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论文编号：	2938
作者编号：	2220091827
上传时间：	2011/3/24 16:00:01
中文题目：	手机模切企业竞争力提升途径研究
英文题目：	Study of mobile die-cutting industry competitive advantages solution
指导老师：	许晖
中文关键字：	关键词： 世誉集团 大客户管理 时间垄断 增值服务
英文关键字：	Key words : Worldmark Key Account Management Time Monopoly Value Added Service
中文摘要：	摘　要 在全球经济加速一体化的今天，逐步细化的全球分工协作与日益白热化的市场竞争成为企业生存、发展所必须面对的重大挑战。而作为模切这一新兴产业，更应该对市场进行充分的分析和研究，不断的细分市场并了解市场的实际需求，同时提高对市场、战略客户资源的控制力。 本论文首先从国内外不同研究角度阐述了企业竞争力理论，分析了企业竞争力的主要影响因素。然后以世誉集团所在的模切、标识行业为例，详细介绍了行业的特点，竞争对手的优势及劣势，分析出手机模切、标识企业提高竞争力的关键因素，包括手机模切产业及市场环境分析、产品生命周期分析以及手机模切企业提高竞争力等关键因素。进而分析了模切、标识市场的营销特点，在环境分析的基础上对产品的生命周期作了进一步分析，从而得出以时间垄断为基础的增值服务及加强战略客户管理是提升企业竞争力的主要途径。 对于实现以时间垄断为基础的增值服务，本论文从创新、信息管理、全球化经营、客户关系管理等四部分进行了分别阐述。其中创新包括技术创新、产品创新、开拓新市场和创新营销模式四部分。 最后通过对世誉集团的实证分析，从实现以时间垄断为基础的增值服务的途径入手，分析研究了世誉集团的成功之处，并通过对实现时间垄断的难点分析，提出了相应的方法和建议。 同时本文也对手机/电脑行业推行战略客户管理的管理理念和方法做了一定的思考和探索，为国际化电子产品制造及相关企业建立科学、高效的战略客户管理体系提供理论上的支持和实践上的参考。
英文摘要：	Abstract Accelerated by rapid growth of high-tech and continuous reduction of trade barrier, the economical globalization has become an inevitable wave. Under the pressure of more intensive collaboration and competition become to the major challenges for all enterprises’ survival. For the new industry, die-cutting, more fully analysis, detail market segmentation defining and market & demand understanding, should be very important. At the same time, we must enhance the market control and strategic customer resources management. This dissertation follow the domestic and foreign different research perspective, discussed enterprise competitiveness theory. This dissertation analyses the main factors influencing the competitiveness of enterprises. Base on the details about Worldmark, we discussed the competition environment, and analyze related advantages and disadvantages, identified the key factors of competitiveness, especial for the mobile phone related die-cutting industry, market environment, product life cycle management and key accounts management. To realize the time monopoly based on value-added services, we discussed more details from the following four parts : innovation, information management, globalization business, customer relationship management and so on. And innovation including technical innovation, product innovation, explore new market and innovative sales & marketing model of four parts. Finally, we analyzed the case about Worldmark, the top tier die-cutting company , how to realize the time monopoly based value-added service / solution, and analyzed the Worldmark group’s way to successes, and after the analysis of the difficulties about realizing time monopoly, I puts forward relative comments & suggestions.. I’d like to provide my thinking & comments about how to implement strategic customers management in mobile phone and computer industry . I hope it can be used for practical reference for any related company / confrere establish scientific and efficient strategic customers management system in the international electronic manufacturing industry.
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