本文選題：衛(wèi)浴五金行業(yè) + OEM�。� 參考：《復(fù)旦大學(xué)》2013年碩士論文

【摘要】：在中國(guó)共產(chǎn)黨的領(lǐng)導(dǎo)下,中國(guó)高舉馬列主義、毛澤東思想、鄧小平理論和“三個(gè)代表”的方針政策,積極努力地走中國(guó)特色社會(huì)主義道路。通過(guò)舉國(guó)人民的不懈努力進(jìn)行改革開(kāi)放,中國(guó)的經(jīng)濟(jì)取得了巨大的發(fā)展成就,人民的收入水平也逐年增加。中國(guó)每年以傲人的GDP增長(zhǎng)率贏得了舉世矚目,并吸引了大量的海外投資。 隨著我國(guó)居民收入的穩(wěn)步提高,人民的生活質(zhì)量也突飛猛進(jìn)。在衛(wèi)浴五金領(lǐng)域每年以20%的速度增長(zhǎng),產(chǎn)品只是滿足普通的功能使用已經(jīng)遠(yuǎn)遠(yuǎn)無(wú)法滿足現(xiàn)階段人們的需要。如今消費(fèi)者在購(gòu)買(mǎi)五金衛(wèi)浴產(chǎn)品時(shí),往往更關(guān)注的是產(chǎn)品的質(zhì)量、性能、設(shè)計(jì)理念、品牌知名程度等因素。許多國(guó)際高端品牌也相應(yīng)進(jìn)入中國(guó)市場(chǎng),并搶占高端市場(chǎng)份額。可喜的是國(guó)內(nèi)五金衛(wèi)浴行業(yè)的企業(yè)無(wú)論在規(guī)模大小、管理理念和方法、產(chǎn)品設(shè)計(jì)、生產(chǎn)工藝、生產(chǎn)設(shè)備等方面積極修煉內(nèi)功,不斷縮短與國(guó)外衛(wèi)浴五金強(qiáng)國(guó)的差距。在制造水平上,中國(guó)企業(yè)已經(jīng)有能力生產(chǎn)出高質(zhì)量的產(chǎn)品。 中國(guó)衛(wèi)浴五金市場(chǎng)就像春秋戰(zhàn)國(guó)時(shí)代的戰(zhàn)場(chǎng)一樣硝煙彌漫、戰(zhàn)亂四起。絕大多數(shù)中國(guó)企業(yè)還停留在給國(guó)外企業(yè)貼牌生產(chǎn)(OEM)的階段。當(dāng)然也有些企業(yè)已經(jīng)走向了自我設(shè)計(jì)的ODM道路。在中低端市場(chǎng)的激烈競(jìng)爭(zhēng)下,中國(guó)企業(yè)不落下風(fēng),牢牢占據(jù)了市場(chǎng)份額；然而在中高端、高端市場(chǎng),尤其是頂級(jí)高端市場(chǎng)(或者稱為“奢侈品市場(chǎng)”)的中國(guó)品牌可謂是鳳毛菱角。 中國(guó)奢侈品消費(fèi)增長(zhǎng)數(shù)度相當(dāng)驚人,現(xiàn)如今已經(jīng)成了世界奢侈品的福地。而本土的奢侈品品牌卻非常有限。在衛(wèi)浴五金行業(yè),上�？戮l(wèi)浴設(shè)備有限公司旗下的KON品牌產(chǎn)品是目前中國(guó)唯一一家本土品牌可以初步和世界頂級(jí)品牌形成“優(yōu)勢(shì)互補(bǔ)”的品牌。柯井KON品牌也將在細(xì)分市場(chǎng)中盡全公司之力,將旗下的四個(gè)子品牌打造成世界衛(wèi)浴五金行業(yè)中的知名品牌。這四個(gè)子品牌分別為：專門(mén)為高端客戶量身定制、走個(gè)性化策略的品牌“KODESIGN";以不銹鋼為主要制造材料的公共衛(wèi)浴產(chǎn)品的品牌‘'KOSTEEL".奢華到極致的奢侈龍頭及五金配件的品牌"KONOBLE";專注于上、排水產(chǎn)品的品牌‘'KAVALE".如何采取正確的品牌和產(chǎn)品定位,并避開(kāi)世界頂級(jí)品牌的正面進(jìn)攻?并且采用迂回、甚至互補(bǔ)的策略在這個(gè)狹縫中生存并占有一席之地呢?如何能把上�？戮l(wèi)浴設(shè)備有限公司在未來(lái)的10年中打造成集團(tuán)公司,成為中國(guó)衛(wèi)浴五金行業(yè)的“航空母艦”,而將旗下的KON品牌和四個(gè)子品牌打造成航空母艦上的“艦載機(jī)”并與世界頂級(jí)品牌形成“優(yōu)勢(shì)互補(bǔ)”之勢(shì)而不是在沖突和對(duì)抗中碰的頭破血流呢?如何進(jìn)一步細(xì)分高端市場(chǎng)并細(xì)分產(chǎn)品領(lǐng)域,使上�？戮l(wèi)浴設(shè)備有限公司能夠在四個(gè)不同的細(xì)分市場(chǎng)穩(wěn)健經(jīng)營(yíng),并讓公司旗下的各子品牌能夠獨(dú)立運(yùn)行成為獨(dú)立子公司,并依靠公司強(qiáng)大平臺(tái)展翅飛翔呢? 本文從上海柯井衛(wèi)浴設(shè)備有限公司所處的宏觀環(huán)境、行業(yè)環(huán)境及其內(nèi)部環(huán)境進(jìn)行分析,并結(jié)合SWOT分析明確上�？戮l(wèi)浴設(shè)備有限公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)遇和威脅,進(jìn)而引出公司的核心競(jìng)爭(zhēng)力。基于核心競(jìng)爭(zhēng)力,使用波士頓矩陣分析公司的產(chǎn)品和服務(wù)。隨后闡述公司的戰(zhàn)略目標(biāo)和思想,并設(shè)計(jì)實(shí)施戰(zhàn)略的方案和措施,使上�？戮l(wèi)浴設(shè)備有限公司在四個(gè)不同的細(xì)分市場(chǎng)穩(wěn)健經(jīng)營(yíng),從而使旗下的品牌能夠和國(guó)際頂級(jí)品牌形成優(yōu)勢(shì)互補(bǔ),而不是簡(jiǎn)單的競(jìng)爭(zhēng)與對(duì)抗。
[Abstract]:Under the leadership of the Communist Party of China, China holds high Marxism Leninism, Mao Zedong thought, Deng Xiaoping theory and the policy of "Three Representatives", and actively endeavours to take the road of socialism with Chinese characteristics. Through the unremitting efforts of the people of the whole nation, China's economy has achieved great achievements, and the people's income level is also driven by the people's unremitting efforts. China's annual GDP growth rate has won worldwide attention and attracted a lot of overseas investment.
With the steady improvement of the income of our residents, the quality of life of the people is also advancing rapidly. In the field of hardware and bath hardware, the product is growing at a rate of 20% every year. The product is far from satisfying the needs of the people at the present stage. Performance, design concept, brand awareness and so on. Many international high-end brands have also entered the Chinese market and seize the high end market share. It is good that the domestic hardware and bath industry enterprises are actively practicing their internal work in terms of size, management ideas and methods, product design, production technology, production equipment and so on. There is a gap between the world's powerful bathroom and hardware powerhouses. At the manufacturing level, Chinese enterprises have the ability to produce high quality products.
