Graduation Project

Graduation Project
(Thesis)
Title Head:the core competitiveness of SMEs
Strategies to improve
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Directory Summary (2)
Keywords (2)
Chapter 1 Introduction .............................................. . (3)
Purpose and significance of a research topic (3)
Two scientific connotation of core competitiveness (4)
The role of the three core competencies (6)
Chapter 2Status of small and medium enterprise's core competitiveness analysis (6)
Chapter 3 ways to enhance the core competitiveness of ......................................... (7)
Enhance the core competitiveness of an internal way .......................................... 7 ....
Two enhance the core competitiveness of the extrinsic pathway .......................................... 8 ....
Chapter 4, enhance the core competitiveness of strategies and measures ....................................... 8 ....
Technological innovation as a core strategy ........................................... . (8)
Two to the power of information into policy ........................................... (9)
Three corporate culture backed strategy ............................................ . (10)
Chapter 5 Conclusion .............................................. .. (11)
References ................................................ ................
11
Acknowledgements
word ................................................ . (12)
Abstract: The core competence is the basis for long-term stability of a competitive advantage.Core competencies include core technical skills, organizational skills, ability and resilience of foreign influence, its essence is to let consumers get real good at, above irreplaceable value, products, services and cultural competitors.Where innovation is the core competitiveness of the soul, the leading product is the essence of the core competitiveness.The core competitiveness of enterprises to obtain sustainable source of competitive advantage and the foundation.And how to enhance the core competitiveness of small and medium enterprises.In this paper, the meaning of the core competitiveness, and the role of basic elements of a simple description on the analysis of the current situation of the core competitiveness of SMEs, and how to enhance the core competitiveness of small and medium enterprises.
Key words:core competencies SMEs in innovative ways
Chapter 1 INTRODUCTION The
The purpose and meaning of one research topic
In the 1990s,our economy's rapid growth, SMEs and create a new output value of 76.7%, SMEs have become an important force in China's economic development. However, since China's accession to WTO,enterprises are facing international competition is inevitably encounter challenges with strong strength of international competitors, companies face even more severe. SMEs in China as an important part of national economy, only from a strategic height, the implementation of innovative models based on core competence, training and enhance core competitiveness, the implementation of market demand, the core competitiveness based development strategy, from small to large, from weak to strong. However, SMEs have their natural disadvantage. Discussion abandon inferior to innovation, to enhance the core competitiveness of SMEs is undoubtedly more important.
Second, the scientific connotation of core competitiveness
Connotation (a) core competitiveness
American University of Michigan Business School professor proposed a "tree theory." This theory of "trees" as a metaphor, vividly reveals what is core competitiveness of enterprises. "Enterprise is like a tree, like the roots of core competencies, core technologies like tree trunks, products like the final product branches, fruit and leaves are the trees. No root nutrition and water, the trunk will wither and fruit and the leaves gone, precisely because the roots provide moisture, sustain life, solid tree trunk, only to ensure the continued strong physique trunks, leaves and fruits rich to grow and mature, leafy trees because the trees, so it Can windy storm. " That is the core competitiveness of enterprises in the form of long-term development, it is difficult to imitate and replace by other companies, to enable enterprises to maintain a competitive advantage in the market competition and the initiative's core competencies. It is generally based on the enterprise's core technological capabilities through strategic, production, marketing, information, human resources and finance and business interactions obtained through an integration of knowledge and skills. Its essence is a unique beyond the inherent ability of competitors, it is like a business "killer" is the lifeblood of business. Haier and Changhong Group, both are electrical enterprises, Haier's core competency is product innovation and service system, and Changhong's core competitiveness is to build low cost in large-scale production base and a huge fine on the marketing aspects as well as lead to to enter the rural market. When you pay attention to when buying convenience and service, they will tend to buy Haier appliances, and become the first choice when cheap, it will tend to Changhong. Which shows, these companies have in common is domestic seize the opportunity to create a core competitiveness with its own characteristics, the company from small to large, from weak to strong, become well-known enterprises. [3]
(Two)Elements of the core competitiveness of enterprises
Core competitiveness of enterprises contain multiple levels, summarized in the following five areas:
1, enterprise technology development capability
Technology development is the use of existing knowledge gained from research and practical experience, or the introduction of technology from
the outside, for the production of new products, devices, processes and systems to create a new and substantive improvements.
