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论文编号：	12454
作者编号：	2320180615
上传时间：	2021/6/11 16:27:34
中文题目：	L公司在中国市场的竞争战略研究
英文题目：	Research on Competitive Strategies of L Company in China Market
指导老师：	林润辉
中文关键字：	L公司竞争战略；差异化战略；全面市场；低成本与差异化相结合战略；汽车市场
英文关键字：	Competition Strategies of L Company in China, Differentiation Strategy in Overall Markets, Differentiation with Low Cost Strategy in Automotive Market,
中文摘要：	摘要 近年来，随着中国经济的快速发展，本土市场竞争环境发生巨大变化，越来越多的本土企业快速成长，对原已存在多年的竞争格局构成挑战，因此，外资公司在国内如何参与本土竞争并持续保持竞争优势成为研究热点。本文通过研究中国竞争环境在近些年的变化，尤其是中美关系逐渐“变冷”的情形下，以L公司导热事业部在中国公司（下均简称为L公司）为研究对象，通过对所在行业及内外部竞争环境进行分析，总结出现在和未来的竞争策略重点： 针对全面市场，L公司采取以强化差异化战略为核心的竞争策略，确立与其它竞争对手的技术及产品优势，随着高端市场份额的逐渐增加，提高品牌形象；针对汽车市场，L公司将差异化和低成本相结合作为竞争战略，以先进制造技术为先导，从而降低产品成本，扩大市场份额，提升公司在市场中的销售占比。 强化差异化战略在全面市场的实施是重视以开发新产品为核心的平台化产品研发，通过对研发流程的制定及优化，满足市场需求并控制风险。在研发能力建立的过程中，需要高度重视研发人员的“选”、“用”、“育”、“留”，并在人才保障机制上进一步创新，以提高团队整体实力。加大研发投入，使其在国内市场中具备超过其它竞争对手的技术优势。 针对汽车市场，则采用差异化与低成本相结合的战略，通过产品设计理念的变化、柔性生产、新工艺制造以及网络型多触点的客户管理等方式，提升了效率及良品率，降低了产品成本。只有在市场份额上保持优势，才有机会拉动供应链体系进一步降低制造成本，形成良性循环。 公司对上述战略实施过程中可能出现的问题进行了分析，提出在技术、人才、知识产权、内部管理及组织等方面给予保障，以确保L公司在国内市场竞争战略的成功实施。
英文摘要：	Abstract With the rapid development of China economy, local competition environment has been experiencing dramatic changes in recent years, which a new competition landscape is under reshaping with many competitors stepping into China market. How to make multinational company to be sustainable competitive in the China market in strategic perspective, especially at this special time when US and China’s tension is becoming more and more serious, is becoming a hot topic. In this article, strategic directions will be discussed based on studies on L company’s Thermal Division in China (will be abbreviated as L company in this article): Two kinds of major markets have been recognized in this article: one is overal market, which is mainly targeting to Telecom and datacom industries, like 5G infrastructure and cloud hardware; another is automotive market, especially for electric automotive(EV) market. Due to two markets’ differences on requirements and characteristics, two strategies will be developed. Differentiation strategy will be the key focus for the overall market, in order to provide differentiated products/solutions to customers, while differentiation with low cost strategy will be main strategy for high volume automotive market. New products development is always a powerhouse of a technology-oriented company, therefore, enhancing the R&D capability will be the key in order to keep company to be competitive in the market. At the same time, the R&D people needs to be the central of the company, therefore, talents management is highly needed. With the differentiation strategy implemented, L company is able to keep technology advances than other competitors in China market. Under the differentiated low-cost manufacturing techniques, the traditional production has been changed completely, which improves efficiencies about 5-6 times with increased yield rate of more than 20%. The total cost of final products is reduced significantly, which enables additional marketing share gain to be obtained in automotive market. A virtuous cycle can be formed to drive the cost of product further down with more bargain power in vendor sides on raw materials when the obtained share gain is increasing. The implementation of above strategies enables the customer experiences to be improved, which enhances customers loyalty and “stickiness”. But in order to ensure these strategies to be implemented successfully, several guarantee measurements, such as organization optimization, talents management, project management and IP management, need to be considered seriously.
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