万利达集团公司影碟机产品竞争战略研究.pdf

厦门大学
硕士学位论文
万利达集团公司影碟机产品竞争战略研究
姓名:王振金
申请学位级别:硕士
专业:工商管理
旨导教师:郭霖
20081001
内容摘要
内容摘要
影碟机行业自1995年启动之日起,就在白热化的激烈竞争中发展,其竟争
激烈程度、波及范围、竞争方式都是空前的,极具特色。目前,影碟机产品早已
处于成熟期,由于过度恶性竞争,产业早已是微利时代,生产企业处于生存边缘,
在“国内竞争国际化、国际竞争国内化”的中国影碟机行业,许多企业转型或倒
闭,同时,许多跨国公司和国内大型企业又加盟,下一代替代产品的蓝光DVD已
经批量上市,市场竞争更加激烈和复杂。面对现状,现存的生产企业何去何从?
应如何在新形势下确立新的竟争战略,再造新的竞争优势,生存和发展?
万利达公司是最早从事影碟机专业制造的民营企业,也是唯一没有衰退的
老牌影碟机生产企业,目前是国内大型DVD国际代工生产企业和著名DVD品牌生
产企业之一。本文以万利达集团有限公司为研究对象,通过对万利达公司影碟机
产品过去成功原因总结的基础上,对公司目前面临的新的外部宏观环境、影碟机
产业特点和变化,公司内部资源状况,以及万利达影碟机产品价值链和核心竞争
力的情况,综合运用PEST分析法、波特的行业“五力”分析法、价值链分析法
和安德鲁斯的SWCT矩阵分析法进行分析研究,从而选择匹配的万利达影碟机产
品新的竟争战略,并提出相应的实施对策和措施。
研究结果认为,影碟机产业市场容量巨大,仍然具有良好发展前景,万利达
影碟机面临的机遇大于挑战。万利达公司拥有较强的核心竞争能力,优势大于劣
势。万利达公司应继续立足影碟机产业,为实现“全球影碟机产品制造基地”的
发展战略目标,应采取“总成本领先”的基本竟争战略,在价值链的关键战略环
节,进一步提升产品集成创新、规模化生产制造、品牌形象、经销模式等四个核
心竟争能力,实现成本领先优势。
关键词万利达;影碟机;竞争战略
Abstract
Abstract
Since 1995, DVD player industry has developed into fierce environment and its unique
characteristics. The level of competition and areas of its effect is unprecedented. Af present
the DVD player industry is already in mature stage. Due to excessive cut-throat competition,
the industry has long been a low-profit era; manufacturers are in the edge of survival. From
domestic companies compete in international market and foreign companies compete in our
domestic market, many domestic companies closed down or in transition due to the
competitions. Af the same time the next-generation replacement product"blue-ray DVD has
been saled on the market. With more multinational companies and large domestic enterprises
joined, he competition is more excited and complicated. Facing the status quo, existing
manufacture enterprises where they should go? How to establish new competitive strategy and
achieve competitive advantage?
Malata Group Co, Ltd was the first private company engaged in the manufacture of
professional DVD player production. It's also the only old brand enterprise without any
recession through hazardous environment. Currently, its one of the domestic large-scale
intemational DVD manufacturing producers and well-known brand DVD production
companies. This thesis chooses Malata Group Co, Ld. as the study object. By using
comprehensive PEST Michael Porters"five forces", value chain, and KR.Andrews SWOT
analysis tools, and base on the success of Malata DVD player in the past, the author analysis
the exteral macro-environment, changes of features in DVD player industry, resources of the
Malata, and as well as the Malata DVD player in terms of value chain and core
competitiveness. Finally, the right competitive strategy and it's mplementation of Malata
DVD player products was chose
The research results show that DVD player industry has a huge market capacity, and still
has a good prospect. Malata DVD player faces more opportunities than challenges. M
company has strong core competitiveness and more advantages than disadvantages. Malata
company should continue to be based on DVD player industry. In order to achieve the target of
a global manufacturing base for DVD player industry "it should take"a leading total cost " of
the basic strategy of competition. In the value chain of key strategic links, further enhance the