The Chinese bathroom hardware market is like the battlefield of the spring and Autumn period and the Warring States period. The vast majority of Chinese enterprises are still in the stage of OEM. Of course, some enterprises have gone to the ODM road of self design. Under the fierce competition of the middle and low end market, Chinese Enterprises do not fall into the wind and occupy a solid account. According to the market share, however, in the middle and high end, the high-end market, especially the top end market (or the "luxury market"), is the Chinese brand name.
China's luxury consumption growth is quite astonishing, and now it has become the world's luxury. But the local luxury brands are very limited. In the bathroom hardware industry, the KON brand products under the Shanghai Ke well Bathroom Equipment Co., Ltd. are the only local brand in China that can be initially formed with the world's top brands. The brand of complementary advantage ". Korwell KON brand will also make the whole company's strength in the subdivision market and make the four sub brands into the famous brand in the world bathroom hardware industry. These four sub brands are specially tailored for high-end customers, take the brand" KODESIGN "of personalized strategy, and make stainless steel as the main manufacturing material. The brand of public bathroom products''KOSTEEL '. Luxury to the extreme luxury faucet and hardware accessories brand "KONOBLE"; focus on the top, drainage product brand''KAVALE '. How to take the right brand and product positioning, avoid the front attack of the world's top brands, and use circuitous, even complementary strategies in this slit How to live and occupy a place? How can Shanghai Ke well Bathroom Equipment Co., Ltd. become a group company in the next 10 years, become the "aircraft carrier" of China's bathroom hardware industry, and build the KON brand and four sub brands into the "carrier aircraft" on the aircraft carrier and form the "advantage" with the world's top brands. How to make up the potential rather than the conflict and confrontation in the conflict and confrontation? How to further subdivide the high-end market and subdivide the product field, so that Shanghai Kolko Bathroom Equipment Co., Ltd. can operate steadily in four different segments, and let the subsidiaries of the company run independently and rely on the firm. Big platform wings to fly?
This paper analyzes the macro environment, the industry environment and its internal environment in Shanghai Ke well Bathroom Equipment Co., Ltd., and combines the SWOT analysis to clarify the advantages, disadvantages, opportunities and threats of Shanghai Ke well Bathroom Equipment Co., Ltd., and then leads to the core competitiveness of the company. Based on the core competitiveness, the company uses the Boston matrix to analyze the company. Products and services. Then the company's strategic objectives and ideas are elaborated, and the strategy and measures are designed to make the Shanghai Kawai Bathroom Equipment Co., Ltd. operate steadily in four different segments, so that the brand can complement the top brands in the world, not the simple competition and confrontation.

【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.92

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