洛铜集团材质差异化低成本竞争战略
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摘要
铜加工产品作为重要的工业消费品，以其优良的导电、传热、耐蚀性能成为能源、电力、交通、轻工、尤其是信息与通讯等高科技行业所需的重要金属材料，有着广泛的消费市场。随着世界经济的稳步增长，无论是国内还是国际市场，铜加工产品的需求都将持续有效放大。洛铜集团作为国内铜加工行业的排头兵有实力在市场上分到一杯羹，但同时也将面临加入WTO后来自国际和国内企业的双重竞争。
本文以洛铜集团有限公司这一我国最大的综合性铜加工企业为研究对象，通过深入研究有关竞争战略理论，详尽分析洛铜集团外部环境、内部条件及产品特点，提出了以材质差异化为基础的低成本竞争战略。即在一套绝对保证产品纯度的控制体系的基础上，通过提升各职能效果，提高生产效率，扩大产销规模，降低单位产品成本，从而获得持续竞争优势的战略。对于此战略的构建，笔者提出在综合考虑战略目标、资源存量与资源需求的基础上，通过资源、能力的积累，积极构建核心竞争能力，最终实现战略目标。文章从人力资源、财务资源、技术资源、实物资源、网络资源、隐形资源等几个方面对竞争战略构建的基础条件进行了分析，最后确定了以品牌建设、企业文化建设、资本运营、强化营销、优化人力资源、推进国际化六项措施为基准点的竞争战略的全面实施。
加入WTO后，中国市场的国际化趋势越来越明显。洛铜集团在面临国内外市场巨大挑战的同时，也同样遇到了前所未有的机遇。在集团化、品牌战略、以优竞争、以质取胜的世界铜加工工业的发展趋势下，洛铜集团也将面临同样的选择。
Being important industrial consumer goods, copper processing products have a large market share for their electric conductivity, capacity of heat transmission and anti-corrosion performance which are highly needed by energy, electricpower, traffic, light industry, departments of information and communication, high-Tech, etc. With the steady growth of the international economy, the demand for copper processing products is continuously increasing in both domestic market and international market. Being the leader of industry of copper processing complex. LUOYANG COPPER (GROUP) CO., LTD has the ability to live through. But at the same time, it faces the competition from domestic and international businesses.
This thesis directs at LUOYANG COPPER (GROUP) CO., LTD which is the largest multiple-producting enterprise for copper processing. It puts forward the low cost competition strategy based on material differentiating through deep research on the theory of competition strategy and analyzing external and internal environment and product characteristics of LUOYANG COPPER (GROUP) CO., LTD. that is to say, in order to obtain continuous competition advantages, they strengthen the functions, increase the productivity, expand the scale of production and marketing and reduce the unit cost of products on the basis of control system which guarantee the purity of products absolutely. The author think the strategy should be on the basis of considering strategy objective, stock of resource and requirement synthetically in
order to achieve the final aim by the way of accumulating of resources and ability and initiatively build core competence. By analyzing the foundamental condition of competition strategy from the aspects of human resources, finance, technology, material object, network and hidden resources, the thesis brings about the competition strategy which inliudes six measures: build brand; enterprise culture; capital operation; strenthen marking; excell human resources; internationalization.
After entering WTO, the trend of internationazation of Chinese market is more and more obvious. LUOYANG COPPER (GROUP) CO., LTD has got the unprecedented oppoturity while facing tremendous challenges. A will have the same choice as the developing trend of organization, brand strategy, excellence and high-quality for winning in the area of copper industry all over the world.
本文以洛铜集团有限公司这一我国最大的综合性铜加工企业为研究对象，通过深入研究有关竞争战略理论，详尽分析洛铜集团外部环境、内部条件及产品特点，提出了以材质差异化为基础的低成本竞争战略。即在一套绝对保证产品纯度的控制体系的基础上，通过提升各职能效果，提高生产效率，扩大产销规模，降低单位产品成本，从而获得持续竞争优势的战略。对于此战略的构建，笔者提出在综合考虑战略目标、资源存量与资源需求的基础上，通过资源、能力的积累，积极构建核心竞争能力，最终实现战略目标。文章从人力资源、财务资源、技术资源、实物资源、网络资源、隐形资源等几个方面对竞争战略构建的基础条件进行了分析，最后确定了以品牌建设、企业文化建设、资本运营、强化营销、优化人力资源、推进国际化六项措施为基准点的竞争战略的全面实施。
加入WTO后，中国市场的国际化趋势越来越明显。洛铜集团在面临国内外市场巨大挑战的同时，也同样遇到了前所未有的机遇。在集团化、品牌战略、以优竞争、以质取胜的世界铜加工工业的发展趋势下，洛铜集团也将面临同样的选择。
Being important industrial consumer goods, copper processing products have a large market share for their electric conductivity, capacity of heat transmission and anti-corrosion performance which are highly needed by energy, electricpower, traffic, light industry, departments of information and communication, high-Tech, etc. With the steady growth of the international economy, the demand for copper processing products is continuously increasing in both domestic market and international market. Being the leader of industry of copper processing complex. LUOYANG COPPER (GROUP) CO., LTD has the ability to live through. But at the same time, it faces the competition from domestic and international businesses.
