基于产品差异化构筑重钢竞争优势的研究.pdf

I 摘要当前国内企业间的竞争日趋激烈,产品同质化是导致该现象出现的原因之一。企业通过实施有效的差异化战略,则能够帮助其摆脱价格竞争的压力,提高利润水平,赢得目标市场的顾客,从而最终为企业在竞争中赢得优势。本文主要是通过相关理论的分析和应用,结合现实寻求适用于重钢公司的市场竞争战略。主要运用了迈克尔·波特的竞争战略理论,提出重钢公司实施差异化竞争战略的方法、步骤和具体措施。重点论述了企业的差异化竞争战略,具体内容有差异化竞争战略的内涵与核心、差异化竞争战略的优势来源、以及影响差异化竞争战略的内、外部因素。本文还进一步通过对中国钢铁工业发展系统分析,通过 SWOT 深刻剖析重钢现状,找出该公司目前所存在的问题,以波特的五力模型分析重钢竞争优势所在,最后本研究认为在目前行业增长趋缓、竞争压力增大的情况下,重钢应借助环保搬迁发展战略过程,结合自身产品、服务、销售、技术等方面特点,实施产品差异化战略,构筑重钢长期竞争优势。关键词: 产品差异化,环保搬迁,构筑,竞争优势 II ABSTRACT The current domestic enterprises in the in creasingly fierce competition, product homogeneity is the result of the phenomenon in one of the re asons. Enterprises, through the implementation of effective differentiation strategy , to help its emerging from the pressure of petition, im prove the profit level, the target mark et to win customers, and eventually for enterprises to gain the advantage in petition. This paper is mainly through the anal ysis of the theory and application , Seek to combine the reality of pe tition strategy to Chongqing Iron & Steel Co . , Use of the main Michael Porter'petitive strategy theory, Impl ement strategies for competitive differentiation me thods, steps and concrete measures. Focus on the company'petitive differen tiation strategy, the specific content of the difference between the connotations of competitive strategy and co re, the difference in the competitive advantages of stra tegic source petitive differentiation and strategic impact on the internal and external factors. It also further thro ugh the deve lopment of China's iron and steel industry analysis, thro ugh profound SWOT analysis of the status quo re-identify pany's current problem s which have existed for Porter to the five-force model analysis of competitive advantage lies, The pu rpose of this study that in the current industry Slowdown in the gr owth, petitive pressure circumstances, the weight of environmental protection should help the development of strategic relocation process, in ligh