【作者】 王凡；

【导师】 费一文；

【作者基本信息】 上海交通大学 ， 工商管理（EMBA）（专业学位）， 2016， 硕士

【摘要】 近些年来,国内经济的发展速度已经逐渐变得缓慢,工业产业也具有较为快速的结构转型速度,一些劳动密集型产业已经由沿海东部转移到中西部。由于国内环境对工业产品具有更加严格的影响程度,导致了愈发严重的供过于求形势,伴随着跨国企业如3M、富乐、艾力、汉高、兰泰、芬得利等大型公司在中国市场纷纷加强市场布局,通过资金的强大和具有实力的技术在国内进行“割喉式”的竞争,将中小民营企业的成长空间进一步压缩。在竞争愈加激烈的市场背景之下,浙江久而久化学有限公司面临着选用什么竞争战略,怎么提升竞争优势,来加快公司的发展。为了解决这一问题,必须制定切实可行的竞争战略才能够在竞争激烈的市场中保持优势。本论文以浙江久而久化学有限公司为例,从竞争战略的角度,通过对该公司的所在产业的竞争格局,对久而久公司的发展战略进行了具体的探讨。首先运用PEST分析法对公司的外部环境进行了分析,并对当前胶粘剂行业的现状及趋势进行了分析,还使用了波特的五力模型分析工具对其竞争环境进行了分析,得出了公司当前所面临的大环境;其次,运用SWOT分析法对公司的内部环境进行了分析,得出了公司当前的机遇、威胁,以及所拥有的优势和劣势。通过对公司多年来所积累的资源、能力等的梳理、分析,并结合企业战略管理的理论,提出了公司未来的发展战略以及竞争策略,并从技术创新、销售渠道、质量控制、市场推广、国际化以及客户服务等六个方面对久而久公司的发展战略实施措施进行了分析,从人力资源保障、品牌保障、企业文化保障等三个方面对久而久公司的发展战略保障进行了阐述。本文追踪了胶粘剂行业的发展趋势以及战略管理理论的发展,努力贯彻学以致用、理论服务于实践的原则,希望通过本文的研究,对久而久公司的发展战略提供一些有益的探索和帮助。更多还原

【Abstract】 In recent years,the domestic economic growth are slowing by the high speed development,industrial structure rapid transformed and labor-intensive industries rapidly transferred to the the central and western regions.And because domestic environmental problems of industrial products on the environmental impact is more strict,it moves to improve the requirements for chemical industry environmental protection.Adhesives industry has developed rapidly in our country,the situation of oversupply increasingly serious,at the same time,multinational giants such as henkel,fule,Finn gain,eli,blue tiger,3M,etc are in place in the Chinese market to strengthen layout,with strong capital and technical strength in China to adopt "cut-throat competition",further compression of private small and medium-sized enterprises’ growth space.In the increasingly fierce market competition situation,Zhejiang JIURJIU chemical co.,LTD.As time passes facing the realistic problems of what the model of competitive strategy,how to improve competitiveness,looking for accelerate transformation of the mode of enterprise development,integrate the industrial structure adjustment and upgrade.To solve these problems,only to make effective competition strategy can make the enterprise keep sustained competitive advantage in the fierce competition.This paper takes Zhejiang JIURJIU chemical co.,LTD.,for example,from the perspective of competitive strategy,through to the company’s industry competition pattern,making specific discussion for the company’s development strategy.First using PEST analysis method to analyze the company’s external environment and the present situation and trend of adhesive industry,and also used the porter’s five model tool to analyze the competition environment to know what the environment faced by the company.Secondly,the SWOT analysis method is used to the company’s internal environment,and concluded that the company’s current opportunities,threats,and the advantages and disadvantages.Through to the company’s accumulated resources,such as ability of carding analysis,and combination with the management theory of enterprise strategic over this yeas,We put forward the company’s future development strategy and competition strategy,and analyze six aspects of the company from the technical innovation,sales channels,quality control,marketing,internationalization and customer service,the company’s development strategy are expounded from the human resources,brand strategy and enterprise culture.This paper tracked the development trend of adhesive industry and the development of the theory of strategic management,making efforts to implement the principles of using theory,theory serves practice,hoping to through this article research to provide some exploration and help for the company’s development strategy.更多还原