B园艺工具公司市场竞争战略研究
发布时间：2018-10-20 16:00
【摘要】：B园艺工具公司是一家总部位于德国,主要市场位于美国的中国园艺工具生产企业。立足当下,为了在美国甚或全球市场获得更好的市场占有率和利润率,其应该制定长远的战略规划。为此,本人选用“SWOT”模型,分析了B公司相较于美国园艺工具消费市场的内外部发展因素,得到四大优势、五大劣势、四大机会和四大危险。基于四种数值化的发展目标,得出了两大战略方案,即SO战略、WT战略。为了确保战略方案得到落实,依据“STP”、“4P”、“波士顿矩阵模型”,本文得出了三方面的具体策略,“4P”策略属于本文的重点章节。经过对B园艺工具公司实施SWOT分析,得出B公司存在四种优势,即科研实力方面的优势、营销渠道方面的优势、拥有丰富的产品线优势产品质量优势、在运作模式方面的相对优势,和面临四种恶劣的外部发展环境,即支持园艺技术创新的基础技术不能以市场为导向、原材料价格波动过于频繁、委托式生产方式存一定质量风险、恶劣的市场竞争风险。基于只要存在机会就要充分利用机会的思想,B园艺工具公司存在两种策略,即SO策略和WO策略;基于凡是风险均应该规避的思想,B园艺工具公司也存在两种策略,即ST策略和WT策略。但本着以最小的资源发挥最大的效用原则,B公司只存在两种策略,即SO策略和WT策略。依据四方面的数字化目标,本文分别从“STP”、“4P”、“波士顿矩阵”三角度出发,制定了相应的具体化保障措施,其策略有:(1)在市场细分与定位工作方面,在收入细分变量的基础上引入“职业变量”进而识别出更为准确的目标消费人群,即中等收入的教师队伍和公务员队伍。(2)在产品策略方面,针对优势产品应该制定体现三种市场目标的高端、中端、低端三种产品,让高端产品实习打造品牌形象的目的,中断产品获取利润的目的,低端产品抢占市场份额的目的。(3)在促销策略方面,应该试试流程化的促销方案,让正确的促销方案分别实现“引流、成交、锁销、追销”的目的。(4)在剥离“瘦狗”产品方面,应该依据波士顿矩阵正确地识别瘦狗产品,如基于该模型本文从手工类园艺工具中识别出水管类产品、手套类产品属于瘦狗产品,故应该予以剥离并出售相应的固定资产。
[Abstract]:B Horticulture tools is a Chinese horticultural tool manufacturer with its headquarters in Germany and its main market in the United States. In order to gain a better market share and profit margin in the United States or even around the world, it should make a long-term strategic plan. Therefore, I choose "SWOT" model to analyze the internal and external development factors of B Company compared with American horticultural tool consumption market, and obtain four advantages, five disadvantages, four opportunities and four dangers. Based on four numerical development goals, two strategic schemes, namely SO strategy and WT strategy, are obtained. In order to ensure the implementation of the strategic plan, according to "STP", "4p", "Boston Matrix Model", this paper has obtained three specific strategies, "4P" strategy is the key chapter of this paper. Through the SWOT analysis of B horticultural tools company, it is concluded that B company has four advantages, that is, the advantage of scientific research strength, the advantage of marketing channel, the advantage of abundant product line and the advantage of product quality. The comparative advantage in the operation mode, and facing four kinds of bad external development environment, that is, the basic technology supporting horticultural technological innovation cannot be market-oriented, and the price of raw materials fluctuates too frequently. The entrustment mode of production has certain quality risk, bad market competition risk. Based on the idea of making full use of opportunities as long as opportunities exist, B horticultural tools company has two strategies, namely, SO strategy and WO strategy, and based on the idea that all risks should be avoided, B horticultural tools company also has two strategies. That is, ST policy and WT policy. However, based on the principle of maximizing utility with minimal resources, Company B only has two strategies, namely, SO strategy and WT strategy. According to the digital goal of four aspects, this article separately from "STP", "4P", "Boston matrix" three angles, has formulated the corresponding concrete safeguard measure, its strategy includes: (1) in the market subdivision and the localization work aspect, On the basis of income subdivision variables, the "occupational variables" are introduced to identify more accurate target consumers, that is, middle income teachers and civil servants. (2) in terms of product strategy, In view of the superior products, we should formulate three kinds of products that embody the three market objectives: the high-end, the middle and the low-end, so that the high-end products can practice the purpose of creating the brand image and interrupt the purpose of the products to obtain profits. (3) in the aspect of promotion strategy, we should try the flow promotion plan, let the correct promotion plan realize the purpose of "draining, dealing, locking, chasing" separately. (4) in the aspect of stripping off the "thin dog" product, According to Boston matrix, skinny dog products should be correctly identified. For example, based on this model, water pipe products should be identified from manual gardening tools. Gloves products belong to skinny dog products, so they should be stripped and sold corresponding fixed assets.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.8
本文编号：2283644
[Abstract]:B Horticulture tools is a Chinese horticultural tool manufacturer with its headquarters in Germany and its main market in the United States. In order to gain a better market share and profit margin in the United States or even around the world, it should make a long-term strategic plan. Therefore, I choose "SWOT" model to analyze the internal and external development factors of B Company compared with American horticultural tool consumption market, and obtain four advantages, five disadvantages, four opportunities and four dangers. Based on four numerical development goals, two strategic schemes, namely SO strategy and WT strategy, are obtained. In order to ensure the implementation of the strategic plan, according to "STP", "4p", "Boston Matrix Model", this paper has obtained three specific strategies, "4P" strategy is the key chapter of this paper. Through the SWOT analysis of B horticultural tools company, it is concluded that B company has four advantages, that is, the advantage of scientific research strength, the advantage of marketing channel, the advantage of abundant product line and the advantage of product quality. The comparative advantage in the operation mode, and facing four kinds of bad external development environment, that is, the basic technology supporting horticultural technological innovation cannot be market-oriented, and the price of raw materials fluctuates too frequently. The entrustment mode of production has certain quality risk, bad market competition risk. Based on the idea of making full use of opportunities as long as opportunities exist, B horticultural tools company has two strategies, namely, SO strategy and WO strategy, and based on the idea that all risks should be avoided, B horticultural tools company also has two strategies. That is, ST policy and WT policy. However, based on the principle of maximizing utility with minimal resources, Company B only has two strategies, namely, SO strategy and WT strategy. According to the digital goal of four aspects, this article separately from "STP", "4P", "Boston matrix" three angles, has formulated the corresponding concrete safeguard measure, its strategy includes: (1) in the market subdivision and the localization work aspect, On the basis of income subdivision variables, the "occupational variables" are introduced to identify more accurate target consumers, that is, middle income teachers and civil servants. (2) in terms of product strategy, In view of the superior products, we should formulate three kinds of products that embody the three market objectives: the high-end, the middle and the low-end, so that the high-end products can practice the purpose of creating the brand image and interrupt the purpose of the products to obtain profits. (3) in the aspect of promotion strategy, we should try the flow promotion plan, let the correct promotion plan realize the purpose of "draining, dealing, locking, chasing" separately. (4) in the aspect of stripping off the "thin dog" product, According to Boston matrix, skinny dog products should be correctly identified. For example, based on this model, water pipe products should be identified from manual gardening tools. Gloves products belong to skinny dog products, so they should be stripped and sold corresponding fixed assets.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.8
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