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论文编号：	12197
作者编号：	2320180510
上传时间：	2020/12/14 22:51:50
中文题目：	LG电子公司微波炉业务集中差异化竞争战略研究
英文题目：	Research on the Focused Differentiation Competitive Strategy of LG Electronics Microwave Oven Business
指导老师：	柳茂平
中文关键字：	微波炉;集中差异化;竞争战略;价值链;活动体系
英文关键字：	Microwave Oven;Focused Differentiation;Competitive Strategy;Value Chain;Activity System
中文摘要：	当今，经贸摩擦造成外部环境收紧、全球经济减速以及重大公共疫情不可控和国内经济新旧动能转换的结构性调整的双重影响下，经济形势持续下行。在这种复杂多变的宏观环境下，让本就激烈的微波炉产业环境雪上加霜。微波炉产业竞争环境表现为供大于求的供需关系，从业企业多且行业平均利润薄弱，核心供方和OEM/ODM大客户议价能力强。 面对着如此变化莫测的外部环境，如何选择适合本企业的竞争战略显得尤为重要。竞争战略的本质是为了适应外界环境的变化，企业利用自身资源和能力来取得比对手更大的竞争优势，从而在市场中立于不败之地的一种谋略。本论文以LG电子公司微波炉业务为研究案例，通过对内外部环境的分析以及结合LG自身现况和发展的历史，指出目前最适合LG电子公司微波炉业务的竞争战略是集中差异化。选择了适合本企业的竞争战略之后，为了明确的找到持续竞争优势的来源，对价值链进行展开分析。通过对LG集中差异化价值链的构建和分析，寻找到了稀缺的价值活动和结构性驱动因素，并利用这些分析结论构建成活动体系，从而建立了竞争对手难以模仿的竞争优势。 通过以上的分析和研究，将LG电子公司微波炉业务的竞争战略进行了梳理和展望，为本公司获得持续竞争优势和经济效益提供理论的支撑，从而为本公司的进一步发展规划了较明确的方向，同时对其他微波炉从业企业也有一定借鉴意义。
英文摘要：	At present, the international environment is characterized by economic and trade frictions, global economic slowdown and uncontrollable major public epidemics. The domestic environment is a structural adjustment in which the old drivers of growth are replaced by the new ones.Under the influence of domestic and international environment, the economic situation continues to decline.In this complex and changeable macro environment, the industrial environment of Microwave Oven enterprises is getting worse and worse.The industrial environment of microwave oven is the supply-demand relationship of oversupply.?There are many working enterprises and the average profit of the industry is weak.?The bargaining power of core suppliers and OEM/ODM key customers is strong. In the face of such an unpredictable external environment, how to choose the competition strategy that suitable for the enterprise is particularly important.The essence of competitive strategy is to adapt to the changing external environment.?It is a strategy that enterprises use their own resources and capabilities to gain a greater competitive advantage than their rivals, so as to remain invincible in the market.Thesis takes the Microwave Oven business of LG Electronics as a case to research.?By analyzing the internal and external environment and combining LG's current situation and development history, it concludes that the most suitable competitive strategy for LG's Microwave Oven business is Focused Differentiation. After selecting the competitive strategy , in order to clearly find the source of sustainable competitive advantage, the value chain is analyzed.Through the construction and analysis of LG's Focused Differentiated value chain, the scarce value activities and structural drivers are found, and the activity system is constructed through these analyses, thus establishing a competitive advantage that is difficult for competitors to imitate. Through the above analysis and research, the competition strategy of LG Electronics microwave oven business has been generally sorted out and summarized, which provides theoretical support for the company to obtain sustainable competitive advantage and economic benefits, and also provides certain reference significance for other microwave oven enterprises.
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