SR公司竞争战略研究

发布时间：2018-06-10 12:51

本文选题：纺织企业 + 环境分析　；参考：《山东大学》2015年硕士论文

【摘要】：纺织行业是我国工业的重要组成部分,在长期的低成本优势下发展迅速,成长出了较高的竞争力。但是近几年欧美各国的经济危机给纺织行业带来了极大的挑战,产能过剩、技术落后、缺乏核心竞争力等问题纷纷暴露出来,不少纺织企业亏损和破产。这场危机也让各纺织企业认识到,行业应该告别粗放式发展,只有早日转变发展方式,提高企业的竞争能力,才能在多变的环境中保持稳定的发展。而提高企业的竞争能力的唯一途径,就是选择一个合适的竞争战略,并坚定的执行下去。SR公司是国内领先的毛纺织企业,公司产品主要是精纺呢绒,产品远销美、欧、日、韩、港澳等20多个国家和地区。2012年以来,国际市场环境持续低迷,美国经济复苏缓慢,欧债危机越陷越深,日本经济增长乏力,加上欧元、日元的持续贬值,国际主要出口市场需求疲软,对于SR公司这种以出口为主的公司影响尤甚。分析SR公司的具体情况,指出未来公司发展的竞争战略,可以指导公司有效应对外部环境的变化,提高企业的竞争能力,稳定市场占有率,让SR公司创造更多的辉煌。本文通过大量的资料收集,综合运用了竞争战略理论和工具,分析SR公司的具体情况,并提出了竞争战略的选择和保障措施。首先对SR公司进行内外部环境分析,使用外部要素评价矩阵(EFE)对外部环境要素进行了评价,使用内部要素评价矩阵(IFE)对内部环境要素进行了评价。然后根据前面的分析,运用SWOT模型评价了企业的优势、劣势、机会和威胁,根据公司的战略定位,借助定量战略计划矩阵(QSPM),确定了选择差异化战略做为SR公司的竞争战略。根据SR公司的实际情况,将产品差异化和营销差异化作为主要的差异化战略实施途径。最后从人力资源、产品、营销、财务等方面提出了SR公司差异化战略的保障措施。随着技术水平差距的逐渐缩小、生产效率的不断提高,毛纺织行业竞争也日趋激烈。在这种形势下,毛纺织企业只有根据本身的情况选择并实施适合自己的竞争战略才能在激烈的竞争中生存下来。本文通过对宏观环境、毛纺织行业以及SR公司的分析,得出了在激烈竞争的毛纺织行业,选择差异化战略的道路,建立自己的竞争优势,就可以取得超出行业水平的利润,从而在激烈的竞争中获胜。随着互联网技术和智能化设备在企业的深入应用,网络营销渠道越来越重要,智能化工厂受到越来越多企业的重视。本文在差异化战略的实施途径和保障措施中,提出了纺织生产型企业也应注重网络营销渠道的应用和智能化工厂的建设,这不仅是差异化战略实施的有力保障,而且还有助于企业在未来的竞争中提前布局,尽快适应技术的进步。由于目前毛纺企业所处的外部环境相同,各企业家差别不大,在发展过程中遇到的问题具有共通性,本文通过分析选择的竞争战略和确定的实施战略措施,对于其他与SR公司处境相似的毛纺企业制定竞争战略也具有借鉴意义。
[Abstract]:Textile industry is an important part of China's industry, developing rapidly under the long-term low cost advantage and growing up a high competitiveness. However, in recent years, the economic crisis in European and American countries has brought great challenges to the textile industry, such as overcapacity, backward technology, lack of core competitiveness and other problems, many textile enterprises. Loss and bankruptcy. This crisis has also made the textile enterprises realize that the industry should say goodbye to the extensive development. Only by changing the way of development and improving the competitiveness of enterprises can we maintain stable development in the changeable environment. The only way to improve the competitiveness of the enterprises is to choose a suitable competitive strategy and be firm. .SR company is one of the leading wool textile enterprises in China. Its products are mainly worsted and woolen. The products are sold to the more than 20 countries and regions of the United States, Europe, Japan, Korea, Hong Kong and Macao. Since.2012 years, the international market environment continues to be depressed, the recovery of the US economy is slow, the debt crisis in Europe is getting deeper and deeper, the economic growth of Japan is weak, and the euro and yen continue to continue. Devaluation, the weakness of the international main export market demand, especially for SR company, which is the main export company. Analysis of the specific situation of SR company, and point out that the competitive strategy of the development of Future Ltd can guide the company to respond effectively to the change of the external environment, improve the competitiveness of the enterprise, stabilize the market share, and let SR company create more Through a large amount of data collection, this article comprehensively uses the theory and tools of competition strategy, analyzes the specific situation of SR company, and puts forward the selection and guarantee measures of the competition strategy. First, the internal and external environment analysis of SR company is carried out, and the external factor evaluation matrix (EFE) is used to evaluate the external environment elements, and the internal elements are used. The evaluation matrix (IFE) is used to evaluate the internal environment factors. Then according to the previous analysis, the SWOT model is used to evaluate the advantages, disadvantages, opportunities and threats of the enterprise. According to the strategic positioning of the company and the quantitative strategic plan matrix (QSPM), the competitive strategy of choosing the differentiation strategy for the SR company is determined. According to the actual situation of SR company, the actual situation of the company is determined. In the end, product differentiation and marketing differentiation are the main ways to implement the difference strategy. Finally, the protection measures of SR company differentiation strategy are put forward from the aspects of human resources, products, marketing and finance. With the gradual narrowing of the technical level gap and the continuous improvement of production efficiency, the competition of the wool textile industry is becoming increasingly fierce. Under the situation, only the wool textile enterprises can choose and implement their own competitive strategy according to their own circumstances to survive in the fierce competition. Through the analysis of the macro environment, the wool textile industry and the SR company, this paper draws a conclusion that the road of choosing the differentiation strategy in the fierce competitive wool textile industry is to establish its own competitive advantage. As the Internet technology and intelligent equipment are used in enterprises, the network marketing channels are becoming more and more important, and more and more enterprises pay more attention to the intelligent chemical plant. This paper puts forward the textiles in the implementation and guarantee measures of the differential warfare strategy. The production enterprises should also pay attention to the application of network marketing channels and the construction of intelligent chemical plants. This is not only a powerful guarantee for the implementation of the differentiation strategy, but also helps the enterprises to arrange in advance in the future competition and adapt to the progress of technology as soon as possible. The problems encountered in the process of development are common. Through the analysis of the choice of competitive strategy and the implementation of the strategic measures, it is also of reference for other woolen enterprises with similar situation to SR companies to formulate competitive strategies.
【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】：F426.81;F271

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