發(fā)布時(shí)間：2018-06-09 00:42

  本文選題：差異化戰(zhàn)略 + 市場(chǎng)需求　； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2015年碩士論文

【摘要】：本文從A公司的角度出發(fā),對(duì)水泥基自流平砂漿這個(gè)新興行業(yè)進(jìn)行了研究,通過產(chǎn)品、服務(wù)、營(yíng)銷、組織能力和公司形象等各種行動(dòng)措施的差異化來實(shí)現(xiàn)價(jià)值創(chuàng)新,提高A公司的業(yè)績(jī),建立A公司在該行業(yè)的市場(chǎng)領(lǐng)導(dǎo)地位,帶動(dòng)A公司在整個(gè)砂漿行業(yè)中其它類型砂漿的市場(chǎng)開發(fā),從而進(jìn)一步幫助A公司擴(kuò)大業(yè)務(wù)規(guī)模和利潤(rùn)增長(zhǎng)點(diǎn),實(shí)現(xiàn)A公司的股東利益最大化。在此基礎(chǔ)上,間接地帶動(dòng)國(guó)內(nèi)鋁酸鹽水泥行業(yè)轉(zhuǎn)變思路、開拓市場(chǎng),從而能逐步走上可持續(xù)發(fā)展的道路。本文采用市場(chǎng)調(diào)查的方法,對(duì)地面用水泥基自流平行業(yè)中主要的參與者進(jìn)行調(diào)查,同時(shí)采集國(guó)家統(tǒng)計(jì)局、行業(yè)協(xié)會(huì)、政府相關(guān)建筑部門的信息和數(shù)據(jù),通過PEST分析方法、波特五力模型和SWOT分析方法對(duì)A公司外部環(huán)境和內(nèi)部環(huán)境進(jìn)行分析,然后在市場(chǎng)調(diào)查數(shù)據(jù)分析的基礎(chǔ)上,確定了該行業(yè)的市場(chǎng)需求。通過調(diào)查研究發(fā)現(xiàn),目前國(guó)內(nèi)水泥基自流平砂漿銷量最大的細(xì)分市場(chǎng)是PVC地板用自流平砂漿,利潤(rùn)空間最好的細(xì)分市場(chǎng)是工業(yè)/面層自流平砂漿,潛力非常大的細(xì)分市場(chǎng)是住宅用自流平砂漿。針對(duì)調(diào)查中收集到的市場(chǎng)需求,對(duì)PVC地板用自流平砂漿,A公司將投資改造其國(guó)內(nèi)工廠來開發(fā)一款新的鋁酸鹽水泥產(chǎn)品;對(duì)工業(yè)/面層自流平砂漿,A公司將會(huì)引進(jìn)一款國(guó)外成熟的產(chǎn)品。基于這兩款產(chǎn)品和后續(xù)潛在的住宅用自流平砂漿市場(chǎng)的開發(fā),制定了A公司差異化戰(zhàn)略的具體內(nèi)容和目標(biāo)。為了保障該差異化戰(zhàn)略地順利實(shí)施,本文也制定了相應(yīng)的實(shí)施行動(dòng)。在嚴(yán)格執(zhí)行本戰(zhàn)略的過程中,適當(dāng)?shù)馗鶕?jù)環(huán)境變化做出一定的改善,再加上A公司員工的努力拼搏,本文制定的戰(zhàn)略目標(biāo)一定能得以實(shí)現(xiàn)。
[Abstract]:From the perspective of company A, this paper studies the new industry of cement based self-leveling mortar, and realizes value innovation through the differentiation of product, service, marketing, organization ability and company image. To improve the performance of company A, to establish the market leadership position of company A in this industry, to promote the market development of other types of mortar in the whole mortar industry, and to further help company A to expand its business scale and profit growth point, Realize A company's shareholder benefit maximization. On this basis, it can drive the domestic aluminate cement industry to change its train of thought and open up the market indirectly, so that it can take the road of sustainable development step by step. This paper uses the method of market investigation to investigate the main participants in the ground cement self-leveling industry. At the same time, it collects the information and data of the National Bureau of Statistics, the trade association, the government related construction departments, and adopts pest analysis method. Porter's five-force model and SWOT analysis method are used to analyze the external and internal environment of company A, and then, on the basis of the analysis of market survey data, the market demand of this industry is determined. Through investigation and study, it is found that at present, the largest sales market of cement based self-leveling mortar is self-leveling mortar for PVC flooring, and the best profit subdivision market is industrial / surface self-leveling mortar. The most promising market segment is self-leveling mortar for residential use. In view of the market demand collected in the investigation, Company A will invest in transforming its domestic factories to develop a new type of aluminate cement product for self-leveling mortar for PVC flooring. Industrial / surface self-leveling mortar A company will introduce a mature foreign product. Based on the development of these two products and the following potential self-leveling mortar market for residential use, the specific contents and objectives of company A's differentiation strategy are formulated. In order to ensure the smooth implementation of the differentiation strategy, this paper also formulated the corresponding implementation action. In the process of strictly carrying out the strategy, we should make some improvement according to the change of environment, and with the hard work of the employees in company A, the strategic goal of this paper will be realized.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.71;F272

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 田少寧;;地面用水泥基自流平砂漿的發(fā)展現(xiàn)狀[J];福建建材;2010年02期

2 王宏;;企業(yè)實(shí)施差異化戰(zhàn)略研究[J];生產(chǎn)力研究;2007年01期

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本文編號(hào)：1997990