本文選題：蘇州科達科技公司　切入點：視訊產(chǎn)品　出處：《湖南大學》2013年碩士論文　論文類型：學位論文

【摘要】：網(wǎng)絡(luò)通信技術(shù)是當今世界發(fā)展速度最快、覆蓋范圍最廣、滲透性最強、應(yīng)用最廣泛的一個高新技術(shù)領(lǐng)域，也是推動全球人類進步的主要驅(qū)動力量之一。隨著中國通信市場近30年的快速發(fā)展，以華為、中興為代表的國內(nèi)大型通信廠商迅速崛起。從而導(dǎo)致市場競爭日趨白熱化，而作為電信網(wǎng)絡(luò)應(yīng)用重要領(lǐng)域的視訊產(chǎn)品、安監(jiān)產(chǎn)品市場，競爭尤為激烈。 文章首先通過PEST分析模型對整個視訊及其安監(jiān)產(chǎn)品行業(yè)進行宏觀環(huán)境分析，從視訊產(chǎn)品的發(fā)展歷史、市場現(xiàn)狀和面臨的挑戰(zhàn)進行深入分析，并通過波特五力模型對視訊及其安監(jiān)產(chǎn)品市場競爭環(huán)境和發(fā)展現(xiàn)狀進行闡述，指出通信設(shè)備制造商在視訊及其安監(jiān)產(chǎn)品市場上的競爭環(huán)境和所面臨的市場機遇。其次，本文通過SWOT模型，分析了科達科技有限公司在視訊安監(jiān)產(chǎn)品市場所面臨的機會和威脅及需要挖掘的自身優(yōu)勢和弱點，通過波士頓矩陣分析出蘇州科達視訊產(chǎn)品現(xiàn)狀，得出在目前殘酷的視訊市場競爭環(huán)境下，調(diào)整和制定合理的目標聚集、成本優(yōu)先、差異化競爭戰(zhàn)略是取得競爭優(yōu)勢的必要手段，并探討了如何在激烈的市場競爭中實施有效的差異化競爭戰(zhàn)略，從而進一步加強企業(yè)核心競爭力。最后，本文從業(yè)務(wù)、產(chǎn)品、推廣等視角來提出改進策略與建議，來保證公司產(chǎn)品策略調(diào)整的成功和公司產(chǎn)品策略發(fā)展規(guī)劃的有效進行，并以此在殘酷的市場競爭中取得競爭優(yōu)勢。 本文通過以上內(nèi)容的組織，完成了以客戶、品牌、口碑為關(guān)注點的，，對公司具有實際可操作性的差異化戰(zhàn)略研究，實現(xiàn)了公司增強核心競爭力，取得競爭優(yōu)勢的目的，對同行業(yè)廠家有一定的參考價值。
[Abstract]:Nowadays, network communication technology is the fastest developing field in the world, with the most extensive coverage, the most permeable and the most widely used high and new technology fields. It is also one of the main driving forces to promote global human progress. With the rapid development of the Chinese communications market in the past 30 years, the rapid rise of large domestic telecommunications manufacturers, represented by Huawei and ZTE, has led to a growing competition in the market. As an important field of telecommunication network application video products, the market of safety supervision products, the competition is particularly fierce. Firstly, this paper analyzes the macro environment of the whole video and safety supervision products industry by PEST analysis model, and analyzes the history, market status and challenges of video products. Through Porter's five-force model, the paper expounds the competitive environment and development situation of video and its safety supervision products, and points out the competitive environment and market opportunities faced by communication equipment manufacturers in the video and safety supervision products market. Based on the SWOT model, this paper analyzes the opportunities and threats faced by Kodak Technology Co., Ltd. in the market of video surveillance products, as well as its own strengths and weaknesses that need to be excavated. Through the Boston matrix analysis, the present situation of Keda video products in Suzhou is analyzed. It is concluded that in the current cruel environment of video market competition, adjusting and formulating reasonable target aggregation, cost first, differentiation competitive strategy is the necessary means to obtain the competitive advantage. It also discusses how to implement the effective differentiated competition strategy in the fierce market competition, so as to further strengthen the core competitiveness of enterprises. Finally, this paper puts forward improvement strategies and suggestions from the perspective of business, products, promotion and so on. To ensure the success of the company's product strategy adjustment and the effective planning of the company's product strategy development, and to obtain the competitive advantage in the cruel market competition. Through the organization of the above contents, this paper has completed the research on the differentiation strategy, which focuses on customers, brands and word-of-mouth, and has practical maneuverability to achieve the purpose of enhancing the core competitiveness and obtaining the competitive advantage of the company. For the same industry manufacturers have a certain reference value.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F271;F426.6

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