南冠公司低成本战略研究

发布时间：2018-08-12 10:49

【摘要】： 成本领先战略是美国著名管理学家、哈佛大学商学研究院著名教授迈克尔·波特(Michael E. Porter)提出的三大竞争战略之一,是指通过有效途径,使企业的全部成本低于竞争对手的成本,以获得同行业平均水平以上的利润。成本领先是最为基本的竞争能力,任何战略都是建立在成本优势的基础之上。换言之,不管企业采取何种竞争战略,成本优势都是其不得不重视的核心问题。近几年来,由于避雷器制造行业的竞争越来越激烈,使得南冠公司不得不关注公司的发展战略和成本管理战略。避雷器行业属于电力设备行业中的一个子产业,因此避雷器产业的发展与我国电力产业的发展息息相关。电力产业是国民经济的基础产业,随着“十一五”规划的全面实施,电力需求和装机容量持续增长,持续看好的电力产业发展前景构成了避雷器行业市场拓展的外部机遇。但是由于体制和传统的原因,那些具有高端产品和技术,而且具有资金和规模的企业将承受住成本的增加,而那些主营业务仍然是以生产低压产品为主、而且在资金、成本承受能力不强的企业将在未来激烈的竞争环境中处于劣势。在对南冠公司外部环境分析的基础上,又对其内部经营环境进行分析,特别分析了经营情况：公司的产量、销量上升,但是售价、获利能力下降。最后在全面思考、理性分析的基础上,根据行业和产品特征,根据企业自身的特点,科学决策,全面实施成本领先战略：努力追求基于经验的成本下降,严密控制制造成本和管理费用,追求研发、服务、销售、广告等及其他价值创造部门的成本最小化。南冠公司采用创新的战略管理理念,把低成本战略定位在创新价值的基础之上,而非过去传统意义上的低成本和价格战。通过实践,得出这样的结论：创新与低成本并不矛盾。本文首先介绍了低成本战略的基本理论,包括对低成本战略的概念作了界定,阐述了低成本战略不同于差别化战略和集中化战略,介绍了低成本战略的类型、低成本战略的适用条件与组织要求和低成本战略的收益与风险。然后在以上理论研究的基础上,对南冠公司低成本战略的外部环境进行分析：国际避雷器行业经济环境分析及我国该行业的现状分析。接着对南冠公司的内部环境进行分析,介绍了南冠公司的基本情况、南冠公司实施低成本战略时的经营情况、南冠公司的优势、劣势、机会、威胁分析。最后对南冠公司的低成本战略的设计和实施进行了详细的分析。
[Abstract]:Cost leading strategy is one of the three competitive strategies put forward by Michael Porter (Michael E. Porter), a famous American management scientist and a famous professor of Harvard Business School, which means that the total cost of an enterprise is lower than that of its competitors through effective means. In order to obtain the same industry average above the profit level. Cost leading is the most basic competitive power. Any strategy is based on cost advantage. In other words, no matter what competitive strategy enterprises adopt, cost advantage is the core issue that they have to pay attention to. In recent years, the competition of lightning arrester manufacturing industry is becoming more and more fierce, which makes Nanguan company have to pay attention to its development strategy and cost management strategy. Lightning arrester industry belongs to a sub-industry in power equipment industry, so the development of lightning arrester industry is closely related to the development of power industry in China. The electric power industry is the basic industry of the national economy. With the implementation of the 11th Five-Year Plan, the electric power demand and installed capacity continue to increase. The prospect of continuously promising development of the electric power industry constitutes an external opportunity for the lightning arrester industry to expand its market. But for institutional and traditional reasons, businesses with high-end products and technology, and with capital and size, will bear the cost increase, while the main businesses are still mainly producing low-voltage products, and in money, Enterprises with low cost bearing capacity will be at a disadvantage in the fierce competition environment in the future. Based on the analysis of the external environment of Nanguan Company, this paper analyzes the internal operating environment of Nanguan Company, especially analyzes the operating situation: the company's output and sales volume increase, but the selling price and profitability decline. Finally, on the basis of comprehensive thinking and rational analysis, according to the characteristics of the industry and products, according to the characteristics of the enterprise itself, scientific decision-making, the overall implementation of cost leading strategy: strive to pursue experience-based cost reduction, Closely control manufacturing and management costs, pursue R & D, services, sales, advertising, and other value creation departments for cost minimization. Nanguan Company adopts the innovative strategic management concept and puts the low cost strategy on the basis of innovation value rather than the traditional low cost and price war in the past. Through practice, draw such a conclusion: innovation and low cost is not contradictory. This paper first introduces the basic theory of low cost strategy, including the definition of low cost strategy, expounds that low cost strategy is different from differential strategy and centralization strategy, and introduces the types of low cost strategy. The applicable conditions and organizational requirements of low-cost strategy and the benefits and risks of low-cost strategy. Then, on the basis of the above theoretical research, this paper analyzes the external environment of the low-cost strategy of Nanguan Company: the economic environment of the international lightning arrester industry and the present situation of the industry in China. Then it analyzes the internal environment of Nanguan Company, introduces the basic situation of Nanguan Company, the operating situation of Nanguan Company when implementing low cost strategy, and analyzes the strengths, weaknesses, opportunities and threats of Nanguan Company. Finally, the design and implementation of the low-cost strategy of Nanguan Company are analyzed in detail.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F406.72;F426.6

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