發(fā)布時(shí)間：2018-04-13 04:37

  本文選題：顧客價(jià)值 + 廣新陶瓷�。� 參考：《蘭州理工大學(xué)》2017年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)一體化的進(jìn)程加快,各國(guó)之間的交流逐漸增多,企業(yè)之間的競(jìng)爭(zhēng)已逐漸轉(zhuǎn)變?yōu)閼?zhàn)略競(jìng)爭(zhēng)。中國(guó)眾多企業(yè)隨著時(shí)代的發(fā)展也開(kāi)始重視戰(zhàn)略的制定和實(shí)施。在變幻莫測(cè)的市場(chǎng)環(huán)境中,如何通過(guò)科學(xué)的戰(zhàn)略獲得競(jìng)爭(zhēng)優(yōu)勢(shì),已成為我國(guó)企業(yè)面臨的重要課題。陶瓷行業(yè)是起源于中國(guó)的古老行業(yè),發(fā)展到今天成為了我國(guó)國(guó)民經(jīng)濟(jì)發(fā)展中的重要組成部分,我國(guó)的陶瓷產(chǎn)量持續(xù)多年在世界排名第一,與其他國(guó)家相比,中國(guó)的陶瓷行業(yè)具有較大的競(jìng)爭(zhēng)優(yōu)勢(shì)。然而在陶瓷產(chǎn)業(yè)日益發(fā)展的同時(shí),我國(guó)陶瓷行業(yè)存在的問(wèn)題也日益突出。近兩年,我國(guó)的整體經(jīng)濟(jì)發(fā)展不樂(lè)觀,導(dǎo)致陶瓷行業(yè)市場(chǎng)低迷,需求下滑。想要扭轉(zhuǎn)局面獲得發(fā)展機(jī)會(huì)和競(jìng)爭(zhēng)優(yōu)勢(shì),就必須采取戰(zhàn)略措施面對(duì)時(shí)代賦予的挑戰(zhàn)。作為陶瓷產(chǎn)品生產(chǎn)企業(yè)的廣新陶瓷,在激烈的市場(chǎng)競(jìng)爭(zhēng)壓力下,需要面對(duì)復(fù)雜多變的市場(chǎng)環(huán)境的同時(shí),還需要抵御斯米克等大型陶瓷企業(yè)對(duì)市場(chǎng)的侵占,廣新陶瓷在行業(yè)內(nèi)外的競(jìng)爭(zhēng)壓力下,只有立足于提升顧客價(jià)值,整合企業(yè)資源,科學(xué)調(diào)整企業(yè)競(jìng)爭(zhēng)戰(zhàn)略,才能提高市場(chǎng)競(jìng)爭(zhēng)力,才能在激烈的市場(chǎng)競(jìng)爭(zhēng)中占有一席之地。本文從顧客價(jià)值的視角研究廣新陶瓷企業(yè)競(jìng)爭(zhēng)戰(zhàn)略的調(diào)整優(yōu)化。首先,對(duì)顧客價(jià)值理論以及競(jìng)爭(zhēng)戰(zhàn)略的相關(guān)概述進(jìn)行了闡述。其次,對(duì)廣新陶瓷企業(yè)的外部環(huán)境以及行業(yè)環(huán)境和競(jìng)爭(zhēng)對(duì)手進(jìn)行分析,通過(guò)調(diào)查發(fā)現(xiàn),目前廣新陶瓷企業(yè)在競(jìng)爭(zhēng)戰(zhàn)略方面存在戰(zhàn)略定位不明確、沒(méi)有明確的發(fā)展目標(biāo)、企業(yè)戰(zhàn)略實(shí)施缺少權(quán)變性以及企業(yè)人力資源管理缺失等情況。第三,本文從顧客價(jià)值的角度考慮,提出廣新陶瓷企業(yè)需要利用差異化戰(zhàn)略適應(yīng)市場(chǎng)變化,提升競(jìng)爭(zhēng)能力從產(chǎn)品、服務(wù)、銷售渠道、品牌等方面提出差異化戰(zhàn)略實(shí)施的途徑和方法。最后,廣新陶瓷企業(yè)通過(guò)構(gòu)建良好的財(cái)務(wù)管理體系、培養(yǎng)企業(yè)家的戰(zhàn)略思維能力、建立戰(zhàn)略管理績(jī)效的評(píng)價(jià)體系、加強(qiáng)企業(yè)文化建設(shè)以及進(jìn)行企業(yè)組織創(chuàng)新等措施建立良好的顧客價(jià)值,順利實(shí)施競(jìng)爭(zhēng)戰(zhàn)略,占據(jù)市場(chǎng)優(yōu)勢(shì)。
[Abstract]:With the acceleration of the process of global economic integration, the exchange between countries is gradually increasing, and the competition among enterprises has gradually changed into strategic competition.With the development of the times, many enterprises in China have begun to attach importance to the formulation and implementation of strategies.In the unpredictable market environment, how to obtain the competitive advantage through scientific strategy has become an important subject for Chinese enterprises.The ceramic industry is an ancient industry originating from China, and has become an important part of the national economic development of our country today. China's ceramic output has been ranked first in the world for many years, compared with other countries.China's ceramic industry has a greater competitive advantage.However, with the development of ceramic industry, the problems in China's ceramic industry are becoming more and more prominent.In recent two years, the overall economic development of our country is not optimistic, leading to the downturn of ceramic industry market and the decline of demand.In order to reverse the situation and gain development opportunities and competitive advantages, we must take strategic measures to meet the challenges given by the times.As an enterprise producing ceramic products, Guang Xin ceramics needs to face the complicated and changeable market environment under the intense market competition pressure, but also needs to resist the invasion of the market by large ceramic enterprises such as smik.Under the pressure of competition inside and outside the industry, only by promoting customer value, integrating enterprise resources and adjusting enterprise competition strategy scientifically, can Guangxin ceramics improve its market competitiveness and occupy a place in the fierce market competition.This paper studies the adjustment and optimization of the competition strategy of Guangxin ceramic enterprises from the perspective of customer value.First of all, the theory of customer value and the related overview of competition strategy are expounded.Secondly, through the analysis of the external environment, industry environment and competitors of Guangxin ceramic enterprises, it is found that at present, the strategic positioning of Guangxin ceramic enterprises in the competition strategy is not clear, and there is no clear development goal.Lack of contingency and lack of human resource management in the implementation of enterprise strategy.Thirdly, from the point of view of customer value, this paper points out that Guang Xin ceramic enterprises need to use differentiation strategy to adapt to market changes, to enhance competitiveness from the products, services, sales channels,Brand and other aspects of the implementation of differentiation strategy approach and methods.Finally, Guang Xin ceramic enterprises build a good financial management system, train entrepreneurs' strategic thinking ability, and establish a strategic management performance evaluation system.The measures of strengthening the construction of enterprise culture and the innovation of enterprise organization establish good customer value, carry out the competitive strategy smoothly, and occupy the market advantage.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.71;F272

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