2, the company's strategic decision-making capacity
Strategic decision determines the configuration of the enterprise's core resources. Business enterprises in the industry to maintain a relatively stable period. Core competence and consistency of accumulation, to accurately predict the dynamic changes in the industry, timely adjustment of core competence.
3, the company's core marketing capabilities
It involves the management and control of corporate marketing networks and channels. To use the scientific enterprise marketing programs, develop excellent marketing team, with the marketing point of all levels, effective use of advertising effect, the company's technology advantages into competitive advantage.
4,the organization coordinating the various factors of production and
production capacity for effective
The face of changing market, companies have advantages, we must always maintain production, operation, management of all aspects of the various sectoral coordination, unity, and efficient. It involves the enterprise organizational structure, corporate strategic objectives, information transmission, incentives and corporate culture. Enterprises according to the different stages of the production requirements, effective organizational resources, and make their position in normal operation.
5, adaptability to the market
Objective environment changes all the time, corporate decision-makers must have a keen sensing ability to maintain business strategy to adapt to changes in the external environment. If unforeseen events, such as the invention of a technology, government policy adjustment, etc., companies must quickly and accurately come up with a set of contingency measures and ways to reduce the possible impact on their own to a minimum.
(C) how to build and strengthen its core competitiveness
Enterprise to create competitive advantage, build the core competitiveness, and how to strengthen its core competitiveness, we must do the work of the following aspects:
1, the development of core competitiveness of enterprises
Build core competitiveness of enterprises, that is, to the potential core competencies into real core competencies. As the core competitiveness of enterprises in the most fundamental energy capacity, business growth is the most powerful, the most important driving force, which is to provide a source of competitive advantage. Therefore, the development of the core competitiveness of enterprises must first clear strategic intent. Highlights the core competitiveness of the enterprise's strategic intent, companies on the basis of a comprehensive, in-depth analysis of future market trends, through a particular form of development strategy formulation, determine the company's strategic objectives, the technical content of explicit core competence, and The core competencies to achieve the core product. Second, establish a reasonable strategy structure. Enterprises should be based on established strategic intent, coordination of management, optimize the allocation of resources of various enterprises, the establishment of appropriate organizational collaboration, balanced allocation of internal resources, and more effective absorption of resources available outside the enterprise. Again, according to the established corporate strategic intent and strategic structure, the development of specific organizational core competencies, the development of real-time control.
2,to maintain and consolidate the core competitiveness of enterprises
Core competencies are established through long-term development and strengthening core competencies loss will bring about immeasurable loss. Such as General Motors, Motorola, Inc. from 1970 to 1980 between the TV industry has quit, the loss of competitiveness of the core part of the business is bound to lose the advantage in the technical aspects of the image. Clearly, companies must be sustained, stable support, maintain and consolidate the core competitiveness of enterprises, to ensure the healthy growth of the enterprise's core competitiveness.
(1) implementation of corporate strategic management by the industry focused and sustained investment, nurturing core competitiveness, put it as simply maintaining long-term strategic task fully, from the time perspective, enhance their core competitiveness is not a day, must constantly refine sublimation to form. Correct strategic model Giant Group initially selected, the software technology as the core competitiveness of the fundamental strategies to build, it has achieved unprecedented success.
(2) Strengthen the construction organization and management system based on objective, over time, the core competence may evolve into general ability. This requires dedicated management team with overall responsibility for arrangements to strengthen the various departments to communicate. Various scattered human and technical resources to organize themselves, to work together to form an overall advantage.
Regular meetings of the enterprise's core competitiveness evaluation will maintain the balance of the enterprise's core competitiveness.
