本文關(guān)鍵詞：W公司以客戶為導向的差異化戰(zhàn)略研究　出處：《東華大學》2017年碩士論文　論文類型：學位論文

  更多相關(guān)文章： 差異化戰(zhàn)略 以客戶為導向 化妝品塑料包裝 競爭優(yōu)勢 環(huán)境分析 顧客價值鏈

【摘要】：隨著人民生活水平的提高,我國化妝品市場得到了快速發(fā)展,已成為全球第二大化妝品市場,這一增長使得化妝品塑料包裝行業(yè)也跟著得到了發(fā)展。近年來,全球經(jīng)濟增長持續(xù)放緩,中國經(jīng)濟進入新常態(tài),化妝品消費市場整體仍將保持增長,但增速放緩,市場競爭日漸激烈�；瘖y品塑料包裝行業(yè)在經(jīng)過高速的增長之后,逐漸出現(xiàn)銷售額減少和利潤持續(xù)下降的現(xiàn)象,這種形勢給企業(yè)的發(fā)展帶來了很多制約,許多管理方面的問題浮現(xiàn)而出。需要分析企業(yè)現(xiàn)狀找出問題,并制定企業(yè)戰(zhàn)略規(guī)劃幫助企業(yè)走出困境。本文以W化妝品塑料包裝公司的發(fā)展戰(zhàn)略現(xiàn)狀為基礎(chǔ),通過PEST、五力分析、SWOT、EFE、IFE等戰(zhàn)略診斷工具對W公司的外部環(huán)境和內(nèi)部環(huán)境進行了分析,分析產(chǎn)生的原因,找出影響企業(yè)發(fā)展的關(guān)鍵因素;依據(jù)產(chǎn)生的原因,結(jié)合理論分析,提出了以客戶為導向的差異化戰(zhàn)略,并通過對戰(zhàn)略管理體系的設(shè)計,以顧客價值鏈為基礎(chǔ)從產(chǎn)品差異化、服務(wù)差異化、渠道差異化和品牌差異化四個方面制定了戰(zhàn)略實施的路徑,最后將企業(yè)現(xiàn)狀與平衡計分卡相結(jié)合,對企業(yè)在財務(wù)、客戶、內(nèi)部流程和學習成長四個層面進行了業(yè)績指標和解決方案的設(shè)計,成為一套能夠有效推動W公司戰(zhàn)略執(zhí)行的系統(tǒng),為化妝品塑料包裝行業(yè)及遇到相同問題的公司提供理論和實踐意義。本文主要有以下幾點結(jié)論:1.在行業(yè)競爭異常激烈、產(chǎn)品同質(zhì)化、客戶需求多樣化、產(chǎn)品利潤不斷縮減的大背景下,W公司應采用以客戶為導向的差異化戰(zhàn)略,從而形成區(qū)別于競爭對手的差異化競爭優(yōu)勢。2.W公司要獲得差異競爭優(yōu)勢,關(guān)鍵在于構(gòu)建協(xié)同的“多重差異化”體系。顧客價值鏈的各個環(huán)節(jié)都是企業(yè)差異化的來源,它要求企業(yè)各項經(jīng)營活動能夠相互協(xié)調(diào)一致。差異化是產(chǎn)品、品牌、渠道和服務(wù)的一體化的系統(tǒng)工程。3.以顧客價值鏈為基礎(chǔ),提出W公司以客戶為導向差異化戰(zhàn)略的實施路徑:(1)產(chǎn)品差異化戰(zhàn)略實施路徑:(1)改進制造工藝,提高產(chǎn)品質(zhì)量;(2)提高產(chǎn)品的安全性和環(huán)保性;(3)提高產(chǎn)品外觀設(shè)計能力;(4)產(chǎn)品功能人性化;(5)加固外包裝的質(zhì)量;(6)發(fā)揮技術(shù)優(yōu)勢,豐富產(chǎn)品類別。(2)服務(wù)差異化戰(zhàn)略實施路徑:(1)縮短產(chǎn)品交貨期、加快物流運輸服務(wù);(2)建立全面服務(wù)體系;(3)便捷的網(wǎng)絡(luò)平臺;(4)增強員工服務(wù)意識。(3)渠道差異化戰(zhàn)略實施路徑:(1)參加專業(yè)的化妝品展會;(2)互聯(lián)網(wǎng)精準廣告。(4)品牌差異化戰(zhàn)略實施路徑:(1)舉辦以“環(huán)保創(chuàng)新”為主題的系列活動;(2)參加化妝品行業(yè)的論壇。4.為了保障W公司發(fā)展戰(zhàn)略目標的實現(xiàn),本文結(jié)合差異化戰(zhàn)略的實施路徑和公司現(xiàn)狀提出了一些具體戰(zhàn)略實施保障措施,主要包括:(1)完善組織架構(gòu);(2)優(yōu)化運營管理;(3)提升技術(shù)研發(fā)能力和設(shè)計能力;(4)文化建設(shè)和人力資源支持;(5)信息網(wǎng)絡(luò)建設(shè);(6)基于平衡積分卡的W公司戰(zhàn)略評價。
[Abstract]:With the improvement of people's living standards, the cosmetics market in China has been developing rapidly, and has become the second largest cosmetics market in the world. This growth has made the cosmetic plastic packaging industry develop with the development in recent years. Global economic growth continues to slow, China's economy enters a new normal, the cosmetics consumer market as a whole will continue to grow, but the growth rate is slowing. The market competition is increasingly fierce. After the rapid growth, the cosmetic plastic packaging industry gradually appears the phenomenon that sales volume decreases and profits continue to decline. This situation has brought a lot of constraints to the development of enterprises. Many management problems emerge. We need to analyze the current situation of enterprises to find out the problems, and to formulate a strategic plan to help enterprises out of the dilemma. This paper is based on the development strategy of W Cosmetics and plastic Packaging Company. The external environment and internal environment of W Company are analyzed by strategic diagnostic tools such as pest, five-force analysis and SWOTO EFE IFE, and the causes are analyzed. Find out the key factors that affect the development of enterprises; According to the reasons, combined with theoretical analysis, the paper puts forward the