This thesis directs at LUOYANG COPPER (GROUP) CO., LTD which is the largest multiple-producting enterprise for copper processing. It puts forward the low cost competition strategy based on material differentiating through deep research on the theory of competition strategy and analyzing external and internal environment and product characteristics of LUOYANG COPPER (GROUP) CO., LTD. that is to say, in order to obtain continuous competition advantages, they strengthen the functions, increase the productivity, expand the scale of production and marketing and reduce the unit cost of products on the basis of control system which guarantee the purity of products absolutely. The author think the strategy should be on the basis of considering strategy objective, stock of resource and requirement synthetically in
order to achieve the final aim by the way of accumulating of resources and ability and initiatively build core competence. By analyzing the foundamental condition of competition strategy from the aspects of human resources, finance, technology, material object, network and hidden resources, the thesis brings about the competition strategy which inliudes six measures: build brand; enterprise culture; capital operation; strenthen marking; excell human resources; internationalization.
After entering WTO, the trend of internationazation of Chinese market is more and more obvious. LUOYANG COPPER (GROUP) CO., LTD has got the unprecedented oppoturity while facing tremendous challenges. A will have the same choice as the developing trend of organization, brand strategy, excellence and high-quality for winning in the area of copper industry all over the world.
引文
[1] 洛铜集团厂志：5-30
[2] 迈克尔·波特著．竞争战略，陈小悦译．华夏出版社，1997：40-42
[3] 王毅著．企业核心能力：理论溯源与逻辑结构剖析．管理科学学报，2000．(3)：24-30
[4] Rumelt,R,R. Diversification Strategy and Profitability. Stragetic Management,1982, Journal 3:359-369
[5] Prahalad,C. K. and Hamel, G. Harvard Business Review, 1990, May-June, :82
[6] Peter Meso and Robert Smith. A resource-based view of organizational knowledge management systems. Journal of Knowledge Management, 2000, 4(3):224-234
[7] Porter, Michael E. The competitive Advantage of Nations. New York, NY: The Free Press, 1990
[8] [英]格里·约翰逊，凯万·斯科尔斯著．公司战略教程，金占明，贾秀梅译．华夏出版社，1998．4：134
[9] [美]戴维·贝赞可等著．公司战略经济学，武亚军等译．北京大学出版社，1999．8：400-402
[10] Glazer, R. Market and the changing information environment: implications for strategy, structure and marketing mix. Report No.89-108, Market Science Institute, Cambridge, MA, March 1989
[11] Mcmillan, J. Managing suppliers: incentive systems in Japanese and U. S. industry. California Management Review, Summer 1991:38-55
[12] Kester, W. C. Japanese Takeovers: The Global Contest for Corporate Control. Boston, MA: Harvard Business School Press, 1991
