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论文编号：	9276
作者编号：	2120142555
上传时间：	2017/6/16 21:08:50
中文题目：	A电梯公司差异化竞争战略研究
英文题目：	The research on the differentiation strategy of A elevator company
指导老师：	李亚
中文关键字：	A电梯公司；电梯行业；中小企业；市场定位；差异化竞争战略
英文关键字：	A elevator company; Elevator industry; Small and medium-sized enterprises; Market positioning; Differentiated competitive strategy
中文摘要：	近年来，由于国内房地产行业迅猛发展、城镇化进程不断加快，加之政府持续加大对基础设施的建设和投入，助推了国内电梯行业的迅速成长，也使得行业内的竞争异常激烈。现阶段随着国内房地产需求大幅降低，以及国家不断出台新要求提升电梯行业的制造标准，使得国内电梯企业、尤其是中小电梯企业的生存和发展面临着前所未有的困难和挑战。在此背景下，必须及时制定、调整公司的竞争战略，使其与国家政策、行业发展趋势和企业实际情况相适应，从而使企业得以生存并能够良性发展。本文以A电梯公司为例，为其研究制定和优化发展战略。本文首先介绍了A公司的经营现状和存在问题，然后运用PEST分析方法和波特五力模型对A公司所处的外部竞争环境进行客观分析，并从人力资源、生产能力等五个方面对企业的内部环境进行阐述剖析，为战略制定提供现实基础和依据；接下来运用SWOT分析方法对A公司自身的优势、劣势，面临的机遇和挑战进行客观分析，在此基础上对A公司的目标市场和产品进行明确定位。在竞争战略方法的选择上，通过比较分析论证了差异化竞争战略对于A公司的适用性和可行性，并通过具体研究A公司在产品差异化、营销差异化、服务差异化及品牌差异化四个方面的具体战略内容，分析指出其中尚存在的问题和不足，从营销和管理两方面分别提出了合理性的改进建议，对战略内容进行完善。本文通过分析主要得出三点结论：差异化竞争战略与A公司相匹配；A公司作为实力较弱的中小企业，要尽量避开自己不具备竞争优势的地区和产品领域，选择适合自己的市场采取有针对性的差异化策略；A公司要依据经济和政策适时调整战略来适应市场变化。本文旨在通过理论和实践相结合，为A公司提供一套系统的差异化竞争战略实施方案，同时也希望能够为国内其他类似的中小型电梯企业在制定战略时提供一些借鉴和经验参考。
英文摘要：	In recent years, with the rapid development of the domestic real estate industry, accelerating the urbanization process, and the government continued to increase investment in infrastructure and construction, boosting the rapid growth of the domestic elevator industry, the competition is very fierce within the industry. At this stage, due to the substantial reduction in domestic real estate demand, and many new laws and regulations for improving the manufacturing standards of the elevator industry, the survival and development of the domestic elevator enterprises, especially the small and medium-sized enterprise is facing unprecedented difficulties and challenges. Now it is necessary to formulate and adjust the company's competitive strategy in time, so as to adapt to the national policy, the development trend of the industry and the actual situation of the enterprise, so that enterprises can survive and develop. This thesis takes A elevator company as an example, and develops and optimizes development strategy for it. It first introduces the operation status and existing problems of A company, and then objective analysis uses PEST analysis method and the Potter five forces model of A company's external competitive environment, and analyzes from human resources, production capacity and other five aspects of the enterprise's internal environment, providing realistic basis for strategy formulation. Next, it analyzes the advantages, disadvantages, opportunities and challenges of A company by SWOT analysis method, and position A company's target market and product on this basis. In the choice of competitive strategy, this thesis demonstrates the applicability and feasibility of the differential competitive strategy for A company through comparative analysis, and then studies the specific strategic content of A company in four aspects: product differentiation, marketing differentiation, service differentiation and brand differentiation, points out the existing problems and deficiencies. It puts forward suggestions for improvement from two aspects of marketing and management, and improves the content of the strategy. The thesis mainly draws three conclusions. First, the differentiation competition strategy is suitable for A company. Second, A company is a small and medium-sized enterprise and strength is not strong, it should try to avoid areas where competition is hot and without competition goodness, choose own market and adopt a targeted differentiation strategy. Third, economic and policy changes will continue to have a new impact on the industry situation and pattern, A company needs to adjust its strategy in time to adapt to market changes. This thesis aims to provide a set of systematic competitive strategy for A company through the combination of theory and practice. At the same time, I hope to provide some reference and experience for the development of other similar small and medium-sized elevator enterprises.
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