本文選題：消費品檢測 + 競爭戰(zhàn)略�。� 參考：《山東大學(xué)》2015年碩士論文

【摘要】：加入世界貿(mào)易組織以后,中國市場的進一步對外開放促進了經(jīng)濟的新飛躍,對外開放的程度得到了進一步深化。據(jù)政府相關(guān)部門統(tǒng)計,2002年,中國的進出口貿(mào)易總額是6207.7億美元,到2011年,中國的進出口貿(mào)易總額上升至36418.6億美元,年均增長約21.7%,是同期全球貿(mào)易總額年平均增速的兩倍多。與此同時,中國在全球貿(mào)易中的份額也在逐年上漲,2002年約占4.7%,到2012年就增長至11.1%。從2009年至2013年,中國連續(xù)4年成為全球?qū)ν赓Q(mào)易的第二大國,強大的對外貿(mào)易量的增長帶動了國內(nèi)第三方檢測行業(yè)的發(fā)展。與此同時,國家相關(guān)部門的簡政放權(quán)從政策上加大了對第三方檢測行業(yè)的扶持力度,這些都在很大程度上為第三方檢測行業(yè)的發(fā)展提供了有利機會。在這樣的國內(nèi)外環(huán)境背景下,本文以G公司消費品檢測業(yè)務(wù)的市場競爭戰(zhàn)略作為研究對象,在研究戰(zhàn)略管理理論和相關(guān)文獻的基礎(chǔ)上,對G公司消費品檢測業(yè)務(wù)市場競爭戰(zhàn)略的選擇和實施做了深入探討和研究。首先,本文借助波特的五力競爭模型、內(nèi)外部因素評價矩陣和SWOT分析等競爭戰(zhàn)略的分析工具對G公司消費品檢測業(yè)務(wù)的內(nèi)外部環(huán)境進行研究,從而總結(jié)出G公司消費品檢測業(yè)務(wù)的競爭優(yōu)勢包括：擁有大品牌效應(yīng)、業(yè)務(wù)范圍廣泛、技術(shù)能力強等；主要的劣勢包括：品牌知名度相對片面、企業(yè)對第三方檢測行業(yè)持有片面觀點、客戶對G公司的業(yè)務(wù)能力認識相對片面和政府壟斷領(lǐng)域相對較多；主要的機會有：中國市場機會巨大、消費者對產(chǎn)品質(zhì)量的提升為第三方檢測行業(yè)的發(fā)展創(chuàng)造機會；主要的威脅包括：同行業(yè)競爭機構(gòu)的威脅、政府壟斷性業(yè)務(wù)的威脅、自身業(yè)務(wù)周期性的威脅等。其次,本文通過研究確定了差異化戰(zhàn)略作為G公司消費品檢測業(yè)務(wù)的市場競爭戰(zhàn)略,然后結(jié)合G公司消費品部的實際情況,把服務(wù)差異化,形象差異化和產(chǎn)品差異化三個方面作為差異化戰(zhàn)略的實現(xiàn)方式。最后,從細分業(yè)務(wù)范圍、轉(zhuǎn)換市場營銷方式、培養(yǎng)專業(yè)人才、建設(shè)市場公信力等方面確定了其競爭戰(zhàn)略的保障措施,確保差異化戰(zhàn)略的順利實施。本研究從理論和實踐相結(jié)合的角度出發(fā),運用多項戰(zhàn)略分析的方法和工具研究了G公司消費品檢測業(yè)務(wù)的內(nèi)外部因素,不僅提出G公司消費品檢測業(yè)務(wù)應(yīng)該實施差異化戰(zhàn)略的觀點,為其進行市場競爭提供理論依據(jù),同時結(jié)合G公司消費品部的現(xiàn)狀確定了一系列保障措施,確保差異化戰(zhàn)略的有效實施。本文研究成果不僅對G公司消費品部提升其市場競爭力、擴大市場份額、進而提高其經(jīng)營業(yè)績具有積極的意義,而且建立了第三方檢測行業(yè)差異化戰(zhàn)略模型,為該行業(yè)其他公司在進行市場競爭戰(zhàn)略時提供了借鑒方案。
[Abstract]:After joining WTO, the further opening of Chinese market has promoted the new leap of economy, and the degree of opening to the outside world has been further deepened. According to government statistics, the total volume of China's import and export trade in 2002 was 620.77 billion US dollars. By 2011, China's total import and export trade volume rose to 3.64186 trillion US dollars, an average annual growth rate of about 21.70.It is more than twice the annual average growth rate of global total trade in the same period. Meanwhile, China's share of global trade has been rising year by year, from about 4.7 in 2002 to 11.1 in 2012. From 2009 to 2013, China became the second largest country in the world's foreign trade for four years in a row. The growth of foreign trade volume led to the development of domestic third-party testing industry. At the same time, the relevant departments of the state have strengthened the policy to support the third party testing industry, which to a large extent provides a favorable opportunity for the development of the third party testing industry. Under the background of domestic and international environment, this paper takes the market competition strategy of G company's consumer goods testing business as the research object, on the basis of studying the strategic management theory and related literature. The selection and implementation of market competition strategy for G company's consumer goods testing business are discussed and studied in depth. First of all, this paper studies the internal and external environment of G Company's consumer goods testing business by using Porter's five-force competition model, internal and external factors evaluation matrix and SWOT analysis and other competitive strategy analysis tools. It concludes that the competitive advantages of G company's consumer goods testing business include: having big brand effect, wide range of business, strong technical ability, etc. The main disadvantages include: brand popularity is relatively one-sided, Enterprises hold a one-sided view of the third-party testing industry, and customers have relatively one-sided understanding of the business capabilities of company G and relatively large areas of government monopoly; the main opportunities are: huge opportunities in the Chinese market, The promotion of product quality by consumers creates opportunities for the development of the third party testing industry. The main threats include the threats of the competition agencies in the same industry, the threat of government monopoly business, the cyclical threats of their own business, and so on. Secondly, this paper determines the differentiation strategy as the market competition strategy of G company's consumer goods testing business, and then combines the actual situation of G company's consumer goods department to differentiate the service. Image differentiation and product differentiation are three ways to realize differentiation strategy. Finally, from the aspects of subdividing the business scope, changing the marketing mode, training professional talents, building the market credibility and other aspects, this paper determines the safeguard measures of its competition strategy to ensure the smooth implementation of the differentiation strategy. Based on the combination of theory and practice, this study studies the internal and external factors of G Company's consumer goods testing business by using several strategic analysis methods and tools. This paper not only puts forward the viewpoint that G company should carry out differentiation strategy for consumer goods testing business, but also provides theoretical basis for its market competition. At the same time, it determines a series of safeguard measures according to the current situation of G company consumer goods department. Ensure the effective implementation of differentiation strategy. The research results of this paper not only have positive significance for G Company Consumer goods Department to enhance its market competitiveness, expand market share, and then improve its business performance, but also establish the third party detection industry differentiation strategy model. For other companies in the industry in the market competition strategy to provide a reference program.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F272

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