广西佳微微型投影仪业务竞争战略研究

发布时间：2018-10-20 18:07

【摘要】：与常见的消费类电子产品相比,微型投影仪在消费类电子产品市场一直处于市场容量小、产品边缘化的位置。尽管如此,微型投影仪产品仍代表着现今娱乐媒介科技的发展,并在教育、营销以及众多的个人娱乐方面有着普通投影仪不可取代的地位。随着科学技术和互联网通信、互联网营销的进一步发展,人们娱乐、信息交流沟通变得更加便捷,代表一定个性化潮流的微型投影仪在人群中的影响也在加大,整体市场也得到了放大。然而,中国市场微型投影仪的国内外品牌一共20余家,各自规模、技术实力、服务、市场份额等均无明显的差距。上述现状导致该行业的竞争处于一种稳定的状态,没有过于激烈的竞争,也没有突飞猛进的发展。在这种背景下,一家企业如果能在行业中建立竞争优势,在行业内做强,淘汰竞争力不足的企业,并有效避开竞争对手的恶意竞争,对于该行业的发展以及微型投影产品的长远战略规划具有非常重要的意义。本文通过对广西佳微电子科技有限公司(后续简称广西佳微)的市场情况分析,结合公司实际,运用波特五力模型展开分析,然后参考波特的三大竞争战略,对广西佳微的竞争战略进行定位,得出广西佳微在微型投影仪市场应选用的竞争战略——集中化战略。为保障该战略的顺利推进,利用价值链模型九大因素分析并提出可行的措施。本文认为,尽管广西佳微存在着品牌影响力不突出、核心供应商议价能力威胁较大、替代品威胁较大等弱势,但企业存在专业微型投影仪制造以及OEM和ODM经验方面的优势,通过集中OEM业务并优化企业价值链,建立集中化发展战略,内部提升管理水平,外部提升服务水平,并对产业链客户价值竞争优势的创造来保证公司在行业内的竞争地位,达到实现公司竞争战略的目的。
[Abstract]:Compared with the common consumer electronic products, the micro projector has always been in the position of small market capacity and product marginalization in the consumer electronics market. However, the micro projector still represents the development of entertainment media technology, and has an irreplaceable position in education, marketing and numerous personal entertainment. With the further development of science and technology and Internet communication and Internet marketing, people's entertainment and information exchange and communication become more convenient, and the influence of micro projectors, which represent a certain individualized trend, in the crowd is also increasing. The overall market has also been amplified. However, there are more than 20 domestic and foreign brands of micro projectors in Chinese market. There is no obvious difference in their scale, technical strength, service, market share and so on. As a result, the competition in the industry is stable, not too fierce, nor is it developing by leaps and bounds. In this context, if an enterprise can establish a competitive advantage in the industry, make it stronger in the industry, eliminate the enterprises that are not competitive enough, and effectively avoid the malicious competition of its competitors, It is of great significance for the development of the industry and the long-term strategic planning of micro projection products. Through the analysis of the market situation of Guangxi Jia Microelectronics Technology Co., Ltd. (hereinafter referred to as Guangxi Jiawei), combined with the actual situation of the company, this paper uses Porter's five-force model to carry out the analysis, and then refers to Porter's three competitive strategies. In this paper, the competitive strategy of Guangxi Jiawei Microsystem is positioned, and the centralized strategy is obtained for the competition strategy of Guangxi Jiawei Microprojector Market. In order to ensure the smooth progress of the strategy, nine factors of value chain model are used to analyze and put forward feasible measures. This paper holds that, although the brand influence is not prominent, the bargaining power of the core suppliers is greater, and the alternatives are more dangerous, the enterprises have the advantages of professional micro projector manufacture and OEM and ODM experience. By centralizing OEM business and optimizing enterprise value chain, establishing centralized development strategy, improving management level internally, enhancing service level externally, and creating competitive advantage of customer value in industry chain, we can ensure the competitive position of the company in the industry. To achieve the goal of the company's competitive strategy.
【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】：F426.6;F271

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