特百惠（中国）发展战略的思考

发布时间：2019-01-01 18:22

【摘要】：随着我国经济的发展和信息时代的来临，家居用品行业得到了空前的发展，但同时也面临着许多问题。经济增长减缓、市场日趋饱和、竞争激烈、产品同质化严重和消费者需求的转变都为特百惠（中国）未来的发展带来了严峻的考验。基于此，本研究通过对特百惠（中国）内外部环境和价值链的分析，探索特百惠（中国）未来发展的路径，旨在提升企业核心竞争力，使企业达到可持续发展、盈利能力增强的目的。同时，也希望通过此研究，为同行业其他企业以及特许经营企业的发展带来一定的参考价值。本研究以特百惠（中国）有限公司作为研究对象，以战略管理理论为基础，主要从价值链管理和商业模式的角度，通过波特五力模型分析、IFE矩阵分析、价值链分析以及SWOT分析的方法，，按照企业面临的问题——内外部环境分析——企业战略选择——战略实施保障措施的技术路线，理论与现实数据相结合，提出了特百惠（中国）未来发展战略的目标、理念、具体实施方法以及保障措施。通过分析研究，本文明确了特百惠（中国）未来发展的战略：在公司战略层面，充分实施相关多元化战略；在竞争战略层面，实施差异化战略。企业应充分发挥其广泛的销售网络、数量庞大的会员资源以及独特的营销方式等优势，着力打造企业研发和服务实力，突出竞争优势，将过去产品买卖的离散型交易模式向持续服务的连续型交易模式转变，逐步实现从产品供应商到服务供应商的企业战略转型。同时，也针对企业战略转型的思路，提出了通过调整企业价值链、重构核心竞争力、重新配置企业资源、建立支持战略的政策和程序、运用六西格玛质量管理体系、创建适合战略的企业文化等一系列措施保障战略有效实施的方法。
[Abstract]:With the development of our economy and the coming of the information age, the household goods industry has got unprecedented development, but at the same time, it also faces many problems. Slow economic growth, increasingly saturated market, fierce competition, serious product homogenization and changes in consumer demand have brought a severe test to the future development of Tupperware (China). Based on this, this study explores the path of Tupperware (China)'s future development through the analysis of the internal and external environment and value chain of Tupperware (China), in order to enhance the core competitiveness of enterprises and enable enterprises to achieve sustainable development. The purpose of increasing profitability. At the same time, it also hopes to bring some reference value for the development of other enterprises and franchising enterprises in the same industry. This research takes Tupperware (China) Co., Ltd. as the research object, based on the strategic management theory, mainly from the perspective of value chain management and business model, through Porter's five-force model analysis, IFE matrix analysis, The method of value chain analysis and SWOT analysis, according to the technical route of enterprise strategy choice, the combination of theory and practical data, according to the problem that enterprises are facing-internal and external environment analysis-enterprise strategic choice. The aim, idea, implementation method and safeguard measures of Tupperware (China) future development strategy are put forward. Through the analysis and research, this paper clarifies the strategy of Tupperware (China)'s future development: in the company strategy level, fully implement the related diversification strategy; in the competition strategy level, carry out the differentiation strategy. Enterprises should give full play to their extensive sales network, large number of member resources and unique marketing methods, and strive to create enterprise R & D and service strength, highlight the competitive advantage, In this paper, the discrete transaction mode of product trading is changed to the continuous transaction mode of continuous service, and the strategic transformation of enterprise from product supplier to service supplier is realized step by step. At the same time, in view of the idea of strategic transformation of enterprises, this paper puts forward that through adjusting the enterprise value chain, reconstructing the core competitiveness, reconfiguring enterprise resources, establishing policies and procedures to support the strategy, and applying the six Sigma quality management system, A series of measures to ensure the effective implementation of the strategy.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F416.8

【相似文献】