strategy scheme of J New material mould Company is
developed. Finally, the implementation scheme and safeguard measures of the competitive
strategy are discussed comprehensively .
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大连理工大学专业学位硕士学位论文
Key Words：Competitive strategy; PEST analysis; SWOT matrix; pilot mould
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J新材料模具公司竞争战略研究
目录
摘 要.............................................................................................................................I
Abstract .............................................................................................................................II
1 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................................................................................................ 1
1.2 研究思路与方法............................................................................................... 2
1.2.1 研究思路................................................................................................ 2
1.2.2 研究方法................................................................................................ 3
1.3 本文研究工作................................................................................................... 3
2 相关理论基础及研究方法.......................................................................................... 5
2.1 战略管理形成及发展....................................................................................... 5
2.2 竞争战略及理论方法....................................................................................... 6
2.2.1 五种竞争力............................................................................................ 6
2.2.2 三种通用战略........................................................................................ 7
2.3 本文研究的工具与方法................................................................................... 7
2.3.1 PEST分析.............................................................................................. 7
2.3.2 SWOT分析框架.................................................................................... 8
2.3.3 战略阶梯理论........................................................................................ 9
3 J新材料模具公司外部环境分析 ............................................................................. 10
3.1 宏观环境分析................................................................................................. 10
3.1.1 政治和法律环境.................................................................................. 10
3.1.2 经济环境.............................................................................................. 11
3.1.3 社会环境.............................................................................................. 12
3.1.4 技术环境.............................................................................................. 13
3.2 行业环境分析................................................................................................. 15
3.2.1 汽车试制模具行业概述...................................................................... 15
3.2.2 行业竞争环境分析.............................................................................. 20
3.3 外部环境综合评价......................................................................................... 24
3.3.1 外部环境的基本特征.......................................................................... 24
3.3.2 机会及威胁因素分析.......................................................................... 26
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