YF公司竞争战略研究

发布时间：2018-04-30 15:06

本文选题：YF公司 + 战略管理　；参考：《山东大学》2017年硕士论文

【摘要】：随着市场经济的高速发展,基因检测行业迅速抬头,一举成为市场中最活跃的行业。近年来,基因检测市场规模呈指数倍增加,各种基因检测公司如雨后春笋般涌现,银丰基因科技有限公司(以下简称"YF公司")在这种环境下应运而生。作为新兴的生物科技类公司,YF公司自诞生以来即运用成本领先战略。市场发展初期,尽管YF公司难以与基因检测行业的市场巨鳄相媲美,却也着实取得不错的成果,同时也占据了一部分市场份额,给本土的外来企业造成很大影响。然而,随着市场竞争对手的相互打压,以及行业进入者纷纷抢占市场,行业内的价格水平基本相差无几,YF公司的竞争优势越来越不明显,市场份额难以有很大增加。因此,在现阶段,如何找到适合公司发展的战略,是YF公司目前工作的重点。20世纪80年代,美国学者迈克尔.波特教授提出著名的竞争战略:成本领先、差异化和目标聚焦战略①。并且指出企业需要选择一种战略,并可以通过这种战略取得一定的市场竞争优势。尽管成本领先战略与差异化战略在实际运用中各有千秋,但是企业在现实战略的实施上还是遇到各种各样的问题。成本领先战略忽视产品差异化,一味追求降低企业产品或服务的成本;而差异化战略却强调通过不断的投入研发成本去迎合消费者不断改变的差异化需求从而取得市场竞争优势,完全不考虑因此而增加的高昂的产品成本。如此,两者似乎成为矛盾的对立。然而现实工作中,企业既要考虑产品的成本保证企业利润,又不能忽视产品的差异化以获得更大的消费者市场。那么我们是否有一种战略,既能满足差异化又能满足成本领先呢?本文正是以此为出发点,以YF公司为研究对象,通过参考YF公司执行的成本领先战略带来的现状分析,评价两种竞争战略在现实中的可行性,从而提出适合YF公司发展的竞争战略:即成本领先与差异化融合战略。根据成本领先战略与差异化战略的要求,YF公司必须积极拓宽市场营销网络,提高自身营销推广能力;根据消费者需求,极大的优化产品质量,同时提高产品售前及售后服务能力,保证产品的差异化优势;并且要运用现代化的企业预算管理机制,控制企业生产成本。同时,YF公司也必须按照成本领先与差异化融合战略的要求,从宏观角度制定适合战略发展要求的人才培养计划;加强务实、高效、创新的企业文化建设;构建促进战略实现的组织结构保障计划;规范符合战略要求的物资保障制度,最终实现公司的发展目标。本文的微薄贡献总结如下几点:(1)本文通过系统分析总成领先战略与差异化战略,提出了总成本领先与差异化融合战略的概念,并且以成本管理为出发点,对融合理论进行研究。(2)本文重新提出了融合战略的实施保障计划,笔者认为可以从人才资源、企业文化、组织结构和物质资源等方面实现战略融合。
[Abstract]:With the rapid development of market economy, gene detection industry has rapidly risen to become the most active industry in the market. In recent years, the scale of gene testing market has increased exponentially, and a variety of gene detection companies have sprung up, Yinfeng Gene Technology Co., Ltd. (hereinafter referred to as "YF Company") came into being in this environment. As a new biotech company, YF has been using cost-leading strategy since its birth. In the early stage of market development, although YF company is difficult to match the market giant of gene testing industry, it has achieved good results, and has also occupied a part of the market share, which has a great impact on foreign enterprises. However, with the competition between market competitors and industry entrants to seize the market, the price level in the industry is almost the same as YF company's competitive advantage is less and less obvious, the market share is difficult to increase. Therefore, at this stage, how to find a strategy suitable for the development of the company, is the focus of YF company's current work. Professor Porter proposed a famous competitive strategy: cost leadership, differentiation and goal-focused strategy 1. And points out that enterprises need to choose a strategy, and can obtain a certain market competitive advantage through this strategy. Although cost leading strategy and differentiation strategy have their own advantages in practice, enterprises still encounter various problems in the implementation of realistic strategy. The cost leading strategy neglects the product differentiation and blindly seeks to reduce the cost of the enterprise's products or services; However, the strategy of differentiation emphasizes to meet the changing needs of consumers by continuously investing in R & D costs to obtain market competitive advantage, without considering the high product cost. Thus, the two seem to be contradictory opposites. However, in practical work, enterprises should not only consider the cost of products to ensure the profits of enterprises, but also can not ignore the differentiation of products in order to obtain a larger consumer market. So do we have a strategy that meets both differentiation and cost leadership? Taking YF Company as the research object, this paper evaluates the feasibility of the two competitive strategies in reality by referring to the current situation of the cost leading strategy carried out by YF Company. Thus, the competitive strategy suitable for YF company is put forward: cost leading and differentiation fusion strategy. According to the requirements of cost leading strategy and differentiation strategy, YF Company must actively broaden the marketing network and improve its own marketing promotion ability, and greatly optimize the product quality according to the needs of consumers. At the same time, we should improve the ability of product pre-sale and after-sales service to ensure the advantage of product differentiation, and use modern enterprise budget management mechanism to control the production cost. At the same time, according to the requirements of the integration strategy of cost leading and differentiation, YF Company must draw up the personnel training plan from the macro angle, strengthen the practical, efficient and innovative enterprise culture construction. Construct the organizational structure guarantee plan to promote the strategic realization, standardize the material support system in line with the strategic requirements, and finally realize the development goal of the company. The meager contribution of this paper is summarized as follows: 1) this paper puts forward the concept of total cost leading and differentiation fusion strategy through systematic analysis of assembly leading strategy and differentiation strategy, and takes cost management as the starting point. This paper puts forward the implementation guarantee plan of the fusion strategy again. The author thinks that the strategic integration can be realized from the aspects of human resources, corporate culture, organizational structure and material resources.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72;F271

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