(3) Cultivating enterprise information systems throughout the production process, continues to receive a variety of information from both inside and outside the enterprise. Information as an important strategic resource, its development and utilization has become a key symbol of the competitiveness of enterprises. More companies, earlier access to information, and within the organization accurately and quickly transfer and processing, is to consolidate the core competitiveness of enterprises basic conditions.
(4) the accumulation of knowledge and skills to learn and never let their core competitiveness weakened, personal knowledge and skills of employees, the overall quality and structure of knowledge and skills is particularly important. Staff training skills through various channels, technology and accumulated experience in corporate management is one of the advantages of enterprises in market competition can be relied on. Such as Changchun FAW, Beijing switch factory, with fewer inputs successful transformation, one important point is that the usual attention to improve staff knowledge and skills.
3, a new core competencies
(1) R & D capabilities further enhance their business to survive, we must continue to develop new products. This requires enterprises to continuously enhance research and development capabilities to meet the changing needs of customers. Strengthen research and development capabilities to enhance the core competitiveness of enterprises, the development of power.
(2) seeking to enhance their core competitiveness on the basis of
a new growth point on their core competencies, to find a new growth point. And to foster a growing point of the core competitiveness of enterprises. By business management, technology, marketing, market segments, identify the products leading competitive advantage, technology and skills constitute the advantage of decomposition, induction. After defining the test, identified as the core competitiveness of the growing point.
(3) create excellent corporate culture and values to the core values, responsibility and creativity inspire employees to improve the efficiency of a collective enterprise foundation management. Enterprise software is to nurture and strengthen the corporate culture. Can a business growing, employee values, business philosophy, continue to strengthen the core competitiveness and innovative companies is critical.
The role of three core competitiveness
The main role of the core competitiveness of enterprise performance in the growth process: from corporate strategy point of view, the
formation of the core competitiveness of the highest strategic level, most durable, and thus is the central theme of corporate strategy, which determines the effective strategic areas of activity ; from the perspective of the company's future growth, core competitiveness has opened many potential markets, develop new industries in the field of capacity; from competitive point of view, the core competitiveness of enterprises and the source of sustainable competitive advantage based on the unique ability of enterprises ; from the business user perspective, the core competitiveness will help to achieve the most valued core users, the benefits of the basic and fundamental interests, rather than those in general, short-term [2].
Chapter 2Situation analysis of the core
competitiveness of SMEs
SMEs ubiquitous small scale, lack of funds and poor ability to resist risks, in particular in:
(1) strategic awareness is weak, too much emphasis on short-term profits, "the tactical light strategy" model of development, with a certain blindness, speculative, it is difficult to form by promoting the core competitiveness;
(2) technological innovation capability is weak, severely hampered by lack of corporate R & D investment for technical improvements and innovations, which causes a lack of growth potential;
(3) is not an efficient use of limited resources, often in the case of their own core business does not yet have a strong competitive on the implementation of blind diversification, resources across multiple business areas;
(4) the quality of human resources is generally not high, managers lack modern management thinking, a whole culture, technology is not high or uneven quality of workers;
(5) the lack of scientific management system;
(6)affected by the enforcement of related policies and regulations of the country, if not truly national SME development funds used to support the growth and development of SMEs, credit policy can not really improve the financing environment for SMEs.
Chapter 3Ways to enhance the core
competitiveness
Core competitiveness of enterprises is the lifeblood of business, enterprise operation, the development of the power source. Survival and development of SMEs facing fierce competition in the market, you need to constantly improve their own competitiveness in order to adapt to the
changing external environment. China has now become a WTO member, to face the challenges of the WTO, to face more intense competition in the market, build the core competitiveness is the inevitable choice for Chinese enterprises, especially small and medium enterprises.
I.Ways to enhance the core competitiveness inside the
1, strengthening technological innovation
This is to build the core competitiveness of the key. Embodies the modern enterprise system efficiency of enterprise resource allocation, and this high efficiency can fully rely mainly on the core technology and technological innovation. An enterprise to form and improve their core competitiveness, must have its own core technologies, we can say the core technology is the core of the core competitiveness.
