小米手机竞争战略研究

发布时间：2018-01-03 14:07

本文关键词：小米手机竞争战略研究　出处：《江苏科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网和通讯技术的迅速发展,智能手机制造企业如雨后春笋般层出不穷。目前,我国智能手机制造企业主要分为两大阵营:(1)以“中华酷联’为代表的传统制造企业,该阵营企业拥有自己的研发、制造、营销体系,主要依靠传统零售渠道进行产品营销;(2)以小米、荣耀、青橙、红辣椒、酷派等为代表的智能手机企业,该阵营企业运用互联网思维,侧重于手机的研发和系统设计。近几年,国内外学者从竞争战略的内涵、竞争战略的发展历程、竞争战略的理论方法等方面对竞争战略进行了深入研究,并取得了一系列的研究成果。但主要对传统手机企业竞争战略进行了一系列的研究,大多采用某种战略分析方法,且研究对象都是传统手机制造企业,很少有文献对智能手机企业的竞争战略进行研究。然而,智能手机行业竞争非常激烈,在面对国内外传统手机品牌的围追堵截下,智能手机企业的发展举步维艰。为提高智能手机企业的竞争优势,缓解行业竞争压力,本文对智能手机企业的竞争战略进行了深入研究。首先,介绍了竞争战略的内涵与类型及竞争战略研究常用的几种方法。然后结合智能手机行业的发展现状和竞争环境,以小米公司为例,对智能手机企业的内部条件和外部环境进行了系统分析。其中外部环境分析主要从宏观环境和行业竞争环境两方面进行分析,内部条件分析主要从小米公司的内部资源与能力、价值链两方面展开分析。接着,对小米公司进行了五力模型分析和SWOT分析,进一步明确了小米公司自身具备的优势、劣势以及面临的机会和威胁。最后,对小米手机竞争战略选择进行了研究,经战略定位、战略选择和战略实施三个方面分析,制定了更适合其长远发展的差异化竞争战略,从而为智能手机企业管理者提供更有效的战略指导。
[Abstract]:With the rapid development of mobile Internet and communication technology, smartphone manufacturing enterprises have sprung up in endlessly. China's smartphone manufacturing enterprises are divided into two camps: 1) the traditional manufacturing enterprises represented by "China Cool Alliance", which has its own R & D, manufacturing and marketing system. Mainly rely on the traditional retail channels for product marketing; Smart phone companies represented by Xiaomi, Glory, Green Orange, Red Pepper, Cool faction, etc., which use Internet thinking, focus on mobile phone R & D and system design. In recent years. Scholars at home and abroad have deeply studied the competitive strategy from the aspects of the connotation of competition strategy, the development course of competition strategy, the theory and method of competition strategy, etc. And has obtained a series of research results. But mainly on the traditional mobile phone enterprise competition strategy a series of studies, most of them adopt some kind of strategic analysis method, and the research object is the traditional mobile phone manufacturing enterprises. There are few literatures on the competitive strategy of smartphone enterprises. However, the competition in the smartphone industry is very fierce, in the face of traditional mobile phone brands at home and abroad. The development of smart phone enterprises is difficult. In order to improve the competitive advantage of smart phone enterprises and ease the competitive pressure of the industry, this paper makes an in-depth study on the competitive strategy of smart phone enterprises. This paper introduces the connotation and types of competition strategy and several methods commonly used in the research of competition strategy. Then it takes Xiaomi Company as an example combining with the development situation and competition environment of smart phone industry. The internal conditions and external environment of smart phone enterprises are systematically analyzed, in which the external environment analysis is mainly from the macro environment and the industry competition environment. The analysis of internal conditions mainly from the internal resources and capabilities of Xiaomi, value chain two aspects of analysis. Then, the five forces model analysis and SWOT analysis of Xiaomi Company. Further clarify the advantages and disadvantages of Xiaomi company and the opportunities and threats faced. Finally, the selection of competitive strategy of Xiaomi mobile phone is studied, and the strategic positioning. Through the analysis of strategic choice and strategy implementation, a more suitable strategy of differentiation competition is established, which can provide more effective strategic guidance for the managers of smart phone enterprises.
【学位授予单位】：江苏科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.63;F271

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