本文選題：差異化戰(zhàn)略 + 戰(zhàn)略調(diào)整��； 參考：《浙江理工大學(xué)》2017年碩士論文

【摘要】：中國現(xiàn)在是最大的玩具生產(chǎn)國和出口國,占中國市場(chǎng)總量的三分之二。EL公司是一家節(jié)日玩具貿(mào)易公司,還有自營的一個(gè)加工廠,主要以手工車縫,塑料制品和五金玩具等產(chǎn)品。該公司所有的產(chǎn)品都是出口到歐洲和美國等發(fā)達(dá)國家。然而近些年來,我們?cè)趯?duì)外貿(mào)易的玩具出口中產(chǎn)生了很多的貿(mào)易壁壘,反傾銷等法規(guī)的出臺(tái),以及越來越嚴(yán)格的測(cè)試要求,安全立法,環(huán)保和社會(huì)責(zé)任等要求,對(duì)于中國的玩具商業(yè)是不小的壓力,這些因素也給EL公司節(jié)日玩具出口帶來了壓力。國外市場(chǎng)需要變小,節(jié)日玩具出口總量下降。如何在紛繁復(fù)雜的生存環(huán)境中爭得一席之地并且立足長遠(yuǎn)發(fā)展,顯得尤為重要。在此背景下,本文綜合行業(yè)和公司層面,通過分析EL公司所面臨的外部環(huán)境和內(nèi)部環(huán)境。其中外部環(huán)境可以運(yùn)用外部環(huán)境分析常用工具PEST分析方法從政治環(huán)境,經(jīng)濟(jì)人口環(huán)境,技術(shù)自然環(huán)境,社會(huì)文化環(huán)境等對(duì)EL公司所面臨的環(huán)境進(jìn)行逐一分析。對(duì)于EL公司內(nèi)部環(huán)境,主要從企業(yè)資源,企業(yè)能力兩個(gè)方面對(duì)EL公司內(nèi)部進(jìn)行分析。同時(shí)根據(jù)公司的戰(zhàn)略目標(biāo)和SWOT分析,分析公司的競(jìng)爭三種基本戰(zhàn)略和對(duì)于這三種戰(zhàn)略的有利因素和不利因素。最后,通過公司員工的調(diào)查問卷,進(jìn)行定量戰(zhàn)略計(jì)劃矩陣進(jìn)行評(píng)分,從而得出公司差異化戰(zhàn)略的選擇。經(jīng)過層層分析,EL公司選擇了差異化戰(zhàn)略后,如何進(jìn)行實(shí)施,我們?cè)谧詈髮?duì)于差異化戰(zhàn)略實(shí)施路徑和保障進(jìn)行研究。首先是差異化戰(zhàn)略的實(shí)施路徑,明確目標(biāo)客戶,對(duì)于客戶需求進(jìn)行分析,以產(chǎn)品差異化和服務(wù)差異化,為導(dǎo)向。其次是差異化戰(zhàn)略的保障措施,通過提升戰(zhàn)略執(zhí)行效力,優(yōu)化組織結(jié)構(gòu)。最后通過流程的改造和培養(yǎng)引進(jìn)創(chuàng)新型人才等進(jìn)行差異化戰(zhàn)略實(shí)施,為EL公司的持續(xù)發(fā)展壯大提供有效的思路。
[Abstract]:China is now the largest producer and exporter of toys, accounting for 2/3. El, a holiday toy trading company, and a proprietary processing plant, mainly in handmade seams, plastics and hardware toys. All its products are exported to developed countries such as Europe and the United States. However, in recent years, we have produced a lot of trade barriers in the export of toys in foreign trade, the introduction of anti-dumping and other regulations, and the increasingly stringent requirements of testing, safety legislation, environmental protection and social responsibility, etc. China's toy business is no small pressure, these factors also El holiday toy export pressure. Foreign markets need to become smaller, the total number of holiday toy exports fell. How to win a place in the complicated living environment and based on the long-term development, it is particularly important. Under this background, this article synthesizes the industry and the company level, through the analysis El company's external environment and the internal environment. The external environment can be analyzed one by one from the political environment, the economic and demographic environment, the technological natural environment, the social and cultural environment and so on by using the common tools of external environment analysis, PEST analysis method. For El company internal environment, mainly from the enterprise resources, enterprise capability two aspects of El company internal analysis. At the same time, according to the company's strategic objectives and SWOT analysis, this paper analyzes the three basic strategies of competition and the favorable and unfavorable factors for the three strategies. Finally, through the questionnaire of the company employees, the quantitative strategic planning matrix is used to score, and the choice of the company's differentiation strategy is obtained. After layer by layer analysis, the company chooses the differentiation strategy, how to carry out the implementation, we study the implementation path and guarantee of the differentiation strategy in the end. First of all, the implementation path of differentiation strategy, clear target customer, customer needs analysis, product differentiation and service differentiation, oriented. Secondly, it is the safeguard measure of differentiation strategy, which optimizes the organizational structure by enhancing the effectiveness of strategy implementation. Finally, the strategy of differentiation is implemented through the transformation of process and the cultivation and introduction of innovative talents, which provides an effective way of thinking for the sustainable development and growth of El Company.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.8;F752.62

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