I
S实业有限公司差异化竞争策略研究
研究生姓名：刘鉴仪导师姓名：刘俊杰 学科专业：工商管理
研究方向：组织与战略管理年级：2015级
摘要
进入新时代，随着消费升级步伐的加快，我国珠宝首饰行业产品结构趋同、
产能相对过剩、供需不对等的很多矛盾开始显现。并且主要依赖已经发展完全的
国外珠宝品牌，未从自身的生长环境出发进行本土珠宝首饰的创新，因此市场上
很多企业的产品千篇一律。眼下促进我国珠宝首饰行业的长期稳定发展，更加科
学地调整产业结构，实施差异化发展，使其在国际市场上占有一席之地，是当前
国内珠宝首饰行业的共同目标。本文以S实业有限公司为研究对象，基于以上相
同的努力目标，从差异化视角出发进行竞争策略研究，以期为公司制定一套能规
避产品同质化问题的具体竞争策略，使其不断发挥自身优势，在竞争中占领优势
地位。并且此研究有利于丰富我国珠宝首饰行业的理论研究，突破较浅显的描述
性分析层面；有利于进行战略方针的细化填充，从而建立以差异化竞争为核心的
相对完整的竞争策略，并给相关企业竞争策略的选择提供借鉴
本文研究主要有四个部分，第一部分绪论，讲明本文的研究背景与意义、研
究方法与内容。第二部分为研究综述及理论依据，其中理论依据包括差异化战略、
总成本领先战略及竞争优势理论。第三部分S实业有限公司经营现状及竞争环境
分析，首先是S实业有限公司经营现状，包括公司规模、人力资源现状、技术能
力分析、企业营销力分析等；其次是S实业有限公司面临的竞争环境，包括该公
司的PEST分析和SWTO分析。第四部分是S实业有限公司的同质化竞争环境
及对其影响的分析，首先是该公司面临的同质化竞争环境，包括产品同质化、市
场定位同质化及服务和营销手段同质化；其次是行业同质化竞争对公司竞争力的
影响，包括市场份额被抢占、增加经营风险、影响企业发展后劲、扩大与同业的
差距及与市场变化趋势不相适应。第五部分是S实业有限公司差异化竞争策略及
保障措施，首先是差异化竞争策略，包括促进产品差异化发展、解决市场定位同
质化问题、促进服务和营销手段差异化，及差异化成本策略；其次是保障措施，
包括构建灵活有效的绩效评估管理体系、优化人力资源管理、完善内部控制措施
及完善企业信息化管理体系
随着要素流动以及经济增长的全球化，消费品市场逐步形成全球一体化格局，
包括珠宝首饰在内的全球奢侈品供需结构及市场竞争日益激烈。为适应全球竞争
II
带来的市场结构的变化，我国珠宝首饰产业需要进行产品结构调整，重新定位自
身位置以及市场结构，理清机遇和挑战，以差异化为导向，着力自我更新
关键词：珠宝行业；差异化竞争；SWOT分析；S实业有限公司
III
Research on Differentiated Competitive Strategies of
Industrial Limited Company of S
Abstract
In the new era, with the acceleration of the pace of consumption upgrades, the
contradictions in the product structure convergence, excess production capacity, and
unequal supply and demand in the jewelry industry in China have begun to appear. At
present, the development of China's jewelry industry is mainly dependent on foreign
jewelry brands that have been fully developed, and they have not started from their
own growth environment for the creation of local jewelry, so the products of many
companies in the market are the same.In order to promote the long-term stable
development of China's jewelry industry, the use of international capital to adjust the
industrial structure more scientifically, implement differentiated development, and
occupy a place in the international market, is the common goal of the current
domestic jewelry industry. Under the impact of international capital, pressure will be
converted into power and continue to develop in the right direction. Taking S
Industrial Co., Ltd. as the research object to conduct competitive strategy research
from the perspective of differentiation, it is beneficial to enriching the theoretical
research of the jewelry industry in China, promoting a shallow descriptive analysis
level, and facilitating the detailed filling of the strategic policy. In order to establish a
relatively complete competition strategy with differentiated competition as its core, it
provides a reference for the selection of competitive strategies of related companies.
The research topic of this paper is the research on the competitive strategy of the
enterprises in the jewellery industry. Based on the above background, this article
analyzes and explores S Industrial Co., Ltd. in order to develop a specific competitive
strategy for the company that can avoid product homogenization, so that it can
continue to exert its own advantages and occupy an absolute position in the
competition. There are four parts in this article. The first part is an introduction, which
explains the research background and significance, research methods and content of
this article. The second part is the research summary and theoretical basis. The
theoretical basis includes the differentiation strategy, the total cost leadership strategy
and the competitive advantage theory. The third part S Industrial Co., Ltd. operating
conditions and analysis of homogenized competitive environment, first of all is the
business situation of S Industrial Co., Ltd., including company size, human resources。。。。。。