D印刷包装有限公司竞争战略研究

发布时间：2017-12-28 17:26

本文关键词：D印刷包装有限公司竞争战略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：进入2014年后我国经济进入新常态,告别了连续多年的高速上涨,政府的工作重点也从保增长向调结构进行转变,经济降速发展不可避免的导致需求下滑,然后进一步传导至各行各业,印刷包装行业也在所难免。2015年印刷包装行业增速下降1.7%至3.6%,进一步刷新了这一行业的增速新低。订单总量的萎缩,导致行业内本已激烈的竞争局面有进一步恶化的可能。行业外部环境持续恶化,加上人工工资上涨、原材料价格上涨等内部因素的影响,印刷包装企业举步维艰。D印刷包装有限公司经过艰苦创业和多次企业内部变革,挖掘经营管理潜力,有效获取了一定的竞争优势。但随着外部环境的变化,设备优势荡然无存,企业被动陷入价格竞争的泥潭,订单增长停滞,利润大幅度降低,忠实客户流失,企业面临新的抉择。公司需要检讨现有的经营战略,重新梳理企业内外资源,明确差别优势,建立能够适应现实环境,又能适用于本企业自身条件的清晰的竞争战略,以此来开展市场指导工作。本文运用PEST分析法和五力分析模型对D印刷包装有限公司所处外部环境和行业环境进行了剖析,并且对公司拥有的资源和能力进行了分析。还运用SWOT分析法总结了公司优势和劣势以及机会和威胁,在QSPM分析框架下进行竞争战略优选,结合公司自身特点,最终选择实施集中化战略,聚焦消费电子类大客户。为保障战略的顺利实施,公司制定了战略实施的规划,并对各主要支持部门各阶段工作进行了部署。论文提出集中化战略的实施需要重塑部分经营理念,包括客户结构重质不重量,由制造思维向“制造+服务”思维进行转变,以及包装一体化模式等。为了战略得以顺利实施,本文还提出了一系列保障措施:组织结构调整、引进高端人才、建立项目组、绩效考核制度的建立与完善、客户结构优化管理、采用精细化管理降低运营成本、加强技术设备创新、打造保密系统、多渠道获取竞争情报。
[Abstract]:In 2014 China's economy has entered a new norm, bid farewell to the rapid rise for many years, the government's focus from growth to change structural adjustment, economic development will inevitably lead to slow down the decline in demand, and then transfer to all walks of life, the printing and packaging industry also can hardly be avoided. In 2015, the growth rate of printing and packaging industry dropped by 1.7% to 3.6%, which further refreshed the new low growth of the industry. The total orders shrink, resulting in industry the already intense competition situation may deteriorate further. The external environment of the industry continues to deteriorate, with the increase of artificial wages, the increase of raw material prices and other internal factors, the printing and packaging enterprises are struggling. D printing and packaging Co., Ltd., through hard work and many internal changes, excavated the potential of management and managed to obtain a certain competitive advantage. But with the change of the external environment, the advantages of the equipment are gone. Enterprises are passively trapped in the mire of price competition, the order growth is stagnant, the profits are greatly reduced, the loyal customers are losing, and the enterprises are facing new choices. The company needs to review the existing business strategy, reorganize the resources inside and outside the company, make clear the difference advantage, set up a clear competitive strategy that can adapt to the real environment and apply to the conditions of the company, so as to carry out the market guidance. In this paper, PEST analysis and five force analysis model are used to analyze the external environment and industry environment of D printing and packaging Co., Ltd., and the resources and capabilities of the company are analyzed. SWOT analysis is used to summarize the strengths and weaknesses and opportunities and threats of the company. Based on the QSPM analysis framework, we choose the competitive strategy and combine with the company's own characteristics. Finally we choose to implement the centralization strategy and focus on the consumer electronics major customers. In order to ensure the smooth implementation of the strategy, the company has formulated the strategic implementation plan and deployed the various stages of the major support departments. The paper puts forward that the implementation of centralization strategy needs to reinvent some business concepts, including customer structure, weight and weight, from manufacturing thinking to manufacturing + service thinking, and packaging integration mode. For the smooth implementation of the strategy, this paper also puts forward a series of security measures: the adjustment of the organizational structure, the introduction of high-end talent, establish project team performance evaluation system and the establishment and perfection of structure optimization of customer management, meticulous management to reduce operating costs, strengthen technical innovation, to build the security system equipment, multi-channel access to competitive intelligence.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.84;F271

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