大族元亨差异化竞争战略研究

发布时间：2018-01-26 14:47

本文关键词： LED 差异化战略竞争战略 PEST分析波特五力模型　出处：《北京交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：中国LED产业经过多年发展,已经慢慢成长为LED产品的世界制造中心,形成了集LED封装,LED应用产品为一体的上下游产业链。各LED企业也发展成为集研发,生产,销售为一体的综合型公司。国际经济环境变化和国内经济持续增长,一方面,为我国LED行业的快速发展和整合提供了良好的外部环境；另一方面,激烈的国际和国内竞争也对LED企业提出了新的挑战。中国LED企业的发展现状要求我们深入研究分析,探索出一条适合企业市场拓展和发展的战略。本文以深圳市大族元亨光电股份有限公司(以下简称大族元亨光电公司)作为研究对象。该公司主要经营LED全彩屏,LED照明和LED交通指示屏的生产,研发和销售业务。作为专业LED领域的民营股份制高新技术企业,大族元亨光电公司经过十几年的发展,已成为行业内经营规模较大,效益较好,市场前景较为清晰的国内LED龙头企业,具备研究条件。本文通过对大族元亨光电的PEST分析,判断出公司当今发展的政治法律环境、国际经济环境、社会环境和技术环境都还处于积极良好的状态。但是由于全球政治经济环境不断变化,大族元亨光电公司同样面临着行业洗牌的现实风险。在PEST分析的基础上,我运用了波特五力模型对公司发展过程中遇到的五种竞争力量进行了分析,包括潜在进入者威胁,替代品威胁,供应商讨价还价能力,客户讨价还价能力和行业现有竞争对手之间的竞争。本文通过PEST分析和五力分析,结合战略管理理论中的差异化竞争战略理论,提出了大族元亨光电公司应采用差异化竞争战略的方案,并明确了公司的战略目标,采用差异化竞争战略的内容应包括产品差异化,服务差异化,市场差异化和销售差异化和合作联盟差异化,同时对差异化竞争战略的收益和风险进行阐述。这样通过独特的产品,完善的服务,精准的市场和销售策略,长期的合作联盟战略,树立品牌,让顾客产生对大族元亨光电公司的长久信赖和忠诚,从而保持长久的竞争优势。最后,本文对差异化竞争战略的实施和控制提出了建议。
[Abstract]:After years of development, China's LED industry has gradually grown into a world manufacturing center for LED products, forming a LED package. LED application products as one of the upstream and downstream industrial chain. Each LED enterprise has also developed into a research and development, production, sales as one of the integrated companies. The international economic environment changes and domestic economic growth, on the one hand. It provides a good external environment for the rapid development and integration of China's LED industry. On the other hand, the fierce international and domestic competition has also posed a new challenge to LED enterprises. The development of LED enterprises in China requires us to further study and analyze. To explore a suitable strategy for the expansion and development of the enterprise market. In this paper, Shenzhen Daju Yuan Heng Optoelectronic Co., Ltd. (hereinafter referred to as Daqu Yuan Heng Optoelectronic Co., Ltd.) as the research object. The company mainly engaged in LED full color screen. Production, R & D and sales of LED Lighting and LED Traffic indication screen. As a private joint-stock high-tech enterprise in the field of professional LED, Dajiu Yuanheng Optoelectronic Company has been developing for more than ten years. It has become the domestic LED leading enterprise with large scale, good benefit and clear market prospect in the industry, which has the research conditions. This paper analyzes Yuan-heng optoelectronics by PEST. Judging the current development of the company's political and legal environment, international economic environment, social environment and technological environment are still in a positive and good state, but due to the global political and economic environment is constantly changing. Daqu Yuan Heng Optoelectronic Company is also facing the real risk of industry reshuffle. On the basis of PEST analysis, I use the Porter five forces model to analyze the five competitive forces encountered in the development process of the company. It includes potential entrant threat, alternative threat, supplier bargaining power, customer bargaining power and competition among existing competitors in the industry. Combined with the differentiation competitive strategy theory in the strategic management theory, this paper puts forward the scheme that Dajiu Yuan-Heng Optoelectronic Company should adopt the differentiated competitive strategy, and clarifies the strategic objectives of the company. The content of the strategy should include product differentiation, service differentiation, market differentiation, sales differentiation and cooperation alliance differentiation. At the same time, through the unique product, perfect service, accurate marketing and sales strategy, long-term cooperative alliance strategy, establish the brand. Let customers produce long-term trust and loyalty to Yuan-heng Optoelectronic Company, so as to maintain a long-term competitive advantage. Finally, this paper puts forward some suggestions on the implementation and control of differentiated competitive strategy.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F271;F426.6

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