T公司的竞争战略研究

【作者】 刘锋；

【导师】 郑称德；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 随着20余年的高速发展,中国业已成为仅次于美国本土的全球第二大空调市场。T公司凭借其高效稳定的产品,注重为客户提供创新性的系统整体解决方案,在中国市场上取得了较快的发展,也已确立行业第一梯队的市场地位。近几年全球宏观经济的放缓、国内基础建设投资减少,出口乏力内需不足,外资企业逐步迁出,空调部分区域市场饱和度的增加,国内空调设备厂商的崛起,国内外空调厂商之间的竞争愈演愈烈,产品技术的同质化,一些厂家的低价竞争策略等诸多外部因素,加之T公司自身的一些问题,使得T公司原有的竞争优势被逐渐削弱,虽销售额每年略有增长,但市场份额在逐年下降,市场第一梯队的位置已经岌岌可危。T公司必须利用自身优势,适应外部宏观环境,制定正确的竞争策略,重新建立起自己的竞争优势,才可能在中国的中央空调市场上获得可持续发展。本文通过运用PEST分析方法和波特的五力竞争结构模型对T公司所处的宏观环境和行业环境进行分析,然后从组织架构、人力资源状况、技术优势和市场营销分析T公司的内部环境,最后通过SWOT分析,明确了 T公司应采取差异化竞争战略,并制定了差异化战略在产品技术优势、售后服务、销售模式、垂直市场与产品整合以及人员激励等方面的具体实施办法希望通过上述的研究和分析,为T公司中国在竞争战略上提出新的思路供其参考。更多还原

【Abstract】 With over 20 years of rapid development,China has become the world’s second largest market for air conditioning,second only to the United States.With its highly efficient and stable products,and focus on providing customers with total solutions to the integrated system,Company T continues to develop in the Chinese market at a faster pace,and has also established its market position in the first tier of the industry.In recent years,with the global macroeconomic slowdown,the decreasing domestic infrastructure investment,the weak export and domestic demand,foreign enterprises gradually move out,also with the increasing saturation of some market sections for air conditioning,the rise of the domestic air-conditioning equipment manufacturers,intensified competition between domestic and foreign air-conditioning manufacturers,technology homogenization,low-cost competitive strategies of some manufacturers,in addition to Company T’s own problems,the original competitive advantage of Company T is gradually weakened,although the annual sales did increase slightly,but the market share decreased year by year,the first tier market position has been endangered.Company T must make use of its own advantages,adapt to the external macro environment,develop the right marketing strategy,in order to establish its own competitive advantage and achieve sustainable development.The paper analyzes the macro environment and the industrial environment where Company T locates by using the PEST Analysis Method and Michael Porter’s Five Forces Model,and then analyzes Company T’s internal environment through the organizational structure,human resources,technology advantage and marketing,and finally through the SWOT Analysis,clearly establishes the competition strategy and the implementation method of Company T.I hope through the above research and analysis,I can put forward new ideas for competition strategy of Company T China.更多还原