SQ公司竞争战略研究

发布时间：2018-01-12 15:10

本文关键词：SQ公司竞争战略研究　出处：《广西大学》2015年硕士论文　论文类型：学位论文

【摘要】：食品是关乎广大群众生活需求的必需品,随着我国经济的稳定增长和人民生活水平的提高,人们对食品的要求逐渐严格,从最初的饱腹到如今对养生、保健功能的重视。我国保健食品行业兴起较晚,保健食品产业是一个值得期待的产业,其市场的巨大潜力吸引着众多企业的进入。SQ公司是一家从事龟苓膏生产和销售的广西特色企业,坚持“诚信、敬业、创新、高效”的企业精神,在龟苓膏市场中占有一席之地。但是随着越来越多的竞争对手进入该领域,SQ公司拥有的竞争优势逐渐遇到考验,如何在激烈的市场竞争中独占鳌头,这就需要SQ公司结合内部资源与外部环境制定切实可行的竞争战略,发挥其核心竞争力,扩大市场占有率。本文以SQ公司为案例,首先对其概况及产品特点进行了介绍,然后对公司的内部资源和能力进行了详细分析,总结出SQ公司的核心竞争力,从而明确SQ公司内部的优势和劣势。接着运用PEST分析方法对外部的政治法律环境、经济环境、社会文化环境、科学技术环境这四大宏观维度进行分析,找出SQ公司主要面对的机会与威胁。另外运用波特五力模型对行业竞争环境进行了分析,主要包括潜在市场进入者、现有竞争对手、替代产品、买方议价能力、卖方议价能力五个方面。最后借助SWOT分析方法,确定SQ公司的优势、劣势、机会、威胁,并结合公司的市场定位和目标市场选择,总结出公司在不同战略下的战略选择,从而确定公司选择的差异化竞争战略。明确了SQ公司选择的差异化竞争战略的基础上,主要从产品、品牌、企业文化、组织结构及人才、营销、核心竞争力六个方面为公司实施差异化竞争战略提供保障。最后对公司竞争战略的实施进行评估及调整。SQ公司实施差异化竞争战略,具有很强的实用性和可行性,对于其实现龟苓膏行业市场领航地位和继续创造利润的经营目标有较大的推动作用,也对其他类似企业的经营发展具有借鉴意义。
[Abstract]:With the steady growth of our economy and the improvement of people's living standard, people's requirements for food are gradually strict, from the initial satiety to the present health care. The importance of health care function. China's health food industry emerged relatively late, the health food industry is an industry to be expected. The great potential of its market attracts many enterprises into SQ Company, which is a Guangxi characteristic enterprise engaged in the production and sale of turtle Ling paste. It adheres to the enterprise spirit of "honesty, dedication, innovation and efficiency". As more and more competitors enter this field, the competitive advantage of Q company is tested gradually, how to take the lead in the fierce market competition. This requires sq Company to combine internal resources with the external environment to formulate a practical competitive strategy to play its core competitiveness and expand market share. This paper takes sq Company as an example. First of all, the general situation and product characteristics are introduced, then the internal resources and capabilities of the company are analyzed in detail, and the core competitiveness of sq company is summarized. In order to clarify the internal strengths and weaknesses of sq Company. Then the use of PEST analysis of the external political and legal environment, economic environment, social and cultural environment, science and technology environment of the four macro dimensions are analyzed. Find out the main opportunities and threats faced by sq Company. In addition, the author analyzes the competitive environment of the industry by using Porter's five-force model, mainly including potential market entrants, existing competitors, alternative products. Finally, with the help of SWOT analysis method, determine the strengths, weaknesses, opportunities, threats, combined with the company's market positioning and target market selection. Summarize the strategic choice of the company under different strategies, so as to determine the company's choice of differentiated competitive strategy. Clear on the basis of sq company's choice of differentiated competition strategy, mainly from the product, brand, corporate culture. Organizational structure and talent, marketing. The core competitiveness of six aspects for the implementation of differentiated competition strategy for the company to provide security. Finally, the implementation of the company competition strategy evaluation and adjustment of SQ company to implement the differentiated competition strategy. It has strong practicability and feasibility. It has a great role in promoting its market leading position and continuing to create profit, and it also has reference significance for other similar enterprises' management and development.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.82;F271

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