H公司基于细分市场的竞争战略研究

发布时间：2018-04-23 12:48

本文选题：中小型加工企业 + 细分市场　；参考：《南京大学》2014年硕士论文

【摘要】：回溯至上世纪90年代,随着改革开放政策的全面展开,越来越多的外资企业在中国投资建立工厂或选择国内企业作为他们的代加工工厂,这一变化直接催生了大大小小各式各样的中小型出口加工企业。但是,随着国内经济发展带来的各项成本的不断上升、劳动力的紧缺以及墨西哥、巴西、越南等新兴发展中国家的崛起,以劳动密集型为代表的中国传统制造业的“低成本竞争优势”逐步丧失,众多企业都不得不面对利润降低、产能过剩、恶性竞争等一系列问题。这其中,有的企业成功完成了从劳动密集型到科技密集型企业的转型,也有很多企业被迫关闭原有工厂而转向经营。但同时,还有一部分加工型企业抓住国内市场迅速扩张的机会,逐步转变代加工转出口的经营模式,开始主营国内市场,并在一定的细分领域内取得了相对较好的成绩。本文所研究的H公司就是这类企业的一个典型。H公司是一个专业生产各类硅橡胶按键和塑料按键的工厂,自1993年成立到2003年间,公司所有的订单都来源于国外的客户。自2000年以后H公司也出现了订单萎缩、销售停滞的情况,并且成本的上升造成公司的利润率不断下滑。在这样的困境下,2004年H公司果断选择组建自己的销售队伍,全力开拓国内市场。经过几年的尝试和努力,H公司在国内市场己逐步站稳脚跟,特别是在汽车电子产品的硅橡胶按键这一细分市场中取得了比较好的成绩,占有了大约20%的市场份额,销售业绩逐年增加,利润率逐步稳定,成为行业内小有名气的公司。但是自2010年开始,由于全球经济危机漫延、硅橡胶按键产业的产能大幅度过剩、而国内汽车产业大幅增长等原因,原先不被看重的汽车电子产品的硅橡胶按键这一细分市场逐渐被关注,竞争对手纷纷进入这一市场,H公司又再次面临了挑战。本文从H公司的问题入手,借助波特五力模型及SWOT分析工具,通过分析汽车电子产品硅橡胶按键产业的竞争现状及趋势,以及H公司在汽车电子这一细分市场内的优势、劣势、机会和威胁,试图为H公司找出一个行之有效的竞争战略以保证公司能够长期稳定的发展。同时这种分析方法和思路也能够为遍布国内各地,尤其是苏南地区的小型加工型工厂提供一定的借鉴。
[Abstract]:Going back to the 1990s, with the comprehensive development of the policy of reform and opening up, more and more foreign enterprises invest in China to set up factories or choose domestic enterprises as their substitute processing factories. This change gave birth to all kinds of small and medium-sized export processing enterprises. However, with the rising costs of domestic economic development, the shortage of labor and the rise of emerging developing countries such as Mexico, Brazil and Vietnam, The "low cost competitive advantage" of Chinese traditional manufacturing industry represented by labor-intensive has been gradually lost, and many enterprises have to face a series of problems, such as profit reduction, overcapacity, vicious competition and so on. Some of them have successfully completed the transition from labor-intensive to technology-intensive enterprises, and many have been forced to close their original factories and switch to operation. But at the same time, some processing enterprises seize the opportunity of rapid expansion of the domestic market, gradually change the management mode of processing and transferring to export, start the main domestic market, and have achieved relatively good results in certain subdivision fields. The H Company studied in this paper is a typical of this kind of enterprises. H Company is a factory specializing in producing all kinds of silicone rubber keys and plastic keys. From its establishment in 1993 to 2003, all the orders of the company come from foreign customers. Since 2000, H has also seen orders shrink, sales stagnated, and rising costs have led to declining margins. In such a difficult situation, in 2004 H company resolutely choose to set up their own sales force, fully develop the domestic market. After several years of trial and effort, the company has gradually established its foothold in the domestic market, especially in the market segment of automotive electronics, silicone rubber buttons, which has achieved relatively good results, accounting for about 20% of the market share. The sales performance increases year by year, the profit margin stabilizes step by step, becomes the industry small-name company. However, since 2010, due to the spread of the global economic crisis, the silicone rubber key industry has had a large excess capacity, while the domestic automobile industry has grown substantially, and so on. The market segment of silicone rubber buttons, which was previously ignored as a car electronics product, is becoming more and more popular, and competitors are once again facing challenges in entering the market. Starting with the problems of H Company, with the help of Porter's five-force model and SWOT analysis tools, this paper analyzes the present situation and trend of the silicone rubber key industry of automotive electronic products, as well as the advantages and disadvantages of H Company in this sub-market of automotive electronics. Opportunities and threats, trying to find an effective competitive strategy for H Company to ensure the long-term stability of the development of the company. At the same time, this analysis method and train of thought can also provide some reference for the small processing factories all over the country, especially in the south of Jiangsu province.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F271

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