导　　师： 叶广宇

学科专业： 1251

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 自波特首次全面阐述公司竞争战略以来，公司竞争战略研究经过不断的深化和发展，已经成为公司管理的重要方面。公司竞争战略的选择直接关系到公司在竞争环境中的优胜劣败。本论文旨在运用多种竞争战略方法和工具，分析优浪游艇公司面临的各种外部和内部环境，通过比较全面和系统的分析研究，提出优浪游艇公司使用的竞争战略。 本文选择一家正在成长中的企业（广州优浪游艇有限公司）作为研究对象，首先根据PEST方法和五力模型，对游艇企业的宏观环境和行业环境进行分析，找出优浪公司的优势、劣势、机会与威胁，明确优浪公司在所处的游艇行业中的地位，指出其具有很大的发展空间。再根据公司价值链理论，对优浪公司的内部资源进行分析，包括财务资源、人力资源、制造资源、渠道资源、供应商资源、经销商资源、销售资源、技术资源等多方面，总结出目前优浪公司应当发扬与增强的内部优势，两者结合，利用SWOT因素分析方法，SPACE矩阵，选择最适合优浪公司的竞争战略——差异化战略，根据客户需求订做个性化产品，成为大型游艇的补充，转化为自己的竞争战略，并全面推行，指导公司发展，确保公司在不断变化的市场环境中，可以取得主动。 本文作者作为优浪游艇公司的核心管理人员，面临着论文中的行业环境和竞争格局，所以，对优浪游艇公司战略的探讨会对公司战略方向的明确和个人能力的提高均有一定的作用。 Since Porter's competitive strategy for the first time a comprehensive exposition of the one, the company's competitive strategy through continuous research and development of the myth, has become an important aspect of case management. Strategic choice to compete directly related to the company in a competitive environment in the survival of the fittest. This paper aims to use a variety of methods and tools of competitive strategy, analysis, U-Waves yacht companies face a variety of external and internal environment, through more comprehensive and systematic analysis, the company made excellent use of the yacht waves competitive strategy. This choice in a growing business /(Guangzhou U-Waves Yacht Co., Ltd./) as a research object, the first method based on PEST and Five Forces model, the macro-environment on the yacht business and industry environment analysis to identify the company's excellent wave strengths, weaknesses, opportunities and threats, clearly superior waves in the industry in which that position, that it has much room for development. Then according to company's value chain theory, excellent wave analysis of the company's internal resources, including financial resources, human resources, manufacturing resources, channel resources, supplier resources, dealer resources, marketing resources, technical resources and other aspects, summed up the current companies should speak U-Waves and enhanced internal strengths, a combination of both factors in the use of SWOT analysis, selection of the most U-Waves for the company's competitive strategy-differentiation strategy, customized according to customer demand personalized products, a large yacht to add, into their own competitive strategy, and full implementation, guiding the company's development, and ensure that the company in a changing market environment, you can gain the initiative. The author, as the core of U-Waves yacht management company, faced with the paper industry environment and competitive landscape, therefore, U-Waves on the yacht

关 键 词： 优浪游艇 差异化战略 战略研究

领　　域： [经济管理]