GW覆铜板公司竞争战略研究

发布时间：2018-05-13 06:14

本文选题：竞争战略 + 覆铜板　；参考：《华南理工大学》2015年硕士论文

【摘要】：GW覆铜板公司是一家电子元器件制造商,专业生产用于PCB生产的覆铜板及半固化片。近年来,由于欧美日韩等发达经济体正处于艰难复苏阶段,中国GDP增速减缓,全球范围内的需求总量增长有限,直接影响了各个行业的成长和盈利空间；另外,电子元器件行业虽有层出不穷的新型电子终端拉动,但新兴领域市场需求量相对较小,且存在较多的不确定性,技术发展方向不甚明确,这些因素增大了企业把握市场机会的难度,给电子元器件制造商提出了极大的挑战。中国是最主要的覆铜板生产国(占全球产值约六成),是全球各覆铜板厂商竞争最为激烈的地区,GW覆铜板公司作为行业内一家中小型企业,如何在对手如林的环境下生存,竞争策略选择尤其重要。本文将以企业战略管理和营销管理为主要理论指导思想,全面分析GW覆铜板公司的内外环境,运用PEST、波特五力模型和SWOT等分析方法进行分析研究,明确公司优势与劣势,并研究公司应该如何扬长避短。最终确定以“目标集聚战略”为基本竞争战略,选择适合公司实际能力的细分市场,集中利用有限资源服务目标客户,为客户创造最大价值,建立公司的竞争优势。
[Abstract]:GW Copper clad Laminate Co., Ltd. is an electronic component manufacturer specializing in the production of PCB copper clad laminate and semi-solidified sheet. In recent years, as developed economies such as Europe, America, Japan and South Korea are in a difficult stage of recovery, China's GDP growth rate has slowed, and the global total demand growth has been limited, which has directly affected the growth and profitability of various industries. Although the electronic components industry has an endless new type of electronic terminal pull, but the market demand in the emerging field is relatively small, and there are more uncertainties, the direction of technological development is not very clear. These factors make it more difficult for enterprises to grasp the market opportunities and pose a great challenge to electronic component manufacturers. China is the most important producer of copper clad laminates (accounting for about 60% of the world's output value, and is the most competitive region of the world's copper clad laminate manufacturers). As a small and medium-sized enterprise in the industry, GW copper clad laminate company, as a small and medium-sized enterprise in the industry, how to survive in a competitive environment. The choice of competitive strategy is particularly important. This article will take the enterprise strategic management and the marketing management as the main theory guiding ideology, comprehensively analyzes the GW copper clad sheet company's internal and external environment, uses the analysis method such as pest, Porter five forces model and SWOT to carry on the analysis and research, clarifies the company superiority and the inferiority. And how the company should develop strengths and circumvent weaknesses. Finally, taking "goal agglomeration strategy" as the basic competition strategy, choosing the subdivision market suitable for the company's actual ability, concentrating on using limited resources to serve the target customer, creating the maximum value for the customer and establishing the competitive advantage of the company.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.63;F271

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