A信息技术有限公司竞争战略研究
发布时间：2018-09-19 07:20
【摘要】：A信息技术有限公司(以下简称A公司)是一家民营企业,成立于2001年9月。A公司经过10年的发展,由一家小企业逐渐成长为深圳市有一定实力的中小型计算机经销企业。但其发展中也存在一些问题,例如：企业组织结构不太合理；企业文化需要完善；业务创新能力不足；缺乏人力资源管理等。为了能够在激烈的市场竞争中取得成功,制定行之有效的竞争战略是决定A公司发展的关键。 从A公司的外部环境看,计算机硬件行业是典型的周期性行业,随着全球经济进一步复苏,预计2011年以后未来几年计算机硬件行业仍将保持稳健增长态势。但随着计算机市场的逐步成熟,众多新品牌及众多代理商加入市场,竞争加剧。竞争环境恶劣,也给A公司的外部经营环境带来严重挑战和不确定性。 从A公司的内部条件看,A公司经过近十年的不断发展进步,其自身的抗风险能力已经明显提高,公司人员具有较高的素质,并拥有充足的运营资金和雄厚的技术力量,社会信誉良好,与此同时,专业资深计算机经销企业的形象也为公司赢得竞争优势,但是在企业规模、管理水平及业务创新能力等方面仍有许多不足。 在此基础上,本文以迈克尔·波特的竞争战略理论知识为指导,采用SWOT分析法,得出对企业发展经营具有关键作用的因素,并将差异化战略作为A公司的竞争战略。首先,产品种类差异化,A公司应该把一体机和平板电脑等新型电脑经营作为重点业务,积极推广并抢占市场的先机；其次,服务质量差异化,在公司的经营过程中,其所建立的服务体系要将顾客作为服务向导,不断延伸服务内容；再者,营销手段差异化,建立关系营销体系；最后,品牌差异化。 论文最后提出了公司战略实施的保障措施,主要措施有：加强企业文化建设；优化公司的组织结构；要建立规范的人力资源管理体系,合理使用人才；开展技术创新,为顾客创造价值；开展关系营销,增强公司竞争力；强化服务质量,打造品牌优势；建立控制体系保证战略实施。通过以上措施,为公司能在激烈竞争的计算机行业中逐渐做大做强提供有力支持,努力将A公司建设成为国内知名的专业计算机经销商。本论文从可持续发展的角度出发,分析研究了A公司的竞争战略,并为其提出了一些建设性意见,同时为中小计算机经销企业今后的发展提供借鉴性意见,无论在理论方面还是在实际应用方面都具有一定的价值和意义。
[Abstract]:A Information Technology Co., Ltd. (hereinafter referred to as "A Company") is a private enterprise, founded in September, 2001. A company after 10 years of development, from a small enterprise gradually grew into a certain strength of small and medium-sized computer distribution enterprises in Shenzhen. However, there are also some problems in its development, such as the unreasonable organizational structure of the enterprise, the need to perfect the corporate culture, the lack of the ability of business innovation and the lack of human resource management, etc. In order to succeed in the fierce market competition, the key to the development of company A is to establish an effective competitive strategy. From the external environment of company A, the computer hardware industry is a typical cyclical industry. With the further recovery of the global economy, it is expected that the computer hardware industry will maintain a steady growth trend in the next few years after 2011. But as the computer market matures gradually, many new brands and agents join the market, the competition intensifies. The bad competition environment also brings serious challenge and uncertainty to the external operating environment of A Company. Judging from the internal conditions of Company A, after nearly a decade of continuous development and progress, its own ability to resist risks has been obviously improved, and the personnel of the company have a relatively high quality, as well as sufficient operating capital and strong technical force. At the same time, the image of professional and senior computer distribution enterprise also wins the competitive advantage for the company, but there are still many shortcomings in the aspects of enterprise scale, management level and business innovation ability. On this basis, under the guidance of Michael Porter's theory of competition strategy, using SWOT analysis method, the paper draws the key factors for the development and management of enterprises, and regards differentiation strategy as the competitive strategy of company A. First of all, Company A should take the integrated computer and tablet computers as the key business to actively promote and seize the market opportunities; secondly, the service quality is different, in the company's business process, The established service system should take the customer as the service guide and continuously extend the service content; moreover, the marketing means differentiation, the establishment of the relationship marketing system; finally, brand differentiation. Finally, the paper puts forward the guarantee measures for the implementation of the company's strategy, the main measures are: strengthening the construction of corporate culture; optimizing the organizational structure of the company; establishing a standardized human resources management system, making rational use of talents; carrying out technological innovation. To create value for customers; to develop relationship marketing to enhance the competitiveness of the company; to strengthen service quality; to create brand advantages; to establish a control system to ensure the implementation of strategy. Through the above measures, the company can gradually become bigger and stronger in the fierce competition in the computer industry to provide strong support, and strive to build A company into a well-known professional computer dealer in China. From the perspective of sustainable development, this paper analyzes and studies the competitive strategy of company A, and puts forward some constructive suggestions for the development of small and medium-sized computer distribution enterprises in the future. Both in theory and in practical applications have a certain value and significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.671
