GYKJ公司产品差异化战略研究

发布时间：2018-05-15 02:23

本文选题：竞争战略 + 竞争优势　；参考：《山东理工大学》2015年硕士论文

【摘要】：随着陶瓷科技技术的发展,越来越多的陶瓷耐磨部件被应用于各个行业;同时,随着世界经济一体化进程加快,国内陶瓷行业市场的日益完善,行业内部的竞争也日益激烈。GYKJ公司作为国内陶瓷科技技术的领先单位,为全国大多数的造纸机械提供陶瓷耐磨部件,从公司所处的行业环境来看,由于2008年世界金融危机与2012年国家新环保政策的出台,使得造纸行业受到严重打击,目标市场的客户群体数量缩小,陶瓷耐磨部件行业的发展速度放缓;从产品角度来看,由于技术门槛的降低,导致市场低端竞争对手不断出现,瓜分GYKJ公司的低端客户市场;加之国外高端同类型产品进入中国市场,GYKJ公司的高端客户市场同样面临威胁。如何在激烈的竞争中获得生存,成为GYKJ公司所面临的首要问题。本文以GYKJ公司作为研究案例,运用波特的五力模型作为分析工具,分析GYKJ公司所处的外部市场环境得出:目前企业所处的行业环境下行,行业内部竞争压力增加;行业内部产品趋于同质化现象严重,企业现有产品、服务与竞争者的差异化程度缩小,品牌单一化现象严重,导致企业市场竞争能力不足;企业迫切需要建立市场“防火墙”,在产品、营销渠道、品牌以及服务等方面形成与其它同行业企业的差异来提升自身的竞争能力。同时,通过对企业现有核心能力与企业资源进行分析得出:企业在产品的设计与生产、品牌建设、营销渠道以及服务环节存在差异化的可能,并针对上述四方面制定“三维一体”的差异化战略并提出具体的实施方案。通过对“三维一体”战略的制定与实施,可以得出如下结论:GYKJ公司需要在技术、人才以及品牌三方面制定详细的改进与提升计划,通过改进生产技术与设备、加大引进人才、提高员工福利待遇、设立子品牌等措施实现差异化战略中的“三维”;同时通过注重提升“一体”即服务,通过完善GYKJ公司的服务体系以及服务质量,与“三维”形成配合,使得GYKJ公司的产品差异化战略更为完善具体。本文结构分为六大部分,第一部分为绪论;第二部分为理论基础论述;第三部分为行业现状分析;第四部分为GYKJ公司的差异化构造;第五部分为差异化战略的实施;第六部分为结论。
[Abstract]:With the development of ceramic science and technology, more and more ceramic wear-resistant parts are applied in various industries, meanwhile, with the acceleration of the process of world economic integration, the domestic ceramic industry market is increasingly perfect. The competition within the industry is also becoming increasingly fierce. GYKJ, as a leading unit in domestic ceramic technology and technology, provides ceramic wear-resistant components for most papermaking machinery in the country. From the perspective of the industry environment in which the company is located, As a result of the 2008 world financial crisis and the introduction of the new national environmental protection policy in 2012, the paper industry has suffered a serious blow, the number of customers in the target market has narrowed, and the development rate of the ceramic wear-resistant parts industry has slowed down; from the product point of view, Due to the lowering of technical threshold, low-end competitors in the market are constantly emerging, dividing up the low-end customer market of GYKJ Company. In addition, foreign high-end products of the same type enter the Chinese market and the high-end customer market of GYKJ faces the same threat. How to survive in the fierce competition has become the most important problem faced by GYKJ Company. This paper takes GYKJ Company as a case study and uses Porter's five-force model as an analysis tool to analyze the external market environment of GYKJ Company. The phenomenon of homogenization of products in the industry tends to be serious, the degree of differentiation between the existing products, services and competitors is reduced, and the phenomenon of brand singularity is serious, which leads to the lack of competitive ability of enterprises in the market, and the enterprises urgently need to set up market "firewall". In products, marketing channels, brands and services and other aspects of the formation of other industry enterprises to enhance their competitiveness. At the same time, through the analysis of the existing core competence and enterprise resources, it is concluded that there is a possibility of differentiation in product design and production, brand building, marketing channels and service links. Aiming at the above four aspects, the differentiation strategy of "three-dimensional integration" is formulated and the concrete implementation scheme is put forward. Through the formulation and implementation of the "three-dimensional integration" strategy, we can draw the following conclusions: the company needs to formulate detailed improvement and upgrading plans in three aspects of technology, talent and brand, and increase the introduction of talents through improving production technology and equipment. Improve employee welfare, establish sub-brand and other measures to achieve "three-dimensional" in the strategy of differentiation; at the same time, by focusing on the promotion of "one body" that is, service, through improving the service system and service quality of GYKJ, and forming a "three-dimensional" coordination, Make GYKJ company's product differentiation strategy more perfect and specific. The structure of this paper is divided into six parts: the first part is the introduction; the second part is the theoretical foundation; the third part is the industry status analysis; the fourth part is the differentiation structure of GYKJ company; the fifth part is the implementation of the differentiation strategy; The sixth part is the conclusion.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2;F426.71

【共引文献】