發(fā)布時間：2018-11-01 16:10

【摘要】：A公司是世界制冷空調業(yè)領先的壓縮機電動機制造商,其業(yè)務范圍覆蓋全球,顧客群體包括世界主要的制冷空調設備生產(chǎn)商或壓縮機制造商。長期以來,A公司采取差異化戰(zhàn)略向商用封閉和半封閉壓縮機市場的顧客提供最高品質的電動機產(chǎn)品,并憑借工程技術和品質管理上的優(yōu)勢在市場競爭中處于領先地位,并因此取得高于行業(yè)平均水平的利潤率。但是,A公司業(yè)務成長性不足,在迅速發(fā)展的中低端市場的占有率偏低,在競爭中明顯處于成本劣勢。同時,隨著制冷空調產(chǎn)業(yè)走向成熟階段,壓縮機電機市場已經(jīng)形買方市場,來自顧客和競爭對手的價格壓力越來越大,如果不及時進行戰(zhàn)略調整,A公司有業(yè)務逐步萎縮和失去市場領導地位的危險。面對這種形勢,A公司需要對差異化戰(zhàn)略進行調整,向成本領先戰(zhàn)略轉移,通過降低成本結構保持在高端市場的領導地位,并在中低端市場取得業(yè)務快速增長,以此來取得公司整體業(yè)績的提升。為成功實施成本領先戰(zhàn)略,A公司需要在市場營銷、采購、生產(chǎn)運營和人力資源管理等核心業(yè)務流程采取相應的措施,通過這些措施取得在成本領先優(yōu)勢,同時保持質量和顧客響應的競爭優(yōu)勢,以鞏固其市場領導地位和取得突破性業(yè)務增長。
[Abstract]:A company is the leading compressor motor manufacturer in the world refrigeration and air conditioning industry. Its business scope covers the whole world. Its customers include the world's leading manufacturers of refrigeration and air conditioning equipment or compressors For a long time, company A has adopted the strategy of differentiation to provide the highest quality motor products to the customers in the commercial closed and semi-closed compressor markets, and with the advantages of engineering technology and quality management, it is in a leading position in the market competition. As a result, the profit margin is higher than the industry average. However, company A's business growth is insufficient, its share in the rapidly developing middle and low end market is on the low side, and it is obviously at a cost disadvantage in the competition. At the same time, as the refrigeration and air conditioning industry moves towards a mature stage, the compressor motor market has become a buyer's market, and the price pressure from customers and competitors is increasing. If strategic adjustments are not made in time, Company A is in danger of gradually shrinking its business and losing its market leadership. Faced with this situation, company A needs to adjust its differentiation strategy, shift to cost leading strategy, maintain its leading position in the high-end market by reducing the cost structure, and achieve rapid business growth in the middle and low end markets. In order to achieve the overall performance of the company. In order to successfully implement the cost leading strategy, Company A needs to take appropriate measures in the core business processes such as marketing, purchasing, production and operation, and human resources management. At the same time maintain the competitive advantage of quality and customer response to consolidate its market leadership and achieve breakthrough business growth.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.6;F272

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