企业竞争优势维护初探.docVIP

企业竞争优势维护初探 ——以马可波罗瓷砖为例 班级：营销0701 学号：072402419 姓名：汤朝俊 指导老师：刘宇伟 摘要：马可波罗瓷砖，广东唯美陶瓷有限享有仿古砖至尊的美誉Abstract ：Marco Polo Tiles，which is subordinated to Guangdng Weimei Ceramic Co, LTD, has the reputation of supreme Rustic Tiles. Marco Polo Tiles has persisted in showing its characteristic by means of culture and differentiation since it entered tile industry. According to different stages of its development, Marco Polo Tiles formulated and carried out differentiation strategy and focus strategy which aimed at maintaining its own competitive advantage. Apart from its achievements, Marco Polo Tiles hasnt been so competitive as other tile manufacturers yet. Marco Polo Tiles taken as example, in accordance with the competitive advantage and competitive strategy of Michael Porter, this paper generalizes the main competitive advantage and weakness in present marketing progress of Marco Polo Tiles, which can provide basis for it to set new strategies. In the end, based on the former analysis, the paper puts forward to appropriate measures for Marco Polo Tiles to maintain its competitive advantage, as well as providing inspiration for marketing management of other domestic tile manufacturers. Keywords: marco polo, market competition, competitive strategy 目录： 摘要关键词…………………………………………………………………………………………1 马可波罗瓷砖市场发展介绍…………………………………………………………………3 （一）国内厨卫地砖市场发展格局………………………………………………………………3 （二）马可波罗瓷砖市场发展现状………………………………………………………………3 二、马可波罗瓷砖市场营销概况………………………………………………………………….3 （一）迈克尔?波特的竞争理论简介………………………………………………………………3 1.波特的竞争优势理论分析……………………………………………………………………….3 2.波特的竞争战略分析……………………………………………………………………….....3 （二）马可波罗瓷砖简介………………………………………………………………………….3 1.马可波罗的发展历程…………………………………………………………………………….4 2.品牌的塑造……………………………………………………………………………………….4 （三）马可波罗瓷砖的竞争力分析………………………………………………………………4 （四）马可波罗瓷砖的SWOT分析………………………………………………………………6 三、马可波罗瓷砖捍卫竞争优势的主要战略…………………………………………………….7 （一）马可波罗瓷砖主要的的竞争战略………………………………………………………….7 1、成长期期的差异化战略…………………………………………………………………………7 2、成熟期的专一化战略…………………………………………………………………………..9 （二）马可波罗瓷砖捍卫竞争优势的具体措施