發(fā)布時(shí)間：2018-10-20 18:07

【摘要】：與常見的消費(fèi)類電子產(chǎn)品相比,微型投影儀在消費(fèi)類電子產(chǎn)品市場(chǎng)一直處于市場(chǎng)容量小、產(chǎn)品邊緣化的位置。盡管如此,微型投影儀產(chǎn)品仍代表著現(xiàn)今娛樂媒介科技的發(fā)展,并在教育、營(yíng)銷以及眾多的個(gè)人娛樂方面有著普通投影儀不可取代的地位。隨著科學(xué)技術(shù)和互聯(lián)網(wǎng)通信、互聯(lián)網(wǎng)營(yíng)銷的進(jìn)一步發(fā)展,人們娛樂、信息交流溝通變得更加便捷,代表一定個(gè)性化潮流的微型投影儀在人群中的影響也在加大,整體市場(chǎng)也得到了放大。然而,中國(guó)市場(chǎng)微型投影儀的國(guó)內(nèi)外品牌一共20余家,各自規(guī)模、技術(shù)實(shí)力、服務(wù)、市場(chǎng)份額等均無明顯的差距。上述現(xiàn)狀導(dǎo)致該行業(yè)的競(jìng)爭(zhēng)處于一種穩(wěn)定的狀態(tài),沒有過于激烈的競(jìng)爭(zhēng),也沒有突飛猛進(jìn)的發(fā)展。在這種背景下,一家企業(yè)如果能在行業(yè)中建立競(jìng)爭(zhēng)優(yōu)勢(shì),在行業(yè)內(nèi)做強(qiáng),淘汰競(jìng)爭(zhēng)力不足的企業(yè),并有效避開競(jìng)爭(zhēng)對(duì)手的惡意競(jìng)爭(zhēng),對(duì)于該行業(yè)的發(fā)展以及微型投影產(chǎn)品的長(zhǎng)遠(yuǎn)戰(zhàn)略規(guī)劃具有非常重要的意義。本文通過對(duì)廣西佳微電子科技有限公司(后續(xù)簡(jiǎn)稱廣西佳微)的市場(chǎng)情況分析,結(jié)合公司實(shí)際,運(yùn)用波特五力模型展開分析,然后參考波特的三大競(jìng)爭(zhēng)戰(zhàn)略,對(duì)廣西佳微的競(jìng)爭(zhēng)戰(zhàn)略進(jìn)行定位,得出廣西佳微在微型投影儀市場(chǎng)應(yīng)選用的競(jìng)爭(zhēng)戰(zhàn)略——集中化戰(zhàn)略。為保障該戰(zhàn)略的順利推進(jìn),利用價(jià)值鏈模型九大因素分析并提出可行的措施。本文認(rèn)為,盡管廣西佳微存在著品牌影響力不突出、核心供應(yīng)商議價(jià)能力威脅較大、替代品威脅較大等弱勢(shì),但企業(yè)存在專業(yè)微型投影儀制造以及OEM和ODM經(jīng)驗(yàn)方面的優(yōu)勢(shì),通過集中OEM業(yè)務(wù)并優(yōu)化企業(yè)價(jià)值鏈,建立集中化發(fā)展戰(zhàn)略,內(nèi)部提升管理水平,外部提升服務(wù)水平,并對(duì)產(chǎn)業(yè)鏈客戶價(jià)值競(jìng)爭(zhēng)優(yōu)勢(shì)的創(chuàng)造來保證公司在行業(yè)內(nèi)的競(jìng)爭(zhēng)地位,達(dá)到實(shí)現(xiàn)公司競(jìng)爭(zhēng)戰(zhàn)略的目的。
[Abstract]:Compared with the common consumer electronic products, the micro projector has always been in the position of small market capacity and product marginalization in the consumer electronics market. However, the micro projector still represents the development of entertainment media technology, and has an irreplaceable position in education, marketing and numerous personal entertainment. With the further development of science and technology and Internet communication and Internet marketing, people's entertainment and information exchange and communication become more convenient, and the influence of micro projectors, which represent a certain individualized trend, in the crowd is also increasing. The overall market has also been amplified. However, there are more than 20 domestic and foreign brands of micro projectors in Chinese market. There is no obvious difference in their scale, technical strength, service, market share and so on. As a result, the competition in the industry is stable, not too fierce, nor is it developing by leaps and bounds. In this context, if an enterprise can establish a competitive advantage in the industry, make it stronger in the industry, eliminate the enterprises that are not competitive enough, and effectively avoid the malicious competition of its competitors, It is of great significance for the development of the industry and the long-term strategic planning of micro projection products. Through the analysis of the market situation of Guangxi Jia Microelectronics Technology Co., Ltd. (hereinafter referred to as Guangxi Jiawei), combined with the actual situation of the company, this paper uses Porter's five-force model to carry out the analysis, and then refers to Porter's three competitive strategies. In this paper, the competitive strategy of Guangxi Jiawei Microsystem is positioned, and the centralized strategy is obtained for the competition strategy of Guangxi Jiawei Microprojector Market. In order to ensure the smooth progress of the strategy, nine factors of value chain model are used to analyze and put forward feasible measures. This paper holds that, although the brand influence is not prominent, the bargaining power of the core suppliers is greater, and the alternatives are more dangerous, the enterprises have the advantages of professional micro projector manufacture and OEM and ODM experience. By centralizing OEM business and optimizing enterprise value chain, establishing centralized development strategy, improving management level internally, enhancing service level externally, and creating competitive advantage of customer value in industry chain, we can ensure the competitive position of the company in the industry. To achieve the goal of the company's competitive strategy.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F271

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本文編號(hào)：2283974