一家超细纤维贸易公司的战略分析

发布时间：2018-05-14 07:47

本文选题：一家 + 超细　；参考：《宁波大学》2013年硕士论文

【摘要】：因廉价劳动力和快速发展的制造技术，中华人民共和国已经成为全球最大的制造国。由于可以获得丰厚的利润，许多著名公司都在该国设有制造点，中国工厂学得很快，，它们生产出质优价廉的产品。20年前，墨西哥也有相同的机会，但不幸的是，由于经济、社会和政治因素，该国失去了这个机会，墨西哥决定开放它的市场和经济，和45个国家签署了10个不同的商务协定，该国将重点转向贸易而不是制造。本项研究旨在了解中墨两国的经济关系，30年前，两国都是从制造业开始，但随着时间的推移，却走向了极为不同的经济模式。本文分析20年前尚不存在的一种纺织品：超细纤维，它是如何发现又为何成为一种清洁日用品。在第二章，本文基于迈克尔.E.波特的竞争理论解释了为何选择该种产品，以及基于《国家竞争优势》阐述了这种集如此众多良好特性产品可以给墨西哥这样未经开拓市场带来的竞争优势，同时，进化论也有助于我们了解一种纺织品如何演变、其优越性为何如此显著以及这项革新如何带来经济效益，为开发墨西哥这个新的市场寻找答案、发现新的挑战。本文旨在基于该产品的竞争优势、特性界定一个市场，说明它如何产生、为什么有效以及消费者使用这种产品的益处，超细纤维在墨西哥市场相对还是一种新产品，当地没有公司生产，市场上所有该类产品都是进口的，目前只有三家公司从中国进口，这为我们的项目提供了极好的方案。本文的另一个目标是基于波特理论进行超细纤维的竞争分析，阐述实际的商业环境特征是什么，两个市场的表现以及如何合作。本文第五章，描述两家公司当前的状况，如何工作以及它们在各自领域的竞争优势，首先分析位于宁波市的中国制造商，一家现存的、具有精湛生产技术和优质产品并在其它一些国家取得成功的公司，接下来是另外一家负责分销产品的墨西哥现存公司，分析这家公司如何决定进入一个新的市场、所构建竞争策略的优势以及它和中国公司之间新的商业模式。尽管这两家公司是现存的，但该项目还是远景规划，在本文第六章，详细模拟了基于自身目标、成长计划和战略而产生的、运作该项目的这家公司，分析其唯一销售点的可能优势，提出其营销战略、销售战略以及最为重要的客户战略。当然，所提战略建议在实际生活中并未实现，还全部是模拟。我们期待该项目有助于对这项业务如何开展以及这两家公司如何展开合作有一个清晰的思路。
[Abstract]:Thanks to cheap labor and fast-growing manufacturing technology, the people's Republic of China has become the world's largest manufacturer. Because of the huge profits, many famous companies have established manufacturing sites in the country, Chinese factories learn very quickly, they produce high-quality and cheap products. 20 years ago, Mexico had the same opportunity, but unfortunately, because of the economy, Social and political factors, the country missed the opportunity, Mexico decided to open its markets and economy, and 45 countries signed 10 different business agreements, the country will focus on trade rather than manufacturing. The purpose of this study is to understand the economic relations between China and Mexico, both of which began in manufacturing 30 years ago, but over time have moved towards a very different economic model. This paper analyzes how a textile, which did not exist 20 years ago: ultrafine fiber, was discovered and why it became a cleaning commodity. In the second chapter, this paper is based on Michael E. Porter's theory of competition explains why the product was chosen and, based on National competitive advantage, illustrates the competitive advantage that this collection of so many good features can bring to the untapped market like Mexico, at the same time, Evolution also helps us to understand how a textile evolves, why its advantages are so significant, and how this innovation brings economic benefits, finding answers and finding new challenges for developing a new market in Mexico. The purpose of this article is to define a market based on the competitive advantage of the product, to explain how it is produced, why it is effective, and the benefits of the consumer's use of the product, which is a relatively new product in the Mexican market. There is no local production, all these products are imported on the market, only three companies are imported from China, which provides an excellent plan for our project. Another objective of this paper is to analyze the competition of ultrafine fiber based on Porter's theory, explain the characteristics of the actual business environment, the performance of the two markets and how to cooperate. The fifth chapter describes the current situation of the two companies, how they work and their competitive advantages in their respective fields, first of all, an analysis of the Chinese manufacturer in Ningbo, an existing, Companies with sophisticated manufacturing skills and quality products that have been successful in other countries, followed by another existing Mexican company that distributes products, analyze how that company decided to enter a new market. The advantages of the constructed competitive strategy and the new business model between it and Chinese companies. Although the two companies are existing, the project is still a vision, and in Chapter 6 of this article, the company that runs the project, based on its own goals, growth plans and strategies, is modeled in detail. Analyze the possible advantages of its unique point of sale, and put forward its marketing strategy, sales strategy and most important customer strategy. Of course, the proposed strategic recommendations in real life has not been realized, but also all simulation. We expect the project to help give a clear idea of how the business will work and how the two companies will work together.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.72;F752;F757.31

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