YF数码科技股份有限公司（中国）竞争战略研究

发布时间：2018-01-28 09:06

本文关键词： 消费电子战略竞争优势数码行业　出处：《北京交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：由于芯片技术的高速发展,世界消费类电子发展势头良好。随着全球经济一体化,中国成为世界上的制造大国,为全球制造多种多样的消费电子产品。但是由于严重的同质化,惨烈的价格战,使得整个行业利润率过低。如何在激烈的竞争中取得较高的利润,是整个数码行业要考虑的问题。YF数码科技股份有限公司是一家生产平板电脑,数码笔等产品的高科技数码公司,正处于发展的关键阶段。公司目前要解决的首要问题就是运用自身的各种优势,抓住机遇,躲避威胁,制定适合企业的竞争战略,以期尽快发展壮大。本文首先阐述了研究的背景、目的和意义以及文章的框架结构,综述了竞争战略的相关理论。接着运用宏观环境分析和五力模型分析对外部环境进行了分析,指出YF数码科技股份有限公司正处于一个非常好的经济政治社会文化的环境中,但是竞争对手非常强大。接着通过对组织架构,企业生产能力,人力资源状况,研发,市场营销,技术创新,品牌形象等内部情况进行分析,指出YF数码科技股份有限公司内部也存在着不少的问题。然后对YF数码科技股份有限公司进行了SWOT分析,再结合平板电脑市场现状：主要是价格的竞争,性能相似；从而得出了平板电脑实行总成本领先战略,但在数码笔市场,截然不同,消费者关注的是产品性能,因此必然选择差异化战略。如何成功实施,是战略成功的关键,本文进一步提出了YF战略的实施计划：在数码笔市场采取差异化战略,则加强市场调研,及时收集和掌握相关信息；加强研发力量,不断开发新型产品；加强品牌建设,以品牌与质量取胜。在平板电脑市场实行总成本领先战略,务必加强内部管理,降低出口成本；解决资金难的问题；加强职工队伍建设,铸造核心竞争力；建立生产网络,降低企业风险。总之,以赢得市场为目标,以产品为公司运作的中心,从而为企业管理者进行未来战略选择和实施科学决策提供依据。
[Abstract]:With the rapid development of chip technology, consumer electronics in the world has a good development momentum. With the global economic integration, China has become a manufacturing power in the world. Manufacturing a variety of consumer electronics for the world. But due to the serious homogeneity, fierce price war, the entire industry profit margin is too low. How to obtain higher profits in the fierce competition. YF Digital Technology Co., Ltd. is a high-tech digital company that produces tablets, digital pens and other products. The company is in the key stage of development. The first problem to be solved by the company is to use its own advantages, seize the opportunity, avoid the threat, and formulate a competitive strategy suitable for the enterprise, in order to develop and expand as soon as possible. This paper first describes the background, purpose and significance of the study, as well as the frame structure of the article, summarizes the relevant theories of competitive strategy, and then analyzes the external environment using macro-environmental analysis and five-force model analysis. Points out that YF Digital Technology Co., Ltd. is in a very good economic, political, social and cultural environment, but the competitors are very strong. Human resources, R & D, marketing, technological innovation, brand image and other internal situation analysis. It is pointed out that there are many problems in YF Digital Technology Co., Ltd. Then the SWOT analysis of YF Digital Technology Co., Ltd is carried out. Combined with the current situation of tablet computer market: mainly price competition, similar performance; Therefore, the total cost leading strategy of tablet computer is obtained, but in the digital pen market, it is quite different. Consumers are concerned about product performance, so they must choose differentiation strategy. How to implement successfully is the key to the success of the strategy. This paper further puts forward the implementation plan of YF strategy: if we adopt the differentiation strategy in the digital pen market, we will strengthen the market research, collect and grasp the relevant information in time; Strengthen the R & D force and continuously develop new products; Strengthen brand construction, win by brand and quality. Implement total cost leading strategy in tablet computer market, must strengthen internal management, reduce export cost; To solve the problem of financial difficulty; Strengthen the construction of staff and workers, casting core competitiveness; In a word, the goal is to win the market, and the product is the center of the company's operation, thus providing the basis for the managers to choose the future strategy and carry out the scientific decision.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6

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