B園藝工具公司市場(chǎng)競(jìng)爭(zhēng)戰(zhàn)略研究
發(fā)布時(shí)間：2018-10-20 16:00
【摘要】：B園藝工具公司是一家總部位于德國(guó),主要市場(chǎng)位于美國(guó)的中國(guó)園藝工具生產(chǎn)企業(yè)。立足當(dāng)下,為了在美國(guó)甚或全球市場(chǎng)獲得更好的市場(chǎng)占有率和利潤(rùn)率,其應(yīng)該制定長(zhǎng)遠(yuǎn)的戰(zhàn)略規(guī)劃。為此,本人選用“SWOT”模型,分析了B公司相較于美國(guó)園藝工具消費(fèi)市場(chǎng)的內(nèi)外部發(fā)展因素,得到四大優(yōu)勢(shì)、五大劣勢(shì)、四大機(jī)會(huì)和四大危險(xiǎn)�；谒姆N數(shù)值化的發(fā)展目標(biāo),得出了兩大戰(zhàn)略方案,即SO戰(zhàn)略、WT戰(zhàn)略。為了確保戰(zhàn)略方案得到落實(shí),依據(jù)“STP”、“4P”、“波士頓矩陣模型”,本文得出了三方面的具體策略,“4P”策略屬于本文的重點(diǎn)章節(jié)。經(jīng)過對(duì)B園藝工具公司實(shí)施SWOT分析,得出B公司存在四種優(yōu)勢(shì),即科研實(shí)力方面的優(yōu)勢(shì)、營(yíng)銷渠道方面的優(yōu)勢(shì)、擁有豐富的產(chǎn)品線優(yōu)勢(shì)產(chǎn)品質(zhì)量?jī)?yōu)勢(shì)、在運(yùn)作模式方面的相對(duì)優(yōu)勢(shì),和面臨四種惡劣的外部發(fā)展環(huán)境,即支持園藝技術(shù)創(chuàng)新的基礎(chǔ)技術(shù)不能以市場(chǎng)為導(dǎo)向、原材料價(jià)格波動(dòng)過于頻繁、委托式生產(chǎn)方式存一定質(zhì)量風(fēng)險(xiǎn)、惡劣的市場(chǎng)競(jìng)爭(zhēng)風(fēng)險(xiǎn)�；谥灰嬖跈C(jī)會(huì)就要充分利用機(jī)會(huì)的思想,B園藝工具公司存在兩種策略,即SO策略和WO策略;基于凡是風(fēng)險(xiǎn)均應(yīng)該規(guī)避的思想,B園藝工具公司也存在兩種策略,即ST策略和WT策略。但本著以最小的資源發(fā)揮最大的效用原則,B公司只存在兩種策略,即SO策略和WT策略。依據(jù)四方面的數(shù)字化目標(biāo),本文分別從“STP”、“4P”、“波士頓矩陣”三角度出發(fā),制定了相應(yīng)的具體化保障措施,其策略有:(1)在市場(chǎng)細(xì)分與定位工作方面,在收入細(xì)分變量的基礎(chǔ)上引入“職業(yè)變量”進(jìn)而識(shí)別出更為準(zhǔn)確的目標(biāo)消費(fèi)人群,即中等收入的教師隊(duì)伍和公務(wù)員隊(duì)伍。(2)在產(chǎn)品策略方面,針對(duì)優(yōu)勢(shì)產(chǎn)品應(yīng)該制定體現(xiàn)三種市場(chǎng)目標(biāo)的高端、中端、低端三種產(chǎn)品,讓高端產(chǎn)品實(shí)習(xí)打造品牌形象的目的,中斷產(chǎn)品獲取利潤(rùn)的目的,低端產(chǎn)品搶占市場(chǎng)份額的目的。(3)在促銷策略方面,應(yīng)該試試流程化的促銷方案,讓正確的促銷方案分別實(shí)現(xiàn)“引流、成交、鎖銷、追銷”的目的。(4)在剝離“瘦狗”產(chǎn)品方面,應(yīng)該依據(jù)波士頓矩陣正確地識(shí)別瘦狗產(chǎn)品,如基于該模型本文從手工類園藝工具中識(shí)別出水管類產(chǎn)品、手套類產(chǎn)品屬于瘦狗產(chǎn)品,故應(yīng)該予以剝離并出售相應(yīng)的固定資產(chǎn)。
[Abstract]:B Horticulture tools is a Chinese horticultural tool manufacturer with its headquarters in Germany and its main market in the United States. In order to gain a better market share and profit margin in the United States or even around the world, it should make a long-term strategic plan. Therefore, I choose "SWOT" model to analyze the internal and external development factors of B Company compared with American horticultural tool consumption market, and obtain four advantages, five disadvantages, four opportunities and four dangers. Based on four numerical development goals, two strategic schemes, namely SO strategy and WT strategy, are obtained. In order to ensure the implementation of the strategic plan, according to "STP", "4p", "Boston Matrix Model", this paper has obtained three specific strategies, "4P" strategy is the key chapter of this paper. Through the SWOT analysis of B horticultural tools company, it is concluded that B company has four advantages, that is, the advantage of scientific research strength, the advantage of marketing channel, the advantage of abundant product line and the advantage of product quality. The comparative advantage in the operation mode, and facing four kinds of bad external development environment, that is, the basic technology supporting horticultural technological innovation cannot be market-oriented, and the price of raw materials fluctuates too frequently. The entrustment mode of production has certain quality risk, bad market competition risk. Based on the idea of making full use of opportunities as long as opportunities exist, B horticultural tools company has two strategies, namely, SO strategy and WO strategy, and based on the idea that all risks should be avoided, B horticultural tools company also has two strategies. That is, ST policy and WT policy. However, based on the principle of maximizing utility with minimal resources, Company B only has two strategies, namely, SO strategy and WT strategy. According to the digital goal of four aspects, this article separately from "STP", "4P", "Boston matrix" three angles, has formulated the corresponding concrete safeguard measure, its strategy includes: (1) in the market subdivision and the localization work aspect, On the basis of income subdivision variables, the "occupational variables" are introduced to identify more accurate target consumers, that is, middle income teachers and civil servants. (2) in terms of product strategy, In view of the superior products, we should formulate three kinds of products that embody the three market objectives: