关于华臻发展有限公司竞争战略研究摘要近年来，一种新颖的电子消费模式逐渐开始流行，智能手机的广泛使用以及液晶显示屏在诸多电子设备上的应用，促使电子专用设备行业快速发展；另一方面，显示屏行业的快速发展可以促使其生产厂家对专用制造设备需求的增加。巨大的市场，无疑为电子专用设备制造业带来了商机。华臻公司是在这个背景之下进入电子专用设备行业的。国际知名品牌日本TEL和东丽等设备制造厂家洞察到我国这个潜力十分巨大的市场，涌入我国设置分厂，从而可以在人工成本方面得到大幅度的降低。而此时，我国国内的设备制造厂商的产业规模也进一步扩大，使得国内外竞争加剧，为了让华臻公司在激烈多变的市场竞争环境下保持可持续发展，制定切实可行的竞争战略是当前迫切的需求。本文首先用PEST分析法和波特五力模型分析法对华臻公司所处的外部环境进行分析研究，从而得出公司在发展过程中所面临的机会与威胁。我们应用SWOT模型分析得出华臻公司在未来可能的战略选择，并最终确定华臻公司选择的是差异化竞争战略，包括产品差异化竞争战略和服务差异化竞争战略。华臻公司研发能力与下游客户的产品创新速度相匹配，能及时研发新产品并提供高效、优质的客户服务，同时客户在设备使用中发现的问题进行及时响应，从而提升客户满意度。最后，为了保证差异化竞争战略的实施，提出了包括优化组织架构、强化公司人才培养、加强技术创新、加强管理创新、优化薪酬激励体系等五项措施，具有很强的针对性和实践性，希望能够对华臻公司未来的发展起到一定的指导作用。关键词：华臻公司；PEST分析；SWOT分析；竞争战略IStudyontheCompetitiveStrategyofHuazhenDevelopmentCo.,Ltd.AbstractInrecentyears,anewmodeofelectronicconsumptionhasgraduallybecomepopular.ThewideuseofsmartphonesandtheapplicationofLCDinmanyelectronicdeviceshavepromotedtherapiddevelopmentoftheelectronicequipmentindustry.Ontheotherhand,therapiddevelopmentofthedisplayindustrycanincreasethedemandofitsmanufacturersforspecialmanufacturingequipment.Thehugemarketundoubtedlybringsbusinessopportunitiesforthemanufacturingofelectronicspecialequipment.Underthisbackground,HuazhenCompanyhasenteredtheindustryofelectronicspecialequipment.FamousinternationalbrandssuchasJapaneseTELandTorayhaveinsightintothehugepotentialmarketofourcountry,andhavepouredintoourcountrytosetupbranchplants,whichcangreatlyreducelaborcosts.Atthistime,China'sdomesticequipmentmanufacturers'industrialscalehasfurtherexpanded,whichhasintensifiedthecompetitionathomeandabroad.InordertokeepHuazhencompanysustainabledevelopmentinthefierceandchangeablemarketcompetitionenvironment,itisanurgentneedtoformulatepracticalcompetitionstrategy.Firstly,thispaperusesPESTanalysismethodandPorter'sfive-forcemodelanalysismethodtoanalyzeandstudytheexternalenvironmentofHuazhenCompany,soastogettheopportunitiesandthreatsfacedbythecompanyintheprocessofdevelopment.WeuseSWOTmodeltoanalyzethepossiblestrategicchoicesofHuazhenCompanyinthefuture,andultimatelydeterminethatHuazhenCompanychoosesdifferentiatedcompetitivestrategy,includingproductdifferentiatedcompetitivestrategyandservicedifferentiatedcompetitivestrategy.Huazhen'sR&Dcapabilitymatchesthespeedofproductinnovationofdownstreamcustomers.Itcantimelydevelopnewproductsandprovideefficientandhigh-qualitycustomerservice.Atthesametime,customersrespondtoproblemsfoundintheuseofequipmentintime,soastoimprovecustomersatisfaction.Finally,inordertoensuretheIIimplementationofdifferentiatedcompetitionstrategy,fivemeasuresareputforward,includingoptimizingorganizationalstructure,strengtheningpersonneltraining,strengtheningtechnologicalinnovation,strengtheningmanagementinnovation...
