G公司消费品检测业务市场竞争战略研究

发布时间：2018-06-10 01:01

本文选题：消费品检测 + 竞争战略　；参考：《山东大学》2015年硕士论文

【摘要】：加入世界贸易组织以后,中国市场的进一步对外开放促进了经济的新飞跃,对外开放的程度得到了进一步深化。据政府相关部门统计,2002年,中国的进出口贸易总额是6207.7亿美元,到2011年,中国的进出口贸易总额上升至36418.6亿美元,年均增长约21.7%,是同期全球贸易总额年平均增速的两倍多。与此同时,中国在全球贸易中的份额也在逐年上涨,2002年约占4.7%,到2012年就增长至11.1%。从2009年至2013年,中国连续4年成为全球对外贸易的第二大国,强大的对外贸易量的增长带动了国内第三方检测行业的发展。与此同时,国家相关部门的简政放权从政策上加大了对第三方检测行业的扶持力度,这些都在很大程度上为第三方检测行业的发展提供了有利机会。在这样的国内外环境背景下,本文以G公司消费品检测业务的市场竞争战略作为研究对象,在研究战略管理理论和相关文献的基础上,对G公司消费品检测业务市场竞争战略的选择和实施做了深入探讨和研究。首先,本文借助波特的五力竞争模型、内外部因素评价矩阵和SWOT分析等竞争战略的分析工具对G公司消费品检测业务的内外部环境进行研究,从而总结出G公司消费品检测业务的竞争优势包括：拥有大品牌效应、业务范围广泛、技术能力强等；主要的劣势包括：品牌知名度相对片面、企业对第三方检测行业持有片面观点、客户对G公司的业务能力认识相对片面和政府垄断领域相对较多；主要的机会有：中国市场机会巨大、消费者对产品质量的提升为第三方检测行业的发展创造机会；主要的威胁包括：同行业竞争机构的威胁、政府垄断性业务的威胁、自身业务周期性的威胁等。其次,本文通过研究确定了差异化战略作为G公司消费品检测业务的市场竞争战略,然后结合G公司消费品部的实际情况,把服务差异化,形象差异化和产品差异化三个方面作为差异化战略的实现方式。最后,从细分业务范围、转换市场营销方式、培养专业人才、建设市场公信力等方面确定了其竞争战略的保障措施,确保差异化战略的顺利实施。本研究从理论和实践相结合的角度出发,运用多项战略分析的方法和工具研究了G公司消费品检测业务的内外部因素,不仅提出G公司消费品检测业务应该实施差异化战略的观点,为其进行市场竞争提供理论依据,同时结合G公司消费品部的现状确定了一系列保障措施,确保差异化战略的有效实施。本文研究成果不仅对G公司消费品部提升其市场竞争力、扩大市场份额、进而提高其经营业绩具有积极的意义,而且建立了第三方检测行业差异化战略模型,为该行业其他公司在进行市场竞争战略时提供了借鉴方案。
[Abstract]:After joining WTO, the further opening of Chinese market has promoted the new leap of economy, and the degree of opening to the outside world has been further deepened. According to government statistics, the total volume of China's import and export trade in 2002 was 620.77 billion US dollars. By 2011, China's total import and export trade volume rose to 3.64186 trillion US dollars, an average annual growth rate of about 21.70.It is more than twice the annual average growth rate of global total trade in the same period. Meanwhile, China's share of global trade has been rising year by year, from about 4.7 in 2002 to 11.1 in 2012. From 2009 to 2013, China became the second largest country in the world's foreign trade for four years in a row. The growth of foreign trade volume led to the development of domestic third-party testing industry. At the same time, the relevant departments of the state have strengthened the policy to support the third party testing industry, which to a large extent provides a favorable opportunity for the development of the third party testing industry. Under the background of domestic and international environment, this paper takes the market competition strategy of G company's consumer goods testing business as the research object, on the basis of studying the strategic management theory and related literature. The selection and implementation of market competition strategy for G company's consumer goods testing business are discussed and studied in depth. First of all, this paper studies the internal and external environment of G Company's consumer goods testing business by using Porter's five-force competition model, internal and external factors evaluation matrix and SWOT analysis and other competitive strategy analysis tools. It concludes that the competitive advantages of G company's consumer goods testing business include: having big brand effect, wide range of business, strong technical ability, etc. The main disadvantages include: brand popularity is relatively one-sided, Enterprises hold a one-sided view of the third-party testing industry, and customers have relatively one-sided understanding of the business capabilities of company G and relatively large areas of government monopoly; the main opportunities are: huge opportunities in the Chinese market, The promotion of product quality by consumers creates opportunities for the development of the third party testing industry. The main threats include the threats of the competition agencies in the same industry, the threat of government monopoly business, the cyclical threats of their own business, and so on. Secondly, this paper determines the differentiation strategy as the market competition strategy of G company's consumer goods testing business, and then combines the actual situation of G company's consumer goods department to differentiate the service. Image differentiation and product differentiation are three ways to realize differentiation strategy. Finally, from the aspects of subdividing the business scope, changing the marketing mode, training professional talents, building the market credibility and other aspects, this paper determines the safeguard measures of its competition strategy to ensure the smooth implementation of the differentiation strategy. Based on the combination of theory and practice, this study studies the internal and external factors of G Company's consumer goods testing business by using several strategic analysis methods and tools. This paper not only puts forward the viewpoint that G company should carry out differentiation strategy for consumer goods testing business, but also provides theoretical basis for its market competition. At the same time, it determines a series of safeguard measures according to the current situation of G company consumer goods department. Ensure the effective implementation of differentiation strategy. The research results of this paper not only have positive significance for G Company Consumer goods Department to enhance its market competitiveness, expand market share, and then improve its business performance, but also establish the third party detection industry differentiation strategy model. For other companies in the industry in the market competition strategy to provide a reference program.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272

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