YH公司发展战略研究

发布时间：2018-01-06 16:00

本文关键词：YH公司发展战略研究　出处：《山东大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,中国一直是世界奢侈品市场的领头羊,但进入2015年,奢侈品在中国市场却频频遭遇寒流。然而与此同时,定位于中产阶层的轻奢品牌在中国市场正迎来春天,在中国市场的高增长率大有昨日奢侈品牌发展的汹涌之势。随着中国市场奢侈品消费理念的日趋成熟,越来越多的中国消费者,尤其是年轻群体对有个性的轻奢设计师品牌倍加推崇。而对于国内的品牌代理公司而言,市场知名度高、商业运作成熟的轻奢品牌在国内基本已有完善的经销渠道。代理国外轻奢设计师品牌是一个既有可操作性,又有着广阔发展前景的选择。轻奢品牌代理商在品牌代理初期,价值链流程的管控水平不高,且品牌刚刚进入中国市场,受限于部分品牌小众化的品牌营销策略,市场接受度较低,经营情况并不理想,短期难以盈利。虽然轻奢品牌的市场前景很美好,但代理公司如果不能有效的解决发展初期的这种困境,缓解资金压力,很难支撑到品牌被市场接受,最终结局往往是明天很美好,而公司死在了通往明天的路上。本文以代理轻奢设计师品牌VW的YH公司为研究对象,依据服务利润链、价值链和核心竞争力等理论以及PEST分析法、波特五力竞争模型、EFE矩阵模型、IFE矩阵模型、价值链分析等相关分析工具进行了系统分析。通过分析发现,YH公司的外部环境机会有四点,即国内轻奢市场前景广阔且有较大潜力、设计元素强且个性化的轻奢品牌受到青睐、降低关税使产品国内外差价日益缩减、政府对奢侈品代购的管制不断严格;威胁有四点,即奢侈品消费受到政府反腐倡廉影响、与供应商议价能力较弱、购买渠道多样化导致传统销售份额被分流、进入国内市场的轻奢品牌日益增多;内部优势有五点,即依托母公司的雄厚财力和在零售行业的各项资源、YH公司代理的VW品牌优势突出、作为VW的第一家国内代理抢占先机、与品牌方合作良好获得优先支持、积累了一定的营运经验;劣势有四点,即受限于国企薪酬制度管理层员工激励不足、代理品牌单一且发展空间有限、前期投入较大且资金回笼慢、VW品牌产品定价相对偏高导致消费群体受限。通过机会、威胁、优势、劣势的分析,采用SWOT分析方法对YH公司可采用的四种战略即增长型、扭转型、多元化和紧缩型战略进行可行性分析,并进一步采用QSPM矩阵分析,最终得出YH公司应采用扭转型战略,继而从"以提升消费者价值为导向,完善商品管理体系、强化与上下游合作,增加产业链价值、强化内部管理,降低公司成本、发挥VW品牌优势,建立有利品牌组合"四个方面提出YH公司发展战略的具体实施措施,以及为了确保战略实施的具体保障措施,如严把公司预算、做好品牌维护、完善薪资考核等。本文的创新在理论方面来看,国内研究领域对轻奢设计师品牌代理方面发展战略的研究几乎没有涉猎,未能形成清晰明确的理论框架,具有一定创新性。从实际应用方面来看,此选题对YH公司未来发展的战略制定提供重要理论依据,1同时为相关品牌代理公司初期发展提出参考性意见,相信可以成为相关品牌代理公司发展公司业务的第一手参考资料。但在对YH公司发展战略的研究中,很多方面分析不全、深度不足,仍需继续深入地学习发展战略的理论知识,并时刻关注轻奢行业以及轻奢代理方面的案例研究,同时对YH公司发展战略的实施情况进行长期关注,进一步总结本文的战略选择与实施中的不足,从而更好的将所学运用到YH公司的发展实践当中。
[Abstract]:In recent years, Chinese has been the world leader in the luxury market, but in 2015, in the Chinese luxury market has frequently encountered the cold. But at the same time, located in the middle class light luxury brand is ushering in the spring in the China market, high growth rate in China market yesterday luxury brand development China with surging trend. The market of luxury goods consumption concept matures, more and more China consumers, especially young people respected the personality of the light luxury designer brand more. As for the domestic brand agency, market awareness is high, the commercial operation of mature light luxury brand in China has perfect distribution channels. The foreign light luxury the designer is not only a maneuverability, and has a broad development prospects. The choice of light luxury brand agents in the brand agency early, value chain management and control level Is not high, and the brand has just entered the market Chinese, limited to the part of the brand niche brand marketing strategy, market acceptance is low, operation is not ideal, the short-term is difficult to profit. Although the light luxury brand market outlook is very good, but if the agency will development this predicament early effective solution can ease the financial pressure that is very difficult to support the brand to be accepted by the market, the final outcome is often very nice tomorrow, and died on the road to the future road. The proxy light luxury designer brand VW of YH company as the research object, on the basis of the service profit chain, value chain and core competitiveness theory and PEST analysis, Potter five competitive forces model, EFE matrix, IFE matrix model, value chain analysis and related analysis tools were analyzed. Through the analysis, the external environment of YH company the opportunity to have four points, namely the domestic light luxury market prospects Broad and have great potential, strong design elements and personalized light luxury brand favored, lower tariffs make products spread abroad a shrinking government regulation on purchasing luxury goods more strict; four threats, namely, luxury consumption by the government anti-corruption effect, and the bargaining power of suppliers is weak, resulting in the traditional sales channel diversification to buy the share is divided into the domestic market, light luxury brand is increasing; the internal advantage of five points, based on the parent company's strong financial resources and the resources in the retail industry, YH company's VW brand advantages, as the first domestic VW agent to seize the initiative, to cooperate with the brand of good receive priority support, accumulation some working experience; has four disadvantages, namely due to the lack of state-owned enterprises pay system management staff motivation, space development agent brand is single and limited, the initial investment is Large and slow return of funds, pricing of VW brand products is relatively high in consumer groups. Through limited opportunities, threats, advantages and disadvantages of the four kinds of strategic analysis, adopting SWOT analysis method of YH can be used as growth, reverse, diversification and contraction strategy feasibility analysis, and further using QSPM matrix analysis finally, draw the conclusion that YH company should adopt the reverse strategy, and then from the "to enhance consumer value oriented, perfect commodity management system, strengthen the cooperation with the upstream and downstream, increase the value of the industry chain, strengthen internal management, reduce the cost of the company, play VW brand, the establishment of specific implementation measures put forward the development strategy of YH company in four aspects of favorable brand combination", and in order to ensure that the specific measures for implementing the strategy, such as strict budget, brand maintenance, perfect salary. The innovation in theory, domestic The light luxury designer brand agency development strategy research barely covered, failed to form a clear theoretical framework, which has certain innovation. From the practical point of view, this topic for the future development of YH strategy provides important theoretical basis for the early 1, at the same time related brand agency development puts forward some reference opinions I believe, can become the development of the relevant brand agency business first-hand reference. But in the research on the development strategy of YH company, a lot of analysis is not complete, lack of depth, still need to continue in-depth study of the theory of knowledge development strategy, case study and always pay attention to light luxury industry and light luxury agency of the at the same time, the implementation of the development strategy of YH company's long-term attention, further summarized the insufficiency on the choice of strategy and implementation, so as to better the Learn to apply to the development practice of YH company.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721

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