G公司个性礼品定制业务发展战略研究

发布时间：2018-01-19 13:38

本文关键词： 发展战略快速成型技术快速制造技术礼品定制　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：在中国经济高速发展的背景下,礼品市场规模也在逐渐变大,同时市场的消费需求则从大众化消费开始转向小众化消费,即顾客逐渐越来越青睐能够彰显个性的差异化产品。作为本文研究的G公司也是一家顺应市场消费需求转变趋势的企业,一直专注创意产品的研发和生产。G公司是一间有加工制造业背景的合伙制企业,但创意产品运营过程中也暴露出关键业务的单一以及运作的风险偏大的问题,导致G公司的发展受到一定程度的限制。根据公司的发展需要,与高端礼品供应商A公司合作推出基于快速成型技术及快速制造技术的小规模深度定制礼品服的服务。通过双方业务的合作在不改变原有的人力资源、生产设备资源以及成本结构的前提下丰富公司的核心业务,从而达到对促进G公司发展的目的。过去,中国的礼品市场一直以来都通过其“世界工厂”的特点,通过对出口加工订单留下的设计方案、模具等资源,然后经过浅层的加工定制转化为礼品定制供应。随着客户对礼品个性化需求不断提高,中低端礼品供应商通常利用这种模式对礼品进行浅层定制,其同质化和缺乏个性化的特点已经逐步无法满足有个性需求的客户。G公司通过快速成型及快速制造技术的生产方式成功地解决个性化礼品定制服务与生产制造销售环节中的各种矛盾,将传统礼品供应链模式改变成拉动式。通过礼品供应商的渠道准确获得终端礼品采购客户的礼品定制要求和数量,并根据客户期望的交货时间制定产品出礼品定制设计方案及生产方案,极大降低礼品定制供应链风险,从而为供应链的每一个环节创造价值。通过对基于快速成型及快速制造技术对礼品进行个性定制业务发展作为研究对象,并利用如波特“五力模型”、PEST分析、SWOT分析、STP营销策略以及服务营销的7Ps策略等管理工具,对该业务的发展战略进行定位和构建,并运用一系列的战略保障措施让业务发展战略内容有效实施。
[Abstract]:Under the background of the rapid development of Chinese economy, the scale of the gift market is also gradually becoming larger, and the consumption demand of the market begins to shift from the popular consumption to the minority consumption. That is to say, customers are more and more in favor of differentiated products that can show their individuality. As a result, company G is also a company that adapts to the changing trend of consumer demand in the market. The company has been focusing on the R & D and production of creative products. G company is a partnership with the background of processing and manufacturing, but the operation of creative products also exposed the singularity of key business and the risk of operation. As a result, the development of company G is limited to a certain extent. According to the needs of the development of the company. Cooperate with high-end gift supplier A company to launch small scale and deep custom gift service based on rapid prototyping technology and rapid manufacturing technology. Through the cooperation of both sides of the business without changing the original human resources. Production equipment resources and cost structure to enrich the company's core business, so as to promote the development of G Company. In the past, China's gift market has been through its "world factory" characteristics. Through the export processing order left by the design plan, mold and other resources, and then through shallow processing customization into gift customization supply. With the customer personalized demand for gifts continues to increase. Medium and low end gift suppliers usually use this model to make shallow customization of gifts. Its homogenization and lack of personalized characteristics have gradually failed to meet the individual needs of the customer. G company through rapid prototyping and rapid manufacturing technology production mode of production to successfully solve the personalized gift customization service and manufacturing. Various contradictions in the sales link. To change the traditional gift supply chain model into pull. Through the channel of the gift supplier, we can get the custom requirement and quantity of the terminal gift purchasing customer accurately. And according to the customer expected delivery time to develop the product out of the gift customization design and production plan, greatly reduce the risk of gift customization supply chain. In order to create value for each link of the supply chain. Through the development of personalized customization of gifts based on rapid prototyping and rapid manufacturing technology as the research object, and the use of Porter's "five forces model". PEST analysis and SWOT analysis of STP marketing strategy and service marketing 7Ps strategy management tools, to the business development strategy positioning and construction. And use a series of strategic safeguard measures to make business development strategy content effective implementation.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8;F272

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