大亚木业轻资产商业生态链模式建立与运营研究

发布时间：2018-05-01 10:25

本文选题：轻资产运营 + 商业生态链　；参考：《西南交通大学》2013年硕士论文

【摘要】：随着房地产宏观调控政策的进一步加强,整个家居行业在2012年都受到不小的冲击,甚至到现在仍不能够看到复苏的迹象。家居行业受到的影响同样影响着其上游的板材供货商,板材行业竞争就更显激烈。而相对亚洲最大的板材供货商——大亚木业来讲,由于其产品的综合定位等因素,市场价格相对比同行业价格高出了许多,在整个行业产品同质化的背景下,大亚木业要取得营销上的新突破,没有有效的整体营销运营模式,其生产与运营就会受到严重影响与制约,尤其是其遍布全国的八大人造板制造基地的正常运转也会受到冲击。因此,只有制定出适合大亚木业自身优势发挥并克服劣势化解威胁的竞争运营战略模式,通过有效运营才能成功冲破重围,占据市场制高点,才能为大亚总体战略取得成功打下坚实基础。在充分运用战略管理及市场营销相关理论的基础上,本文尽可能微观与宏观的角度、将营销整合与管理模式相结合,多层面多角度地对大亚木业竞争性运营模式探索进行了深入的研究,目的是为了研判其轻资产模式建立商业生态链以做到行业有限垄断的整体营销运营模式的可行性与可操作性。首先,本文从国家宏观调控、产业现状、市场竞争和行业环境方面,分析和评价了影响大亚木业的外部环境,看到大亚木业既面临国家大力推进城市化进程的良好机遇,同时也受到国家对房地产继续调控政策的相关制约,还正面遭遇着来自全国各大板材制造商低价策略的围剿,在激烈的市场竞争面前,大亚木业要么也采用低价策略,要么就只能重新考虑其整体营销运营模式,采用更有效的方法去应对未来的市场。而低价策略会全面影响大亚木业的整体利益,作为一家上市公司,更好地让股东盈利才应该作为其整体运营的首选。因此,本文提出整体营销运营模式的优化与打造战略营销新模式应当作为当前大亚木业的当前任务。其次,本文在科学分析板材行业同质化的背景下,用核心竞争力理论,对企业所具备的内部条件进行了分析,分析了大亚木业的各方面优势和劣势后指出建立战略营销新模式的重要性。最后,本文运用波特五力分析模型的研究,探讨大亚木业所应采取的整体营销运营模式,通过大量数据综合分析确定大亚木业的营销应以轻资产模式建立商业生态链,以最终实现整体战略营销的突破,甚至可能做有限垄断。在轻资产模式建立商业生态链的方面,本文从整体组织保证、资源支持、核心竞争力培育、市场营销策略、商业生态链循环等方面提出了对大亚木业战略营销新模式实施的支持性措施,并就这一新模式运营可能的风险与应对提出了自己的建议,以最终推动并促进大亚战略营销新模式的成功。
[Abstract]:As the real estate macro-control policy further strengthened the entire household industry in 2012 have been not small impact even now can not see the signs of recovery. The impact of the home industry also affects its upstream plate suppliers, plate industry competition is more intense. Compared with Asia's largest plate supplier, Daya Wood, due to the comprehensive positioning of its products, the market price is much higher than that of the same industry. Under the background of the homogenization of the products in the whole industry, In order to achieve a new breakthrough in marketing, the production and operation of Daya Wood Industry will be seriously affected and restricted without an effective overall marketing operation mode, especially the normal operation of its eight major wood-based panel manufacturing bases all over the country will also be impacted. Therefore, only by formulating a competitive operation strategy model suitable for Daya Wood Industry to exert its own advantages and overcome the disadvantages to resolve the threat, can it successfully break through the siege and occupy the commanding height of the market through effective operation. In order to lay a solid foundation for the success of the overall strategy of Asia. On the basis of making full use of the theories of strategic management and marketing, this paper combines the marketing integration with the management model from the micro and macro angles as far as possible. In this paper, the competitive operation model of Daya wood industry is studied from many aspects and angles. The purpose of this paper is to study the feasibility and maneuverability of the whole marketing operation mode of the limited monopoly of the industry by establishing the commercial ecological chain of its light assets model. First of all, this paper analyzes and evaluates the external environment that affects Daya wood industry from the aspects of national macro-control, industry present situation, market competition and industry environment, and sees that Daya timber industry is faced with good opportunities to promote the urbanization process of our country. At the same time, it is also subject to the relevant constraints of the state's continued regulation and control policy on real estate. It is also facing the encirclement and suppression of the low price strategy of the major plate manufacturers across the country. In the face of fierce market competition, Daya Wood either adopts a low price strategy. Or it has to rethink its overall marketing model and adopt a more effective approach to future markets. The low price strategy will affect the overall interests of Daya Wood, as a listed company, better let shareholders profit should be the first choice for its overall operation. Therefore, this paper puts forward that the optimization of the overall marketing operation mode and the creation of a new strategic marketing model should be regarded as the current task of Daya Wood Industry. Secondly, under the background of scientific analysis of the homogenization of the plate industry, this paper analyzes the internal conditions of the enterprise with the theory of core competitiveness. This paper analyzes the advantages and disadvantages of Daya Wood Industry and points out the importance of establishing a new strategic marketing model. Finally, this article uses the Porter five forces analysis model research, discusses the big Asia timber industry should adopt the overall marketing operation pattern, through the massive data synthesis analysis determines that the big Asia timber marketing should establish the commercial ecological chain by the light assets pattern. In order to achieve a breakthrough in the overall strategic marketing, or even limited monopoly. In the aspect of establishing the commercial ecological chain in the light asset model, this paper focuses on the overall organizational assurance, resource support, cultivation of core competitiveness, marketing strategy, The paper puts forward some supporting measures for the implementation of the new strategic marketing model of Daya Wood Industry, and puts forward its own suggestions on the possible risks and countermeasures of the operation of this new model. In order to promote and promote the success of the new strategic marketing model.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.88

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