AP公司竞争战略研究
发布时间：2018-09-16 19:09
【摘要】：随着社会经济的不断发展,各项保障体系的不断完善,现代人越来越关注自身的生活环境质量,其中空气质量是受关注度极高的一个方面。在此环境下,一直以来在民用产品中很少被广泛使用的空气过滤器也被用于越来越多的场合。同时,空气过滤器的生产制造厂家也如雨后春笋般的产生。虽然在国外空气过滤行业已经发展了三十余年,但是在国内由于空气过滤行业岂不较晚,空气过滤器产品的标准体系尚不十分完善,从事该行业的生产制造厂家良莠不齐,行业内没有形成一个良好的发展秩序,给该行业的健康发展埋下了不少隐患。而针对此种市场现状,如何巩固并持续行业领头羊的位置,并且逐渐建立起行业的良好秩序是现在需要重点关注的问题。 本文以一日资空气过滤器的生产制造厂家为研究对象,采用了定量分析、定性分析相结合的研究方法,对其竞争战略进行了研究分析。首先对空气过滤器的行业的整体现状和发展趋势进行了研究分析,其中应用了PEST法对宏观环境进行了分析；然后针对该行业的竞争格局进行了分析研究,主要使用了波特的五力模型对行业的五种力量进行了深入的分析并且利用本人在从事空气过滤器行业的过程中获得的经验队空气过滤行业的未来趋势进行了大胆的预测；最后结合AP公司的实际情况,利用SWOT分析法和价值链分析等方法,对其内外部资源的优劣势进行了详细的剖析,并最终制定了符合其企业发展的竞争战略。并且进行了一些探索性的工作开展,包括价值链的优化、组织架构的设定、科研方向的制定、项目组织的建设、产品策略的制定和营销策略的制定。 综合分析发现,虽面对庞大的预期市场,但很多空气过滤器从业企业却不具备应对高速发展市场的能力,企业产品同质化强烈,价格竞争激烈,在这种良好的市场预期和激烈的市场竞争情况下,通过竞争战略的分析方法最终得出了AP公司应该采用差异化战略的结论。而且需要从企业内部着手,依据行业的发展态势,优化企业内部价值链,改造企业组织架构,想法设法提升企业研发能力和研发人员的综合水平,对于研发项目进行可靠的投入产出分析并进行严格的监管,并且针对行业目标客户均为专业客户和AP公司项目制营销的特殊性,打造矩形化的项目型组织架构。
[Abstract]:With the continuous development of social economy and the continuous improvement of various security systems, modern people pay more and more attention to the quality of their living environment, among which the air quality is a highly concerned aspect. In this environment, air filters, which have been rarely used in civil products, are also used in more and more occasions. At the same time, air filter manufacturers are also springing up. Although the air filtration industry has been developed in foreign countries for more than 30 years, in China, because the air filtration industry is not late, the standard system of air filter products is not very perfect, and the manufacturers engaged in this industry have mixed good and bad. The industry has not formed a good order of development, for the healthy development of the industry buried a lot of hidden dangers. In view of this market situation, how to consolidate and maintain the position of industry leader, and gradually establish a good order of the industry is the problem that needs to be paid attention to. This paper takes the manufacturer of a Japanese air filter as the research object, adopts the research method of combining quantitative analysis and qualitative analysis, and analyzes its competitive strategy. First of all, the overall situation and development trend of air filter industry are studied and analyzed, in which PEST method is used to analyze the macro environment, and then the competition pattern of the industry is analyzed and studied. Porter's five-force model is used to analyze the five forces of the industry and the future trend of the air filter industry is predicted boldly by the experience gained in the process of engaging in the air filter industry. Finally, combined with the actual situation of AP Company, using the methods of SWOT analysis and value chain analysis, the advantages and disadvantages of internal and external resources are analyzed in detail, and finally the competitive strategy in line with the development of its enterprises is formulated. And some exploratory work has been carried out, including the optimization of value chain, the setting of organizational structure, the formulation of scientific research direction, the construction of project organization, the formulation of product strategy and the formulation of marketing strategy. Comprehensive analysis shows that, although facing a huge expected market, many air filter enterprises do not have the ability to cope with the rapid development of the market. The products of the enterprises are homogeneous and the price competition is fierce. In this case of good market expectation and fierce market competition, the conclusion that AP Company should adopt differentiation strategy is concluded by the analysis of competitive strategy. Moreover, we need to start from within the enterprise, according to the development situation of the industry, optimize the internal value chain of the enterprise, reform the organization structure of the enterprise, and try to improve the R & D ability and the comprehensive level of the R & D personnel of the enterprise. For the R & D project to carry on the reliable input-output analysis and to carry on the strict supervision, and in view of the industry target customer is the specialized customer and the AP company project system marketing particularity, creates the rectangular project type organization structure.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F426.6
本文编号：2244509
[Abstract]:With the continuous development of social economy and the continuous improvement of various security systems, modern people pay more and more attention to the quality of their living environment, among which the air quality is a highly concerned aspect. In this environment, air filters, which have been rarely used in civil products, are also used in more and more occasions. At the same time, air filter manufacturers are also springing up. Although the air filtration industry has been developed in foreign countries for more than 30 years, in China, because the air filtration industry is not late, the standard system of air filter products is not very perfect, and the manufacturers engaged in this industry have mixed good and bad. The industry has not formed a good order of development, for the healthy development of the industry buried a lot of hidden dangers. In view of this market situation, how to consolidate and maintain the position of industry leader, and gradually establish a good order of the industry is the problem that needs to be paid attention to. This paper takes the manufacturer of a Japanese air filter as the research object, adopts the research method of combining quantitative analysis and qualitative analysis, and analyzes its competitive strategy. First of all, the overall situation and development trend of air filter industry are studied and analyzed, in which PEST method is used to analyze the macro environment, and then the competition pattern of the industry is analyzed and studied. Porter's five-force model is used to analyze the five forces of the industry and the future trend of the air filter industry is predicted boldly by the experience gained in the process of engaging in the air filter industry. Finally, combined with the actual situation of AP Company, using the methods of SWOT analysis and value chain analysis, the advantages and disadvantages of internal and external resources are analyzed in detail, and finally the competitive strategy in line with the development of its enterprises is formulated. And some exploratory work has been carried out, including the optimization of value chain, the setting of organizational structure, the formulation of scientific research direction, the construction of project organization, the formulation of product strategy and the formulation of marketing strategy. Comprehensive analysis shows that, although facing a huge expected market, many air filter enterprises do not have the ability to cope with the rapid development of the market. The products of the enterprises are homogeneous and the price competition is fierce. In this case of good market expectation and fierce market competition, the conclusion that AP Company should adopt differentiation strategy is concluded by the analysis of competitive strategy. Moreover, we need to start from within the enterprise, according to the development situation of the industry, optimize the internal value chain of the enterprise, reform the organization structure of the enterprise, and try to improve the R & D ability and the comprehensive level of the R & D personnel of the enterprise. For the R & D project to carry on the reliable input-output analysis and to carry on the strict supervision, and in view of the industry target customer is the specialized customer and the AP company project system marketing particularity, creates the rectangular project type organization structure.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F426.6
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