桂林QTX公司品牌战略研究

发布时间：2018-05-06 19:32

本文选题：桂林QTX公司 + 衣架　；参考：《广西大学》2013年硕士论文

【摘要】：从20世纪以来,在科技改革和国民生产力水平不断改善的带动下,国家经济水平日渐提高,给老百姓的生活水平带来的质的飞越,人们对高品质的衣架产品的需求日渐增大,为衣架所在行业带来广阔的前景。但随着国家对可持续发展的要求以及对节能减排的重视,对衣架所处的竹木行业竞争格局产生影响,行业内的企业处于变革整新阶段,机遇和风险共存。衣架属于劳动密集型产品,随着经济的不断增长及林业资源的稀缺,导致低成本的人工及林、物业条件无法长期存在,因此,必须对企业的发展战略进行长远谋划,以适应新的竞争格局,保持长远发展。桂林QTX家居用品集团有限公司是广西壮族自治区省级林业产业化龙头企业,是一家综合性衣架生产集团,业务包括了种植、生产、销售和研发。公司应该采取何种战略调整,以应对行业内竞争环境和格局的转变,从而使企业在新形势下获得战略优势,这是QTX公司有待解决的问题。本文在基于国内外相关学者的研究的基础上,以QTX公司为研究对象,大量搜集相关资料,对公司目前的外部环境和内部环境进行全面系统的梳理。外部环境采用PEST进行分析,根据衣架所处行业特点,分别分析了政治法律环境、经济环境、社会文化环境、技术环境和公司所在县-荔浦县的衣架产业；同时公司资源和能力进行探讨。基于内部资源和外部环境分析,本文运用战略管理理论中的SWOT分析工具,识别出在国家对西部大开发的大力支持和相应“三免一补”等优惠政策的出台等机会,企业拥有完善的供应链和专业销售渠道的优势,以及面临广西经济重心南移等威胁,公司适合的发展战略是以构建自身品牌的品牌战略。为了保障企业发展战略的成功实施,从树立品牌观念、塑造品牌形象、推广品牌、提高品牌、保护品牌等几个方面入手,制定相应策略,以有利于公司的可持续发展。
[Abstract]:Since the 20th century, driven by the scientific and technological reform and the continuous improvement in the level of national productivity, the national economic level has gradually improved, and the quality of living standards of the common people has been overtaken, and the demand for high-quality clothes hanger products has increased day by day. For the hanger industry brings broad prospects. However, with the demand of sustainable development and the importance of energy saving and emission reduction, the competition pattern of bamboo and wood industry in clothes hanger is affected, and the enterprises in the industry are in the new stage of transformation, opportunities and risks coexist. Clothes hangers are labor-intensive products. With the continuous growth of economy and the scarcity of forestry resources, the low cost of labor and forest, property conditions can not exist for a long time, therefore, we must plan the development strategy of enterprises for a long time. In order to adapt to the new competition pattern, maintain long-term development. Guilin QTX Home products Group Co., Ltd. is a provincial forestry industrialization leading enterprise in Guangxi Zhuang Autonomous region, is a comprehensive garment hanger production group, business includes planting, production, sales and research. What kind of strategic adjustment should the company adopt in order to cope with the change of the competition environment and pattern in the industry, so that the enterprise can gain the strategic advantage in the new situation, which is the problem to be solved by QTX Company. Based on the research of domestic and foreign scholars, this paper takes QTX Company as the research object, collects a large number of relevant information, and makes a comprehensive and systematic analysis of the current external and internal environment of the company. The external environment is analyzed by PEST. According to the characteristics of the industry, the political and legal environment, the economic environment, the social and cultural environment, the technical environment and the hangers industry in the county-Lipu county of the company are analyzed respectively. At the same time, the company's resources and capabilities are discussed. Based on the analysis of internal resources and external environment, this paper uses the SWOT analysis tool in the strategic management theory to identify the opportunities of the country's vigorous support for the development of the western region and the corresponding preferential policies such as "three exemptions and one supplement". The enterprise has the advantage of perfect supply chain and professional sales channel, and faces the threat of Guangxi economic center moving southward. The suitable development strategy of the company is to build its own brand strategy. In order to ensure the successful implementation of the development strategy of the enterprise, the author establishes the concept of brand, molds the brand image, popularizes the brand, improves the brand, protects the brand and so on, and formulates the corresponding strategy in order to benefit the sustainable development of the company.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F426.8

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