无缝钢管生产企业取得行业竞争优势地位途径的探讨

【作者】 易刚；

【导师】 安义中；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 随着经济的全球一体化，全世界的企业都面临增长的减缓和来自国内和全球的竞争，如何才能创造和保持竞争优势已成为在竞争性市场中企业绩效的核心，此点对国内众多的无缝钢管生产企业而言同样如此。国内无缝钢管产业经过五十余年的蓬勃扩张后，已面临着品种不能适应消费结构、工艺技术水平落后、市场营销理念薄弱等诸多矛盾，产业内各生产企业的竞争已进入白热化。优胜劣汰这一市场经济的根本特征使每一个企业感到越来越沉重的压力。长期以来绝大部分无缝钢管生产企业仅仅把目光集中在产品质量、成本等狭窄的范围内，而未能使用系统性的方法来考察竞争优势的来源，因而往往在企业整改规划的制定和实施中陷入被动。 本文从顾客价值入手，以营销管理理论和竞争优势理论为指导，将价值链作为一种战略性的工具来对企业的主要价值活动进行系统分析，以寻找企业获取成本优势和标歧立异的途径和方法，提出了无缝钢管生产企业参与市场竞争应采取成本领先和歧异化相结合的基本战略，并引入现代营销管理理念提出了如何构建无缝钢管生产企业的营销渠道体系。 本文通过以上分析，对无缝钢管生产企业取得竞争优势地位的途径进行了探讨，并提出了寻找这种途径的方法；上述研究内容均建立在对无缝钢管行业中的典型企业——攀钢集团成都无缝钢管有限责任公司进行实证分析基础之上。更多还原

【Abstract】 With the integration of global economy, all the enterprises in the world are confronted with slow increase and global competition .How to create and keep the advantage of competition has become the core of enterprise performance in the market competition .So is the same to the seamless steel tube product enterprises. After above fifty years of flourish expansion, the domestic seamless steel tube enterprises are now facing many contradictions, such as the unsuitable product category for consumption structure, lagging techniques, weak marketing concept .The competition among the enterprises in this field becomes incandescing etc. The essential characteristic of the market makes the enterprises feel more and more oppressive pressure. It has been a long time that the seamless steel tube enterprises concentrated on such confined scope as product quality and cost. They didn’t use systematical measures to find the origin of competition advantage. Therefore, almost all these enterprises go into passive stage in making and enforcing the enterprises reforming plan.Starting with customer value, using marketing management theory and competition advantage theory as guidance, regarding value chain as a strategic tool, the author analyzes the main value activity of an enterprises systematically so as to bring forward the basic strategy-combination of cost advantage and otherness-for seamless steel enterprises to participate in market competition. Furthermore, by introducing modern marketing management concepts, the author also brings forward how to build the marketing channel system for the seamless steel enterprises.Through the analysis above, the article discusses about the approach of how to achieve competition advantage and brings forward the means to find this approach. All the research is based on the typical enterprise of the seamless steel tube industry-Chengdu Seamless steel tube co. Pangang group.更多还原