基于价值链理论的泰欣照明公司战略转型研究

发布时间：2018-04-19 07:04

本文选题：代工企业 + 品牌升级　；参考：《兰州大学》2017年硕士论文

【摘要】：改革开放初期由于我国拥有大量廉价的劳动力与广阔的廉租土地吸引了大量跨国企业来华投资兴业,催生了中国制造业的蓬勃发展,这其中主要是以OEM(Original Equipment Manufacture)形式的制造业诸多。然而时过境迁,今天仍单纯以代工贴牌生产模式的制造业遭受了巨大发展压力,其生产产品单价利润被不断的挤压。这主要是由以下原因造成,首先综合成本的提高,随着近几年各地出现的劳工慌助推了工人工资有了较大幅度的提升,以前的廉价劳动力优势已不复存在,提升了企业的用工成本。还有随着中国房价的不断高涨使得企业的厂房租赁与用地成本也水涨船高,再加上企业的原材料采购成本也在不断上涨等等这些都推高了企业的综合成本。其次就是作为OEM企业由于缺乏核心研发技术能力与品牌销售渠道,处于价值链的中游没有足够的竞争力与议价能力,所以只能无奈被动的接受利润被压缩的局面。所以今天我们的OEM企业面临着巨大的挑战,急需进行战略转型与升级。泰欣照明公司也是在这种大环境下成长起来的OEM公司,所以也同样面临着上述挑战。本文主要研究泰欣照明公司基于价值链上的战略转型与升级,并研究了以下几个方面的内容,首先分析了泰欣照明公司的现有战略,并从中找出现有战略存在的问题,进而给出了公司需要进行战略转型升级的动因。其次分析了泰欣照明公司目前所处的环境,使公司能抓住每一个发展机遇的同时能规避一些不利的因素。最后提出了针对泰欣照明公司战略转型的思路与实施方法以及几个方面的保障措施。通过本文的研究,提出了泰欣照明公司的战略转型升级方案,首先要稳住现有的业务与订单量,使公司的运营有一个稳定的过渡期。其次加大研发资金的投入,使公司掌握产品的核心研发技术能力,抓住价值链上的上游知识产权提升公司的竞争力。然后努力弥补泰欣照明公司的另一个短板,即市场与营销。再次公司做一些减法动作,如把一些不具有竞争力且利润微薄的价值链环节打包给外面企业去做,进而专攻于自己的核心部分使之发挥到最大值。最后使泰欣照明公司的产品更具有竞争力,提升公司的盈利能力与市场议价能力,掌控好价值链条的上游与下游,增加公司产品的附加值。
[Abstract]:At the beginning of reform and opening up, China had a large number of cheap labor force and vast low-rent land, which attracted a large number of multinational enterprises to invest in China to start business, and gave birth to the vigorous development of China's manufacturing industry, which was mainly in the form of OEM(Original Equipment manufacture.However, the situation has changed, and the manufacturing industry, which is still only under contract manufacturing mode, has been under great pressure, and the unit price profit of its production products has been continuously squeezed.This is mainly due to the following reasons: first, the increase in comprehensive costs, as workers around the world have panicked in recent years to boost workers' wages by a large margin, the former advantage of cheap labor has ceased to exist.Increased the cost of employment in the enterprise.With the rising of house prices in China, the cost of leasing and land for factories is also rising, and the cost of purchasing raw materials is also rising. All these push up the comprehensive costs of enterprises.Secondly, as OEM enterprises lack the core R & D technology ability and brand sales channel, the middle of the value chain does not have enough competitiveness and bargaining power, so they can only accept the situation that profit is compressed passively.So today, our OEM enterprises are facing enormous challenges and need to carry out strategic transformation and upgrading.Tahin Lighting is also growing up in this environment in OEM, so it also faces these challenges.This paper mainly studies the strategic transformation and upgrading of Taixin Lighting Company based on the value chain, and studies the following aspects. Firstly, it analyzes the existing strategy of Taixin Lighting Company, and finds out the problems existing in the strategy.Furthermore, the motivation of strategic transformation and upgrading is given.Secondly, the paper analyzes the environment of Taixin Lighting Company, which enables the company to seize every development opportunity and avoid some unfavorable factors at the same time.Finally, the paper puts forward the thinking and implementation method of Taixin Lighting Company's strategic transformation, as well as the safeguard measures in several aspects.Through the research of this paper, the strategic transformation and upgrading scheme of Taixin Lighting Company is put forward. Firstly, the existing business and order quantity should be stabilized, so that the operation of Taixin Lighting Company will have a stable transition period.Secondly, the investment of R & D funds will be increased to enable the company to master the core R & D technical capability of the products, and to seize the upstream intellectual property rights in the value chain to enhance the competitiveness of the company.Then try to make up for another board of Tehin Lighting, that is, marketing and marketing.Again, the company does some subtraction, such as packaging some uncompetitive and meagre profit chain links to the outside enterprises to do, and then specializing in their core parts to maximize it.Finally, it makes the products of Taixin Lighting Company more competitive, promotes the profitability and market bargaining power of the company, controls the upstream and downstream of the value chain, and increases the added value of the products.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.6;F272

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