A公司差异化战略研究

发布时间：2018-06-09 00:42

本文选题：差异化战略 + 市场需求　；参考：《首都经济贸易大学》2015年硕士论文

【摘要】：本文从A公司的角度出发,对水泥基自流平砂浆这个新兴行业进行了研究,通过产品、服务、营销、组织能力和公司形象等各种行动措施的差异化来实现价值创新,提高A公司的业绩,建立A公司在该行业的市场领导地位,带动A公司在整个砂浆行业中其它类型砂浆的市场开发,从而进一步帮助A公司扩大业务规模和利润增长点,实现A公司的股东利益最大化。在此基础上,间接地带动国内铝酸盐水泥行业转变思路、开拓市场,从而能逐步走上可持续发展的道路。本文采用市场调查的方法,对地面用水泥基自流平行业中主要的参与者进行调查,同时采集国家统计局、行业协会、政府相关建筑部门的信息和数据,通过PEST分析方法、波特五力模型和SWOT分析方法对A公司外部环境和内部环境进行分析,然后在市场调查数据分析的基础上,确定了该行业的市场需求。通过调查研究发现,目前国内水泥基自流平砂浆销量最大的细分市场是PVC地板用自流平砂浆,利润空间最好的细分市场是工业/面层自流平砂浆,潜力非常大的细分市场是住宅用自流平砂浆。针对调查中收集到的市场需求,对PVC地板用自流平砂浆,A公司将投资改造其国内工厂来开发一款新的铝酸盐水泥产品;对工业/面层自流平砂浆,A公司将会引进一款国外成熟的产品。基于这两款产品和后续潜在的住宅用自流平砂浆市场的开发,制定了A公司差异化战略的具体内容和目标。为了保障该差异化战略地顺利实施,本文也制定了相应的实施行动。在严格执行本战略的过程中,适当地根据环境变化做出一定的改善,再加上A公司员工的努力拼搏,本文制定的战略目标一定能得以实现。
[Abstract]:From the perspective of company A, this paper studies the new industry of cement based self-leveling mortar, and realizes value innovation through the differentiation of product, service, marketing, organization ability and company image. To improve the performance of company A, to establish the market leadership position of company A in this industry, to promote the market development of other types of mortar in the whole mortar industry, and to further help company A to expand its business scale and profit growth point, Realize A company's shareholder benefit maximization. On this basis, it can drive the domestic aluminate cement industry to change its train of thought and open up the market indirectly, so that it can take the road of sustainable development step by step. This paper uses the method of market investigation to investigate the main participants in the ground cement self-leveling industry. At the same time, it collects the information and data of the National Bureau of Statistics, the trade association, the government related construction departments, and adopts pest analysis method. Porter's five-force model and SWOT analysis method are used to analyze the external and internal environment of company A, and then, on the basis of the analysis of market survey data, the market demand of this industry is determined. Through investigation and study, it is found that at present, the largest sales market of cement based self-leveling mortar is self-leveling mortar for PVC flooring, and the best profit subdivision market is industrial / surface self-leveling mortar. The most promising market segment is self-leveling mortar for residential use. In view of the market demand collected in the investigation, Company A will invest in transforming its domestic factories to develop a new type of aluminate cement product for self-leveling mortar for PVC flooring. Industrial / surface self-leveling mortar A company will introduce a mature foreign product. Based on the development of these two products and the following potential self-leveling mortar market for residential use, the specific contents and objectives of company A's differentiation strategy are formulated. In order to ensure the smooth implementation of the differentiation strategy, this paper also formulated the corresponding implementation action. In the process of strictly carrying out the strategy, we should make some improvement according to the change of environment, and with the hard work of the employees in company A, the strategic goal of this paper will be realized.
【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】：2015
【分类号】：F426.71;F272

【参考文献】