Q电脑集团竞争力提升的策略研究

发布时间：2018-08-20 09:21

【摘要】：本文首先就价值链和代工模式进行了简单的阐述，然后就笔记本电脑第一大代工企业Q电脑集团所处的政治、经济、地理、人口等宏观背景做了描述，，在全球经济不景气、美元升值、中国大陆用人成本上升、自然灾害造成关键零部件供应紧缺、市场竞争更加激烈的影响下，Q电脑集团面临着无品牌优势、成本较高、原材料供应链缺货风险、订单波动、行业竞争加剧和劳动力紧缺的压力。为了从困境中摆脱，Q电脑集团急需制定提升公司竞争力的策略。首先，针对代工企业在国际生产链中所处的不利因素，根据迈克尔波特对于价值链的理论，提出了代工企业可能的争取价值链的策略。根据迈克尔波特的五力模型原理对Q电脑集团的内外部环境进行了SWOT分析，指出Q电脑集团须在市场竞争中认清行业现有的竞争状况、产业链客户和供应商的议价能力、行业潜在进入者的威胁以及替代产品或服务的威胁五种竞争力量情况，从而采取相对应的竞争策略，以提升自身竞争力。通过对Q电脑集团的自身能力进行分析，指出了Q电脑在客户群体结构、产品设计能力和开发周期、制造能力、产品质量和财务现金流等方面具有一定的优势。另外，通过SWOT分析，对于公司所处的外部威胁和机会以及公司内部的优势劣势进行了比较分析，得出了Q电脑集团的竞争策略：部分产品品牌化、产品多元化、供应链垂直整合、创新研发、质量深耕。最后，阐述了为了保证竞争策略的有效实施，需要对于组织架构进行优化、加强人力资源管理以及注重公司的可持续发展的投入。本文按照提出问题、分析问题和解决问题的思路，通过理论叙述与数据分析结合的方式进行论证。按照战略管理的一般原理，充分利用迈克尔波特价值链理论、五力模型理论、SWOT分析模型等工具对问题进行了分析和论证。
[Abstract]:This paper first describes the value chain and contract manufacturing mode, then describes the political, economic, geographical, demographic and other macro backgrounds of the Notebook computer Group, the number one contract manufacturer, in the global economic downturn. With the appreciation of the US dollar, the rising labor costs in mainland China, the shortage of supply of key components caused by natural disasters, and the impact of more intense market competition, the QQ computer Group faces the advantages of no brand, high cost, and the risk of shortage in the raw material supply chain. Orders fluctuate, industry competition intensifies and labor force is in short supply. In order to get rid of the difficult situation, computer Group urgently need to develop strategies to improve the competitiveness of the company. Firstly, according to Michael Porter's theory of value chain, this paper puts forward the possible strategy for contract enterprises to strive for the value chain in view of the disadvantageous factors of contract enterprises in the international production chain. According to Michael Porter's five-force model principle, the internal and external environment of Q computer group is analyzed by SWOT. It is pointed out that Q computer group should recognize the existing competition situation of the industry and the bargaining power of customers and suppliers in the industry chain in the market competition. The threats of potential entrants and the threats of substitute products or services are five competitive forces, so that the corresponding competitive strategies can be adopted to enhance their competitiveness. By analyzing the ability of Q computer group, the author points out that Q computer has certain advantages in customer group structure, product design ability and development cycle, manufacturing ability, product quality and financial cash flow. In addition, through SWOT analysis, the external threats and opportunities in the company as well as the advantages and disadvantages inside the company are compared and analyzed, and the competitive strategy of Q computer Group is obtained: some products are branded, the products are diversified. Supply chain vertical integration, innovative R & D, quality deep tillage. Finally, in order to ensure the effective implementation of the competition strategy, it is necessary to optimize the organizational structure, strengthen the human resource management and pay attention to the investment of the sustainable development of the company. According to the ideas of problem raising, problem analysis and problem solving, this paper demonstrates by combining theoretical narration with data analysis. According to the general principles of strategic management, the paper makes full use of Michael Porter's value chain theory and five-force model theory and SWOT analysis model to analyze and prove the problem.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F272;F416.671

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