用友软件市场竞争策略

上海交通大学MBA学位论文用友软件市场竞争策略研究用友软件市场竞争策略研究ThemarketingcompetitionstrategyOfUfidasoftware学校：学院：专业：作者：导师：学号：班级：答辩日期：用友软件市场竞争策略研究摘要本文首先进行了用友公司的发展历程介绍：用友软件如何在过去的20多年的发展中，成长为本土最大的管理软件供应商，并连续多年保持占有率第一。用友软件新三年规划表明，发展成为世界级的管理软件和电子商务提供商，希望能够建设成世界前3名、代表亚洲管理软件。作者对用友软件身处的整个宏观经济环境进行了政治、经济、社会文化和技术分析等方面做了详细的分析；接着对用友软件所处的行业竞争环境做了波特教授的五力分析；然后对竞争对手进行了针对性的分析；外部环境分析完以后，本文对企业的内部资源，如财务状况、企业价值分析和核心竞争力等进行了分析；在此基础上进行了企业优势、劣势、机会和威胁等分析，设定了企业的战略目标，并进行竞争策略的制定，即如何将战略目标通过竞争策略落地。在竞争策略阶段，通过外部和内部策略两种方式，着重通过战略地图和平衡计分卡技术来实现内部策略。最后得出本文的结论和展望。关键词：市场竞争策略ERP软件THEMARKETINGCOMPETITIONSTRATGYRESEARCHOFUFIDAABSTRACTThisthesisintroducedthehistoryofUfidadevelopment:Inthepast20years’history,HowdoesUfidagrowupintothelargestlocalmanagementsoftwarevendorformanyyears.Thenew3yearbusinessplanshowsthatUfidaisaimingtobethe3rdlargestmanagementsoftwarevendoringlobalmarket.Then,theauthorconductsaPESTanalysisfortheMacroenvironment,andmakesa5-forceanalysisofMikePorterfortheindustryenvironment.It’sclearforUfida’sindustrystatus.Thenthispaperconductsanalysisonthecompetitorsinthemarket.Afteranalyzingexternalenvironment,authormakesinternalanalysis.Afterthat,thispapermakescompetitionstrategiesandpolicies.It’showtorealizethestrategyintorealities.Inthecompetitionstep,therearetwowaystofulfillthisstrategy,whichareexternalandinternal;wefocusoninternalwaywhichisthroughstrategymapandbalancescorecard.Finally,therecomesaconclusionandexpectations.KEYWORDS:marketing,competitionstrategy,ERP,software,目录第一章绪论.....................................................................................................................................11.1.本文研究的背景................................................................................................................11.2.本文的内容与结构............................................................................................................11.3.本文的研究方法................................................................................................................21.4.本文的主要创新之处........................................................................................................3第二章用友软件发展概况.............................................................................................................42.1.公司发展历程....................................................................................................................42.2.业务现状与组织架构........................................................................................................42.2.1.用友集团组织机构........................................................................................................42.2.2.用友软件股份组织机构及业务现状............................................................................5第三章用友软件外部环境研究.....................................................................................................73.1.宏观环境分析....................................................................................................................73.1.1.政治法律环境................................................................................................................73.1.2.经济环境........................................................................................................................73.1.3.社会文化环境................................................................................................................83.1.4.技术环境........................................................................................................................83.2.产业环境分析....................................................................................................................93.2.1.同行业的竞争者............................................................................................................93.2.2.潜在的新参加竞争者..................................................................................................113.2.3.替代品的威胁..............................................................................................................113.2.4.购买者..........................................................................................................................123.2.5.供应商..........................................................................................................................173.3.竞争对手研究..................................................................................................................173.3.1.竞争态势分析..............................................................................................................173.3.2.金蝶研究分析..............................................................................................................183.3.3.SAP研究分析...............................................................................................................203.3.4.Oracle研究分析.........................................................................................................21第四章用友软件内部资源研究...................................................................................................224.1.财务状况分析............................................................................................