煙臺F公司競爭戰(zhàn)略研究
發(fā)布時間：2019-01-09 08:57
【摘要】：煙臺F公司是一家從事電腦、游戲機和電視機等消費電子產(chǎn)品制造的企業(yè),產(chǎn)品主要銷往歐美日等發(fā)達國家。多年的發(fā)展使公司具有ODM研發(fā)實力,并有著很強的經(jīng)營管理能力和資源儲備。但是受到多次國際經(jīng)濟危機影響,導(dǎo)致歐美等發(fā)達國家消費能力萎縮；中國大陸投資熱造成人民幣對外不斷的升值,而國內(nèi)卻形成以物價和人力成本不斷上升的內(nèi)貶值；公司主要戰(zhàn)略客戶近兩年年來市場占有率不斷下降導(dǎo)致公司出口訂單減少；隨著大陸技術(shù)水平不斷提高,從事電子代工的企業(yè)不斷增多使電子代工行業(yè)競爭加劇；這一系列外部因素造成了公司利潤不斷下滑。 針對以上公司面臨的問題,本文嘗試應(yīng)用競爭戰(zhàn)略理論,并結(jié)合公司的內(nèi)外部實際狀況對公司進行深入分析,依據(jù)分析提出解決公司問題的方法。在宏觀環(huán)境分析中應(yīng)用PEST模型,分析企業(yè)所處的政治、經(jīng)濟、社會和技術(shù)環(huán)境,并在PEST基礎(chǔ)上添加地理、人口因素分析。在行業(yè)環(huán)境分析中,采用波特五力模型分析影響公司行業(yè)競爭力的五種力量,它們分別是供應(yīng)商、購買者、現(xiàn)有競爭者、潛在進入者和替代品的威脅。在內(nèi)部環(huán)境分析中本文主要側(cè)重于企業(yè)的資源和經(jīng)營能力等的分析。應(yīng)用SWOT分析工具綜合分析企業(yè)的外部機會與威脅、內(nèi)部環(huán)境的優(yōu)勢與劣勢,并根據(jù)SWOT矩陣分析結(jié)果得出適合企業(yè)的競爭戰(zhàn)略：全方位成本領(lǐng)先戰(zhàn)略、速度制勝、多元化戰(zhàn)略。為了更好的實施這三項競爭戰(zhàn)略,需要良好的企業(yè)文化、堅實的組織人力資源和信息化作競爭戰(zhàn)略實施的保障基礎(chǔ)。 綜合全文分析可以得出增強煙臺F公司競爭力的戰(zhàn)略,企業(yè)只有通過全方位成本領(lǐng)先戰(zhàn)略才能在競爭激烈的電子代工行業(yè)求得生存,只有通過速度制勝戰(zhàn)略才能率先搶占市場份額,只有通過多元化戰(zhàn)略才能分散企業(yè)經(jīng)營風(fēng)險和拓展企業(yè)的業(yè)務(wù)范圍,進而增強企業(yè)競爭力。本文雖然以煙臺F公司為研究對象,但是研究成果對于所有電子代工企業(yè)都具有一定參考價值和意義。
[Abstract]:Yantai F Co., Ltd. is a computer, game and television consumer electronics manufacturing enterprises, products are mainly sold to Europe, America and Japan and other developed countries. Years of development make the company has ODM R & D strength, and has a strong management and resource reserves. However, influenced by many times of international economic crisis, the consumption ability of developed countries such as Europe and America shrinks. The company's main strategic customers in the past two years have been declining market share resulting in the reduction of export orders; with the continuous improvement of mainland technology, the number of enterprises engaged in electronic contract manufacturing has been increasing, and the competition in electronic contract industry has intensified. This series of external factors caused the company's profits to continue to decline. In view of the problems faced by the above companies, this paper tries to apply the theory of competition strategy, and combined with the internal and external actual situation of the company to conduct in-depth analysis of the company, according to the analysis to put forward the solution to the problems of the company. PEST model is applied to macro environment analysis to analyze the political, economic, social and technological environment in which the enterprise is located, and to add geographical and demographic factors to the analysis on the basis of PEST. In the analysis of industry environment, the five forces model is used to analyze the five forces that affect the competitiveness of the industry. They are the threats of suppliers, purchasers, existing competitors, potential entrants and substitutes. In the analysis of internal environment, this paper mainly focuses on the analysis of enterprise's resources and management ability. SWOT analysis tool is used to analyze the external opportunities and threats, the advantages and disadvantages of the internal environment, and according to the results of SWOT matrix analysis, the competitive strategies suitable for the enterprises are obtained: the omni-directional cost leading strategy, the speed winning strategy, and the diversification strategy. In order to implement these three competitive strategies better, we need good corporate culture, solid organizational human resources and information as the guarantee basis for the implementation of the competitive strategy. Comprehensive full-text analysis can be concluded to enhance the competitiveness of Yantai F company strategy, enterprises only through the omni-directional cost leading strategy to survive in the highly competitive electronic contract industry, Only through the strategy of winning by speed can we take the lead to seize the market share, and only through the diversification strategy can we spread the business risk and expand the business scope of the enterprise, and then enhance the competitiveness of the enterprise. Although this paper takes Yantai F Company as the research object, the research results have certain reference value and significance for all electronic contract enterprises.
【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】：2014
【分類號】：F426.6;F272
本文編號：2405406
[Abstract]:Yantai F Co., Ltd. is a computer, game and television consumer electronics manufacturing enterprises, products are mainly sold to Europe, America and Japan and other developed countries. Years of development make the company has ODM R & D strength, and has a strong management and resource reserves. However, influenced by many times of international economic crisis, the consumption ability of developed countries such as Europe and America shrinks. The company's main strategic customers in the past two years have been declining market share resulting in the reduction of export orders; with the continuous improvement of mainland technology, the number of enterprises engaged in electronic contract manufacturing has been increasing, and the competition in electronic contract industry has intensified. This series of external factors caused the company's profits to continue to decline. In view of the problems faced by the above companies, this paper tries to apply the theory of competition strategy, and combined with the internal and external actual situation of the company to conduct in-depth analysis of the company, according to the analysis to put forward the solution to the problems of the company. PEST model is applied to macro environment analysis to analyze the political, economic, social and technological environment in which the enterprise is located, and to add geographical and demographic factors to the analysis on the basis of PEST. In the analysis of industry environment, the five forces model is used to analyze the five forces that affect the competitiveness of the industry. They are the threats of suppliers, purchasers, existing competitors, potential entrants and substitutes. In the analysis of internal environment, this paper mainly focuses on the analysis of enterprise's resources and management ability. SWOT analysis tool is used to analyze the external opportunities and threats, the advantages and disadvantages of the internal environment, and according to the results of SWOT matrix analysis, the competitive strategies suitable for the enterprises are obtained: the omni-directional cost leading strategy, the speed winning strategy, and the diversification strategy. In order to implement these three competitive strategies better, we need good corporate culture, solid organizational human resources and information as the guarantee basis for the implementation of the competitive strategy. Comprehensive full-text analysis can be concluded to enhance the competitiveness of Yantai F company strategy, enterprises only through the omni-directional cost leading strategy to survive in the highly competitive electronic contract industry, Only through the strategy of winning by speed can we take the lead to seize the market share, and only through the diversification strategy can we spread the business risk and expand the business scope of the enterprise, and then enhance the competitiveness of the enterprise. Although this paper takes Yantai F Company as the research object, the research results have certain reference value and significance for all electronic contract enterprises.
【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】：2014
【分類號】：F426.6;F272
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