USST_Arts_117200829DB公司竞争战略研究

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摘要

近年来，由于中国外包市场日益开放，国家政策大力支持，档案外包这个新

兴的服务行业悄然崛起。经过了十多年的努力和推广，人们开始渐渐接受这种新

型的档案管理理念，继而使整个行业已经形成了一定的气候，渐渐走向成熟。DB

公司作为早期的档案外包服务商，成立于 2003 年，为客户提供专业的档案文件管

理服务，包括文件保管储存，文件机密销毁，文件扫描及档案管理咨询等服务。

历经十年图志，DB 公司渐渐树立起其专业的档案管理品牌，并在整个档案外包业

占有一定的市场份额。然而，目睹这个新兴市场的发展潜力，越来越多的企业都

涌入这个行业，企图在这个市场中占有一席之地。这些规模不同的企业相互竞争，

使整个档案外包行业处于激烈竞争的局面。面对日益激烈的竞争环境，DB 公司陷

入了前所未有的困境中，如何调整自己的竞争战略，保持企业持续竞争力，从而

巩固自己行业中的地位是本文要研究的重要课题。

本文先回顾企业竞争理论发展历程和基本战略的类型，为 DB 公司竞争战略选

择提供了理论依据和指导思想。其次，论文运用 PEST 方法和波特的“五力模型”

分别对 DB 的外部宏观环境和竞争环境进行全面阐述。随后论文对 DB 的内部的各

个因素，包括组织结构、人力资源、客户类型、服务类型、市场及销售渠道、财

务状况和客户需求逐一进行分析。在上述的外部环境和内部环境分析的基础上，

论文运用 SWOT 分析法找出 DB 公司的竞争优势与劣势，洞察 DB 面临的机遇和

威胁，并结合 DB 的愿景和使命，研究分析得出 DB 公司应采用的竞争战略，即集

中差异化的竞争战略。为了保证 DB 的竞争战略得以实施，论文进一步从完善 DB

的制度、加强人力资源的管理、提升服务创新、发挥市场渠道优势及建立战略合

作伙伴等方面来阐述 DB 所要采取的相应措施。

在本文中，作者将所学的竞争理论知识运用到实践及日常工作分析中，使 DB

认清其目前在市场中遇到的困境及其自身管理的实质问题。只有通过彻底正确认

识到这些问题，DB 才能设计出相应的战略管理策略以实现其竞争战略，进而帮助

DB 走出困境，使 DB 在行业竞争中长期保持其竞争优势，稳固其市场地位。

关键词：档案外包竞争战略集中差异化战略实施

ABSTRACT

With the wider opening policy for outsourcing industry and great support by the

government, the industry of document outsourcing has emerged in recent years. This

fresh industry and idea have been recognized and accepted after its struggling and

promotion for decade, thus moving towards to a mature market. DB, established in 2003,

is one of the earliest providers of document outsourcing. Through 10 years effort, DB

has built up its own brand and held its position in the market. However, Witness the

potential of this market, more and more enterprises have flew into the market and

attempted to have a share. With excessive enterprises entering, accompanying the

intense competition in the market, DB has fallen into dilemma without any exception.

Confronting this severe situation, it becomes more crucial for DB to adjust its

competitive strategy and maintain its continuous competitiveness, in order to preserve it

role in the industry, which also is the main topic of this thesis.

The thesis reviews the history of competitive theory and the types of basic models of

competitive strategy, which are the fundamental for setting the strategy of DB and offer

the theoretical foundation and guidance for DB to solve its real problems. Following,

the thesis analysis the external macro-environment and its surrounding competition

elements objectively, through the means of PEST and the “model of five force” by Poter

respectively. Then the thesis scans the internal factors of DB, including organization

structure, HR, target clients, main service offered, marketing and sales channel, finical

status, as well customer demands, in order to better understand the internal environment

of DB. Based on above thorough analysis in terms of external and internal environment,

with the application of SWOT, DB can identify its strength and weakness, as well the

opportunity and threat it faces, which plays an important role in designing the

competitive strategy. Upon the careful consideration and study, in line with the vision

and mission of DB, it can be concluded that the competitive strategy of DB is the

combination of diversity and centralization. To get the competitive strategy successful

implemented, the corresponding actions need to be in place and followed up, such as

improvement of DB’s variety system, the management of HR, the innovation of service

provided and the further development of marketing and sales channel.

The author applies strategic knowledge into normal practice which helps DB to

indentify its challenges. Only have a clear picture on these issues, that DB can develop

the related measurements to realize its competitive strategy, stepping out of the

difficulties to maintain its long term competitive edge and strengthen its position in the

market.

