黑龙江大学硕士学位论文
Abstract
In recent years, the market demand of geographic information industry in China has
been increasing, the industry continued to advance and achieved outstanding results.
However, we need to be cautious. The degree of industry game is more serious.
Therefore, how to formulate effective competitive strategies and enhance the core
competitiveness of enterprises is of great importance to the development of enterprises
in the geographic information industry. In this paper, T company, a representative
enterprise in the geographic information industry, is selected as an example to conduct
an in-depth analysis of the company's competitive strategy, point out the existing
deficiencies, and in order to optimize the competitive strategy, put forward the
optimization plan and implementation guarantee.
Firstly, this paper reviews the theories, analysis tools and research status of
competitive strategy at home and abroad. On this basis, the competitive strategy of T
company is deeply analyzed, and it is found that T company's competitive strategy is
lack of strategic planning, limited product sales area, lack of technology and talent
support. The reason lies in the increasing market competition, the change of consumer
demand, the failure of the company's core competence management and the lack of
marketing ability. Based on this, try to apply a series of mature systems to carry out
strategic research, so as to understand the external environment that T company is
facing at this time, and carry out systematic exploration according to its own resources.
After completing the above tasks, once again focus on the specific performance of T
company's competitive strategy and make a more in-depth exploration of its
environmental situation, which can provide some clues for the improvement of setting
competitive strategy.
The research is conducive to in-depth understanding of the development status,
existing problems and main causes of T company's competitive strategy, and the
proposed competitive strategy optimization plan and implementation guarantee are
conducive to T Company's continuous improvement of market competitiveness.
Keywords：Competitive strategy; Strategic management; PEST method; Porter's Five
Forces model
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目录
目录
中文摘要 ...........................................................................................................................I
Abstract ...........................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究背景 .......................................................................................................... 1
二、研究目的及意义 .............................................................................................. 2
三、国内外研究现状 .............................................................................................. 3
四、研究内容及方法 .............................................................................................. 6
第一章 理论基础 ............................................................................................................ 6
第一节竞争战略理论 ............................................................................................ 6
一、竞争战略的基本内涵 .............................................................................. 6
二、基本竞争战略 .......................................................................................... 6
三、竞争战略要素 .......................................................................................... 6
第二节竞争战略分析工具 .................................................................................... 6
一、PEST模型................................................................................................ 6
二、波特五力模型 .......................................................................................... 6
本章小结 .................................................................................................................. 6
第二章 T公司发展现状及问题分析............................................................................. 6
第一节 T公司发展现状......................................................................................... 6
一、总体概况 .................................................................................................. 6
二、发展历程 .................................................................................................. 6
三、主要业务 .................................................................................................. 6
第二节 T公司竞争战略分析................................................................................. 6
一、T公司内部情况竞争战略现状............................................................... 6
二、T公司竞争战略中存在的问题............................................................... 6
第三节 T公司竞争战略问题的成因分析............................................................. 6
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黑龙江大学硕士学位论文
一、市场竞争加剧 .......................................................................................... 6
二、消费者需求发生变化 .............................................................................. 6
三、核心能力管理失位 .................................................................................. 6
四、市场营销能力不足 .................................................................................. 6
本章小结 .................................................................................................................. 6
第三章 T公司竞争环境分析......................................................................................... 6
第一节 T公司外部环境分析................................................................................. 6
一、宏观环境分析 .......................................................................................... 6
二、产业环境分析 .......................................................................................... 6
第二节 T公司内部环境分析................................................................................. 6
一、组织结构分析 .......................................................................................... 6
二、内部资源分析 .......................................................................................... 6
三、内部能力分析 .......................................................................................... 6
本章小结 .................................................................................................................. 6
第四章 T公司竞争战略的制定..................................................................................... 6
第一节使命与目标 ................................................................................................ 6
一、公司使命 .................................................................................................. 6
二、公司发展目标 .......................................................................................... 6
三、公司发展战略 .......................................................................................... 6
第二节 T公司竞争战略制定................................................................................. 6
一、品牌差异化 .............................................................................................. 6
二、产品差异化 .............................................................................................. 6
三、服务差异化 ...................................................................