【摘要】：隨著社會(huì)經(jīng)濟(jì)的不斷發(fā)展,各項(xiàng)保障體系的不斷完善,現(xiàn)代人越來(lái)越關(guān)注自身的生活環(huán)境質(zhì)量,其中空氣質(zhì)量是受關(guān)注度極高的一個(gè)方面。在此環(huán)境下,一直以來(lái)在民用產(chǎn)品中很少被廣泛使用的空氣過(guò)濾器也被用于越來(lái)越多的場(chǎng)合。同時(shí),空氣過(guò)濾器的生產(chǎn)制造廠家也如雨后春筍般的產(chǎn)生。雖然在國(guó)外空氣過(guò)濾行業(yè)已經(jīng)發(fā)展了三十余年,但是在國(guó)內(nèi)由于空氣過(guò)濾行業(yè)豈不較晚,空氣過(guò)濾器產(chǎn)品的標(biāo)準(zhǔn)體系尚不十分完善,從事該行業(yè)的生產(chǎn)制造廠家良莠不齊,行業(yè)內(nèi)沒(méi)有形成一個(gè)良好的發(fā)展秩序,給該行業(yè)的健康發(fā)展埋下了不少隱患。而針對(duì)此種市場(chǎng)現(xiàn)狀,如何鞏固并持續(xù)行業(yè)領(lǐng)頭羊的位置,并且逐漸建立起行業(yè)的良好秩序是現(xiàn)在需要重點(diǎn)關(guān)注的問(wèn)題。 本文以一日資空氣過(guò)濾器的生產(chǎn)制造廠家為研究對(duì)象,采用了定量分析、定性分析相結(jié)合的研究方法,對(duì)其競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行了研究分析。首先對(duì)空氣過(guò)濾器的行業(yè)的整體現(xiàn)狀和發(fā)展趨勢(shì)進(jìn)行了研究分析,其中應(yīng)用了PEST法對(duì)宏觀環(huán)境進(jìn)行了分析；然后針對(duì)該行業(yè)的競(jìng)爭(zhēng)格局進(jìn)行了分析研究,主要使用了波特的五力模型對(duì)行業(yè)的五種力量進(jìn)行了深入的分析并且利用本人在從事空氣過(guò)濾器行業(yè)的過(guò)程中獲得的經(jīng)驗(yàn)隊(duì)空氣過(guò)濾行業(yè)的未來(lái)趨勢(shì)進(jìn)行了大膽的預(yù)測(cè)；最后結(jié)合AP公司的實(shí)際情況,利用SWOT分析法和價(jià)值鏈分析等方法,對(duì)其內(nèi)外部資源的優(yōu)劣勢(shì)進(jìn)行了詳細(xì)的剖析,并最終制定了符合其企業(yè)發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略。并且進(jìn)行了一些探索性的工作開(kāi)展,包括價(jià)值鏈的優(yōu)化、組織架構(gòu)的設(shè)定、科研方向的制定、項(xiàng)目組織的建設(shè)、產(chǎn)品策略的制定和營(yíng)銷策略的制定。 綜合分析發(fā)現(xiàn),雖面對(duì)龐大的預(yù)期市場(chǎng),但很多空氣過(guò)濾器從業(yè)企業(yè)卻不具備應(yīng)對(duì)高速發(fā)展市場(chǎng)的能力,企業(yè)產(chǎn)品同質(zhì)化強(qiáng)烈,價(jià)格競(jìng)爭(zhēng)激烈,在這種良好的市場(chǎng)預(yù)期和激烈的市場(chǎng)競(jìng)爭(zhēng)情況下,通過(guò)競(jìng)爭(zhēng)戰(zhàn)略的分析方法最終得出了AP公司應(yīng)該采用差異化戰(zhàn)略的結(jié)論。而且需要從企業(yè)內(nèi)部著手,依據(jù)行業(yè)的發(fā)展態(tài)勢(shì),優(yōu)化企業(yè)內(nèi)部?jī)r(jià)值鏈,改造企業(yè)組織架構(gòu),想法設(shè)法提升企業(yè)研發(fā)能力和研發(fā)人員的綜合水平,對(duì)于研發(fā)項(xiàng)目進(jìn)行可靠的投入產(chǎn)出分析并進(jìn)行嚴(yán)格的監(jiān)管,并且針對(duì)行業(yè)目標(biāo)客戶均為專業(yè)客戶和AP公司項(xiàng)目制營(yíng)銷的特殊性,打造矩形化的項(xiàng)目型組織架構(gòu)。
[Abstract]:With the continuous development of social economy and the continuous improvement of various security systems, modern people pay more and more attention to the quality of their living environment, among which the air quality is a highly concerned aspect. In this environment, air filters, which have been rarely used in civil products, are also used in more and more occasions. At the same time, air filter manufacturers are also springing up. Although the air filtration industry has been developed in foreign countries for more than 30 years, in China, because the air filtration industry is not late, the standard system of air filter products is not very perfect, and the manufacturers engaged in this industry have mixed good and bad. The industry has not formed a good order of development, for the healthy development of the industry buried a lot of hidden dangers. In view of this market situation, how to consolidate and maintain the position of industry leader, and gradually establish a good order of the industry is the problem that needs to be paid attention to. This paper takes the manufacturer of a Japanese air filter as the research object, adopts the research method of combining quantitative analysis and qualitative analysis, and analyzes its competitive strategy. First of all, the overall situation and development trend of air filter industry are studied and analyzed, in which PEST method is used to analyze the macro environment, and then the competition pattern of the industry is analyzed and studied. Porter's five-force model is used to analyze the five forces of the industry and the future trend of the air filter industry is predicted boldly by the experience gained in the process of engaging in the air filter industry. Finally, combined with the actual situation of AP Company, using the methods of SWOT analysis and value chain analysis, the advantages and disadvantages of internal and external resources are analyzed in detail, and finally the competitive strategy in line with the development of its enterprises is formulated. And some exploratory work has been carried out, including the optimization of value chain, the setting of organizational structure, the formulation of scientific research direction, the construction of project organization, the formulation of product strategy and the formulation of marketing strategy. Comprehensive analysis shows that, although facing a huge expected market, many air filter enterprises do not have the ability to cope with the rapid development of the market. The products of the enterprises are homogeneous and the price competition is fierce. In this case of good market expectation and fierce market competition, the conclusion that AP Company should adopt differentiation strategy is concluded by the analysis of competitive strategy. Moreover, we need to start from within the enterprise, according to the development situation of the industry, optimize the internal value chain of the enterprise, reform the organization structure of the enterprise, and try to improve the R & D ability and the comprehensive level of the R & D personnel of the enterprise. For the R & D project to carry on the reliable input-output analysis and to carry on the strict supervision, and in view of the industry target customer is the specialized customer and the AP company project system marketing particularity, creates the rectangular project type organization structure.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F271;F426.6

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本文編號(hào)：2244509