2, open core markets
An enterprise should have the core competitiveness, we must have the core markets. Core product is the core competence of the material reflects and embodies the market. Vigorously develop the core product in order to cultivate the core competence to provide material guarantees. Enterprises have their own core products, have their own brand, it is necessary to develop appropriate core market, the company's core market is not limited to China, but also extended to the world.
3, strengthen the integration of internal resources and training
Core competitiveness of enterprises is based on the ability of an enterprise resource advantages, and must be heterogeneous strategic resources, such as technology brand, corporate culture, marketing network, human resources management, information systems, management mode. Only intensive prominent in these areas, the establishment of complementary knowledge and skills system in order to gain sustainable competitive advantage, not talent is difficult to imitate.
4, In business management, to introduce modern enterprise system
as soon as possible, in order to build the core competitiveness of enterprises to provide institutional guarantees.
5,Create a unique corporate culture. There is a well-known
entrepreneur said this sentence: "Culture is everywhere, all your competitors can imitate tomorrow, but they can not imitate our corporate culture." Visible, corporate culture is deep-seated factors form the core competitiveness of enterprises.
Second, enhance the core competitiveness of the external route
1, can get their core competitiveness through knowledge alliance.
Knowledge Learning Alliance helps a company to another company's professional competence, contribute expertise complementary strengths of both companies to create new cross-knowledge. Knowledge Alliance has the following characteristics: Union very close cooperation between the parties; extensive knowledge of participants Alliance; has huge strategic potential, and so on. Therefore, knowledge alliance is an effective way to get the core competitiveness of enterprises from outside.
2,around the cultivation of core competence, the proper
implementation of internal and external trading strategy
Itself has a dynamic core competence, openness. Enterprises in the process of development and growth can not abandon the core competitiveness of the existing static, but to constantly adjust, change, expansion. Enterprises such as through external trading strategies such as mergers, acquisitions, alliances, alliances, technology agreements. Permit system to nurture their core expertise is very necessary and feasible.
3,in order to promote cluster-based regional marketing, brand
establishment location
Regional marketing refers to the area in order to achieve a certain goal to market the region as a whole, the overall image of the area to compete in the market process.Regional marketing based on the SME clusters, cluster enterprises can ensure that products continue to adapt to changing market demands.The area between the region and the market economy, business and economic competition between companies depends largely on the branding area.Location brand is the core area of marketing, the cluster companies a total of intangible assets, sales of enterprise group is extremely important.Creating and using enterprise group co-branded business relationship to the cluster continuity and persistence. Location brand creation and cluster development are mutually reinforcing. Location brands can have through the corporate group of low production cost advantage to build, or to achieve through the improvement of product quality,can also be provided through the region unique products and services to get or be formed by continuous product innovation, product differentiation, or both.
4Chapter Strategies and initiatives to enhance the core competitiveness
First, technology and innovation as the core strategy (A)Focus on market demand for effective technological innovation
Technical innovation is the goal of the effectiveness of technological innovation, which have a market value, commercial value, social value. The key to achieve "effective technology" innovation where? That aimed at the market demand, the development of marketable products and technologies.
Aimed at the market demand, the development of marketable products and technologies, means that we should take the market for technical innovation and product development basis and driving force, technological innovation and product development philosophy based on the concept of marketing on the basis in determining creative products or services when
it Should take the market demand as the starting point of technological innovation; means we want to technological innovation and product development as a systems engineering, with a series of target market strategy and technology innovation strategy matched; means our technical innovation and product development should pay attention to value and practical value, economic value, emphasizing unity and effective product development technology applications; means our technical innovation and product development must be based on the market for the final test, the market for the final destination.
Therefore, our businesses, especially high-tech enterprises must not only be good at capturing the world's latest technology achievements in your field, but also to capture the domestic and international market demand for the industry's high-tech products, so as not to bias occurs
in a new direction.
