超声覆铜板厂战略选择.pdf

华南理工大学
硕士学位论文
超声覆铜板厂战略选择
姓名:周文敏
申请学位级别:硕士
专业:工商管理
指导教师:蓝海林
20040604
摘要
摘要
覆铜箔层压板产生于上世纪40年代的美国,在我国于上世纪90年代初形成规
模化生产。由于过高的行业利润极大剌激了覆铜板行业的投资热度,在10多年内
企业数量急剧增加100多家,产能达到10000万平米/年以上。上世纪90年代后期,
随着网络经济破灭,导致PCB行业及覆铜板行业销量剧减,利润空间迅速消失,
开工率大幅下跌,使覆铜板行业到重创。
超声覆铜箔层压板厂是超声电子股份有限公司本着纵向一体化目标,于1998
年独资兴建。但从其投产伊始,连年亏损使企业倍受煎熬。虽经公司各级努力,
销售额逐年大幅增长,亏损幅度逐渐减少,但至今仍未摆脱获利能力低下的阴影。
本文笔者首先用战略管理的理论和思维,对超声覆铜板厂现状及问题进行分
析,列举出造成现状的主要原因在于:没有形成相对清所的战略构架,注重行业
的吸引力而忽视自身能力不足,未对风险进行必要的分析和防范,导致资源的配
置严重不合理,从而使企业成了一个夹于中间的态势。为解决企业这种困境,通
过外部环境分析、行业分析、竞争对手分析、企业资源能力分析、覆铜板产品生
命周期等分析,结合产品及市场重新细分,发现薄型覆铜板及半間化片产品处于
增长期,市场需求日益扩大,竞争相对平缓,为企业发展提供了机会,且超声覆
铜板具备此产品发展能力;但超声覆铜板厂缺乏核心能力,规模不经济,获利能
力低下这种状态,对企业持续发展不利:在这种态势下,作者结合投资者期望
本着满足市场需求、提高资源利用率的根本出发点,通过SWOT分析、行业吸引
力水平评估、产品寿命周期评估、企业竞争能力评估,结合行业吸引力-竞争能力
组合模型、产业生命周期-企业竞争力组合矩阵、产品发展组合模型等应用分析,
认为超声覆铜板厂应采取,产品向薄板及半固化片集中,并为求从服务等方面寻
求差异化的集中差异化竞争策略、以产品发展和市场发展为行动方向、以内部增
加投资进行技术改造为实施方法的总体战略构架,这种战略在有效克服克服现有
不足的同时更有利于企业的持续餽康发展。
关鍵词:超声覆铜板厂;竞争策略;发展战略;差异化
华南理工大学硕士学位论文
Abstract
Copper clad laminate(CCL) was invented in America in 1940,s. It could be
volume-produced in China in the early of last decade. The desire of investing on CCL
become more and more high because the stimulation of high profit. Therefore, the
enterprise number increased violently about 100 and the produce ability reached to
hundred million square meters per year during about 10 years in China. In the end of last
decade, sale of CCI dropped violently and the profit margin shrank and disappeared, the
run rate of CCL plants dropped to a very low level. Copper clad laminate industry
absolutely incurred a serious shock
Guangdong GW CCL plant was built. individual proprietorship in 1998 by GW
Corporation according to the purpose of vertical incorporation, but the plant was
suffering to the bad in successive years from it begun to run. Although the sale was
improved year by year and the loss reduced gradually with the effort of all levels of the
company, but it could not shake off the threaten of low profit ability.
By analyzing the current status and problem of GW CCL plant according to the
theory and principle of strategic management, the writer points out the mostly reasons is:
Having no clearly stratagem frame and paying attention to industry's attract but ignoring
dacking of ability of itself, having no measure to analyze and keep away risk. All of this lead
the plant's collocate of resource to being in illogicality and is in a dilemma. In order to
settle the current question of the GW CCL plant, by analyses of external environment,
industry, competitors, the internal resource and ability of GW CCL plant, after analyzing
the life cycle of CCL and fractionating the product and the market, the writer think that
the thin-type ccl and prepreg used on the multi-print circuit board are locating accretionary
hase, the market demand extents more and more and the competition is smooth, that is a
good opportunity in marketing for the GW CCL plant and the company has the ability to
do it and having stronger service ability. But the company current status that lacking
of core ability, uneconomical production scaleand low profit ability is not suitable for
durative develop of the company. Under this con