Key Words: Document outsourcing, Competitive strategy,

Differentiation focus, Implementation of strategy

中文摘要

ABSTRACT

第一章绪论...................................................................................................................1

1.1 研究的背景及意义..............................................................................................1

1.1.1 研究背景....................................................................................................... 1

1.1.2 研究意义....................................................................................................... 2

1.2 国内外文献综述................................................................................................ 3

1.2.1 国外竞争战略研究....................................................................................... 3

1.2.2 国内竞争战略研究....................................................................................... 3

1.2.3 外包理论....................................................................................................... 5

1.3 研究的主要内容及研究框架..............................................................................6

第二章相关理论基础............................................................................................... 9

2.1 竞争战略理论......................................................................................................9

2.1.1 结构学派....................................................................................................... 9

2.1.2 能力学派....................................................................................................... 9

2.1.3 资源学派..................................................................................................... 10

2.1.4 竞争优势外生理论..................................................................................... 11

2.1.5 竞争优势内生理论..................................................................................... 11

2.2 竞争战略的类型................................................................................................11

2.2.1 总成本领先战略......................................................................................... 12

2.2.2 差异化战略................................................................................................. 12

2.2.3 集中化战略................................................................................................. 12

2.3 战略分析方法....................................................................................................13

2.3.1 五力模型..................................................................................................... 13

2.3.2 SWOT 分析法............................................................................................. 13

2.3.3 PEST 分析法 ............................................................................................... 13

第三章 DB 公司外部环境分析 ..................................................................................15

3.1 PEST 宏观环境分析 ......................................................................................... 15

3.1.1 经济环境..................................................................................................... 15

3.1.2 政策环境..................................................................................................... 17

3.1.3 社会及文化环境......................................................................................... 18

3.1.4 科学技术环境............................................................................................. 19

3.2 行业环境分析....................................................................................................20

3.2.1 档案外包行业现状..................................................................................... 20

3.2.2 档案外包行业竞争力量分析..................................................................... 23

3.3 机会与威胁小结................................................................................................26

第四章 DB 公司内部环境分析 ..................................................................................27

4.1 DB 公司简介 .....................................................................................................27

4.2 组织条件分析....................................................................................................27

4.2.1 规模小......................................................................................................... 27

4.2.2 扁平化......................................................................................................... 28

4.3 营运状况分析....................................................................................................28

4.3.1 营运规模..................................................................................................... 28

4.3.2 档案管理软件............................................................................................. 29

4.3.3 营运能力..................................................................................................... 29

4.4 人力资源分析....................................................................................................29

4.5 客户分析............................................................................................................31

4.6 服务类型及客户需求分析................................................................................32

4.6.1 服务类型..................................................................................................... 32

4.6.2 客户需求..................................................................................................... 33

4.7 市场营销及销售分析........................................................................................34

4.7.1 市场营销..................................................................................................... 34

4.7.2 客户渠道及服务品牌................................................................................. 34

4.7.3 销售能力..................................................................................................... 35

4.8 财务状况分析....................................................................................................36

4.9 优势与劣势小结................................................................................................36

第五章 DB 公司竞争战略的制定 ..............................................................................38

5.1 DB 公司 SWOT 矩阵分析................................................................................38

5.2 DB 公司的愿景使命和战略目标 .....................................................................39

5.2.1 DB 公司愿景...............................................................................................39

5.2.2 DB 公司使命...............................................................................................39

5.2.3 DB 公司战略目标.......................................................................................39

5.3 集中差异化战略的制定....................................................................................40

5.3.1 目标市场的确定......................................................................................... 40

5.3.2 市场定位..................................................................................................... 41

5.3.3 差异化设计................................................................................................. 42

第六章 DB 公司竞争战略的实施保障 ......................................................................44

6.1 完善的管理制度是战略实施的基本保障........................................................44

6.1.1 信息化管理的完善..................................................................................... 44

6.1.2 建立流程化运营体系................................................................................. 45

6.1.3 完善服务体系............................................................................................. 46

6.2 强化服务质量及创新........................................................................................49

6.2.1 严格控制服务质量..................................................................................... 49

6.2.2 加强服务形式创新..................................................................................... 49

6.2.3 提供多样化附件产品................................................................................. 50

6.3 发挥市场渠道优势以实现销售资源集中化....................................................51

6.3.1 优势渠道的选择......................................................................................... 51

6.3.2 销售管理结构的合理设置......................................................................... 52

6.4 加强人力资源管理............................................................................................52

6.4.1 人员配置的完善......................................................................................... 52

6.4.2 员工培训的加强......................................................................................... 53

6.4.3 绩效考核加强及落实................................................................................. 53

6.5 战略联盟的建立................................................................................................54

6.5.1 Oneil 软件战略联盟....................................................................................54

6.5.1 上海欧迪商务扫描及检索业务合作......................................................... 54

第七章结论及展望.....................................................................................................56

7.1 结论....................................................................................................................56

7.2 展望....................................................................................................................57

附录 DB 公司客户服务需求调查表 ..........................................................................58

参考文献.........................................................................................................................62

在读期间公开发表的论文和承担科研项目及取得成果.............................................64

致谢.................................................................................................................................65

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摘要：

摘要近年来，由于中国外包市场日益开放，国家政策大力支持，档案外包这个新兴的服务行业悄然崛起。经过了十多年的努力和推广，人们开始渐渐接受这种新型的档案管理理念，继而使整个行业已经形成了一定的气候，渐渐走向成熟。DB公司作为早期的档案外包服务商，成立于2003年，为客户提供专业的档案文件管理服务，包括文件保管储存，文件机密销毁，文件扫描及档案管理咨询等服务。历经十年图志，DB公司渐渐树立起其专业的档案管理品牌，并在整个档案外包业占有一定的市场份额。然而，目睹这个新兴市场的发展潜力，越来越多的企业都涌入这个行业，企图在这个市场中占有一席之地。这些规模不同的企业相互竞争，使整个档案外包行业处于激烈竞争...

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