本文關(guān)鍵詞：SQ公司競爭戰(zhàn)略研究　出處：《廣西大學》2015年碩士論文　論文類型：學位論文

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【摘要】：食品是關(guān)乎廣大群眾生活需求的必需品,隨著我國經(jīng)濟的穩(wěn)定增長和人民生活水平的提高,人們對食品的要求逐漸嚴格,從最初的飽腹到如今對養(yǎng)生、保健功能的重視。我國保健食品行業(yè)興起較晚,保健食品產(chǎn)業(yè)是一個值得期待的產(chǎn)業(yè),其市場的巨大潛力吸引著眾多企業(yè)的進入。SQ公司是一家從事龜苓膏生產(chǎn)和銷售的廣西特色企業(yè),堅持“誠信、敬業(yè)、創(chuàng)新、高效”的企業(yè)精神,在龜苓膏市場中占有一席之地。但是隨著越來越多的競爭對手進入該領(lǐng)域,SQ公司擁有的競爭優(yōu)勢逐漸遇到考驗,如何在激烈的市場競爭中獨占鰲頭,這就需要SQ公司結(jié)合內(nèi)部資源與外部環(huán)境制定切實可行的競爭戰(zhàn)略,發(fā)揮其核心競爭力,擴大市場占有率。本文以SQ公司為案例,首先對其概況及產(chǎn)品特點進行了介紹,然后對公司的內(nèi)部資源和能力進行了詳細分析,總結(jié)出SQ公司的核心競爭力,從而明確SQ公司內(nèi)部的優(yōu)勢和劣勢。接著運用PEST分析方法對外部的政治法律環(huán)境、經(jīng)濟環(huán)境、社會文化環(huán)境、科學技術(shù)環(huán)境這四大宏觀維度進行分析,找出SQ公司主要面對的機會與威脅。另外運用波特五力模型對行業(yè)競爭環(huán)境進行了分析,主要包括潛在市場進入者、現(xiàn)有競爭對手、替代產(chǎn)品、買方議價能力、賣方議價能力五個方面。最后借助SWOT分析方法,確定SQ公司的優(yōu)勢、劣勢、機會、威脅,并結(jié)合公司的市場定位和目標市場選擇,總結(jié)出公司在不同戰(zhàn)略下的戰(zhàn)略選擇,從而確定公司選擇的差異化競爭戰(zhàn)略。明確了SQ公司選擇的差異化競爭戰(zhàn)略的基礎(chǔ)上,主要從產(chǎn)品、品牌、企業(yè)文化、組織結(jié)構(gòu)及人才、營銷、核心競爭力六個方面為公司實施差異化競爭戰(zhàn)略提供保障。最后對公司競爭戰(zhàn)略的實施進行評估及調(diào)整。SQ公司實施差異化競爭戰(zhàn)略,具有很強的實用性和可行性,對于其實現(xiàn)龜苓膏行業(yè)市場領(lǐng)航地位和繼續(xù)創(chuàng)造利潤的經(jīng)營目標有較大的推動作用,也對其他類似企業(yè)的經(jīng)營發(fā)展具有借鑒意義。
[Abstract]:With the steady growth of our economy and the improvement of people's living standard, people's requirements for food are gradually strict, from the initial satiety to the present health care. The importance of health care function. China's health food industry emerged relatively late, the health food industry is an industry to be expected. The great potential of its market attracts many enterprises into SQ Company, which is a Guangxi characteristic enterprise engaged in the production and sale of turtle Ling paste. It adheres to the enterprise spirit of "honesty, dedication, innovation and efficiency". As more and more competitors enter this field, the competitive advantage of Q company is tested gradually, how to take the lead in the fierce market competition. This requires sq Company to combine internal resources with the external environment to formulate a practical competitive strategy to play its core competitiveness and expand market share. This paper takes sq Company as an example. First of all, the general situation and product characteristics are introduced, then the internal resources and capabilities of the company are analyzed in detail, and the core competitiveness of sq company is summarized. In order to clarify the internal strengths and weaknesses of sq Company. Then the use of PEST analysis of the external political and legal environment, economic environment, social and cultural environment, science and technology environment of the four macro dimensions are analyzed. Find out the main opportunities and threats faced by sq Company. In addition, the author analyzes the competitive environment of the industry by using Porter's five-force model, mainly including potential market entrants, existing competitors, alternative products. Finally, with the help of SWOT analysis method, determine the strengths, weaknesses, opportunities, threats, combined with the company's market positioning and target market selection. Summarize the strategic choice of the company under different strategies, so as to determine the company's choice of differentiated competitive strategy. Clear on the basis of sq company's choice of differentiated competition strategy, mainly from the product, brand, corporate culture. Organizational structure and talent, marketing. The core competitiveness of six aspects for the implementation of differentiated competition strategy for the company to provide security. Finally, the implementation of the company competition strategy evaluation and adjustment of SQ company to implement the differentiated competition strategy. It has strong practicability and feasibility. It has a great role in promoting its market leading position and continuing to create profit, and it also has reference significance for other similar enterprises' management and development.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.82;F271

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本文編號：1414776