企业竞争优势研究以福建清禄鞋业有限公司为例.docVIP

近年来，受国际贸易壁垒、人民币升值、原材料价格上涨以及劳动力短缺等 诸多因素的制约，鞋业企业面临着严峻的挑战，如何在恶劣的市场环境中取得生 存与发展，是当前鞋企所必须解决的发展问题。本文以福建清禄鞋业有限公司为 研宂对象，采用SWOT分析法对其竞争优势进行剖析，发现其主要采用的是低成 本的竞争战略，己经难以满足当前市场提出的多元化竞争需求，为此，通过研究 其竞争战略的制定与实施，提出一套针对性较强的竞争策略体系，建议企业多元 化企业竞争战略，实施木土营销战略，加大全球采购的推进，以期为福建清禄鞋 业有限公司以及相关企业竞争优势的提升提供一定的借鉴意义。 关键词：企业；竞争优势；研究 Abstract In recent years，due to the restricted by many factors，international trade barriers， the appreciation of the renminbi, raw material price inflation and labor shortage， footwear enterprises facing severe challenges，how to get survival and development in the tough market environment, the shoe enterprises must solve development problems. The Fujian Qinglu Shoes Co.，Ltd. as the research object by the SWOT analysis method to analyze the competitive advantage，mainly uses the is of low cost competition strategy, has been difficult to meet the current market of the diversified competition demand. Therefore，through the research of the competitive strategy formulation and implementation, put forward a set of targeted strong competitive strategy system，the proposed the competitive strategy of enterprises diversified enterprises，the implementation of local marketing strategy, increase the advance of global procurement，in order for Fujian Qinglu Shoes Co.，Ltd. and related enterprises competitive advantage of ascension to provide certain reference significance. Key words: Company； Competitive edge； Research TOC \o 1-5 \h \z —\ 导论 1 HYPERLINK \l bookmark3 \o Current Document \h （―）研究背景 1 HYPERLINK \l bookmark4 \o Current Document \h （二） 研究意义 1 HYPERLINK \l bookmark5 \o Current Document \h （三） 研究内容和方法 2 HYPERLINK \l bookmark6 \o Current Document \h 二、 竞争战略理论分析 3 HYPERLINK \l bookmark7 \o Current Document \h （―）管理竞争力 3 HYPERLINK \l bookmark8 \o Current Document \h （二）竞争战略 3 HYPERLINK \l bookmark9 \o Current Document \h 三、 福建清禄鞋业有限公司SWOT分析 5 HYPERLINK \l bookmark10 \o Current Document \h （―）福建清禄鞋业有限公司简介 5 HYPERLINK \l bookmark11 \o Current Document \h （二） 福建清禄鞋业有限公司外部环境分析 6