本文编号：2249428
[Abstract]:A Information Technology Co., Ltd. (hereinafter referred to as "A Company") is a private enterprise, founded in September, 2001. A company after 10 years of development, from a small enterprise gradually grew into a certain strength of small and medium-sized computer distribution enterprises in Shenzhen. However, there are also some problems in its development, such as the unreasonable organizational structure of the enterprise, the need to perfect the corporate culture, the lack of the ability of business innovation and the lack of human resource management, etc. In order to succeed in the fierce market competition, the key to the development of company A is to establish an effective competitive strategy. From the external environment of company A, the computer hardware industry is a typical cyclical industry. With the further recovery of the global economy, it is expected that the computer hardware industry will maintain a steady growth trend in the next few years after 2011. But as the computer market matures gradually, many new brands and agents join the market, the competition intensifies. The bad competition environment also brings serious challenge and uncertainty to the external operating environment of A Company. Judging from the internal conditions of Company A, after nearly a decade of continuous development and progress, its own ability to resist risks has been obviously improved, and the personnel of the company have a relatively high quality, as well as sufficient operating capital and strong technical force. At the same time, the image of professional and senior computer distribution enterprise also wins the competitive advantage for the company, but there are still many shortcomings in the aspects of enterprise scale, management level and business innovation ability. On this basis, under the guidance of Michael Porter's theory of competition strategy, using SWOT analysis method, the paper draws the key factors for the development and management of enterprises, and regards differentiation strategy as the competitive strategy of company A. First of all, Company A should take the integrated computer and tablet computers as the key business to actively promote and seize the market opportunities; secondly, the service quality is different, in the company's business process, The established service system should take the customer as the service guide and continuously extend the service content; moreover, the marketing means differentiation, the establishment of the relationship marketing system; finally, brand differentiation. Finally, the paper puts forward the guarantee measures for the implementation of the company's strategy, the main measures are: strengthening the construction of corporate culture; optimizing the organizational structure of the company; establishing a standardized human resources management system, making rational use of talents; carrying out technological innovation. To create value for customers; to develop relationship marketing to enhance the competitiveness of the company; to strengthen service quality; to create brand advantages; to establish a control system to ensure the implementation of strategy. Through the above measures, the company can gradually become bigger and stronger in the fierce competition in the computer industry to provide strong support, and strive to build A company into a well-known professional computer dealer in China. From the perspective of sustainable development, this paper analyzes and studies the competitive strategy of company A, and puts forward some constructive suggestions for the development of small and medium-sized computer distribution enterprises in the future. Both in theory and in practical applications have a certain value and significance.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.671
【参考文献】
相关期刊论文 前4条
1 张永胜,万威武;战略实施的影响因素分析[J];商业研究;2003年20期
2 冯丽云,杨晶;强化品牌与消费者的关系提升品牌价值[J];成人高教学刊;2003年04期
3 任俊鲁;;中小企业如何实施品牌战略[J];市场营销导刊;2001年03期
4 贾春峰;企业发展战略研究中的八个深层问题[J];学术研究;2001年02期
，本文编号：2249428
本文链接：https://www.wllwen.com/kejilunwen/jisuanjikexuelunwen/2249428.html
