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论文编号：	7878
作者编号：	2120132538
上传时间：	2015/12/8 9:40:12
中文题目：	BF测绘仪器公司差异化战略研究
英文题目：	The Research on Differentiation Strategy of BF Surveying & Mapping Instruments Company
指导老师：	任兵
中文关键字：	差异化战略;产品差异化;测绘仪器;市场细分
英文关键字：	differentiation strategy; product differentiation; mapping instrument; market segmentation
中文摘要：	近年来，随着国际测绘巨头大举进入国内市场以及国内行业竞争的加剧，国内测绘市场形成低价、无秩序且同质化的恶性竞争局面。在这种环境下，BF测绘仪器公司的产品销量及市场份额逐年下降，公司面临生死考验。面对残酷的行业竞争以及日益多样化的市场需求，如何确定公司未来的发展战略，避免陷入价格战怪圈，是BF测绘仪器公司当前面临的严峻问题。本文旨在通过对差异化战略的制定和实施的研究，为BF测绘仪器公司及其同行提供一些解决问题的思路和可供参考的实践办法。 为科学制定、执行公司战略，本论文运用MBA期间学习的理论与BF测绘仪器公司运营实例相结合，重点研究差异化战略的选择制定与战略保障措施。首先，对竞争战略相关理论进行详细陈述，为公司差异化战略的选择与制定奠定了雄厚的理论基础。其次，对公司内部环境、宏观环境以及行业竞争环境进行全面客观地分析，目的是明确公司具备哪些资源优势、存在哪些问题、宏观环境变化及行业竞争环境对公司产生什么影响。再次，探讨企业为什么选择差异化战略，实施差异化战略所具备的资源和条件，并通过市场细分明确消费者的需求，得出符合用户偏好的差异化战略设计方案：产品差异化、形象差异化以及服务差异化。最后，提出了差异化战略实施的保障措施，并总结得出BF测绘仪器公司要想在竞争激烈的市场环境中求得生存和发展，差异化战略是当前的最理想选择，也是提高核心竞争力和获得可持续发展的必然选择。 本论文关于差异化战略的制定与实施的研究，不但对BF测绘仪器公司具有战略指导价值，对其他测绘仪器生产企业也有一定的参考借鉴作用。本文除了进行丰富的理论研究外，还提供了具体的实践方法论述以供BF测绘仪器公司进行直接操作运用。BF测绘仪器公司及其业内公司如果据此成功制定并实施符合自身特点的差异化战略，将有助于公司未来的可持续发展。 关键词：差异化战略 产品差异化 测绘仪器 市场细分
英文摘要：	In recent years, with the landing of international mapping giants on Chinese market and the continuous intensification of domestic competition, China’s surveying and mapping instrument market has been trapped by vicious competition featuring low price, disorder and homogeneity. Under such a circumstance, BF Surveying & Mapping Instruments Company (short for “BF” hereinafter) has suffered a continuous decline of sales volume and market share for years and is confronting a life-and-death test. In face of the increasing diversification of market demands and cutthroat industrial competition, how to blueprint the company’s development strategy for the future and avoid the price war among its competitors are the severe problems that BF needs to solve at present. The thesis aims to contribute some ideas and practical methods for BF and other domestic companies to deal with these problems. In order to develop scientific company strategies and carry them out, the thesis, combining the theories in the MBA program and the operation of BF Surveying & Mapping Instruments Company, focuses on the research on the detailed contents of differentiation strategy and the guarantee measures for its implementation. First, a summary to theories on competition strategies is made to lay a solid theoretical foundation for the selection of a differentiation strategy. Second, a comprehensive and objective analysis is made to BF’s internal resource capacity, macro-environment and competition environment in order to clarify BF’s resource advantages and existing problems as well as the influence of macro-environment’s changes and industrial competition environment to the company. Next, the thesis discusses the reasons for selecting a differentiation strategy and the available resources and conditions to carry it out. And the differentiation strategy plan tailor-made for BF, i.e. differentiation of products, images and services, is developed through defining the customer’s demands based on market segmentation. Finally, the thesis brings forward the guarantee measures for the implementation of the differentiation strategy and concludes that the differentiation strategy is BF’s most ideal and necessary choice for improving its core competitiveness and sustainable development to survive and develop in the intense market competition. The research on the development and implementation of differentiation strategy in this thesis is not only a strategic guidance for BF but also a reference literature for other mapping instruments manufacturers. Moreover, in addition to prolific theoretic study, the thesis gives specific practical methodologies for feasible application. We believe that the development and implementation of differentiation strategies pertinent to BF and other mapping companies characteristics based on the thesis will contribute to these companies’ future sustainable development. Key words: differentiation strategy, product differentiation, mapping instrument, market segmentation
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