the high-end, the middle and the low-end, so that the high-end products can practice the purpose of creating the brand image and interrupt the purpose of the products to obtain profits. (3) in the aspect of promotion strategy, we should try the flow promotion plan, let the correct promotion plan realize the purpose of "draining, dealing, locking, chasing" separately. (4) in the aspect of stripping off the "thin dog" product, According to Boston matrix, skinny dog products should be correctly identified. For example, based on this model, water pipe products should be identified from manual gardening tools. Gloves products belong to skinny dog products, so they should be stripped and sold corresponding fixed assets.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.8
本文編號(hào)：2283644
[Abstract]:B Horticulture tools is a Chinese horticultural tool manufacturer with its headquarters in Germany and its main market in the United States. In order to gain a better market share and profit margin in the United States or even around the world, it should make a long-term strategic plan. Therefore, I choose "SWOT" model to analyze the internal and external development factors of B Company compared with American horticultural tool consumption market, and obtain four advantages, five disadvantages, four opportunities and four dangers. Based on four numerical development goals, two strategic schemes, namely SO strategy and WT strategy, are obtained. In order to ensure the implementation of the strategic plan, according to "STP", "4p", "Boston Matrix Model", this paper has obtained three specific strategies, "4P" strategy is the key chapter of this paper. Through the SWOT analysis of B horticultural tools company, it is concluded that B company has four advantages, that is, the advantage of scientific research strength, the advantage of marketing channel, the advantage of abundant product line and the advantage of product quality. The comparative advantage in the operation mode, and facing four kinds of bad external development environment, that is, the basic technology supporting horticultural technological innovation cannot be market-oriented, and the price of raw materials fluctuates too frequently. The entrustment mode of production has certain quality risk, bad market competition risk. Based on the idea of making full use of opportunities as long as opportunities exist, B horticultural tools company has two strategies, namely, SO strategy and WO strategy, and based on the idea that all risks should be avoided, B horticultural tools company also has two strategies. That is, ST policy and WT policy. However, based on the principle of maximizing utility with minimal resources, Company B only has two strategies, namely, SO strategy and WT strategy. According to the digital goal of four aspects, this article separately from "STP", "4P", "Boston matrix" three angles, has formulated the corresponding concrete safeguard measure, its strategy includes: (1) in the market subdivision and the localization work aspect, On the basis of income subdivision variables, the "occupational variables" are introduced to identify more accurate target consumers, that is, middle income teachers and civil servants. (2) in terms of product strategy, In view of the superior products, we should formulate three kinds of products that embody the three market objectives: the high-end, the middle and the low-end, so that the high-end products can practice the purpose of creating the brand image and interrupt the purpose of the products to obtain profits. (3) in the aspect of promotion strategy, we should try the flow promotion plan, let the correct promotion plan realize the purpose of "draining, dealing, locking, chasing" separately. (4) in the aspect of stripping off the "thin dog" product, According to Boston matrix, skinny dog products should be correctly identified. For example, based on this model, water pipe products should be identified from manual gardening tools. Gloves products belong to skinny dog products, so they should be stripped and sold corresponding fixed assets.
【學(xué)位授予單位】：寧波大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F416.8
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，本文編號(hào)：2283644
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