DW公司胶粘剂新市场开拓策略研究

发布时间：2018-03-14 22:10

本文选题：胶粘剂　切入点：新市场　出处：《华东理工大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国的中小企业因资源和实力有限,在跨国公司和大企业的夹缝中生存。它们只有制定正确的战略、采用适当的策略,才能在市场中求得生存和实现成长。本文研究的DW公司是一家民营公司。自2006年开始,它从事粘合剂产品的研发、制造、销售及服务已十年。受益于行业增长和技术创新,目前已经成为太阳能硅片、半导体晶圆、蓝宝石衬底等行业临时胶粘剂产品的龙头公司。但是,受限于行业市场容量的有限,行业增长的减缓,市场竞争不断加剧,最近两年DW公司销售额增长缓慢,利润率也持续下滑,严重制约了公司的进一步发展和壮大。公司亟需确定新的细分市场策略,开拓新的细分市场。本文将以DW公司的经营现状为例,从宏观角度运用PEST模型审视公司所处的外部环境对公司经营成长所带来的影响。本文在新市场开拓、公司成长理论、竞争优势理论的指导下,从公司成长的角度对DW公司自身的资源与能力进行分析,确定公司的优势资源与能力,探寻公司持续成长的基础。从公司竞争的角度,对DW公司所面临的竞争环境进行分析,通过对胶粘剂行业战略群组的分析,对竞争对手战略布局与核心能力的研究,识别可能的竞争优势,发现有利的公司定位,确定新市场开拓的战略方向。本文自始至终围绕DW公司的新市场开拓工作进行具体研究,采用各种理论与实践相结合的方法对DW公司新市场开拓过程中遇到的各种问题进行剖析,最后总结出DW公司市场开拓的基本思路和策略。DW公司作为典型的处于成长期的中小公司,它所面临的生存与发展问题与中国众多的中小公司具有相当的共性。希望本文关于公司成长战略、新市场营销策略等方面的研究内容,过程中所采取的研究方法,以及最后选择的策略,对面临类似问题的公司也能够有借鉴意义。
[Abstract]:Because of their limited resources and strength, small and medium-sized enterprises in China survive in the gap between multinational corporations and large enterprises. They must formulate correct strategies and adopt appropriate strategies. DW Company is a private company. Since 2006, it has been engaged in R & D, manufacture, sales and service of adhesive products for 10 years. At present, it has become the leading company in temporary adhesive products such as solar wafers, semiconductor wafers, sapphire substrates, etc. However, due to the limited market capacity of the industry, the growth of the industry has slowed down, and the market competition has been intensified. DW's slow sales growth and declining profit margins in the last two years have seriously constrained its further growth and growth. The company urgently needs to define a new market segment strategy. In this paper, we will take DW Company's management situation as an example, apply the PEST model to examine the influence of the external environment of the company on the company's business growth from the macroscopic angle. This article develops in the new market, the company growth theory, Under the guidance of competitive advantage theory, this paper analyzes DW company's own resources and ability from the angle of company growth, determines the advantage resource and ability of the company, and explores the foundation of the company's sustainable growth. This paper analyzes the competitive environment faced by DW Company, analyzes the strategic group of adhesive industry, studies the strategic layout and core competence of competitors, identifies the possible competitive advantages, and finds out the favorable positioning of the company. Determine the strategic direction of new market development. This paper focuses on DW Company's new market development work. This paper analyzes the problems encountered in the process of developing new market of DW Company by means of combining theory with practice. Finally, the paper summarizes the basic ideas and strategies of DW Company's market development. DW Company is a typical small and medium-sized company in the growing period. The survival and development problems it faces are similar to those of many small and medium-sized companies in China. It is hoped that the research contents of this paper on the growth strategy and new marketing strategy of the company, and the research methods adopted in the process, will be discussed in this paper. And the final choice of strategies, facing similar problems can also be used for reference.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.7;F272

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