本文選題：差異化戰(zhàn)略 + 市場需求��； 參考：《首都經濟貿易大學》2015年碩士論文

【摘要】：本文從A公司的角度出發(fā),對水泥基自流平砂漿這個新興行業(yè)進行了研究,通過產品、服務、營銷、組織能力和公司形象等各種行動措施的差異化來實現價值創(chuàng)新,提高A公司的業(yè)績,建立A公司在該行業(yè)的市場領導地位,帶動A公司在整個砂漿行業(yè)中其它類型砂漿的市場開發(fā),從而進一步幫助A公司擴大業(yè)務規(guī)模和利潤增長點,實現A公司的股東利益最大化。在此基礎上,間接地帶動國內鋁酸鹽水泥行業(yè)轉變思路、開拓市場,從而能逐步走上可持續(xù)發(fā)展的道路。本文采用市場調查的方法,對地面用水泥基自流平行業(yè)中主要的參與者進行調查,同時采集國家統(tǒng)計局、行業(yè)協(xié)會、政府相關建筑部門的信息和數據,通過PEST分析方法、波特五力模型和SWOT分析方法對A公司外部環(huán)境和內部環(huán)境進行分析,然后在市場調查數據分析的基礎上,確定了該行業(yè)的市場需求。通過調查研究發(fā)現,目前國內水泥基自流平砂漿銷量最大的細分市場是PVC地板用自流平砂漿,利潤空間最好的細分市場是工業(yè)/面層自流平砂漿,潛力非常大的細分市場是住宅用自流平砂漿。針對調查中收集到的市場需求,對PVC地板用自流平砂漿,A公司將投資改造其國內工廠來開發(fā)一款新的鋁酸鹽水泥產品;對工業(yè)/面層自流平砂漿,A公司將會引進一款國外成熟的產品�；谶@兩款產品和后續(xù)潛在的住宅用自流平砂漿市場的開發(fā),制定了A公司差異化戰(zhàn)略的具體內容和目標。為了保障該差異化戰(zhàn)略地順利實施,本文也制定了相應的實施行動。在嚴格執(zhí)行本戰(zhàn)略的過程中,適當地根據環(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)略目標一定能得以實現。
[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.
【學位授予單位】：首都經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.71;F272

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相關期刊論文 前2條

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

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本文編號：1997990