烟台F公司竞争战略研究

发布时间：2019-01-09 08:57

【摘要】：烟台F公司是一家从事电脑、游戏机和电视机等消费电子产品制造的企业,产品主要销往欧美日等发达国家。多年的发展使公司具有ODM研发实力,并有着很强的经营管理能力和资源储备。但是受到多次国际经济危机影响,导致欧美等发达国家消费能力萎缩；中国大陆投资热造成人民币对外不断的升值,而国内却形成以物价和人力成本不断上升的内贬值；公司主要战略客户近两年年来市场占有率不断下降导致公司出口订单减少；随着大陆技术水平不断提高,从事电子代工的企业不断增多使电子代工行业竞争加剧；这一系列外部因素造成了公司利润不断下滑。针对以上公司面临的问题,本文尝试应用竞争战略理论,并结合公司的内外部实际状况对公司进行深入分析,依据分析提出解决公司问题的方法。在宏观环境分析中应用PEST模型,分析企业所处的政治、经济、社会和技术环境,并在PEST基础上添加地理、人口因素分析。在行业环境分析中,采用波特五力模型分析影响公司行业竞争力的五种力量,它们分别是供应商、购买者、现有竞争者、潜在进入者和替代品的威胁。在内部环境分析中本文主要侧重于企业的资源和经营能力等的分析。应用SWOT分析工具综合分析企业的外部机会与威胁、内部环境的优势与劣势,并根据SWOT矩阵分析结果得出适合企业的竞争战略：全方位成本领先战略、速度制胜、多元化战略。为了更好的实施这三项竞争战略,需要良好的企业文化、坚实的组织人力资源和信息化作竞争战略实施的保障基础。综合全文分析可以得出增强烟台F公司竞争力的战略,企业只有通过全方位成本领先战略才能在竞争激烈的电子代工行业求得生存,只有通过速度制胜战略才能率先抢占市场份额,只有通过多元化战略才能分散企业经营风险和拓展企业的业务范围,进而增强企业竞争力。本文虽然以烟台F公司为研究对象,但是研究成果对于所有电子代工企业都具有一定参考价值和意义。
[Abstract]:Yantai F Co., Ltd. is a computer, game and television consumer electronics manufacturing enterprises, products are mainly sold to Europe, America and Japan and other developed countries. Years of development make the company has ODM R & D strength, and has a strong management and resource reserves. However, influenced by many times of international economic crisis, the consumption ability of developed countries such as Europe and America shrinks. The company's main strategic customers in the past two years have been declining market share resulting in the reduction of export orders; with the continuous improvement of mainland technology, the number of enterprises engaged in electronic contract manufacturing has been increasing, and the competition in electronic contract industry has intensified. This series of external factors caused the company's profits to continue to decline. In view of the problems faced by the above companies, this paper tries to apply the theory of competition strategy, and combined with the internal and external actual situation of the company to conduct in-depth analysis of the company, according to the analysis to put forward the solution to the problems of the company. PEST model is applied to macro environment analysis to analyze the political, economic, social and technological environment in which the enterprise is located, and to add geographical and demographic factors to the analysis on the basis of PEST. In the analysis of industry environment, the five forces model is used to analyze the five forces that affect the competitiveness of the industry. They are the threats of suppliers, purchasers, existing competitors, potential entrants and substitutes. In the analysis of internal environment, this paper mainly focuses on the analysis of enterprise's resources and management ability. SWOT analysis tool is used to analyze the external opportunities and threats, the advantages and disadvantages of the internal environment, and according to the results of SWOT matrix analysis, the competitive strategies suitable for the enterprises are obtained: the omni-directional cost leading strategy, the speed winning strategy, and the diversification strategy. In order to implement these three competitive strategies better, we need good corporate culture, solid organizational human resources and information as the guarantee basis for the implementation of the competitive strategy. Comprehensive full-text analysis can be concluded to enhance the competitiveness of Yantai F company strategy, enterprises only through the omni-directional cost leading strategy to survive in the highly competitive electronic contract industry, Only through the strategy of winning by speed can we take the lead to seize the market share, and only through the diversification strategy can we spread the business risk and expand the business scope of the enterprise, and then enhance the competitiveness of the enterprise. Although this paper takes Yantai F Company as the research object, the research results have certain reference value and significance for all electronic contract enterprises.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6;F272

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