發(fā)布時間：2018-10-31 10:00

【摘要】：根據(jù)全球珍珠市場的發(fā)展態(tài)勢,中國淡水珍珠己在全球珍珠產(chǎn)量中占有了極高比例的份額,但是中國珍珠產(chǎn)業(yè)仍以初級產(chǎn)品(半成品的原珠)為主,核心競爭力很低,只占據(jù)了極小部分的市場銷售額,并且初級產(chǎn)品的市場競爭日益激烈。而與此相對應(yīng)的是,全球珍珠尤其是中高端珍珠的市場需求卻呈快速增加趨勢。本文以發(fā)展戰(zhàn)略理論為基礎(chǔ),探討千足珍珠集團在激烈的市場競爭中所應(yīng)采取的發(fā)展戰(zhàn)略。本文以千足珍珠集團為研究對象,結(jié)合我國珍珠行業(yè)當(dāng)前的發(fā)展?fàn)顩r,對企業(yè)的內(nèi)部環(huán)境和外部環(huán)境進(jìn)行深入診斷分析,針對企業(yè)技術(shù)創(chuàng)新、品牌附加值、發(fā)展理念、資金配置、人才結(jié)構(gòu)等方面的問題,從建立技術(shù)創(chuàng)新系統(tǒng)、進(jìn)行企業(yè)品牌培育、拓展珍珠產(chǎn)品產(chǎn)業(yè)鏈、強化管理、利用渤海商品交易所電子商務(wù)平臺創(chuàng)新發(fā)展模式幾個方面對企業(yè)的發(fā)展戰(zhàn)略進(jìn)行了戰(zhàn)略制定,并依托自身優(yōu)勢,規(guī)避企業(yè)發(fā)展的不利因素,最大限度整合企業(yè)資源,提高企業(yè)核心競爭力。為確保發(fā)展戰(zhàn)略的順利實施,還依據(jù)當(dāng)前時代發(fā)展趨勢和企業(yè)需求進(jìn)行企業(yè)人力資源建設(shè)、企業(yè)文化建設(shè)和企業(yè)信息化建設(shè)等保障措施,從而提升千足珍珠產(chǎn)品的知名度以及企業(yè)的品牌形象,使企業(yè)在復(fù)雜的競爭環(huán)境中占據(jù)主動�？傊�,在我國珍珠業(yè)面臨復(fù)雜的市場環(huán)境下,企業(yè)應(yīng)該盡快制定并實施適合時代發(fā)展趨勢和自身需要的發(fā)展戰(zhàn)略,立足于以質(zhì)量和個性化取勝,審視市場空間,尋求多渠道的發(fā)展,并推動企業(yè)發(fā)展模式的轉(zhuǎn)型。同時,還要關(guān)注企業(yè)發(fā)展的軟實力建設(shè),打造自己的企業(yè)文化和品牌,實現(xiàn)企業(yè)和員工的同步發(fā)展。
[Abstract]:According to the development trend of the global pearl market, Chinese freshwater pearl has already occupied a very high proportion of the global pearl production, but China's pearl industry is still dominated by primary products (raw beads of semi-finished products), and its core competitiveness is very low. Only a fraction of the market is sold, and the market for primary products is increasingly competitive. In contrast, the global market demand for pearls, especially for mid-high-end pearls, is increasing rapidly. Based on the theory of development strategy, this paper discusses the development strategy that should be adopted by Qianfu Pearl Group in the fierce market competition. This paper takes Qianzuo Pearl Group as the research object, combines the current development situation of the pearl industry in our country, carries on the thorough diagnosis and analysis to the enterprise's internal and external environment, aiming at the enterprise technical innovation, the brand added value, the development idea, Such problems as fund allocation, talent structure, and so on, include the establishment of technological innovation systems, the cultivation of enterprise brands, the expansion of the pearl product industrial chain, and the strengthening of management. This paper makes use of the innovation and development mode of the electronic commerce platform of the Bohai Commodity Exchange to formulate the development strategy of the enterprise, and relies on its own advantages to avoid the unfavorable factors of the development of the enterprise and to integrate the enterprise resources to the maximum extent. Improve the core competitiveness of enterprises. In order to ensure the smooth implementation of the development strategy, and in accordance with the development trend of the current era and the needs of enterprises, the construction of enterprise human resources, the construction of enterprise culture and the construction of enterprise information are also carried out. In order to enhance the visibility of thousands of pearl products and the brand image of enterprises, enterprises in the complex competitive environment to occupy the initiative. In short, under the complicated market environment, the enterprises should formulate and implement the development strategy suitable for the development trend of the times and their own needs as soon as possible, based on the quality and individuation to win, and examine the market space. Seek the development of multi-channel, and promote the transformation of enterprise development model. At the same time, we should pay attention to the soft power construction of enterprise development, build our own corporate culture and brand, and realize the synchronous development of enterprises and employees.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F324;F272

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