[13] Hendereon, R. Flexible integration as core competence: architectural innovation in cardiovascular drug development. Working paper, Stanford Graduate School of Business, March 1993
[14] Womack, J., Jones, D. And Rose, D. The Machine that Changed the World. Cambridge, MA: MIT Press, 1991
[15] 邹昭唏著．企业战略分析．经济管理出版社，2001．1：203
[16] Ghemawat, P. Commitment. New York, NY: Harper Business, 1997
[17] 王永贵著．21世纪企业制胜方略—构筑动态竞争优势，机械工业出版社，2002．1：63
[18] 朴键镐，段海宁著．通向管理大师之路．中国经济出版社，2001．1：189
[19] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：18-27
[20] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：26
[21] 有色金属工业统计资料汇编．中国有色金属工业协会信息统计部
[22] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：18～27
[23] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：18～27
[24] 数据来源：洛铜集团内部资料
[25] 洛铜集团大管大棒生产线技术改造工程项目可行性研究报告：26
[26] 冶金工业出版社编写组编．重有色金属材料加工手册．冶金工业出版社，1979
[27] 洛铜集团内部资料统计得出
[28] Lado, A. A., Boyd, N,G. and Wright,P. A competence based model of sustainable competitive advantage: toward a conceptual integration. Journal of Management,18,1992: 77-91
[29] Amit, R. and Schoemaker, R J. H. Strategic assets and organizational rent. Strategic Management Journal, 1993,14: 33-46
[30] 唐要家，唐春晖著．企业持续竞争优势之谜．经济管理，2000，9：57—58
[31] 王永贵著．21世纪企业制胜方略—构筑动态竞争优势．机械工业出版社，2002．1：69
[32] 管益忻著．论企业核心竞争力．中国经济出版社，2000．1：16
[33] [美]迈克尔·A·希特，R·杜安·爱尔兰，罗伯特·E·霍斯基森等著．战略管理——竞争与全球化，吕巍等．机械工业出版社，2002．7
[34] [英]科林·克拉克—希尔，基思·格莱斯特等著．战略管理案例第二版，余慕鸿，汤建人，匡小平等．经济管理出版社，2000．1：8
[35] 王方华，吕巍主编．企业战略管理．复旦大学出版社，1997．11
[36] [美]斯蒂芬·P·罗宾斯著．组织行为学第七版，孙健敏，李原等．中国人民大学出版社，1997．12
[37] [美]约瑟夫·J·马尔托其奥著．战略薪酬第二版，周眉译．社会科学文献出版社，2002
[38] [英]科林·克拉克—希尔，基思·格莱斯特等著．战略管理案例第二版，余慕鸿，汤建人，匡小平等．经济管理出版社，2000．1
[39] [美]约翰·科特等著．企业文化与经营绩效，曾中等．华夏出版社，1997．1
[40] [美]迈克尔·茨威尔著．创造基于能力的企业文化，王申英．华夏出版社，2002．1
[41] [美]艾尔弗雷德·D·钱德勒著．盛洪主编．战略与结构．云南人民出版社，2002．10
[42] [美]艾尔弗雷德·D·钱德勒著，重武译．看得见的手．商务印书馆，1987．9
[43] [美]迈克尔·波特著．竞争论．中信出版社，2003．1
[44] [美]尼克·奥博伦斯基著．公司再造，谢作渺等．2003．6
[45] [美]艾·里斯等著．定位，王恩冕．中国财政经济出版社，2002．2
[46] [美]迈克尔·波特著．竞争优势，陈小悦．华夏出版社，1997．1
[47] [美]哈尔·F·罗森柏斯，戴安娜·麦克费林·彼得斯等著．全美最佳公司人力资源管理实践，张庆等．机械工业出版社，2003．6
[48] [美]埃森·拉塞尔著．麦肯锡方法，赵睿等．华夏出版社，2001．1
[49] [德]阿诺尔特·魏斯曼著．战略管理——成功五要素，史世伟，和贞等．华夏出版社，2001．1
[50] [美]拉里·博西迪，拉姆·查兰著．执行，刘祥亚．机械工业出版社，2003．1
[51] [美]保罗·托马斯，大卫·伯恩著．执行力，白山．中国长安出版社，2003．6
[52] 张建国，徐伟等著．绩效体系设计．北京工业大学出版社，2003．1
[53] 王璞主编．人力资源管理咨询实务．机械工业出版社，2003．1
[54] 王璞主编．战略管理咨询实务．机械工业出版社，2003．1
[55] 王璞主编．企业文化咨询实务．中信出版社，2003．6
[56] 刘继勇著．管理咨询方法．华夏出版社，2002．12
[57] 和金生编著．企业战略管理．天津大学出版社，1998．6
[58] 周菲著．组织行为咨询与诊断．中国经济出版社，2003．6
[2] 迈克尔·波特著．竞争战略，陈小悦译．华夏出版社，1997：40-42
[3] 王毅著．企业核心能力：理论溯源与逻辑结构剖析．管理科学学报，2000．(3)：24-30
[4] Rumelt,R,R. Diversification Strategy and Profitability. Stragetic Management,1982, Journal 3:359-369
[5] Prahalad,C. K. and Hamel, G. Harvard Business Review, 1990, May-June, :82
[6] Peter Meso and Robert Smith. A resource-based view of organizational knowledge management systems. Journal of Knowledge Management, 2000, 4(3):224-234
[7] Porter, Michael E. The competitive Advantage of Nations. New York, NY: The Free Press, 1990
