本文選題：競爭戰(zhàn)略 + 競爭優(yōu)勢��； 參考：《山東理工大學(xué)》2015年碩士論文

【摘要】：隨著陶瓷科技技術(shù)的發(fā)展,越來越多的陶瓷耐磨部件被應(yīng)用于各個行業(yè);同時,隨著世界經(jīng)濟一體化進程加快,國內(nèi)陶瓷行業(yè)市場的日益完善,行業(yè)內(nèi)部的競爭也日益激烈。GYKJ公司作為國內(nèi)陶瓷科技技術(shù)的領(lǐng)先單位,為全國大多數(shù)的造紙機械提供陶瓷耐磨部件,從公司所處的行業(yè)環(huán)境來看,由于2008年世界金融危機與2012年國家新環(huán)保政策的出臺,使得造紙行業(yè)受到嚴重打擊,目標(biāo)市場的客戶群體數(shù)量縮小,陶瓷耐磨部件行業(yè)的發(fā)展速度放緩;從產(chǎn)品角度來看,由于技術(shù)門檻的降低,導(dǎo)致市場低端競爭對手不斷出現(xiàn),瓜分GYKJ公司的低端客戶市場;加之國外高端同類型產(chǎn)品進入中國市場,GYKJ公司的高端客戶市場同樣面臨威脅。如何在激烈的競爭中獲得生存,成為GYKJ公司所面臨的首要問題。本文以GYKJ公司作為研究案例,運用波特的五力模型作為分析工具,分析GYKJ公司所處的外部市場環(huán)境得出:目前企業(yè)所處的行業(yè)環(huán)境下行,行業(yè)內(nèi)部競爭壓力增加;行業(yè)內(nèi)部產(chǎn)品趨于同質(zhì)化現(xiàn)象嚴重,企業(yè)現(xiàn)有產(chǎn)品、服務(wù)與競爭者的差異化程度縮小,品牌單一化現(xiàn)象嚴重,導(dǎo)致企業(yè)市場競爭能力不足;企業(yè)迫切需要建立市場“防火墻”,在產(chǎn)品、營銷渠道、品牌以及服務(wù)等方面形成與其它同行業(yè)企業(yè)的差異來提升自身的競爭能力。同時,通過對企業(yè)現(xiàn)有核心能力與企業(yè)資源進行分析得出:企業(yè)在產(chǎn)品的設(shè)計與生產(chǎn)、品牌建設(shè)、營銷渠道以及服務(wù)環(huán)節(jié)存在差異化的可能,并針對上述四方面制定“三維一體”的差異化戰(zhàn)略并提出具體的實施方案。通過對“三維一體”戰(zhàn)略的制定與實施,可以得出如下結(jié)論:GYKJ公司需要在技術(shù)、人才以及品牌三方面制定詳細的改進與提升計劃,通過改進生產(chǎn)技術(shù)與設(shè)備、加大引進人才、提高員工福利待遇、設(shè)立子品牌等措施實現(xiàn)差異化戰(zhàn)略中的“三維”;同時通過注重提升“一體”即服務(wù),通過完善GYKJ公司的服務(wù)體系以及服務(wù)質(zhì)量,與“三維”形成配合,使得GYKJ公司的產(chǎn)品差異化戰(zhàn)略更為完善具體。本文結(jié)構(gòu)分為六大部分,第一部分為緒論;第二部分為理論基礎(chǔ)論述;第三部分為行業(yè)現(xiàn)狀分析;第四部分為GYKJ公司的差異化構(gòu)造;第五部分為差異化戰(zhàn)略的實施;第六部分為結(jié)論。
[Abstract]:With the development of ceramic science and technology, more and more ceramic wear-resistant parts are applied in various industries, meanwhile, with the acceleration of the process of world economic integration, the domestic ceramic industry market is increasingly perfect. The competition within the industry is also becoming increasingly fierce. GYKJ, as a leading unit in domestic ceramic technology and technology, provides ceramic wear-resistant components for most papermaking machinery in the country. From the perspective of the industry environment in which the company is located, As a result of the 2008 world financial crisis and the introduction of the new national environmental protection policy in 2012, the paper industry has suffered a serious blow, the number of customers in the target market has narrowed, and the development rate of the ceramic wear-resistant parts industry has slowed down; from the product point of view, Due to the lowering of technical threshold, low-end competitors in the market are constantly emerging, dividing up the low-end customer market of GYKJ Company. In addition, foreign high-end products of the same type enter the Chinese market and the high-end customer market of GYKJ faces the same threat. How to survive in the fierce competition has become the most important problem faced by GYKJ Company. This paper takes GYKJ Company as a case study and uses Porter's five-force model as an analysis tool to analyze the external market environment of GYKJ Company. The phenomenon of homogenization of products in the industry tends to be serious, the degree of differentiation between the existing products, services and competitors is reduced, and the phenomenon of brand singularity is serious, which leads to the lack of competitive ability of enterprises in the market, and the enterprises urgently need to set up market "firewall". In products, marketing channels, brands and services and other aspects of the formation of other industry enterprises to enhance their competitiveness. At the same time, through the analysis of the existing core competence and enterprise resources, it is concluded that there is a possibility of differentiation in product design and production, brand building, marketing channels and service links. Aiming at the above four aspects, the differentiation strategy of "three-dimensional integration" is formulated and the concrete implementation scheme is put forward. Through the formulation and implementation of the "three-dimensional integration" strategy, we can draw the following conclusions: the company needs to formulate detailed improvement and upgrading plans in three aspects of technology, talent and brand, and increase the introduction of talents through improving production technology and equipment. Improve employee welfare, establish sub-brand and other measures to achieve "three-dimensional" in the strategy of differentiation; at the same time, by focusing on the promotion of "one body" that is, service, through improving the service system and service quality of GYKJ, and forming a "three-dimensional" coordination, Make GYKJ company's product differentiation strategy more perfect and specific. The structure of this paper is divided into six parts: the first part is the introduction; the second part is the theoretical foundation; the third part is the industry status analysis; the fourth part is the differentiation structure of GYKJ company; the fifth part is the implementation of the differentiation strategy; The sixth part is the conclusion.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F273.2;F426.71

【共引文獻】

相關(guān)期刊論文 前4條

1 徐春;芻議房地產(chǎn)差異化經(jīng)營策略[J];廣西城鎮(zhèn)建設(shè);2003年Z1期

2 畢建旭;;企業(yè)實施產(chǎn)品差異化戰(zhàn)略分析[J];價值工程;2011年33期

3 楊潔;;基于產(chǎn)品差異化戰(zhàn)略的房地產(chǎn)營銷創(chuàng)新[J];內(nèi)蒙古科技與經(jīng)濟;2008年19期

4 柴春冬;張偉;;產(chǎn)品差異化對于解決我國供求失衡的一些思考[J];中國商界(下半月);2008年05期

相關(guān)碩士學(xué)位論文 前3條

1 傾志貴;離岸外包業(yè)務(wù)的競爭優(yōu)勢研究[D];華東師范大學(xué);2008年

2 鄒珍;EXPRESS公司發(fā)展戰(zhàn)略研究[D];蘇州大學(xué);2013年

3 葛一楠;FT企業(yè)民辦高中差異化競爭策略研究[D];遼寧大學(xué);2012年

，

本文編號：1890549