深圳市爱爱银饰品有限公司发展战略研究

发布时间：2018-04-23 08:16

本文选题：银饰品 + 发展战略　；参考：《兰州大学》2015年硕士论文

【摘要】：改革开放以来,我国的银饰品销售得到了快速发展,银饰品营销业绩逐年攀升,中国银饰品市场也日渐成熟。随着我国加入WTO,尤其是自2005年以来,各种银饰品牌纷纷抢滩中国市场,银饰市场的竞争程度日益激烈。面对日益激烈的竞争,如何把握复杂多变的环境,积极迎对白炽化的市场竞争,是摆在中小型银饰企业面前的生死攸关的难题。而破解这一难题的关键在于企业如何选择和实施既具有自身特色又能适应外部环境的企业发展战略。本文以深圳市爱爱饰品有限公司为研究对象,综合运用PEST分析法和迈克尔·波特的五力模型以及EFE分析工具对银饰流通企业的发展战略开展研究。首先,运用SWOT分析工具对爱爱饰品公司面临的市场机会,存在的现实威胁,企业拥有的优势和相对劣势进行了较为全面的分析。认为爱爱银公司面临经济人口增长、居民收入增加等机会,同时也面临竞争者增多、流行趋势变化等威胁;然后,介绍爱爱饰品有限公司概况及具有的资源能力和面临的问题,采用IFE矩阵对爱爱银饰品有限公司的内部环境分析,认为公司具有售价较低、员工亲和力较高、等优势,同时存在品牌、渠道、产品、团队等问题;其次,通过对内外部环境因素采用QSPM评价,确定SO战略为战略方案并确定以深圳为中心发展加盟辐射全国的战略目标。最后,论文研究制定了公司的具体执行战略。公司层面,采用后向一体化战略和前向一体化相结合的策略。选择相关多元化战略,从最初的银饰增加到纯银类、彩宝类、丝巾类、腕表、眼镜这几个大类;业务层面,采用差异化竞争战略,主打中高档银饰品;职能层面,优化组织架构、建立运营中心,规划加盟策略等。本文的研究成果将会深圳市爱爱饰品有限公司度过当前困境和最终实现可持续发展提供理论依据,并对其它银饰企业发展具有参考价值。
[Abstract]:Since the reform and opening up, China's silver jewelry sales have been rapid development, silver jewelry marketing performance is rising year by year, China's silver jewelry market is also increasingly mature. With China's entry into WTO, especially since 2005, all kinds of silver jewelry brands have snapped up the Chinese market, and the competition of silver jewelry market is becoming increasingly fierce. In the face of increasingly fierce competition, how to grasp the complex and changeable environment and actively face the incandescent market competition is a vital problem in front of the small and medium-sized silver decoration enterprises. The key to solve this problem is how to choose and implement the enterprise development strategy which has its own characteristics and adapts to the external environment. This paper takes Shenzhen Aiai Jewelry Co., Ltd. as the research object, synthetically uses the PEST analysis method, Michael 路Porter's five-force model and the EFE analysis tool to carry on the research to the silver decoration circulation enterprise's development strategy. Firstly, the paper makes a comprehensive analysis of the market opportunities, the real threats, the advantages and the relative weaknesses of Aiai Jewelry Company by using the SWOT analysis tool. It is considered that Aiai Silver Company is faced with such opportunities as economic population growth, increasing residents' income, and so on. At the same time, it also faces threats such as increasing competitors and changing popular trends. Then, it introduces the general situation of Aiai Jewelry Co., Ltd and the resource capacity and problems it faces. The IFE matrix is used to analyze the internal environment of Aiai Silver Jewelry Co., Ltd., which shows that the company has the advantages of low price, high staff affinity, and so on, and there are brand, channel, product and team problems at the same time. Through the QSPM evaluation of internal and external environmental factors, so strategy is determined as the strategic plan and the strategic goal of developing and joining the whole country with Shenzhen as the center is determined. Finally, the paper studies and formulates the company's specific implementation strategy. At the corporate level, the strategy of backward integration and forward integration is adopted. Select the relevant diversification strategy, from the initial silver jewelry to the silver category, color treasures, scarves, wrist watches, glasses, these categories; business level, adopt differentiated competition strategy, focus on high-grade silver jewelry; functional level, Optimize organization structure, establish operation center, plan joining strategy, etc. The research results of this paper will provide a theoretical basis for Shenzhen Ai Ai Jewelry Co., Ltd. to overcome the current predicament and finally realize the sustainable development, and have reference value for the development of other silver decoration enterprises.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.8

【参考文献】