W公司以客户为导向的差异化战略研究

发布时间：2018-01-16 18:41

本文关键词：W公司以客户为导向的差异化战略研究　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着人民生活水平的提高,我国化妆品市场得到了快速发展,已成为全球第二大化妆品市场,这一增长使得化妆品塑料包装行业也跟着得到了发展。近年来,全球经济增长持续放缓,中国经济进入新常态,化妆品消费市场整体仍将保持增长,但增速放缓,市场竞争日渐激烈。化妆品塑料包装行业在经过高速的增长之后,逐渐出现销售额减少和利润持续下降的现象,这种形势给企业的发展带来了很多制约,许多管理方面的问题浮现而出。需要分析企业现状找出问题,并制定企业战略规划帮助企业走出困境。本文以W化妆品塑料包装公司的发展战略现状为基础,通过PEST、五力分析、SWOT、EFE、IFE等战略诊断工具对W公司的外部环境和内部环境进行了分析,分析产生的原因,找出影响企业发展的关键因素;依据产生的原因,结合理论分析,提出了以客户为导向的差异化战略,并通过对战略管理体系的设计,以顾客价值链为基础从产品差异化、服务差异化、渠道差异化和品牌差异化四个方面制定了战略实施的路径,最后将企业现状与平衡计分卡相结合,对企业在财务、客户、内部流程和学习成长四个层面进行了业绩指标和解决方案的设计,成为一套能够有效推动W公司战略执行的系统,为化妆品塑料包装行业及遇到相同问题的公司提供理论和实践意义。本文主要有以下几点结论:1.在行业竞争异常激烈、产品同质化、客户需求多样化、产品利润不断缩减的大背景下,W公司应采用以客户为导向的差异化战略,从而形成区别于竞争对手的差异化竞争优势。2.W公司要获得差异竞争优势,关键在于构建协同的“多重差异化”体系。顾客价值链的各个环节都是企业差异化的来源,它要求企业各项经营活动能够相互协调一致。差异化是产品、品牌、渠道和服务的一体化的系统工程。3.以顾客价值链为基础,提出W公司以客户为导向差异化战略的实施路径:(1)产品差异化战略实施路径:(1)改进制造工艺,提高产品质量;(2)提高产品的安全性和环保性;(3)提高产品外观设计能力;(4)产品功能人性化;(5)加固外包装的质量;(6)发挥技术优势,丰富产品类别。(2)服务差异化战略实施路径:(1)缩短产品交货期、加快物流运输服务;(2)建立全面服务体系;(3)便捷的网络平台;(4)增强员工服务意识。(3)渠道差异化战略实施路径:(1)参加专业的化妆品展会;(2)互联网精准广告。(4)品牌差异化战略实施路径:(1)举办以“环保创新”为主题的系列活动;(2)参加化妆品行业的论坛。4.为了保障W公司发展战略目标的实现,本文结合差异化战略的实施路径和公司现状提出了一些具体战略实施保障措施,主要包括:(1)完善组织架构;(2)优化运营管理;(3)提升技术研发能力和设计能力;(4)文化建设和人力资源支持;(5)信息网络建设;(6)基于平衡积分卡的W公司战略评价。
[Abstract]:With the improvement of people's living standards, the cosmetics market in China has been developing rapidly, and has become the second largest cosmetics market in the world. This growth has made the cosmetic plastic packaging industry develop with the development in recent years. Global economic growth continues to slow, China's economy enters a new normal, the cosmetics consumer market as a whole will continue to grow, but the growth rate is slowing. The market competition is increasingly fierce. After the rapid growth, the cosmetic plastic packaging industry gradually appears the phenomenon that sales volume decreases and profits continue to decline. This situation has brought a lot of constraints to the development of enterprises. Many management problems emerge. We need to analyze the current situation of enterprises to find out the problems, and to formulate a strategic plan to help enterprises out of the dilemma. This paper is based on the development strategy of W Cosmetics and plastic Packaging Company. The external environment and internal environment of W Company are analyzed by strategic diagnostic tools such as pest, five-force analysis and SWOTO EFE IFE, and the causes are analyzed. Find out the key factors that affect the development of enterprises; According to the reasons, combined with theoretical analysis, the paper puts forward the strategy of customer-oriented differentiation, and through the design of strategic management system, based on customer value chain from product differentiation, service differentiation. Channel differentiation and brand differentiation four aspects of the development of strategic implementation path, and finally the status quo of the enterprise and balanced scorecard to the enterprise in the financial, customer. Internal process and learning growth four levels of performance indicators and solutions designed to become an effective promotion of W company strategy implementation system. This paper provides theoretical and practical significance for cosmetic plastic packaging industry and companies with the same problems. This paper has the following conclusions: 1. The competition in the industry is extremely fierce, the products are homogenized, and the customer needs are diversified. Under the background of decreasing product profit, Company W should adopt the strategy of customer oriented differentiation, so as to form the differential competitive advantage different from the competitors. 2.W Company should obtain the differential competitive advantage. The key is to build a collaborative "multiple differentiation" system. Each link of customer value chain is the source of enterprise differentiation, which requires enterprises to coordinate with each other. Differentiation is the product and brand. The system engineering of the integration of channels and services. 3. Based on customer value chain. The paper puts forward the implementation path of customer oriented differentiation strategy in W Company: 1) Product differentiation Strategy implementation path: 1) improve manufacturing process and improve product quality; 2) improving the safety and environmental protection of the products; Improve the ability of product appearance design; 4) humanization of product function; Strengthening the quality of outer packaging; (6) give full play to the technological advantages and enrich the product category. 2) the implementation path of service differentiation strategy is: 1) shortening the delivery time of products and speeding up logistics and transportation services; Establishing a comprehensive service system; 3) convenient network platform; 4) enhance employee service awareness. 3) channel differentiation strategy implementation path: 1) to participate in professional cosmetics exhibition; (2) Internet Precision Advertising. 4) Brand differentiation Strategy implementation path: 1) holding a series of activities with the theme of "Environmental Protection Innovation"; In order to ensure the realization of the development strategy goal of W Company, this paper puts forward some specific strategy implementation safeguard measures in combination with the implementation path of differentiation strategy and the current situation of the company. Including: 1) perfecting the organizational structure; 2) optimizing operation management; (3) improving the capability of technology research and development and design; Cultural construction and human resource support; (5) Information network construction; Strategic evaluation of W Company based on balanced scorecard.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272;F426.8

【参考文献】