L手机设计公司战略定位研究

发布时间：2018-04-29 11:37

本文选题：手机设计 + 战略管理　；参考：《电子科技大学》2013年硕士论文

【摘要】：手机设计公司也称第三方设计公司，指专业提供手机设计方案和服务的公司。在过去十年中，设计公司从手机产业边缘，通过技术创新、业务模式创新等各个方向，逐步走进产业舞台的中心，如今国内手机方案中有约三成均来自手机设计公司。随着全球运营商陆续开始部署商用LTE、4G网络，全球移动通信网络即将进人4G时代，技术创新型企业将得到更多发展机会。同时中国不仅有令人羡慕的巨大内需市场，且已完成手机终端产业链的聚集，各种业态生机勃勃，中国将无可争议的成为未来全球手机产业的中心；而另一方面，世界范围内手机普及的历史任务已基本完成，总体市场增速放缓,全球手机市场结构调整正深度进行。而业内复杂多变的行业环境和不断恶化的竞争环境如运营商主导渠道、行业利润率下滑、同质化竞争等，也对手机设计公司的发展提出了新挑战。 L公司作为行业领先企业，在这样的历史时期，，对于自身和行业的发展肩负责任和使命，企业如何在未来国际竞争舞台上占有一席之地，进行有效的战略管理是方法之一，而战略管理的基础和关键在于战略定位。因此本文以L公司为研究对象，进行战略定位的研究。首先通过对宏观环境、行业环境、竞争环境等外部环境分析，了解其面临的机会和威胁；再对L公司内部环境分析，了解企业的资源、能力、独特竞争力；在此基础上，从产业边界、商业形态、竞争地位、空间定位四个维度进行分析推导，得到L公司的战略定位。
[Abstract]:Mobile phone design companies, also known as third-party design companies, refer to companies that specialize in mobile phone design solutions and services. In the past decade, design companies have gradually stepped into the center of the industrial stage from the edge of the mobile phone industry, through technological innovation, business model innovation, and so on. Now, about 30% of the domestic mobile phone programs come from mobile phone design companies. As global operators begin to deploy commercial LTEN 4G networks, the global mobile communications network will enter the 4G era, technology innovation enterprises will be more opportunities for development. At the same time, China not only has an enviable huge domestic demand market, but also has completed the aggregation of the mobile phone terminal industry chain. All kinds of business conditions are full of vitality. China will indisputably become the center of the global mobile phone industry in the future. On the other hand, The historical task of popularization of mobile phones worldwide has been basically completed, the overall market growth rate has slowed, and the restructuring of the global mobile phone market is proceeding in depth. The complex and changeable industry environment and deteriorating competition environment, such as the dominant channel of operators, the decline of industry profit margin, homogeneous competition and so on, also put forward a new challenge to the development of mobile phone design companies. As a leading enterprise in the industry, company L, in such a historical period, shoulders responsibility and mission for itself and the development of the industry, how to take a place in the international competition stage in the future, and how to carry out effective strategic management is one of the methods. And the foundation and key of strategic management lie in strategic orientation. Therefore, this article takes L Company as the research object, carries on the strategic localization research. First of all, through the macro environment, industry environment, competitive environment and other external environment analysis, understand the opportunities and threats it faces; then to L company internal environment analysis, understand the enterprise's resources, capabilities, unique competitiveness; on this basis, From the four dimensions of industrial boundary, commercial form, competitive position and spatial positioning, the strategic positioning of company L is obtained.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.63

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