浙江中小型防盗门企业竞争力分析——以z公司为例-analysis on competitiveness of small and medium-sized security door enterprises in zhejiang - taking z company as an example.docxVIP

AbstractSecurity door is merchandise that is closely related to peoples daily life and social problems. With the development of society and people’s increasing aware of security, living in peace has been a basic need of life, and it makes the market of security door in great potential. Meanwhile, with the improving of peoples living standard, our housing industry has sprung up everywhere. People move their residence more frequently, and there arise more and more modern buildings in city. It makes the industrial scale of security door is more and more growing, even in short supply. But with the real estate regulation being stepped-up, the security door industry has entered a relatively stagnant period. With the double pressure of market demand changing and an increasingly competitive, how to survive and develop in the market become the main problems for security door enterprises especially small and medium-sized enterprises.Paper describes the current status and the future of the security door industry in our country, classifying and analyzing the general problems of security door enterprises, and proposes viable solutions for enterprises as a reference.Then, by using Z Door Industry Co., Ltd as a case, based on its development process and the status quo, combined with the security door industry characteristics and trends, paper researches the core competitiveness of enterprises by using SWOT and Boston matrix analysis in aspects of marketing management, branding, marketing strategy and service system, and put forward a series of suggestions and comments focused on enhancing the core competitiveness.At last, we draw a conclusion: With the changes of market demand, consumers have a brand requirement for merchandise. More and more manufacturers begin to pursuit brand integration and high-end products, and change strategy that dominated the market at low prices in the past. Enterprises need to do the internal management and operation of the market good in good combinati