苏州三菱树脂聚酯膜工厂PET光学薄膜产品竞争战略研究

发布时间：2018-03-28 05:32

本文选题：PET光学薄膜　切入点：五力模型　出处：《吉林大学》2017年硕士论文

【摘要】：PET光学薄膜属于高分子膜材料,有着广阔的应用领域及发展空间。光学薄膜主要使用在液晶屏幕的背光模组里面,生活中广泛接触到的手机、电视、电脑等的屏幕里面都大量的使用到PET光学膜。2011年,三菱树脂集团在江苏省苏州市投建了PET光学薄膜工厂。旨在为中国厂商提供高品质的PET光学基膜。同时以缩短交货时间、快速应对客户在品质沟通方面的要求为目标,努力提升在产品服务方面的客户体验及其隐性价值体现,实现企业与客户共同成长的目标。当下国内企业的后向一体化发展,成本领先已经难以实现甚至成为劣势的现状下,如何能够在品质方面的传统优势上维持领先,同时加以何种手段,通过差异化实现价值提升,完成对价格竞争中所处不利处境的扭转,是苏州三菱树脂聚酯膜工厂亟待思考及解决的问题。研究光学基膜产品竞争战略具有重要的现实意义。本文对我国PET光学薄膜市场现状进行了阐述,通过运用PEST分析法,以及迈克尔?波特的五力模型和SWOT分析法,对所处行业环境及行业内同品类竞争对手的竞争力进行了相应分析,并在研究PET光学薄膜行业相关文献资料的基础之上,运用GE矩阵对苏州三菱树脂聚酯膜工厂的现阶段生产经营现状进行全面分析后,提出了有关产品竞争战略的自己的看法。首先,本文对战略管理理论及其发展过程进行了简述,并大致介绍了迈克尔?波特教授的竞争战略理论的相关内容。其次,结合PET光学薄膜市场的发展,介绍了苏州三菱树脂聚酯膜工厂的现状。通过运用PEST分析法对国际上及国内的宏观环境进行了分析,通过五力模型对国内行业的基本竞争态势进行分析。在此基础上,再运用SWOT分析法,对苏州三菱树脂聚酯膜工厂在所处竞争环境内的优势与劣势、机会与威胁等情况进行了总结概括。根据分析结果,直观的看出优势、劣势、机会、威胁等几项要素,并进一步得出竞争中处于不利地位的症结所在。最后,经过对GE矩阵的运用及分析后,为三菱树脂聚酯膜工厂的两种主要产品选择了差异化竞争战略和集中化竞争战略,并针对在产品、价格、服务以及市场定位这几个方面如何实行差异化竞争战略进行了规划提出了(1)打造企业良好的品牌形象(2)加强人力资源保障四项(3)培育有特色的企业文化(4)建立积极有效的技术交流制度等四项具体的保障措施,以期能够实现三菱树脂聚酯膜工厂的健康、稳定发展。
[Abstract]:PET optical thin film is a kind of polymer film material, which has a wide application field and development space. Optical thin film is mainly used in the backlight module of LCD screen. In 2011, Mitsubishi Resin Group invested in the PET optical film factory in Suzhou, Jiangsu Province. The aim is to provide high-quality PET optical substrate for Chinese manufacturers. At the same time, it can shorten the delivery time. Fast response to customer quality communication requirements, strive to improve the customer experience in product services and its hidden value to achieve the goal of common growth of enterprises and customers. The current domestic enterprises backward integration development, Under the situation that cost leading has been difficult to realize or even become inferior, how can we maintain the leading position in the traditional advantage of quality, and at the same time, what means should be taken to achieve value enhancement through differentiation? To complete the reversal of the disadvantage in price competition, It is an urgent problem to be considered and solved in Suzhou Mitsubishi Resin Polyester Film Factory. It is of great practical significance to study the competitive strategy of optical base film products. The present situation of PET optical film market in China is described in this paper, and the analysis method of PEST is used. And Michael? Porter's five-force model and SWOT analysis method are used to analyze the environment of the industry and the competitiveness of the competitors in the same category of the industry, and on the basis of the research on the related literature of PET optical thin film industry, After making a comprehensive analysis of the present production and management situation of Suzhou Mitsubishi Resin Polyester Film Factory by using GE matrix, the author puts forward his own views on the product competition strategy. Firstly, this paper briefly describes the theory of strategic management and its development process. And a brief introduction to Michael? Secondly, according to the development of PET optical film market, the present situation of Mitsubishi resin polyester film factory in Suzhou is introduced. The macroscopical environment in the world and at home is analyzed by using PEST analysis method. The basic competitive situation of domestic industry is analyzed by using the five-force model. On the basis of this, the advantages and disadvantages of Suzhou Mitsubishi resin polyester film factory in the competitive environment are analyzed by using SWOT analysis method. According to the analysis results, we can directly see the advantages, disadvantages, opportunities, threats and other factors, and further get the crux of the disadvantage in the competition. Finally, After the application and analysis of GE matrix, the differential competitive strategy and centralized competitive strategy are selected for the two main products of Mitsubishi resin polyester film factory. Service and market orientation: how to carry out differentiation competition strategy planning put forward 1) create a good brand image of the enterprise 2) strengthen the human resources guarantee four items 3) cultivate the characteristic enterprise culture 4) build up the product. Four specific safeguards, such as an extremely effective system of technology exchange, In order to achieve the Mitsubishi resin polyester film factory healthy and stable development.
【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】：F426.7

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