strategy of customer-oriented differentiation, and through the design of strategic management system, based on customer value chain from product differentiation, service differentiation. Channel differentiation and brand differentiation four aspects of the development of strategic implementation path, and finally the status quo of the enterprise and balanced scorecard to the enterprise in the financial, customer. Internal process and learning growth four levels of performance indicators and solutions designed to become an effective promotion of W company strategy implementation system. This paper provides theoretical and practical significance for cosmetic plastic packaging industry and companies with the same problems. This paper has the following conclusions: 1. The competition in the industry is extremely fierce, the products are homogenized, and the customer needs are diversified. Under the background of decreasing product profit, Company W should adopt the strategy of customer oriented differentiation, so as to form the differential competitive advantage different from the competitors. 2.W Company should obtain the differential competitive advantage. The key is to build a collaborative "multiple differentiation" system. Each link of customer value chain is the source of enterprise differentiation, which requires enterprises to coordinate with each other. Differentiation is the product and brand. The system engineering of the integration of channels and services. 3. Based on customer value chain. The paper puts forward the implementation path of customer oriented differentiation strategy in W Company: 1) Product differentiation Strategy implementation path: 1) improve manufacturing process and improve product quality; 2) improving the safety and environmental protection of the products; Improve the ability of product appearance design; 4) humanization of product function; Strengthening the quality of outer packaging; (6) give full play to the technological advantages and enrich the product category. 2) the implementation path of service differentiation strategy is: 1) shortening the delivery time of products and speeding up logistics and transportation services; Establishing a comprehensive service system; 3) convenient network platform; 4) enhance employee service awareness. 3) channel differentiation strategy implementation path: 1) to participate in professional cosmetics exhibition; (2) Internet Precision Advertising. 4) Brand differentiation Strategy implementation path: 1) holding a series of activities with the theme of "Environmental Protection Innovation"; In order to ensure the realization of the development strategy goal of W Company, this paper puts forward some specific strategy implementation safeguard measures in combination with the implementation path of differentiation strategy and the current situation of the company. Including: 1) perfecting the organizational structure; 2) optimizing operation management; (3) improving the capability of technology research and development and design; Cultural construction and human resource support; (5) Information network construction; Strategic evaluation of W Company based on balanced scorecard.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F272;F426.8

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