A公司成本领先战略研究提要
发布时间：2018-11-01 16:10
【摘要】：A公司是世界制冷空调业领先的压缩机电动机制造商,其业务范围覆盖全球,顾客群体包括世界主要的制冷空调设备生产商或压缩机制造商。长期以来,A公司采取差异化战略向商用封闭和半封闭压缩机市场的顾客提供最高品质的电动机产品,并凭借工程技术和品质管理上的优势在市场竞争中处于领先地位,并因此取得高于行业平均水平的利润率。但是,A公司业务成长性不足,在迅速发展的中低端市场的占有率偏低,在竞争中明显处于成本劣势。同时,随着制冷空调产业走向成熟阶段,压缩机电机市场已经形买方市场,来自顾客和竞争对手的价格压力越来越大,如果不及时进行战略调整,A公司有业务逐步萎缩和失去市场领导地位的危险。面对这种形势,A公司需要对差异化战略进行调整,向成本领先战略转移,通过降低成本结构保持在高端市场的领导地位,并在中低端市场取得业务快速增长,以此来取得公司整体业绩的提升。为成功实施成本领先战略,A公司需要在市场营销、采购、生产运营和人力资源管理等核心业务流程采取相应的措施,通过这些措施取得在成本领先优势,同时保持质量和顾客响应的竞争优势,以巩固其市场领导地位和取得突破性业务增长。
[Abstract]:A company is the leading compressor motor manufacturer in the world refrigeration and air conditioning industry. Its business scope covers the whole world. Its customers include the world's leading manufacturers of refrigeration and air conditioning equipment or compressors For a long time, company A has adopted the strategy of differentiation to provide the highest quality motor products to the customers in the commercial closed and semi-closed compressor markets, and with the advantages of engineering technology and quality management, it is in a leading position in the market competition. As a result, the profit margin is higher than the industry average. However, company A's business growth is insufficient, its share in the rapidly developing middle and low end market is on the low side, and it is obviously at a cost disadvantage in the competition. At the same time, as the refrigeration and air conditioning industry moves towards a mature stage, the compressor motor market has become a buyer's market, and the price pressure from customers and competitors is increasing. If strategic adjustments are not made in time, Company A is in danger of gradually shrinking its business and losing its market leadership. Faced with this situation, company A needs to adjust its differentiation strategy, shift to cost leading strategy, maintain its leading position in the high-end market by reducing the cost structure, and achieve rapid business growth in the middle and low end markets. In order to achieve the overall performance of the company. In order to successfully implement the cost leading strategy, Company A needs to take appropriate measures in the core business processes such as marketing, purchasing, production and operation, and human resources management. At the same time maintain the competitive advantage of quality and customer response to consolidate its market leadership and achieve breakthrough business growth.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F272
本文编号：2304430
[Abstract]:A company is the leading compressor motor manufacturer in the world refrigeration and air conditioning industry. Its business scope covers the whole world. Its customers include the world's leading manufacturers of refrigeration and air conditioning equipment or compressors For a long time, company A has adopted the strategy of differentiation to provide the highest quality motor products to the customers in the commercial closed and semi-closed compressor markets, and with the advantages of engineering technology and quality management, it is in a leading position in the market competition. As a result, the profit margin is higher than the industry average. However, company A's business growth is insufficient, its share in the rapidly developing middle and low end market is on the low side, and it is obviously at a cost disadvantage in the competition. At the same time, as the refrigeration and air conditioning industry moves towards a mature stage, the compressor motor market has become a buyer's market, and the price pressure from customers and competitors is increasing. If strategic adjustments are not made in time, Company A is in danger of gradually shrinking its business and losing its market leadership. Faced with this situation, company A needs to adjust its differentiation strategy, shift to cost leading strategy, maintain its leading position in the high-end market by reducing the cost structure, and achieve rapid business growth in the middle and low end markets. In order to achieve the overall performance of the company. In order to successfully implement the cost leading strategy, Company A needs to take appropriate measures in the core business processes such as marketing, purchasing, production and operation, and human resources management. At the same time maintain the competitive advantage of quality and customer response to consolidate its market leadership and achieve breakthrough business growth.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F272
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