论产业成长期企业市场占有率和利润率战略权衡-毕业论文.docVIP

摘  要  市场占有率和利润率既是产业经济学研究的两项重要指标，又是企业发展战 略的关键绩效指标。在产业成长期，以抢占市场占有率为主要竞争战略（亦称抢 先战略）已得到企业的普遍认可，在产业进入成熟期后再强调运用市场占有率与 利润率平衡战略。本文运用国内外的相关理论对两种战略进行了分析，发现在某 些产业的成长期运用抢先战略存在很大风险，战略实施过程中利润率的下降速度 往往难以控制，企业容易陷入“增长陷阱”。本文通过市场占有率和利润率之间 关系的理论分析，对产业成长过程中市场占有率和利润之间的变动关系进行数量 函数分析，并对我国手机产业中两家企业运用不同战略的情况进行实证分析比较 后，阐述了企业容易陷入“增长陷阱”以及市场占有率抢先战略不占优势的原因。 该项研究发现，企业在产业成长时期的第一阶段应以市场占有率为重心建立市场 占有率抢先战略；产业进入成长时期的第二阶段时，企业应转变增长方式，实现 以利润率为重心的价值管理战略。倡导这种战略权衡方式将使企业避免进入“增 长陷阱”，也将对产业的健康发展产生重要意义。  关键词：市场占有率;  利润率;  战略权衡;  竞争优势  I ABSTRACT Market share and profit rate are two important indexes of industrys economics research, it is a key performance index of enterprises development strategy. In growth stage of industry, regard seizing the market share as main competitive strategy (also claim market-first strategy ) get general approval of enterprise already, put emphasis on using the market share and the profit rate balanced strategy after the industry enters mature period. This text uses the relevant native and abroad theories to analyze two kinds of strategy, find that uses the market-first strategy to have risks greatly at the growth stage of some industries, the speed of dropping the profit rate is often difficult to control in the course of strategy implementation, enterprises are easy to fall into to increase trap . This text, through the theory analysis that is concerned between market share and profit rate, and quantity function analyze on change relation between market share and profit in growing up industry course, and give a real example analyze between two enterprise use different situation of strategy carry on compare, to our national mobile machine industry, explain enterprise easy to fall into increase trap and the reason market-share first strategy can’t attain competition. This item discover, enterprise at first stage of growth industry, should regard market share as weight, set up market-share first strategy first stage in this period .At the industry enters second stage of grow