(Two)Technical innovation strategy mode and select
1, the independent innovation strategy mode
Independent innovation strategy mode refers to the independent innovation as the basic goal of innovation strategy. The so-called independent innovation, is an enterprise to produce technological breakthroughs through their own efforts and exploration, break technical difficulties, and rely on the basis of their ability to drive innovation
in the subsequent session, complete the commercialization of technology, market, profit, as expected Innovation activity goals.
2 In fact, applying innovation strategy should pay attention to the
issue
The effect of the implementation of innovative strategies, on the other hand depends on whether the right choice for the enterprise's innovation strategy; hand depends on whether the full understanding of the characteristics of the selected innovation strategy, thereby weaknesses. In order to successfully implement the strategy of independent innovation should be particularly aware of the following aspects:
(1) take advantage of the autocratic system of intellectual property protection;
(2) Flexible proper transfer of technology;
(3) Note that the self-improvement of independent innovation products;
(4) the importance of innovation and investment in the follow-up link. Second, the information into a dynamic strategy
Strengthen enterprise information construction, can strengthen corporate financial management, promote management innovation, to bring great economic benefits.
In China, there are many proactive confidence of businesses have achieved rapid growth and success, such as Lenovo, Haier, Handan Iron and Steel Company through information gained tremendous economic benefits. 2000 Lenovo Group profit more than 800 million yuan, more than half of the enterprise information brought: to achieve information later, inventory turnover days from 72 to 22 days of heaven, the end cost 120 million yuan; product backlog losses from 2% drop to 0.19%, the annual cost of 362 million yuan lower; Accounts receivable turnover days from 28 days down to 14 days, the annual cost of 47 million yuan lower; ratio of bad debts to total revenue dropped to 0.05 percent from 0.3 percent, lower costs grandmother 5000 million. These items add up to 600 million yuan grandma cost savings, efficiency is considerable. [6] Information technology can enhance the core competitiveness of enterprises, so how to achieve enterprise information out? Involved in many aspects of information technology, but the most important and most critical two: First, the company's core business processes and information technology-led, two human information.
Third,Backed strategy to corporate culture
In the 21st century, business management model has undergone tremendous change. In order to knowledge and culture as the core of the new competitive situation of the knowledge economy, corporate culture on
business performance enterprise development plays a role has become increasingly significant.
(A) by the corporate culture of innovation to improve the core competitiveness
1,the management ideas and innovation, the implementation of people
management
In human society entered the era of knowledge economy today, management theory and practice gathered in a focus on people is the fundamental enterprise development, and how to implement people-oriented management to improve the core competitiveness of enterprises is the great challenge facing businesses. People-oriented corporate culture emphasizes human-centered management, namely respect, understanding, caring people, who rely on the development of people and serving people.
[6]through effective incentives to give full play to people's initiative, enthusiasm and creativity to maximize human potential mining fit personal goals and to achieve organizational goals. [6]
2, the spirit of innovation, foster employee group behavior
Employees is the main enterprise, group behavior of employees to determine the extent of their overall spirit and corporate culture, and thus shape the group behavior of employees is an important part of corporate culture. Apart from nurturing employees of group behavior of political thought learning organization employees, business rules learning, scientific and technical training, culture, sports, reading and
a variety of cultural activities, it should also include three aspects:
(1) Encourage the spirit of intelligence, solidarity and courage of all employees for business innovation to make a real contribution.
(2) The work of individual employees with their life goals. Conducive to the formation of professionalism and responsibility of employees, establish the enterprise, for the goal of faith.
(3) Each employee must recognize that corporate culture is their most valuable asset, is essential for the growth of individuals and businesses spiritual wealth, life with a positive attitude to life skills in corporate work, diligence, professionalism, punctuality, but unfortunately when code of conduct to guide their behavior.
3, organizational innovation, the establishment of a learning
organization
Construction of corporate culture, its core is to create a spirit of enterprise culture. The spirit of enterprise is consistent with the entire staff together, each resonance heart attitude, consistent。