浅谈中小企业竞争战略

浅谈中小企业竞争战略

继续教育学院

经、管、文类本科毕业论文

论文题目浅谈中小企业竞争战略

专业工商管理

班级

学号

学生

指导教师

日期

2010年11月制

摘要

随着我国改革开放和社会主义现代化建设的全面深入推进，我国经济社会发展取得了举世瞩目的伟大成就，特别是随着我国社会主义市场经济体制的日益完善，统一开放、竞争有序的市场环境日益形成，企业之间的竞争越来越激烈。随着我国新一轮“市场化”改革的全面深入推进，中小企业面临着前所未有的竞争压力，中小企业只有正确实施竞争战略，才能在新一轮市场化改革中赢得主动、赢得先机、赢得发展。本文以中小企业竞争战略作为研究对象，并以上海宝康公司作为案例，首先对中小企业的界定、竞争战略的概念、竞争战略的理念以及中小企业实施竞争战略的价值进行了简要论述，然后对上海宝康公司竞争战略进行了分析，最后从优化产品战略、营销战略、品牌战略、人才战略、融资战略五个方面对上海富康竞争战略提升了优化路径，以期对上海宝康公司有所帮助。

关键词：中小企业；竞争战略；存在问题；优化路径

Abstract

With the deepening of China's reform and opening up and socialist modernization construction, China's economic and social development has made remarkable achievements, especially along with our country socialist market economy system is increasingly perfect, unified and open, competitive and orderly market environment day by day, more and more intense competition among enterprises. With the deepening of China's new round of "market" reform, small and medium-sized enterprises are facing the hitherto unknown pressure of competition, the small and medium-sized enterprise only correct implementation of competitive strategy, can be in the new round of reform in the opportunities to win, win, win the initiative development. In this paper, the small and medium-sized enterprise competition strategy as the research object, and takes Shanghai Bao Kang company as a case, first defined the concept, competitive strategy, competitive strategy and the concept of the medium-sized and small enterprises to implement the competitive strategy of the small and medium-sized enterprise value are discussed briefly, and then analyses the competitive strategy of Shanghai Bao Kang company, finally improve the optimization the path from the optimization of product strategy, marketing strategy, brand strategy, talent strategy, financing strategy five aspects to the Shanghai Fukang competitive strategy, in order to help Shanghai Fukang company.

Keywords: small and medium-sized enterprises; competitive strategy; problems; optimal path

目录

1 绪论 (1)

1.1 研究背景和意义 (1)

1.2 国内外研究现状 (1)

1.3 研究思路和方法 (2)

2 中小企业竞争战略概述 (2)

2.1 中小企业的界定 (2)

2.2 竞争战略的概念 (3)

2.3 竞争战略的一般理论分析 (3)

2.3.1 成本领先战略 (3)

2.3.2 差异化战略 (3)

2.3.3 集中战略 (3)

2.4 中小企业实施竞争战略的价值 (3)

3上海宝康公司竞争战略分析 (4)

3.1 上海宝康公司概况 (4)

3.2 上海宝康公司竞争战略现状及存在的不足 (4)

3.2.1 经营产品具有专业性，但缺乏创新性 (4)

3.2.2 品质管理具有先进性，但缺乏标准化 (4)

3.2.3 品牌打造具有优势性，但缺乏国际性 (5)

3.2.4 人力资源具有管理性，但缺乏凝聚力 (5)

3.2.5 财务管理具有规范性，但缺乏协同性 (6)

4 上海宝康公司竞争战略优化路径 (6)

4.1 优化产品战略 (6)

4.2 优化营销战略 (7)

4.3 优化品牌战略 (7)

4.4 优化人才战略 (7)

4.5 优化成本战略 (8)

5 结论 (8)