本文選題：膠粘劑　切入點：新市場　出處：《華東理工大學》2017年碩士論文　論文類型：學位論文

【摘要】：我國的中小企業(yè)因資源和實力有限,在跨國公司和大企業(yè)的夾縫中生存。它們只有制定正確的戰(zhàn)略、采用適當?shù)牟呗?才能在市場中求得生存和實現(xiàn)成長。本文研究的DW公司是一家民營公司。自2006年開始,它從事粘合劑產(chǎn)品的研發(fā)、制造、銷售及服務已十年。受益于行業(yè)增長和技術創(chuàng)新,目前已經(jīng)成為太陽能硅片、半導體晶圓、藍寶石襯底等行業(yè)臨時膠粘劑產(chǎn)品的龍頭公司。但是,受限于行業(yè)市場容量的有限,行業(yè)增長的減緩,市場競爭不斷加劇,最近兩年DW公司銷售額增長緩慢,利潤率也持續(xù)下滑,嚴重制約了公司的進一步發(fā)展和壯大。公司亟需確定新的細分市場策略,開拓新的細分市場。本文將以DW公司的經(jīng)營現(xiàn)狀為例,從宏觀角度運用PEST模型審視公司所處的外部環(huán)境對公司經(jīng)營成長所帶來的影響。本文在新市場開拓、公司成長理論、競爭優(yōu)勢理論的指導下,從公司成長的角度對DW公司自身的資源與能力進行分析,確定公司的優(yōu)勢資源與能力,探尋公司持續(xù)成長的基礎。從公司競爭的角度,對DW公司所面臨的競爭環(huán)境進行分析,通過對膠粘劑行業(yè)戰(zhàn)略群組的分析,對競爭對手戰(zhàn)略布局與核心能力的研究,識別可能的競爭優(yōu)勢,發(fā)現(xiàn)有利的公司定位,確定新市場開拓的戰(zhàn)略方向。本文自始至終圍繞DW公司的新市場開拓工作進行具體研究,采用各種理論與實踐相結合的方法對DW公司新市場開拓過程中遇到的各種問題進行剖析,最后總結出DW公司市場開拓的基本思路和策略。DW公司作為典型的處于成長期的中小公司,它所面臨的生存與發(fā)展問題與中國眾多的中小公司具有相當?shù)墓残�。希望本文關于公司成長戰(zhàn)略、新市場營銷策略等方面的研究內(nèi)容,過程中所采取的研究方法,以及最后選擇的策略,對面臨類似問題的公司也能夠有借鑒意義。
[Abstract]:Because of their limited resources and strength, small and medium-sized enterprises in China survive in the gap between multinational corporations and large enterprises. They must formulate correct strategies and adopt appropriate strategies. DW Company is a private company. Since 2006, it has been engaged in R & D, manufacture, sales and service of adhesive products for 10 years. At present, it has become the leading company in temporary adhesive products such as solar wafers, semiconductor wafers, sapphire substrates, etc. However, due to the limited market capacity of the industry, the growth of the industry has slowed down, and the market competition has been intensified. DW's slow sales growth and declining profit margins in the last two years have seriously constrained its further growth and growth. The company urgently needs to define a new market segment strategy. In this paper, we will take DW Company's management situation as an example, apply the PEST model to examine the influence of the external environment of the company on the company's business growth from the macroscopic angle. This article develops in the new market, the company growth theory, Under the guidance of competitive advantage theory, this paper analyzes DW company's own resources and ability from the angle of company growth, determines the advantage resource and ability of the company, and explores the foundation of the company's sustainable growth. This paper analyzes the competitive environment faced by DW Company, analyzes the strategic group of adhesive industry, studies the strategic layout and core competence of competitors, identifies the possible competitive advantages, and finds out the favorable positioning of the company. Determine the strategic direction of new market development. This paper focuses on DW Company's new market development work. This paper analyzes the problems encountered in the process of developing new market of DW Company by means of combining theory with practice. Finally, the paper summarizes the basic ideas and strategies of DW Company's market development. DW Company is a typical small and medium-sized company in the growing period. The survival and development problems it faces are similar to those of many small and medium-sized companies in China. It is hoped that the research contents of this paper on the growth strategy and new marketing strategy of the company, and the research methods adopted in the process, will be discussed in this paper. And the final choice of strategies, facing similar problems can also be used for reference.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F426.7;F272

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