A公司竞争战略研究

发布时间：2018-02-16 22:39

本文关键词： 竞争战略服饰奢侈品　出处：《厦门大学》2008年硕士论文　论文类型：学位论文

【摘要】： 本文以A公司为研究对象,在对公司过去成功原因总结的基础上,探究公司未来的竞争战略。本文重点分析A公司面临奢侈品产业新的外部宏观环境、产业环境变化,A公司为实现战略目标,获得新的战略发展空间,保持自身持续竞争力,对如何进行战略调整,以及相应产品和市场策略变化进行分析。本文研究认为A公司应深化已有战略定位,立足奢侈品核心定位,利用公司品牌优势,实行品牌延伸策略和深化多品牌经营策略,实现从单一品牌到多品牌运营转变,单一产品到多产品的转变;并关注市场出现的并购机会,审慎进行品牌购并;同时继续加大品牌价值提升,巩固市场地位。在文章的最后,重点阐述了A公司战略实施的保障。
[Abstract]:This paper takes Company A as the research object, on the basis of summarizing the reasons for the company's success in the past, probes into the future competitive strategy of the company. This paper focuses on the analysis of the new external macro environment facing the luxury goods industry. In order to realize the strategic goal, gain the new strategic development space and maintain its own sustainable competitiveness, Company A will adjust its strategy in order to realize the strategic goal. Based on the analysis of the corresponding product and market strategy changes, this paper holds that A company should deepen its existing strategic positioning, base on the core positioning of luxury goods, make use of its brand advantages, carry out brand extension strategy and deepen multi-brand management strategy. To realize the transition from single brand to multi-brand operation, from single product to multi-product; and to pay attention to M & A opportunities in the market, and to proceed cautiously with brand merger and acquisition; at the same time, to continue to increase the value of brand and consolidate the market position. At the end of the article, Emphasis is laid on the protection of the implementation of company A's strategy.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F272

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