东风刃量具厂产品结构调整及竞争战略的的研究.pdfVIP

摘 要 本文通过对东风刃量具厂的现状分析，提出了需要尽快调整产品结构并制定相应 的竞争战略的必要性。为此，文章首先引入了各种竞争战略理论，接着对东风刃量具 厂所在行业的现状和发展趋势进行了详细的分析，提出了我国工具行业的发展重点是 轿车工具的国产化和高速切削技术的开发应用，而汽车零部件行业将逐步融入全球采 购体系，虽然发展潜力很大，但也面临着较大的降价压力。 文章结合对东风刃量具厂及其竞争环境的分析，明确了东风刃量具厂的优势与劣 势、机会与威胁，以及所在行业的环境和主要竞争对手的情况。在此基础上，应用波 士顿矩阵对东风刃量具厂的产品进行了深入的分析，提出了东风刃量具厂的产品结构 调整方案，并将其产品分为三大类：第1 类是重点发展产品，第2 类是维持但不重点 发展产品，第3 类为逐步淘汰产品；目的是确定东风刃量具厂的产品投资重点和发展 方向。 最后，根据选择一般竞争战略的理论和方法，对东风刃量具厂的竞争战略进行研 究后得出了如下的结论：刀量具的竞争战略是集中的差异化战略，其支持战略为新产 品开发战略、质量取胜战略、速度战略、差别化定价战略和差别化服务战略；而汽车 零件的竞争战略是既成本领先又差异化的战略，其支持战略有质量战略、品牌战略、 降成本战略和合作战略。 关键词：东风刃量具厂 产品结构调整 竞争战略 I Abstract The essay proposes the essentiality for Tools plant of DFL to adjust its products and establish corresponding competitive strategies through analyzing the current situation. To begin the research, several competitive strategy theories are introduced. Then after the analysis of the situation and the developing of its industry, the results show that the key developing area of tools are high speed cutting technology and tools for cars machining, yet the component industry is facing more and more price reducing pressure and will be part of the global system gradually although the potentiality is very large. The essay also puts forward the strengths and weaknesses, the opportunities and threats, as well as its industrial environment and primary competitors that Tools plant of DFL should realize through analysis of Tools plant of DFL and its competitive environment. Based on this, the paper presents the scheme of products adjustment to indicate how to invest by means of Boston matrix. The products are divided into three groups which are 1. developing products ; 2. maintaining products