【摘要】：A信息技術(shù)有限公司(以下簡(jiǎn)稱A公司)是一家民營(yíng)企業(yè),成立于2001年9月。A公司經(jīng)過10年的發(fā)展,由一家小企業(yè)逐漸成長(zhǎng)為深圳市有一定實(shí)力的中小型計(jì)算機(jī)經(jīng)銷企業(yè)。但其發(fā)展中也存在一些問題,例如：企業(yè)組織結(jié)構(gòu)不太合理；企業(yè)文化需要完善；業(yè)務(wù)創(chuàng)新能力不足；缺乏人力資源管理等。為了能夠在激烈的市場(chǎng)競(jìng)爭(zhēng)中取得成功,制定行之有效的競(jìng)爭(zhēng)戰(zhàn)略是決定A公司發(fā)展的關(guān)鍵。 從A公司的外部環(huán)境看,計(jì)算機(jī)硬件行業(yè)是典型的周期性行業(yè),隨著全球經(jīng)濟(jì)進(jìn)一步復(fù)蘇,預(yù)計(jì)2011年以后未來幾年計(jì)算機(jī)硬件行業(yè)仍將保持穩(wěn)健增長(zhǎng)態(tài)勢(shì)。但隨著計(jì)算機(jī)市場(chǎng)的逐步成熟,眾多新品牌及眾多代理商加入市場(chǎng),競(jìng)爭(zhēng)加劇。競(jìng)爭(zhēng)環(huán)境惡劣,也給A公司的外部經(jīng)營(yíng)環(huán)境帶來嚴(yán)重挑戰(zhàn)和不確定性。 從A公司的內(nèi)部條件看,A公司經(jīng)過近十年的不斷發(fā)展進(jìn)步,其自身的抗風(fēng)險(xiǎn)能力已經(jīng)明顯提高,公司人員具有較高的素質(zhì),并擁有充足的運(yùn)營(yíng)資金和雄厚的技術(shù)力量,社會(huì)信譽(yù)良好,與此同時(shí),專業(yè)資深計(jì)算機(jī)經(jīng)銷企業(yè)的形象也為公司贏得競(jìng)爭(zhēng)優(yōu)勢(shì),但是在企業(yè)規(guī)模、管理水平及業(yè)務(wù)創(chuàng)新能力等方面仍有許多不足。 在此基礎(chǔ)上,本文以邁克爾·波特的競(jìng)爭(zhēng)戰(zhàn)略理論知識(shí)為指導(dǎo),采用SWOT分析法,得出對(duì)企業(yè)發(fā)展經(jīng)營(yíng)具有關(guān)鍵作用的因素,并將差異化戰(zhàn)略作為A公司的競(jìng)爭(zhēng)戰(zhàn)略。首先,產(chǎn)品種類差異化,A公司應(yīng)該把一體機(jī)和平板電腦等新型電腦經(jīng)營(yíng)作為重點(diǎn)業(yè)務(wù),積極推廣并搶占市場(chǎng)的先機(jī)；其次,服務(wù)質(zhì)量差異化,在公司的經(jīng)營(yíng)過程中,其所建立的服務(wù)體系要將顧客作為服務(wù)向?qū)?不斷延伸服務(wù)內(nèi)容；再者,營(yíng)銷手段差異化,建立關(guān)系營(yíng)銷體系；最后,品牌差異化。 論文最后提出了公司戰(zhàn)略實(shí)施的保障措施,主要措施有：加強(qiáng)企業(yè)文化建設(shè)；優(yōu)化公司的組織結(jié)構(gòu)；要建立規(guī)范的人力資源管理體系,合理使用人才；開展技術(shù)創(chuàng)新,為顧客創(chuàng)造價(jià)值；開展關(guān)系營(yíng)銷,增強(qiáng)公司競(jìng)爭(zhēng)力；強(qiáng)化服務(wù)質(zhì)量,打造品牌優(yōu)勢(shì)；建立控制體系保證戰(zhàn)略實(shí)施。通過以上措施,為公司能在激烈競(jìng)爭(zhēng)的計(jì)算機(jī)行業(yè)中逐漸做大做強(qiáng)提供有力支持,努力將A公司建設(shè)成為國(guó)內(nèi)知名的專業(yè)計(jì)算機(jī)經(jīng)銷商。本論文從可持續(xù)發(fā)展的角度出發(fā),分析研究了A公司的競(jìng)爭(zhēng)戰(zhàn)略,并為其提出了一些建設(shè)性意見,同時(shí)為中小計(jì)算機(jī)經(jīng)銷企業(yè)今后的發(fā)展提供借鑒性意見,無論在理論方面還是在實(shí)際應(yīng)用方面都具有一定的價(jià)值和意義。
[Abstract]:A Information Technology Co., Ltd. (hereinafter referred to as "A Company") is a private enterprise, founded in September, 2001. A company after 10 years of development, from a small enterprise gradually grew into a certain strength of small and medium-sized computer distribution enterprises in Shenzhen. However, there are also some problems in its development, such as the unreasonable organizational structure of the enterprise, the need to perfect the corporate culture, the lack of the ability of business innovation and the lack of human resource management, etc. In order to succeed in the fierce market competition, the key to the development of company A is to establish an effective competitive strategy. From the external environment of company A, the computer hardware industry is a typical cyclical industry. With the further recovery of the global economy, it is expected that the computer hardware industry will maintain a steady growth trend in the next few years after 2011. But as the computer market matures gradually, many new brands and agents join the market, the competition intensifies. The bad competition environment also brings serious challenge and uncertainty to the external operating environment of A Company. Judging from the internal conditions of Company A, after nearly a decade of continuous development and progress, its own ability to resist risks has been obviously improved, and the personnel of the company have a relatively high quality, as well as sufficient operating capital and strong technical force. At the same time, the image of professional and senior computer distribution enterprise also wins the competitive advantage for the company, but there are still many shortcomings in the aspects of enterprise scale, management level and business innovation ability. On this basis, under the guidance of Michael Porter's theory of competition strategy, using SWOT analysis method, the paper draws the key factors for the development and management of enterprises, and regards differentiation strategy as the competitive strategy of company A. First of all, Company A should take the integrated computer and tablet computers as the key business to actively promote and seize the market opportunities; secondly, the service quality is different, in the company's business process, The established service system should take the customer as the service guide and continuously extend the service content; moreover, the marketing means differentiation, the establishment of the relationship marketing system; finally, brand differentiation. Finally, the paper puts forward the guarantee measures for the implementation of the company's strategy, the main measures are: strengthening the construction of corporate culture; optimizing the organizational structure of the company; establishing a standardized human resources management system, making rational use of talents; carrying out technological innovation. To create value for customers; to develop relationship marketing to enhance the competitiveness of the company; to strengthen service quality; to create brand advantages; to establish a control system to ensure the implementation of strategy. Through the above measures, the company can gradually become bigger and stronger in the fierce competition in the computer industry to provide strong support, and strive to build A company into a well-known professional computer dealer in China. From the perspective of sustainable development, this paper analyzes and studies the competitive strategy of company A, and puts forward some constructive suggestions for the development of small and medium-sized computer distribution enterprises in the future. Both in theory and in practical applications have a certain value and significance.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F426.671

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