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论文编号：	3130
作者编号：	2120062179
上传时间：	2011/6/1 10:11:01
中文题目：	清华同方液晶电视的竞争战略研究
英文题目：	THE RESEARCH ON COMPETITIVE STRATEGY FOR LCD TV IN THTF
指导老师：	马连福
中文关键字：	清华同方，彩电行业，竞争战略，营销策略
英文关键字：	THTF，TV industry，Competitive Strategy，Marketing Strategy
中文摘要：	竞争战略的使命是对企业如何在特定的市场上进行总体性的谋划与指导，以使企业获得并维持竞争优势。对于一个企业来说，如何获取竞争优势和如何使竞争优势得以持续保持下去是同等重要的事情，因为在有些情况下，企业只要简单地改变一下价值链就可以获得一定的竞争优势，但这种优势很容易被竞争对手反击或模仿，继而将企业所建立的竞争优势瓦解掉。因此，能保持长久竞争力的企业必须拥有用以维系持久竞争优势的某些资源或能力。企业在经营活动中要同时投入许多种资源，但并非所有资源都具有同样的价值。毫无疑问，企业应该把那些最具价值的战略性资源作为管理的重点，把这类资源的开发、积累、整合与运用作为战略的主线。 在我国电视市场品牌竞争白热化，国际巨头、国内传统强势品牌已经占据国内电视市场90%以上份额的竞争环境中；在接连不断的价格战、产品功能升级、新技术应用、产品更新换代不断加速、产品趋同化严重的产业环境下，清华同方电视作为一个行业新进入品牌，如何能快速甚至可以说如何能够得以突围？这就提出了本文研究的课题，本文试图通过对我国彩电行业的整体市场状况的分析，以及对清华同方液晶电视品牌自身的状况分析，利用相关竞争战略理论，发掘品牌自身所具备的优势资源，找到一条适合清华同方电视突围竞争对手之林，顺利达成自己市场目标的战略路径。 本文以中外竞争战略理论及核心竞争力理论的研究成果为指导，在对我国彩电市场所处的整体环境及清华同方公司内部状况分析的基础上，根据同方股份公司的整体战略，深度挖掘清华同方液晶电视产业所具有的内部资源优势，进而寻找到适合清华同方液晶电视产品的竞争战略，并通过制定战略目标、选择竞争领域及策略、战略实施、评价及控制形成一整套具有可操作性的规划。
英文摘要：	The mission of competitive strategy is the comprehensive planning and instructing for enterprise in specific markets which enabling it to gain and maintain competitive advantage. In some cases， an enterprise can get some certain competitive advantage after changing its value chain a little. However， this Advantage is easily to be fought back or imitated by competitors and may be collapsed at last. So， it’s very important for an enterprise that how to gain competitive advantage and how to sustain competitive advantage. Enterprises must hold some certain resources or capabilities to maintain long-term competitiveness. When carrying out business activities， enterprises often invest in many kinds of resources at the same time which do not have the same value each. Enterprise should focus on the most valuable resources and make its development， accumulation， integration and use as the main strategy. In China， TV market is facing intense competition， for example， 90% of the competitive environment is occupied by international giant company and strong domestic brand， continual price wars， product’s upgrading and accelerating replacement， new technology‘s applications， assimilated industrial environment， etc. THTF TV， as a new brand， how to win the market is a critical problem. The paper attempts to find a breakthrough for THTF TV and reach their target market successfully according to analyzing China's color TV industry and inner LCD TV situation in THTF. Based on the theory of competition strategy and core competence， the paper analyze d the China's color TV market and the THTF’S LCD TV situation. Then， following the global strategy of THTF， the paper explores the strength of inner resource in THTF and finds the suitable competitive strategy for THTF’S LCD TV. Finally， a whole set of operational plan containing strategic objectives， choosing the field of competition strategy， strategy implementation， strategy evaluation and control are given.
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