I
摘 要
中国作为全球第一水产养殖大国，最近 30 年水产养殖产量高速发展，已占世界的
61%，作为人口大国，渔业捕捞已很难满足中国对水产品的需求。随着制造业高速发展，
各种污水、废水排放量大增，水中微生物大量繁殖，病害增长趋势明显，再加上传统水
产养殖模式下废水排放对养殖水质的进一步污染，使得水资源的有限性已开始严重影响
了中国水产养殖业的发展。因此，养殖水体的净化处理与重复利用，尤其是工厂化封闭
式循环水养殖（RAS）已成为研究热点，是渔业可持续发展的关键技术，也因其环保的
特性而得到中国政府的大力提倡和高额财政补贴。目前，与技术先进的欧美国家相比，
循环水养殖在国内依然处于导入期，设备欧亿·体育（中国）有限公司中多数企业规模偏小型化且过度依赖低成
本战略，技术研发能力参差不齐，市场营销活动的管理水平普遍较低。

我国循环水设备企业的发展面临诸多机遇与挑战，国内经济稳定增长，中国水产养
殖占比高、水资源趋于贫乏、中国开始加强环保和食品安全管理给德港公司提供了发展
的机遇；同时中国渔业养殖产量基本停止增长、渔药滥用现象、海外竞争对手进入、中
国环保要求仍相对较低、目标客户缺乏对产品的信任、循环水方式只适合高端水产养殖
等因素给公司发展带来了威胁和限制。公司内部资源和能力优势明显，工程整体设计能
力强、拥有德国研发部、欧亿·体育（中国）有限公司内有品牌影响力和人脉关系、管理制度完善；但是公司销
售部门业务开发能力较弱，人员流失率高、成本高于国内同行、财务实力也很一般等实
际情况也不容忽视。

本论文基于循环水设备欧亿·体育（中国）有限公司发展的现状，以德港公司作为典型的企业研究对象，首
先运用 PEST、波特五力模型、SWOT、三大基本竞争战略、企业核心竞争力等理论工
具分析德港公司的竞争力，为德港公司的竞争战略制定提供理论依据。然后，通过对德
港公司市场竞争战略实施现状的调查与分析，重点讨论德港公司竞争战略推行过程中的
问题，然后提出了解决问题的措施与对策。本研究有利于德港公司竞争战略的有效制定
与实施，有利于该公司的产品获得规模化发展及赢得绝对市场优势，也为其它国内循环
水设备企业的竞争战略提供借鉴意义。

关键词：工厂化循环水养殖；水产养殖；竞争战略；Abstract
As the world's largest country in aquaculture industry, China experienced in last 30 years of
rapid development in aquaculture farming, has been accounted for 61% of the world
production. As a nation with large population, fishing has been difficult to meet Chinese
demand for aquatic products. With economic development, industrial wastewater and sewage
emissions surge, water microbes multiply, more and more diseases, coupled with the
traditional mode of wastewater aquaculture farming for further contamination of water quality,
making the water limitation has begun to seriously affect the development of China's
aquaculture industry. Therefore, aquaculture water purification and reuse, especially
recirculating aquaculture system (RAS) has become a hot topic, is a key technology for
sustainable development of fisheries, furthermore, because of environmental advantage RAS
strongly advocated by the Chinese government and high financial subsidies. Currently,
compared with the technologically advanced European countries, RAS in the country is still
in introduction period, the majority of RAS equipment enterprises scale over-reliance on
low-cost strategy, R & D capability is uneven, marketing activities management level is
generally low. Overall, China's RAS equipment companies are facing strategic opportunities,
but they are also faceing many challenges, companies should carefully study how to use the
current favorable conditions and avoid risks, enhance competitiveness from a strategic
perspective.
This paper, based on current development RAS equipment industry, takes DECO company as
a typical business object of study, uses PEST, Porter's five forces model, SWOT, three basic
competitive strategy, core competitiveness of enterprises and other theoretical tools to analyze
DECO's competitiveness, providing a theoretical basis for competitive strategy formulation of
DECO company. Then, after the investigation and analysis of DECO’s current strategy
implementation, focusing on the problems in the process of strategy implementation propose
the measures and countermeasures to solve the problems. This study is conducive to the
effective development and implementation of the company's competitive strategy, is helpful
for DECO to win a scale development and absolute market advantage, also provides a
reference for the competitive strategies of other domestic RAS equipment companies.
Key Word: DECO RAS; Recirculating Aquaculture System; Corporate Strategy;