振华重工：大国重器如何铸成？

作        者： 李清海,陈松

案例名称：振华重工：大国重器如何铸成？

案  例  库：中国工商管理国际案例库

入库时间：2019年11月

摘        要：振华重工由管彤贤带领志同道合者创办于1992年，在10年时间内，发展成为世界港口机械的技术和市场领导者，并且培育了国内外竞争对手难以模仿和逾越的核心资源和能力。从2002年开始，为谋求进一步增长，振华进入了容量更大的海工市场，由“岸边”进入“大海”。浮吊是振华进入海工市场的“排头兵”产品。振华面临进入新市场、开发新产品的双重挑战。大型浮吊要求高可靠性和高安全性，要赢得客户，首先要有成功案例。振华通过开发4,000吨浮吊、垫资开发7,500吨浮吊进入浮吊市场，又通过十余项浮吊和起重铺管船项目巩固了市场地位。为进入万吨级以上浮吊市场，振华又垫资建造了12,000吨浮吊。经过上述努力和尝试，振华在十余年间，跻身世界浮吊制造商三强，并培育了大型浮吊的创新能力以及声誉，但面临市场不足的挑战。

Abstract:Zhenhua Heavy Industry was founded in 1992 by like-minded people led by Guan Tongxian. Within 10 years, Zhenhua Heavy Industry has developed into a world leader in port machinery technology and market, and cultivated core resources and capabilities that domestic and foreign competitors cannot imitate and surpass.Since 2002, in order to seek further growth, Zhenhua has entered the sea industry market with larger capacity, from “shore” to “sea”.The floating crane is the forerunner product of Zhenhua entering the Marine industry market.Zhenhua is faced with the dual challenges of entering new markets and developing new products.Large floating crane requires high reliability and high safety, to win customers, first of all, there must be a successful case.Zhenhua entered the floating crane market by developing 4,000 tons of floating cranes and 7,500 tons of floating cranes, and strengthened its position in the market through more than 10 floating crane and pipe-laying vessel projects.In order to enter the market of floating cranes above 10,000 tons, Zhenhua has invested in the construction of 12,000 tons of floating cranes.Through the above efforts and attempts, Zhenhua has become one of the top three floating crane manufacturers in the world in more than ten years, and has cultivated the innovation ability and reputation of large-scale floating crane. However, it faces the challenge of insufficient market.