本文關(guān)鍵詞： 發(fā)展戰(zhàn)略 快速成型技術(shù) 快速制造技術(shù) 禮品定制　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：在中國經(jīng)濟高速發(fā)展的背景下,禮品市場規(guī)模也在逐漸變大,同時市場的消費需求則從大眾化消費開始轉(zhuǎn)向小眾化消費,即顧客逐漸越來越青睞能夠彰顯個性的差異化產(chǎn)品。作為本文研究的G公司也是一家順應(yīng)市場消費需求轉(zhuǎn)變趨勢的企業(yè),一直專注創(chuàng)意產(chǎn)品的研發(fā)和生產(chǎn)。G公司是一間有加工制造業(yè)背景的合伙制企業(yè),但創(chuàng)意產(chǎn)品運營過程中也暴露出關(guān)鍵業(yè)務(wù)的單一以及運作的風(fēng)險偏大的問題,導(dǎo)致G公司的發(fā)展受到一定程度的限制。根據(jù)公司的發(fā)展需要,與高端禮品供應(yīng)商A公司合作推出基于快速成型技術(shù)及快速制造技術(shù)的小規(guī)模深度定制禮品服的服務(wù)。通過雙方業(yè)務(wù)的合作在不改變原有的人力資源、生產(chǎn)設(shè)備資源以及成本結(jié)構(gòu)的前提下豐富公司的核心業(yè)務(wù),從而達(dá)到對促進(jìn)G公司發(fā)展的目的。過去,中國的禮品市場一直以來都通過其“世界工廠”的特點,通過對出口加工訂單留下的設(shè)計方案、模具等資源,然后經(jīng)過淺層的加工定制轉(zhuǎn)化為禮品定制供應(yīng)。隨著客戶對禮品個性化需求不斷提高,中低端禮品供應(yīng)商通常利用這種模式對禮品進(jìn)行淺層定制,其同質(zhì)化和缺乏個性化的特點已經(jīng)逐步無法滿足有個性需求的客戶。G公司通過快速成型及快速制造技術(shù)的生產(chǎn)方式成功地解決個性化禮品定制服務(wù)與生產(chǎn)制造銷售環(huán)節(jié)中的各種矛盾,將傳統(tǒng)禮品供應(yīng)鏈模式改變成拉動式。通過禮品供應(yīng)商的渠道準(zhǔn)確獲得終端禮品采購客戶的禮品定制要求和數(shù)量,并根據(jù)客戶期望的交貨時間制定產(chǎn)品出禮品定制設(shè)計方案及生產(chǎn)方案,極大降低禮品定制供應(yīng)鏈風(fēng)險,從而為供應(yīng)鏈的每一個環(huán)節(jié)創(chuàng)造價值。通過對基于快速成型及快速制造技術(shù)對禮品進(jìn)行個性定制業(yè)務(wù)發(fā)展作為研究對象,并利用如波特“五力模型”、PEST分析、SWOT分析、STP營銷策略以及服務(wù)營銷的7Ps策略等管理工具,對該業(yè)務(wù)的發(fā)展戰(zhàn)略進(jìn)行定位和構(gòu)建,并運用一系列的戰(zhàn)略保障措施讓業(yè)務(wù)發(fā)展戰(zhàn)略內(nèi)容有效實施。
[Abstract]:Under the background of the rapid development of Chinese economy, the scale of the gift market is also gradually becoming larger, and the consumption demand of the market begins to shift from the popular consumption to the minority consumption. That is to say, customers are more and more in favor of differentiated products that can show their individuality. As a result, company G is also a company that adapts to the changing trend of consumer demand in the market. The company has been focusing on the R & D and production of creative products. G company is a partnership with the background of processing and manufacturing, but the operation of creative products also exposed the singularity of key business and the risk of operation. As a result, the development of company G is limited to a certain extent. According to the needs of the development of the company. Cooperate with high-end gift supplier A company to launch small scale and deep custom gift service based on rapid prototyping technology and rapid manufacturing technology. Through the cooperation of both sides of the business without changing the original human resources. Production equipment resources and cost structure to enrich the company's core business, so as to promote the development of G Company. In the past, China's gift market has been through its "world factory" characteristics. Through the export processing order left by the design plan, mold and other resources, and then through shallow processing customization into gift customization supply. With the customer personalized demand for gifts continues to increase. Medium and low end gift suppliers usually use this model to make shallow customization of gifts. Its homogenization and lack of personalized characteristics have gradually failed to meet the individual needs of the customer. G company through rapid prototyping and rapid manufacturing technology production mode of production to successfully solve the personalized gift customization service and manufacturing. Various contradictions in the sales link. To change the traditional gift supply chain model into pull. Through the channel of the gift supplier, we can get the custom requirement and quantity of the terminal gift purchasing customer accurately. And according to the customer expected delivery time to develop the product out of the gift customization design and production plan, greatly reduce the risk of gift customization supply chain. In order to create value for each link of the supply chain. Through the development of personalized customization of gifts based on rapid prototyping and rapid manufacturing technology as the research object, and the use of Porter's "five forces model". PEST analysis and SWOT analysis of STP marketing strategy and service marketing 7Ps strategy management tools, to the business development strategy positioning and construction. And use a series of strategic safeguard measures to make business development strategy content effective implementation.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F426.8;F272

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本文編號：1444422