ZB公司競爭戰略研究

Abstract

本文通過PEST分析方法，對企業外部政治和經濟環境分析，包括分析中美貿易戰爭，疫情三年以及俄烏軍事衝突對鐵路扣件產業的影響，中國政府為應對出口降低和經濟下滑採取的鐵路基礎設施投資帶來的鐵路扣件產業經濟環境分析。運用SWOT分析方法分析ZB企業自身發展背景和發展歷程所積累的優勢和劣勢。在國外買家向中國採購成本增加，供應鏈轉移，或因疫情或軍事衝突導致的需求不確定性；行業內通過價值曲線分析行業競爭態勢，成本處於中等位置，財務資金狀況弱，技術研發能力處於中等位置，產品交期處於弱勢等這樣一個資本密集型行業， ZB公司如何選擇和制定自己的競爭戰略？ 本文通過研究分析，確定ZB公司選擇差異化的競爭戰略。即，目標市場的差異化，選擇了需遵從雙標準市場的一帶一路鐵路扣件市場作為目標市場，產品定位在需要遵從雙標準的鐵路扣件產品，以發揮ZB多年經營海外市場的業績優勢和技術沉澱的優勢，縮小競爭範圍。為確保這一戰略的實施，ZB需針對價值相關曲線，在各價值鏈上做配套的戰略措施，包含研發技術，採購，人力資源，車間生產能力以及財務制度等。 通過本文的研究結果和研究方法的應用，ZB公司能夠清楚地發現在行業的競爭地位，並根據競爭態勢中的優劣勢，制定了適合自己的競爭戰略。同時，ZB在未來的商業競爭中，可以應用這些分析方法，以制定或調整其競爭戰略。另外，這些研究方法的應用，也同樣為行業內其他企業提供參考意義。

By using analysis method PEST, this article analysed outer politic and economic environment, including effects to rail fastening industry from China America international trading fighting, covid 19 lasting for three years, wars between Russia and Ukraine. To reduce negative effects from above factors, and to relieve reduction of exportation national economic, Chinese government had series invest plan to public infrasture including railway and urban transit. Through analysis of the effects to rail fastening industry from these measures, by using SWOT method to define the position of ZB company in the rail fastening industry, found out its advantage and disadvantage. By surrounded outer environment, ZB is facing the facts that increasing purchasing cost to oversea buyers, and supply chains were transfered, even more the demands are not certain because of covid-19. For inner situation is, the cost and technology research of ZB is at medium position, founds and finance, order deliver lead time is at weak position. As acts in found intensive industry of rail fastening industry, what kind of business strategy should ZB adopt, and what kinds of strategy measures should be applied ? Through the comparison analysis to ZB with its competitors by using key customer value factors, here determined that ZB should adopt a strategy of differentiation. That is, the target market differentiates from competitors,focus on the rail fastening market with double specifications-One belt one road railway market, positioning products at rail fastening with double specifications, comply with both European or America standard and Chinese rail standard. By narrowing the competitors, ZB could strengthen its advantage and resource with accumulation of more than 10 years exporting business, especially at customers network, and technology accumulation. To fulfil this business strategy, according to customer value chain, ZB found out the points which could improve the performance to customer value, according to this founds, made a strategy measures to reflect its business strategy, including technology research and develop, human resource, procurement, and production capability etc. Through the analysis of this article, ZB found out its position at competition situation in rail fastening industry, and its advantage and disadvantages, then workout a proper business strategy. More than this, ZB learned the analysis method of competition, which could help it to conduct and improve in their future business competition. Meanwhile, this analysis method could be adopted by other companies in rail fastening system for reference.