小米公司成本领先战略的研究

发布时间：2018-01-08 11:35

本文关键词：小米公司成本领先战略的研究　出处：《首都经济贸易大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着科学技术水平的不断发展,互联网的兴起,智能手机迅猛发展,逐渐成了手机市场的霸主。各大手机品牌不断地提高产品研发力度和更新产品,新的手机品牌也以其低廉的价格涌入市场,参与到竞争之中来。这就使得智能手机市场的竞争越来越激烈。如何抢占市场份额,在众多竞争者中脱颖而出,这是小米目前需要解决的问题。但近年来,为了抢占智能手机这个巨大的市场,小米的模仿者和追随者层出不穷,许多传统手机企业也通过销售渠道的优势不断渗透三四线城市以及农村市场。面对众多手机品牌的激烈竞争,小米想保持成功,抢占更多的市场份额,就必须坚持采取成本领先战略。本文就对其成本领先战略进行全方位的研究,首先,对成本领先战略的理论研究进行综述,介绍了成本领先战略的作用,实施条件和管理过程。此外,文章介绍了本文所运用的几种分析方法,包括波特的五力模型分析法、SWOT分析法和价值链分析法。其次,文章通过分析小米公司的现状,并运用三种分析方法对小米公司的内外部环境等进行了多层次的全面研究。总结归纳出了小米公司为了实施成本领先战略,目前所在原材料采购、产品研发、营销和销售方面以及服务成本方面所采取的具体措施。最后,本文结合前文分析,给出了完善小米公司成本领先战略的实施的建议。包括建立成本管理小组、锁定中低端市场、建立供应商价值链评价体系和控制全产业链的科学发展。
[Abstract]:With the continuous development of science and technology, the rise of the Internet, the rapid development of smart phones, has gradually become the dominant mobile phone market. The major mobile phone brands constantly improve the strength of product research and development and update products. The new mobile phone brand has also poured into the market with its low price to participate in the competition. This makes the smartphone market more and more competitive. How to seize market share and stand out among many competitors. This is a problem that Xiaomi needs to solve right now. But in recent years, in order to seize the huge market of smartphones, Xiaomi's imitators and followers have sprung up. Many traditional mobile phone companies through the advantages of sales channels continue to infiltrate the third and fourth tier cities and rural markets. Facing the fierce competition of many mobile phone brands Xiaomi wants to maintain success and grab more market share. We must adhere to the cost leading strategy. This paper makes a comprehensive study on the cost leading strategy. Firstly, it summarizes the theoretical research of the cost leading strategy and introduces the role of the cost leading strategy. In addition, the article introduces several analysis methods used in this paper, including Porter's five-force model analysis method SWOT analysis and value chain analysis. Secondly. By analyzing the current situation of Xiaomi Company and using three kinds of analysis methods, this paper makes a multi-level and comprehensive study on the internal and external environment of Xiaomi Company, and summarizes the strategy of Xiaomi Company in order to implement the cost leading strategy. At present, where the raw materials procurement, product development, marketing and sales and service costs to take specific measures. Finally, this paper combined with the previous analysis. Some suggestions on how to implement the cost leading strategy of Xiaomi are given, including setting up a cost management group, locking down the middle and low end market, establishing a supplier value chain evaluation system and controlling the scientific development of the whole industry chain.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.63;F406.72

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