A公司基于市场集中战略的核心竞争力研究

发布时间：2017-12-28 13:33

本文关键词：A公司基于市场集中战略的核心竞争力研究　出处：《广东外语外贸大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化和信息技术的发展,行业和企业之间的竞争日趋激烈。很多企业因无法适应内外部环境的种种变化而在激烈的市场竞争中举步维艰。中国作为世界经济主体的后起之秀,要想发展强大,首先中国企业要发展强大,即企业要有竞争力。在创造和提升企业竞争力的同时,企业竞争战略的选择对其扩大竞争优势,尤其是核心竞争力起关键性作用。同时,企业竞争战略的选择受到企业所处生命周期的影响。正如我国现正处于经济快速发展的阶段,大企业普遍存在缺乏拥有自主知识产权、主业突出、核心竞争弱的问题。而我国的中小民营企业,问题更突出。大多技术能力低下,产品技术含量低,随着市场竞争的加剧,中小民营企业的这些问题和弱点已逐渐暴露。如何提高企业竞争力,也就成为当今企业生存和发展过程需要考虑的重要问题之一。理论和实践证明,建立和培育核心竞争力,是提高企业竞争力的关键。核心竞争力作为一种新的管理思想和战略方法,其应用和研究也越来越受到各行各业的重视,也成为专家学者追捧的研究对象。因此,企业如何根据内外部市场环境特征选择适合自己的竞争战略,从而达到提升其竞争力的目的,越来越受到业界的重视和关注。本论文分别通过三个章节,本着提出问题,分析问题,提出问题的解决思路的原则,以A公司为真实案例对其市场集中战略的核心竞争力问题进行研究分析。首先通过对企业生命周期理论、核心竞争力理论和企业竞争战略理论三种理论的产生背景、理论渊源即期概念特征进行归纳总结,对相关理论文献进行综合述评,并在此基础上提出自己对于核心竞争力理论的理解。然后,对A公司的市场竞争力战略的实施情况进行案例分析,主要对A公司的市场策略和技术研发等方面的情况进行分析论述并发现问题。最后,通过对A公司市场竞争战略的实施过程和效果进行总体分析与综合评价,针对A公司的运营和管理情况,结合行业与市场环境,指出A公司在参与市场竞争的过程中,由于没有很好的结合企业发展所处的阶段和自身情况进行系统分析,缺乏专业市场定位的理念,尤其是缺乏对于核心竞争力的建立和培育,从而导致企业面临或者即将面临一系列的问题,并就此问题提出相应的改进策略,即基于市场集中化战略的核心竞争力的建立。采取成本领先和差异化战略来增强企业核心技术和核心技术人才的培养,从而达到建立和培育企业的核心竞争力,增强企业竞争力的目的。本论文结合以产业(市场)结构分析为基础的企业竞争战略理论,以企业生命周期理论为组织研究框架,通过对A公司核心竞争力的构建进行实际分析,从而对企业构建并增强企业核心竞争力尤其是针对专业化市场的策略和措施进行了探讨,希望能对同行业的中小企业增强自身的竞争优势,选择合适的市场竞争战略起到一定的理论指导意义和借鉴作用。
[Abstract]:With the development of economic globalization and information technology, the competition between industry and enterprise is becoming more and more intense. Many enterprises have difficulty in the fierce market competition because they can not adapt to the changes in the internal and external environment. As a rising star of the world economy, China wants to develop strong, first of all, Chinese enterprises should develop strong, that is, enterprises should be competitive. While creating and improving the competitiveness of enterprises, the choice of enterprise competition strategy plays a key role in expanding its competitive advantage, especially the core competitiveness. At the same time, the choice of enterprise competition strategy is influenced by the life cycle of the enterprise. As China is now in the stage of rapid economic development, large enterprises generally lack the problems of own intellectual property rights, outstanding main business and weak core competition. In our country, the small and medium private enterprises are more prominent. Most of the technical ability is low, the technology content of the product is low. With the intensification of the market competition, the problems and weaknesses of the small and medium private enterprises have been gradually exposed. How to improve the competitiveness of enterprises has become one of the important issues to be considered in the process of enterprise survival and development. Theory and practice have proved that establishing and cultivating core competitiveness is the key to improving the competitiveness of enterprises. As a new management idea and strategy method, core competitiveness has attracted more and more attention from all walks of life, and has also become a research object pursued by experts and scholars. Therefore, how to choose the suitable competitive strategy according to the characteristics of internal and external market environment, so as to enhance the competitiveness of enterprises, is attracting more and more attention from the industry. This thesis is divided into three chapters. Based on the principles of solving problems, analyzing problems and putting forward the solutions to problems, this paper studies and analyzes the core competitiveness of A's market concentration strategy. Based on enterprise life cycle theory, core competence theory and the theory of enterprise competition strategy three theoretical background and the theoretical origin of the spot concept and characteristics are summarized, undertake a comprehensive review of the relevant literature, and on the basis of its core competence theory for understanding. Then, a case study is carried out on the implementation of A's market competitiveness strategy. It mainly analyzes and discusses the situation of A's market strategy and technology research and development, and finds out some problems. Finally, through the analysis and comprehensive evaluation of the overall implementation process and the effect on the market competitive strategy of A company, according to the operation and management of A company, combined with the industry and the market environment, and points out that the A company in the process of participating in market competition, because of the lack of a good combination of the enterprise development stage and its systematic the lack of professional analysis, market positioning concept, especially the lack of to establish and cultivate the core competitiveness, leading enterprises are facing or will face a series of problems, and put forward the corresponding improvement strategy on this issue, which is based on the core competitiveness of the market centralization strategy. Take cost leadership and differentiation strategy to enhance core technology and core technology talents training, so as to achieve the goal of establishing and cultivating the core competitiveness of enterprises and enhancing competitiveness of enterprises. This paper combines with the industry (market) structure analysis based on the theory of enterprise competition strategy, based on the enterprise life cycle theory to analyze the organizational framework, based on the construction of the core competitiveness of A company, to the enterprise to build and enhance the core competitiveness of enterprises especially discusses the strategies and measures for the professional market. The hope of the same industry of small and medium-sized enterprises to enhance their competitive advantage, choose the appropriate market competition strategy plays a certain theoretical significance and reference.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272

【共引文献】