上海柯井卫浴设备有限公司发展战略研究

发布时间：2018-05-02 17:06

本文选题：卫浴五金行业 + OEM　；参考：《复旦大学》2013年硕士论文

【摘要】：在中国共产党的领导下,中国高举马列主义、毛泽东思想、邓小平理论和“三个代表”的方针政策,积极努力地走中国特色社会主义道路。通过举国人民的不懈努力进行改革开放,中国的经济取得了巨大的发展成就,人民的收入水平也逐年增加。中国每年以傲人的GDP增长率赢得了举世瞩目,并吸引了大量的海外投资。随着我国居民收入的稳步提高,人民的生活质量也突飞猛进。在卫浴五金领域每年以20%的速度增长,产品只是满足普通的功能使用已经远远无法满足现阶段人们的需要。如今消费者在购买五金卫浴产品时,往往更关注的是产品的质量、性能、设计理念、品牌知名程度等因素。许多国际高端品牌也相应进入中国市场,并抢占高端市场份额。可喜的是国内五金卫浴行业的企业无论在规模大小、管理理念和方法、产品设计、生产工艺、生产设备等方面积极修炼内功,不断缩短与国外卫浴五金强国的差距。在制造水平上,中国企业已经有能力生产出高质量的产品。中国卫浴五金市场就像春秋战国时代的战场一样硝烟弥漫、战乱四起。绝大多数中国企业还停留在给国外企业贴牌生产(OEM)的阶段。当然也有些企业已经走向了自我设计的ODM道路。在中低端市场的激烈竞争下,中国企业不落下风,牢牢占据了市场份额；然而在中高端、高端市场,尤其是顶级高端市场(或者称为“奢侈品市场”)的中国品牌可谓是凤毛菱角。中国奢侈品消费增长数度相当惊人,现如今已经成了世界奢侈品的福地。而本土的奢侈品品牌却非常有限。在卫浴五金行业,上海柯井卫浴设备有限公司旗下的KON品牌产品是目前中国唯一一家本土品牌可以初步和世界顶级品牌形成“优势互补”的品牌。柯井KON品牌也将在细分市场中尽全公司之力,将旗下的四个子品牌打造成世界卫浴五金行业中的知名品牌。这四个子品牌分别为：专门为高端客户量身定制、走个性化策略的品牌“KODESIGN";以不锈钢为主要制造材料的公共卫浴产品的品牌‘'KOSTEEL".奢华到极致的奢侈龙头及五金配件的品牌"KONOBLE";专注于上、排水产品的品牌‘'KAVALE".如何采取正确的品牌和产品定位,并避开世界顶级品牌的正面进攻?并且采用迂回、甚至互补的策略在这个狭缝中生存并占有一席之地呢?如何能把上海柯井卫浴设备有限公司在未来的10年中打造成集团公司,成为中国卫浴五金行业的“航空母舰”,而将旗下的KON品牌和四个子品牌打造成航空母舰上的“舰载机”并与世界顶级品牌形成“优势互补”之势而不是在冲突和对抗中碰的头破血流呢?如何进一步细分高端市场并细分产品领域,使上海柯井卫浴设备有限公司能够在四个不同的细分市场稳健经营,并让公司旗下的各子品牌能够独立运行成为独立子公司,并依靠公司强大平台展翅飞翔呢? 本文从上海柯井卫浴设备有限公司所处的宏观环境、行业环境及其内部环境进行分析,并结合SWOT分析明确上海柯井卫浴设备有限公司的优势、劣势、机遇和威胁,进而引出公司的核心竞争力。基于核心竞争力,使用波士顿矩阵分析公司的产品和服务。随后阐述公司的战略目标和思想,并设计实施战略的方案和措施,使上海柯井卫浴设备有限公司在四个不同的细分市场稳健经营,从而使旗下的品牌能够和国际顶级品牌形成优势互补,而不是简单的竞争与对抗。
[Abstract]:Under the leadership of the Communist Party of China, China holds high Marxism Leninism, Mao Zedong thought, Deng Xiaoping theory and the policy of "Three Representatives", and actively endeavours to take the road of socialism with Chinese characteristics. Through the unremitting efforts of the people of the whole nation, China's economy has achieved great achievements, and the people's income level is also driven by the people's unremitting efforts. China's annual GDP growth rate has won worldwide attention and attracted a lot of overseas investment.
With the steady improvement of the income of our residents, the quality of life of the people is also advancing rapidly. In the field of hardware and bath hardware, the product is growing at a rate of 20% every year. The product is far from satisfying the needs of the people at the present stage. Performance, design concept, brand awareness and so on. Many international high-end brands have also entered the Chinese market and seize the high end market share. It is good that the domestic hardware and bath industry enterprises are actively practicing their internal work in terms of size, management ideas and methods, product design, production technology, production equipment and so on. There is a gap between the world's powerful bathroom and hardware powerhouses. At the manufacturing level, Chinese enterprises have the ability to produce high quality products.
The Chinese bathroom hardware market is like the battlefield of the spring and Autumn period and the Warring States period. The vast majority of Chinese enterprises are still in the stage of OEM. Of course, some enterprises have gone to the ODM road of self design. Under the fierce competition of the middle and low end market, Chinese Enterprises do not fall into the wind and occupy a solid account. According to the market share, however, in the middle and high end, the high-end market, especially the top end market (or the "luxury market"), is the Chinese brand name.
China's luxury consumption growth is quite astonishing, and now it has become the world's luxury. But the local luxury brands are very limited. In the bathroom hardware industry, the KON brand products under the Shanghai Ke well Bathroom Equipment Co., Ltd. are the only local brand in China that can be initially formed with the world's top brands. The brand of complementary advantage ". Korwell KON brand will also make the whole company's strength in the subdivision market and make the four sub brands into the famous brand in the world bathroom hardware industry. These four sub brands are specially tailored for high-end customers, take the brand" KODESIGN "of personalized strategy, and make stainless steel as the main manufacturing material. The brand of public bathroom products''KOSTEEL '. Luxury to the extreme luxury faucet and hardware accessories brand "KONOBLE"; focus on the top, drainage product brand''KAVALE '. How to take the right brand and product positioning, avoid the front attack of the world's top brands, and use circuitous, even complementary strategies in this slit How to live and occupy a place? How can Shanghai Ke well Bathroom Equipment Co., Ltd. become a group company in the next 10 years, become the "aircraft carrier" of China's bathroom hardware industry, and build the KON brand and four sub brands into the "carrier aircraft" on the aircraft carrier and form the "advantage" with the world's top brands. How to make up the potential rather than the conflict and confrontation in the conflict and confrontation? How to further subdivide the high-end market and subdivide the product field, so that Shanghai Kolko Bathroom Equipment Co., Ltd. can operate steadily in four different segments, and let the subsidiaries of the company run independently and rely on the firm. Big platform wings to fly?
This paper analyzes the macro environment, the industry environment and its internal environment in Shanghai Ke well Bathroom Equipment Co., Ltd., and combines the SWOT analysis to clarify the advantages, disadvantages, opportunities and threats of Shanghai Ke well Bathroom Equipment Co., Ltd., and then leads to the core competitiveness of the company. Based on the core competitiveness, the company uses the Boston matrix to analyze the company. Products and services. Then the company's strategic objectives and ideas are elaborated, and the strategy and measures are designed to make the Shanghai Kawai Bathroom Equipment Co., Ltd. operate steadily in four different segments, so that the brand can complement the top brands in the world, not the simple competition and confrontation.

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92

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