[8] [英]格里·约翰逊，凯万·斯科尔斯著．公司战略教程，金占明，贾秀梅译．华夏出版社，1998．4：134
[9] [美]戴维·贝赞可等著．公司战略经济学，武亚军等译．北京大学出版社，1999．8：400-402
[10] Glazer, R. Market and the changing information environment: implications for strategy, structure and marketing mix. Report No.89-108, Market Science Institute, Cambridge, MA, March 1989
[11] Mcmillan, J. Managing suppliers: incentive systems in Japanese and U. S. industry. California Management Review, Summer 1991:38-55
[12] Kester, W. C. Japanese Takeovers: The Global Contest for Corporate Control. Boston, MA: Harvard Business School Press, 1991
[13] Hendereon, R. Flexible integration as core competence: architectural innovation in cardiovascular drug development. Working paper, Stanford Graduate School of Business, March 1993
[14] Womack, J., Jones, D. And Rose, D. The Machine that Changed the World. Cambridge, MA: MIT Press, 1991
[15] 邹昭唏著．企业战略分析．经济管理出版社，2001．1：203
[16] Ghemawat, P. Commitment. New York, NY: Harper Business, 1997
[17] 王永贵著．21世纪企业制胜方略—构筑动态竞争优势，机械工业出版社，2002．1：63
[18] 朴键镐，段海宁著．通向管理大师之路．中国经济出版社，2001．1：189
[19] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：18-27
[20] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：26
[21] 有色金属工业统计资料汇编．中国有色金属工业协会信息统计部
[22] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：18～27
[23] Anthony Lea．世界铜加工工业的现状与未来展望．铜加工，2002．2：18～27
[24] 数据来源：洛铜集团内部资料
[25] 洛铜集团大管大棒生产线技术改造工程项目可行性研究报告：26
[26] 冶金工业出版社编写组编．重有色金属材料加工手册．冶金工业出版社，1979
[27] 洛铜集团内部资料统计得出
[28] Lado, A. A., Boyd, N,G. and Wright,P. A competence based model of sustainable competitive advantage: toward a conceptual integration. Journal of Management,18,1992: 77-91
[29] Amit, R. and Schoemaker, R J. H. Strategic assets and organizational rent. Strategic Management Journal, 1993,14: 33-46
[30] 唐要家，唐春晖著．企业持续竞争优势之谜．经济管理，2000，9：57—58
[31] 王永贵著．21世纪企业制胜方略—构筑动态竞争优势．机械工业出版社，2002．1：69
[32] 管益忻著．论企业核心竞争力．中国经济出版社，2000．1：16
[33] [美]迈克尔·A·希特，R·杜安·爱尔兰，罗伯特·E·霍斯基森等著．战略管理——竞争与全球化，吕巍等．机械工业出版社，2002．7
[34] [英]科林·克拉克—希尔，基思·格莱斯特等著．战略管理案例第二版，余慕鸿，汤建人，匡小平等．经济管理出版社，2000．1：8
[35] 王方华，吕巍主编．企业战略管理．复旦大学出版社，1997．11
[36] [美]斯蒂芬·P·罗宾斯著．组织行为学第七版，孙健敏，李原等．中国人民大学出版社，1997．12
[37] [美]约瑟夫·J·马尔托其奥著．战略薪酬第二版，周眉译．社会科学文献出版社，2002
[38] [英]科林·克拉克—希尔，基思·格莱斯特等著．战略管理案例第二版，余慕鸿，汤建人，匡小平等．经济管理出版社，2000．1
[39] [美]约翰·科特等著．企业文化与经营绩效，曾中等．华夏出版社，1997．1
[40] [美]迈克尔·茨威尔著．创造基于能力的企业文化，王申英．华夏出版社，2002．1
[41] [美]艾尔弗雷德·D·钱德勒著．盛洪主编．战略与结构．云南人民出版社，2002．10
[42] [美]艾尔弗雷德·D·钱德勒著，重武译．看得见的手．商务印书馆，1987．9
[43] [美]迈克尔·波特著．竞争论．中信出版社，2003．1
[44] [美]尼克·奥博伦斯基著．公司再造，谢作渺等．2003．6
[45] [美]艾·里斯等著．定位，王恩冕．中国财政经济出版社，2002．2
[46] [美]迈克尔·波特著．竞争优势，陈小悦．华夏出版社，1997．1
[47] [美]哈尔·F·罗森柏斯，戴安娜·麦克费林·彼得斯等著．全美最佳公司人力资源管理实践，张庆等．机械工业出版社，2003．6
[48] [美]埃森·拉塞尔著．麦肯锡方法，赵睿等．华夏出版社，2001．1
[49] [德]阿诺尔特·魏斯曼著．战略管理——成功五要素，史世伟，和贞等．华夏出版社，2001．1
[50] [美]拉里·博西迪，拉姆·查兰著．执行，刘祥亚．机械工业出版社，2003．1
[51] [美]保罗·托马斯，大卫·伯恩著．执行力，白山．中国长安出版社，2003．6
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