XX卷烟厂竞争战略研究

发布时间：2018-03-16 16:53

本文选题：细支卷烟生产　切入点：品牌推广　出处：《东南大学》2015年硕士论文　论文类型：学位论文

【摘要】：作为我国财政收入的主要来源,烟草产业也是其中之一,每年烟草上缴的利税约占国家财政收入的10%。因此,鉴于财政安全的角度考虑,烟草产业属于国家行政垄断,短期内难以也不会改变这种格局。上世纪末,经历了世界经济区域集团化和国际市场一体化两大浪潮后,大集团的重组与并购,占据了大量市场份额。同时,控烟力度的不断加强,对烟草行业的发展也产生了巨大的影响。此外,烟草行业如何在“八项规定”中调整自身定位,平稳有序的长期发展,值得深思。因此,本文主要针对xx卷烟厂如何权衡利弊,发挥自身的竞争优势进行分析和研究,并提出相应的竞争战略研究方案。本文借鉴了诸多企业进行战略企划时所采用的通行的理论框架,运用波特五力竞争分析、SWOT分析和差异化竞争战略等方法,层层推进,全面阐述了XX卷烟厂现阶段的生产经营过程中面临的优势、劣势、外部的机遇和挑战。并根据企业的实际情况进行战略评估以及评价矩阵计算,用具体数据来体现企业的优劣势,并深度挖掘其根源进行研究。首先,进行XX卷烟厂竞争发展内外部环境分析,明确烟草行业所处的宏观环境,阐述国内外烟草发展历程,分析我国烟草行业特点和现状以及面临的机会和威胁,而后切入分析XX卷烟厂拥有的资源和能力,找出其核心竞争力,为细支卷烟的生产和品牌带动力,通过矩阵数据分析,揭示了其在竞争中处于不利地位的原因,得出企业亟待采取的变革和措施,随后进行具体的SWOT战略分析和战略组合对比；其次,进行XX卷烟厂竞争战略的选择和制定,通过波特五力模型分析,分析现有产业群内竞争者的竞争程度,选取在规模上和生产能力上与其大体相仿、主要产品在市场份额上竞争激烈的两家企业给予比较,结合竞争矩阵得出具体数据,找出差距产生的具体原因,从而选择得出XX卷烟厂最适合采取的竞争战略为差异化战略,随后将战略目标进行定位和分解,明确近期和中长期目标、目标客户、市场、细支卷烟产品定位以及竞争优势建立的领域,提出切实可行的细支产品差异化、技术创新差异化和营销模式差异化的具体竞争战略内容,企业只有不断扩大细支烟的品类、规模、价值和标准优势,同时托细支卷烟的引领效应,打破品牌地域性的发展局限,从产品先发优势转为品牌发展优势,以此来提升品牌竞争力和市场占有率；再次,提出XX卷烟厂竞争战略实施具体保障措施,从四大保障措施入手,提出措施的具体实施路径。
[Abstract]:As the main source of financial revenue in China, the tobacco industry is also one of them. The annual profits and taxes paid by tobacco account for about 10% of the national financial revenue. Therefore, considering the perspective of financial security, the tobacco industry belongs to the state administrative monopoly. It is difficult to change this pattern in the short term. At the end of 0th century, after the two major waves of global economic regionalization and international market integration, the reorganization and merger of large groups occupied a large market share. The continuous strengthening of tobacco control has had a great impact on the development of the tobacco industry. In addition, it is worth pondering over how the tobacco industry adjusts its position in the "eight regulations" and develops smoothly and orderly for a long time. This article mainly aims at xx cigarette factory how to weigh the pros and cons, exerts its own competitive advantage to carry on the analysis and the research, and proposes the corresponding competition strategy research plan. By using the methods of SWOT analysis and differential competition strategy, this paper comprehensively expounds the advantages and disadvantages faced by XX cigarette factory in the process of production and operation at the present stage. External opportunities and challenges. And according to the actual situation of the enterprise strategic assessment and evaluation matrix calculation, using specific data to reflect the strengths and weaknesses of the enterprise, and to explore its root causes for research. This paper analyzes the internal and external environment of the competition development of XX cigarette factory, clarifies the macro environment of tobacco industry, expounds the history of tobacco development at home and abroad, and analyzes the characteristics and present situation of tobacco industry in China, as well as the opportunities and threats faced by the tobacco industry. Then it analyzes the resources and capabilities of XX cigarette factory, finds out its core competitiveness, and drives the production and brand of fine cigarettes. Through matrix data analysis, it reveals the reasons why XX cigarette factory is in a disadvantageous position in the competition. The paper concludes the changes and measures to be adopted by the enterprise, then carries on the specific SWOT strategic analysis and strategic combination comparison; secondly, carries on the XX cigarette factory competition strategy choice and the formulation, through the Porter five forces model analysis, This paper analyzes the competition degree of the competitors in the existing industrial clusters, selects two enterprises which are similar in scale and production capacity, and whose main products compete intensely in the market share, and obtains the concrete data by combining the competition matrix. Find out the specific reasons for the gap, and then select the most suitable competition strategy for XX cigarette factory as differentiation strategy, and then position and decompose the strategic objectives, make clear short-term and medium- and long-term goals, target customers, markets, The orientation of fine cigarette products and the field of establishing competitive advantage are put forward. The specific competition strategy content of fine branch product differentiation, technological innovation differentiation and marketing mode differentiation is put forward. The enterprise only expands the category of fine branch cigarette continuously. Scale, value and standard advantage, at the same time, support the lead effect of fine cigarette, break the regional development limitation of brand, change from product first advantage to brand development advantage, in order to enhance brand competitiveness and market share; third, This paper puts forward the specific safeguard measures of XX cigarette factory competition strategy, starting with four safeguards, and puts forward the concrete implementation path of the measures.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.8

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