提升X电池公司的产品竞争力研究
发布时间：2019-05-01 06:45
【摘要】：X公司是国内最早开始生产锂电池的私营企业,成立于1999年。其生产设备水平和自动化水平,产品研发能力等以及生产工艺在国内外同行业中占有一定的优势。然而,近几年来该公司的营业额却远远不及其他新兴电池生产商。反观公司过去的17年,X公司经历了工厂搬迁,生产线升级,管理层频频变动等一系列变化,这期间,公司遭遇了人才流失率高居不下,公司销售方式依然维持和最初建立时一样的落后关系式销售方式,导致管理人员的大量流失,由此引发产品质量下降,市场占有率低,品牌知名度持续下降等问题。可见,X公司正面临着如何提高其产品竞争力以保持持续增长的问题。因此,本文通过案例分析方法,运用商业环境分析工具,审视X公司内部和外部的市场环境,找出影响其持续增长的问题所在,并通过产品竞争力提升方案,逐个休整以增强其自身产品的竞争力,从而在众多竞争对手中脱颖而出。基于环境分析和实地考察,本文进一步以提出了针对各个问题的解决方案。为了增强产品竞争力,X公司应该加强现代化标准化管理,从而提高产品质量,以质量增强竞争力;专注研发消费电子产品锂电池为主,同时发展动力电池;提高产能赢取大客户从而实现规模化生产;持续提升品牌知名度,建立现代化考核体制;最后,本文还提出了一些其他辅助性的策略建议,包括重建企业文化,审视和重新凝聚公司全体员工的价值观,将大家连接在一起。最后,X公司应该审视自己内部的组织架构图,一旦确定好之后不应该随意改变。
[Abstract]:X Company is the earliest production of lithium batteries in China's private enterprises, founded in 1999. Its production equipment level and automation level, product research and development ability and production technology have a certain advantage in the same industry at home and abroad. In recent years, however, the company's turnover has fallen far short of other emerging battery makers. On the contrary, over the past 17 years, X Company has experienced a series of changes, such as factory relocation, production line upgrading, frequent changes in management, and so on. During this period, the company encountered a high turnover rate of talents. The sales mode of the company is still the same as that of the original establishment, which leads to the loss of managers, which leads to the decline of product quality, the low market share, the continuous decline of brand popularity and so on. Thus, X Company is facing the problem of how to improve its product competitiveness in order to maintain sustained growth. Therefore, this article through the case analysis method, uses the business environment analysis tool, examines the X company internal and the external market environment, finds out the problem which affects its sustained growth, and through the product competitiveness enhancement plan, Step-by-step recuperation to enhance the competitiveness of their own products, and thus stand out from the many competitors. Based on the environmental analysis and on-the-spot investigation, this paper further puts forward the solutions to the various problems. In order to enhance the competitiveness of the products, X Company should strengthen the modern standardized management to improve the quality of the products and enhance the competitiveness by quality, focusing on the research and development of lithium batteries for consumer electronic products, and the development of power batteries at the same time. Improve production capacity to win large customers so as to achieve large-scale production; continue to enhance brand awareness, establish a modern assessment system; Finally, some other supporting strategies are put forward, including rebuilding the corporate culture, reviewing and reaggregating the values of all the employees of the company, and linking them together. Finally, X should review its internal organizational chart and should not change it once it has been determined.
【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】：2017
【分类号】：F426.6
本文编号：2469087
[Abstract]:X Company is the earliest production of lithium batteries in China's private enterprises, founded in 1999. Its production equipment level and automation level, product research and development ability and production technology have a certain advantage in the same industry at home and abroad. In recent years, however, the company's turnover has fallen far short of other emerging battery makers. On the contrary, over the past 17 years, X Company has experienced a series of changes, such as factory relocation, production line upgrading, frequent changes in management, and so on. During this period, the company encountered a high turnover rate of talents. The sales mode of the company is still the same as that of the original establishment, which leads to the loss of managers, which leads to the decline of product quality, the low market share, the continuous decline of brand popularity and so on. Thus, X Company is facing the problem of how to improve its product competitiveness in order to maintain sustained growth. Therefore, this article through the case analysis method, uses the business environment analysis tool, examines the X company internal and the external market environment, finds out the problem which affects its sustained growth, and through the product competitiveness enhancement plan, Step-by-step recuperation to enhance the competitiveness of their own products, and thus stand out from the many competitors. Based on the environmental analysis and on-the-spot investigation, this paper further puts forward the solutions to the various problems. In order to enhance the competitiveness of the products, X Company should strengthen the modern standardized management to improve the quality of the products and enhance the competitiveness by quality, focusing on the research and development of lithium batteries for consumer electronic products, and the development of power batteries at the same time. Improve production capacity to win large customers so as to achieve large-scale production; continue to enhance brand awareness, establish a modern assessment system; Finally, some other supporting strategies are put forward, including rebuilding the corporate culture, reviewing and reaggregating the values of all the employees of the company, and linking them together. Finally, X should review its internal organizational chart and should not change it once it has been determined.
【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】：2017
【分类号】：F426.6
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