本文選題：廣東某鋼貿(mào)公司　切入點(diǎn)：SWOT分析　出處：《廣西師范大學(xué)》2013年碩士論文

【摘要】：本文選取中國(guó)建材行業(yè)中具有代表性的廣東某鋼貿(mào)公司作為研究對(duì)象,首先,簡(jiǎn)要介紹了廣東某鋼貿(mào)公司的概況和現(xiàn)狀。之后,主要介紹了SWOT分析理論,其中包括：SWOT分析方法由來(lái),SWOT分析的一般內(nèi)容,SWOT分析的一般步驟,SWOT分析的四種不同組合,SWOT分析方法的主要作用。最后,采用SWOT分析方法具體對(duì)廣東某鋼貿(mào)公司的競(jìng)爭(zhēng)優(yōu)勢(shì),競(jìng)爭(zhēng)劣勢(shì),機(jī)會(huì),威脅進(jìn)行了分析。 分析表明：廣東某鋼貿(mào)公司的競(jìng)爭(zhēng)優(yōu)勢(shì)主要是：公司的服務(wù)和品牌優(yōu)勢(shì)；資金優(yōu)勢(shì);具有通暢有效的營(yíng)銷網(wǎng)絡(luò)；公司的管理能力優(yōu)勢(shì)；可持續(xù)發(fā)展能力優(yōu)勢(shì)。 廣東某鋼貿(mào)公司的競(jìng)爭(zhēng)劣勢(shì)主要是：“統(tǒng)購(gòu)分銷”模式對(duì)市場(chǎng)反應(yīng)不夠及時(shí)有效；人員整體業(yè)務(wù)水平不夠,工作方法不科學(xué)；公司經(jīng)營(yíng)品種比較單一,還是集中在傳統(tǒng)的棒線產(chǎn)品,而且高中低端品牌比例不理想；項(xiàng)目中標(biāo)幾率低,且經(jīng)營(yíng)質(zhì)量較低；歷史沉淀資金包袱沉重以及庫(kù)存成本以及結(jié)構(gòu)的不明確。 通過(guò)上述分析,可對(duì)廣東某鋼貿(mào)公司的發(fā)展給出以下建議：通過(guò)合資合作借力快速發(fā)展,主要包括：不斷創(chuàng)新模式,尋找新的利潤(rùn)來(lái)源和渠道,利用區(qū)域布局,與央企合作,做大做強(qiáng),走“做批發(fā)業(yè)務(wù)”的道路；優(yōu)化上游客戶資源,減少協(xié)議量資源經(jīng)營(yíng)的虧損額；以創(chuàng)利為中心,不斷創(chuàng)新盈利模式,通過(guò)探討加工、配送等方式獲得的資源銷售來(lái)提高盈利水平；開(kāi)拓服務(wù)類業(yè)務(wù)經(jīng)營(yíng)規(guī)模并提升經(jīng)營(yíng)水平,以維持公司生存發(fā)展的需要；加強(qiáng)風(fēng)險(xiǎn)防控。
[Abstract]:In this paper, a representative steel trading company in the building materials industry of China is selected as the research object. Firstly, the general situation and current situation of a steel trading company in Guangdong are briefly introduced. Then, the theory of SWOT analysis is introduced. It includes the general contents of the SWOT analysis method, the general steps of SWOT analysis, and the main role of the four different combinations of SWOT analysis methods. Finally, the SWOT analysis method is applied to the specific competitive advantage of a steel trading company in Guangdong. Competitive disadvantages, opportunities, and threats are analyzed. The analysis shows that the main competitive advantages of a steel trading company in Guangdong are: the service and brand advantages of the company; the capital advantage; the smooth and effective marketing network; the management capability of the company; and the sustainable development ability. The main competitive disadvantages of a steel trading company in Guangdong are: the "unified purchase and distribution" model is not prompt and effective enough to respond to the market; the overall business level of the personnel is not enough; the working methods are not scientific; and the company operates in a relatively single variety. Or concentrated in the traditional bar line products, and the proportion of high, middle and low end brands is not ideal; the project winning probability is low, and the management quality is low; the history deposits the heavy burden of funds, and the inventory cost and structure are not clear. Through the above analysis, we can give the following suggestions for the development of a steel and trade company in Guangdong: through joint venture and cooperation, we can develop rapidly, mainly including: constantly innovating the mode, finding new profit sources and channels, utilizing regional layout, and cooperating with the central enterprises. To become bigger and stronger, to take the road of "doing wholesale business"; to optimize upstream customer resources and reduce the losses in the management of agreed volume resources; to take profit creation as the center, to continuously innovate the profit model, and to explore processing, Distribution and other means of resource sales to improve profitability; develop the scale of service business and enhance the level of management to maintain the needs of survival and development of the company; strengthen risk prevention and control.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F426.92

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本文編號(hào)：1676456