基于顾客价值的广新陶瓷企业竞争战略调整研究

发布时间：2018-04-13 04:37

本文选题：顾客价值 + 广新陶瓷　；参考：《兰州理工大学》2017年硕士论文

【摘要】：随着全球经济一体化的进程加快,各国之间的交流逐渐增多,企业之间的竞争已逐渐转变为战略竞争。中国众多企业随着时代的发展也开始重视战略的制定和实施。在变幻莫测的市场环境中,如何通过科学的战略获得竞争优势,已成为我国企业面临的重要课题。陶瓷行业是起源于中国的古老行业,发展到今天成为了我国国民经济发展中的重要组成部分,我国的陶瓷产量持续多年在世界排名第一,与其他国家相比,中国的陶瓷行业具有较大的竞争优势。然而在陶瓷产业日益发展的同时,我国陶瓷行业存在的问题也日益突出。近两年,我国的整体经济发展不乐观,导致陶瓷行业市场低迷,需求下滑。想要扭转局面获得发展机会和竞争优势,就必须采取战略措施面对时代赋予的挑战。作为陶瓷产品生产企业的广新陶瓷,在激烈的市场竞争压力下,需要面对复杂多变的市场环境的同时,还需要抵御斯米克等大型陶瓷企业对市场的侵占,广新陶瓷在行业内外的竞争压力下,只有立足于提升顾客价值,整合企业资源,科学调整企业竞争战略,才能提高市场竞争力,才能在激烈的市场竞争中占有一席之地。本文从顾客价值的视角研究广新陶瓷企业竞争战略的调整优化。首先,对顾客价值理论以及竞争战略的相关概述进行了阐述。其次,对广新陶瓷企业的外部环境以及行业环境和竞争对手进行分析,通过调查发现,目前广新陶瓷企业在竞争战略方面存在战略定位不明确、没有明确的发展目标、企业战略实施缺少权变性以及企业人力资源管理缺失等情况。第三,本文从顾客价值的角度考虑,提出广新陶瓷企业需要利用差异化战略适应市场变化,提升竞争能力从产品、服务、销售渠道、品牌等方面提出差异化战略实施的途径和方法。最后,广新陶瓷企业通过构建良好的财务管理体系、培养企业家的战略思维能力、建立战略管理绩效的评价体系、加强企业文化建设以及进行企业组织创新等措施建立良好的顾客价值,顺利实施竞争战略,占据市场优势。
[Abstract]:With the acceleration of the process of global economic integration, the exchange between countries is gradually increasing, and the competition among enterprises has gradually changed into strategic competition.With the development of the times, many enterprises in China have begun to attach importance to the formulation and implementation of strategies.In the unpredictable market environment, how to obtain the competitive advantage through scientific strategy has become an important subject for Chinese enterprises.The ceramic industry is an ancient industry originating from China, and has become an important part of the national economic development of our country today. China's ceramic output has been ranked first in the world for many years, compared with other countries.China's ceramic industry has a greater competitive advantage.However, with the development of ceramic industry, the problems in China's ceramic industry are becoming more and more prominent.In recent two years, the overall economic development of our country is not optimistic, leading to the downturn of ceramic industry market and the decline of demand.In order to reverse the situation and gain development opportunities and competitive advantages, we must take strategic measures to meet the challenges given by the times.As an enterprise producing ceramic products, Guang Xin ceramics needs to face the complicated and changeable market environment under the intense market competition pressure, but also needs to resist the invasion of the market by large ceramic enterprises such as smik.Under the pressure of competition inside and outside the industry, only by promoting customer value, integrating enterprise resources and adjusting enterprise competition strategy scientifically, can Guangxin ceramics improve its market competitiveness and occupy a place in the fierce market competition.This paper studies the adjustment and optimization of the competition strategy of Guangxin ceramic enterprises from the perspective of customer value.First of all, the theory of customer value and the related overview of competition strategy are expounded.Secondly, through the analysis of the external environment, industry environment and competitors of Guangxin ceramic enterprises, it is found that at present, the strategic positioning of Guangxin ceramic enterprises in the competition strategy is not clear, and there is no clear development goal.Lack of contingency and lack of human resource management in the implementation of enterprise strategy.Thirdly, from the point of view of customer value, this paper points out that Guang Xin ceramic enterprises need to use differentiation strategy to adapt to market changes, to enhance competitiveness from the products, services, sales channels,Brand and other aspects of the implementation of differentiation strategy approach and methods.Finally, Guang Xin ceramic enterprises build a good financial management system, train entrepreneurs' strategic thinking ability, and establish a strategic management performance evaluation system.The measures of strengthening the construction of enterprise culture and the innovation of enterprise organization establish good customer value, carry out the competitive strategy smoothly, and occupy the market advantage.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.71;F272

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