QG电工钢产品竞争战略研究

发布时间：2018-05-26 11:43

本文选题：电工钢 + SWOT分析　；参考：《东北大学》2014年硕士论文

【摘要】：近几年来,随着国民经济持续稳定的增长,使得电工钢产品迅猛发展,但由于产能增长过快,造成产品总体供大于求,市场竞争日趋激烈。随着节能减排相关政策的颁布实施,我国政府将在淘汰落后工艺、控制规模增长、提高产品质量,推进节能环保等方面进一步加强和改善电工钢产业的市场环境。QG公司为适应市场发展需要,已建设成为SG的精品板材生产基地。电工钢作为钢铁中高、精、尖产品,QG投资140亿建成了电工钢生产基地,面对市场日益激烈的竞争环境,需要制定详细的产品竞争战略以适应新的市场环境。本文通过运用竞争战略管理理论和SWOT分析研究方法,分析了企业所处的行业环境、关键因素和行业竞争特点,确定了电工钢产品发展面临的机遇和挑战,对企业内部的生产设施、生产能力、产品定位、综合实力等进行了分析评价,明确了电工钢产品发展的内部优势和劣势,在此基础上提出了电工钢产品竞争战略研究。根据公司现状及产业的竞争地位,在电工钢产品竞争战略上,提出了实施差异化战略,来提高电工钢产品在市场中的竞争力。在竞争战略实施上,要通过优化与差异化战略相关联的价值链增值活动,有效提升产品品牌形象。通过技术创新和新产品开发提高市场认可度,转变营销观念,加大市场开发力度,提高市场占有率。
[Abstract]:In recent years, with the sustained and steady growth of the national economy, electrical steel products are developing rapidly, but because of the rapid growth of production capacity, the overall supply of products exceeds demand, and the market competition is becoming increasingly fierce. With the promulgation and implementation of policies related to energy conservation and emission reduction, the Chinese government will eliminate backward technology, control the growth of scale, and improve the quality of products. To further strengthen and improve the market environment of electrical steel industry. QG company has become the SG production base of fine plate in order to meet the needs of market development. As the high, fine and sharp products of steel, electrical steel has been invested in 14 billion to build the production base of electrical steel. In the face of the increasingly fierce competition environment of the market, it is necessary to formulate detailed product competition strategy to adapt to the new market environment. By using the theory of competitive strategy management and the method of SWOT analysis and research, this paper analyzes the industry environment, key factors and competition characteristics of the enterprise, and determines the opportunities and challenges facing the development of electrical steel products. This paper analyzes and evaluates the internal production facilities, production capacity, product positioning and comprehensive strength of the enterprise, clarifies the internal advantages and disadvantages of the development of electrical steel products, and puts forward the research on the competitive strategy of electrical steel products on the basis of the analysis and evaluation of the internal production facilities, production capacity, product positioning and comprehensive strength. According to the current situation of the company and the competitive position of the industry, in the competitive strategy of electrical steel products, put forward the implementation of differentiation strategy to improve the competitiveness of electrical steel products in the market. In the implementation of competitive strategy, the value chain value-added activities associated with differentiation strategy should be optimized to effectively enhance the brand image of products. Through technological innovation and new product development to improve market recognition, change marketing concept, increase market development, increase market share.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.31

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