广东某钢贸公司发展的SWOT分析

发布时间：2018-03-28 13:09

本文选题：广东某钢贸公司　切入点：SWOT分析　出处：《广西师范大学》2013年硕士论文

【摘要】：本文选取中国建材行业中具有代表性的广东某钢贸公司作为研究对象,首先,简要介绍了广东某钢贸公司的概况和现状。之后,主要介绍了SWOT分析理论,其中包括：SWOT分析方法由来,SWOT分析的一般内容,SWOT分析的一般步骤,SWOT分析的四种不同组合,SWOT分析方法的主要作用。最后,采用SWOT分析方法具体对广东某钢贸公司的竞争优势,竞争劣势,机会,威胁进行了分析。分析表明：广东某钢贸公司的竞争优势主要是：公司的服务和品牌优势；资金优势;具有通畅有效的营销网络；公司的管理能力优势；可持续发展能力优势。广东某钢贸公司的竞争劣势主要是：“统购分销”模式对市场反应不够及时有效；人员整体业务水平不够,工作方法不科学；公司经营品种比较单一,还是集中在传统的棒线产品,而且高中低端品牌比例不理想；项目中标几率低,且经营质量较低；历史沉淀资金包袱沉重以及库存成本以及结构的不明确。通过上述分析,可对广东某钢贸公司的发展给出以下建议：通过合资合作借力快速发展,主要包括：不断创新模式,寻找新的利润来源和渠道,利用区域布局,与央企合作,做大做强,走“做批发业务”的道路；优化上游客户资源,减少协议量资源经营的亏损额；以创利为中心,不断创新盈利模式,通过探讨加工、配送等方式获得的资源销售来提高盈利水平；开拓服务类业务经营规模并提升经营水平,以维持公司生存发展的需要；加强风险防控。
[Abstract]:In this paper, a representative steel trading company in the building materials industry of China is selected as the research object. Firstly, the general situation and current situation of a steel trading company in Guangdong are briefly introduced. Then, the theory of SWOT analysis is introduced. It includes the general contents of the SWOT analysis method, the general steps of SWOT analysis, and the main role of the four different combinations of SWOT analysis methods. Finally, the SWOT analysis method is applied to the specific competitive advantage of a steel trading company in Guangdong. Competitive disadvantages, opportunities, and threats are analyzed. The analysis shows that the main competitive advantages of a steel trading company in Guangdong are: the service and brand advantages of the company; the capital advantage; the smooth and effective marketing network; the management capability of the company; and the sustainable development ability. The main competitive disadvantages of a steel trading company in Guangdong are: the "unified purchase and distribution" model is not prompt and effective enough to respond to the market; the overall business level of the personnel is not enough; the working methods are not scientific; and the company operates in a relatively single variety. Or concentrated in the traditional bar line products, and the proportion of high, middle and low end brands is not ideal; the project winning probability is low, and the management quality is low; the history deposits the heavy burden of funds, and the inventory cost and structure are not clear. Through the above analysis, we can give the following suggestions for the development of a steel and trade company in Guangdong: through joint venture and cooperation, we can develop rapidly, mainly including: constantly innovating the mode, finding new profit sources and channels, utilizing regional layout, and cooperating with the central enterprises. To become bigger and stronger, to take the road of "doing wholesale business"; to optimize upstream customer resources and reduce the losses in the management of agreed volume resources; to take profit creation as the center, to continuously innovate the profit model, and to explore processing, Distribution and other means of resource sales to improve profitability; develop the scale of service business and enhance the level of management to maintain the needs of survival and development of the company; strengthen risk prevention and control.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.92

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