【摘要】：X公司是國(guó)內(nèi)最早開(kāi)始生產(chǎn)鋰電池的私營(yíng)企業(yè),成立于1999年。其生產(chǎn)設(shè)備水平和自動(dòng)化水平,產(chǎn)品研發(fā)能力等以及生產(chǎn)工藝在國(guó)內(nèi)外同行業(yè)中占有一定的優(yōu)勢(shì)。然而,近幾年來(lái)該公司的營(yíng)業(yè)額卻遠(yuǎn)遠(yuǎn)不及其他新興電池生產(chǎn)商。反觀公司過(guò)去的17年,X公司經(jīng)歷了工廠搬遷,生產(chǎn)線升級(jí),管理層頻頻變動(dòng)等一系列變化,這期間,公司遭遇了人才流失率高居不下,公司銷(xiāo)售方式依然維持和最初建立時(shí)一樣的落后關(guān)系式銷(xiāo)售方式,導(dǎo)致管理人員的大量流失,由此引發(fā)產(chǎn)品質(zhì)量下降,市場(chǎng)占有率低,品牌知名度持續(xù)下降等問(wèn)題�？梢�(jiàn),X公司正面臨著如何提高其產(chǎn)品競(jìng)爭(zhēng)力以保持持續(xù)增長(zhǎng)的問(wèn)題。因此,本文通過(guò)案例分析方法,運(yùn)用商業(yè)環(huán)境分析工具,審視X公司內(nèi)部和外部的市場(chǎng)環(huán)境,找出影響其持續(xù)增長(zhǎng)的問(wèn)題所在,并通過(guò)產(chǎn)品競(jìng)爭(zhēng)力提升方案,逐個(gè)休整以增強(qiáng)其自身產(chǎn)品的競(jìng)爭(zhēng)力,從而在眾多競(jìng)爭(zhēng)對(duì)手中脫穎而出。基于環(huán)境分析和實(shí)地考察,本文進(jìn)一步以提出了針對(duì)各個(gè)問(wèn)題的解決方案。為了增強(qiáng)產(chǎn)品競(jìng)爭(zhēng)力,X公司應(yīng)該加強(qiáng)現(xiàn)代化標(biāo)準(zhǔn)化管理,從而提高產(chǎn)品質(zhì)量,以質(zhì)量增強(qiáng)競(jìng)爭(zhēng)力;專注研發(fā)消費(fèi)電子產(chǎn)品鋰電池為主,同時(shí)發(fā)展動(dòng)力電池;提高產(chǎn)能贏取大客戶從而實(shí)現(xiàn)規(guī)模化生產(chǎn);持續(xù)提升品牌知名度,建立現(xiàn)代化考核體制;最后,本文還提出了一些其他輔助性的策略建議,包括重建企業(yè)文化,審視和重新凝聚公司全體員工的價(jià)值觀,將大家連接在一起。最后,X公司應(yīng)該審視自己內(nèi)部的組織架構(gòu)圖,一旦確定好之后不應(yīng)該隨意改變。
[Abstract]:X Company is the earliest production of lithium batteries in China's private enterprises, founded in 1999. Its production equipment level and automation level, product research and development ability and production technology have a certain advantage in the same industry at home and abroad. In recent years, however, the company's turnover has fallen far short of other emerging battery makers. On the contrary, over the past 17 years, X Company has experienced a series of changes, such as factory relocation, production line upgrading, frequent changes in management, and so on. During this period, the company encountered a high turnover rate of talents. The sales mode of the company is still the same as that of the original establishment, which leads to the loss of managers, which leads to the decline of product quality, the low market share, the continuous decline of brand popularity and so on. Thus, X Company is facing the problem of how to improve its product competitiveness in order to maintain sustained growth. Therefore, this article through the case analysis method, uses the business environment analysis tool, examines the X company internal and the external market environment, finds out the problem which affects its sustained growth, and through the product competitiveness enhancement plan, Step-by-step recuperation to enhance the competitiveness of their own products, and thus stand out from the many competitors. Based on the environmental analysis and on-the-spot investigation, this paper further puts forward the solutions to the various problems. In order to enhance the competitiveness of the products, X Company should strengthen the modern standardized management to improve the quality of the products and enhance the competitiveness by quality, focusing on the research and development of lithium batteries for consumer electronic products, and the development of power batteries at the same time. Improve production capacity to win large customers so as to achieve large-scale production; continue to enhance brand awareness, establish a modern assessment system; Finally, some other supporting strategies are put forward, including rebuilding the corporate culture, reviewing and reaggregating the values of all the employees of the company, and linking them together. Finally, X should review its internal organizational chart and should not change it once it has been determined.
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.6

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