深圳骏域设计制作有限公司（以下简称“骏域设计”）是一家专业的包装设 计公司，公司发展15年，从2004年一家草根企业，把握住了时代的机遇。经过 一段快速成长后于2009年被美国上市公司Matthews集团收购。“骏域设计”专 门为全球500强的零售商和品牌客户提供消费品的包装设计服务。从二十世纪九 十年代开始，经济全球化便获得了快速进展，并且通过科技革命以及先进信息技 术的指引，当前已经包含了生产、贸易、金融、投资等众多社会经济生产领域。 全球化、科技化、信息化、智能化已是时下社会的标签。随着全球化时代的发展， 全球的经济贸易模式也随着发生了变化。但哪里有商品销售，哪里就有商品包装， 作为一家专业的包装设计公司在这样的时代背景下，如何保持自己的优势，如何 适应时代的发展建立创新发展新的优势，如何在客户、市场发生变化的同时也顺 应变化而变化，这是每个企业家或是企业管理者应该时刻要思考分析的问题，这 是企业生存的持续生存下去的基本功。 文章中针对竞争战略拟定的背景以及意义进行了相关阐述，同时还针对竞争 战略在国内外的实际治理状况与走向进行了有关剖析，并表明了竞争战略治理钻 研的内容以及手段。 文章使用PEST模型，就目前的宏观环境进行了相关解析，同时使用波特五 力模型，针对包装设计众多细分行业当中的角逐环境进行了一定解析，以此来让 公司对自身所面对的机会与挑战拥有一个更为清楚的认知。并且还从公司内部资 源以及本身实力两方面开始着手，从而针对公司所具备的优劣势进行了解析，将 公司优劣势以及所面对的机会与挑战联合在一起，用SWOT方法进行战略匹配， 然后再进行定量战略计划矩阵（QSPM）分析，进而表明了公司竞争战略应当要 选取的最佳方案，并针对公司的战略要点以及进展趋向进行了相关明晰。 文章中表明了确保公司完备内部流程、加强技术创新、更细分更集中化服务、 利用信息化和数据逐步实现自动化、强化创造无限可能的公司文化等战略施行的 相关手段，为公司战略决策的拟定以及安排供应了相关材料以及参考依据，为服 务性质的公司同样能够进行科技革新稳定进展供应了一定的借鉴意义。 关键词：包装设计，环境分析，SWOT分析，竞争战略，集中化战略 MBA学位论文 作者：刘淦媛 深圳骏域设计制作有限公司竞争战略研究 II RESEARCH ON THE COMPETITIVE STRATEGY OF SHENZHEN JUN YU DESIGN AND PRODUCTION LTD. Abstract Shenzhen Junyu design and production Co., Ltd. (hereinafter referred to as "Junyu design") is a professional packaging design company. The company has developed from a small private business for 15 years since 2004. It has grasped the opportunity of the times. After a period of rapid growth, it was acquired by Matthews group, a US listed company, in 2009. "Junyu design" is specialized in providing packaging design services for global top 500 retailers and brand customers. Since the 1990s, economic globalization has made rapid progress, and through the guidance of scientific and technological revolution and advanced information technology, it has now included many social and economic production fields such as production, trade, finance, investment, etc. Globalization, science and technology, information technology and intelligence are the labels of the current society. With the development of globalization, the global economic and trade model has also changed. Nevertheless, where there is commodity, there is commodity packaging. As a professional packaging design company in such a background, how to maintain its own advantages? How to adapt to the development of the times? How to establish new advantages for innovation and development? How to adapt to the changes of customers and markets at the same time? These are questions what every entrepreneur or enterprise manager should always think about and analyze. This is the survival of enterprises to survive the basic skills. In this paper, the background and significance of competition strategy formulation are described. The actual governance situation and trend of competition strategy in and out of China are analyzed. The content and means of competition strategy governance research are indicated. In this paper, PEST model is used to analyze the current macro environment, and Porter's five forces model is used to analyze the competition environment among many sub industries of packaging design, so that the company can have a clearer MBA学位论文 作者：刘淦媛 深圳骏域设计制作有限公司竞争战略研究 III understanding of the opportunities and challenges it faces. According to the company's internal resources and its own strength, it analyzes the strength and weakness of the company. Putting the company's strength and weakness, as well as the opportunities and challenges faced together, it used SWOT method for strategic matching, then analyzes with Quantitative Strategic Planning Matrix (QSPM). This is to show the best plan that the company's competitive strategy should choose, and make it clear according to the company's strategic key points and development trend. The article shows the relevant means to ensure the company to complete internal processes, strengthen technological innovation, define briefly about services centralization, use information and data to realize automation gradually, and reinforce the creation of unlimited corporate culture. It provides relevant materials and reference basis for the company's strategic decision-making and implementation. It also acts as reference to provide stable progress for the service companies to carry out similar scientific and technological innovation. Keywords: packaging design，environment analysis，SWOT analysis， competitive strategy，Centralization strategy MBA学位论文 作者：刘淦媛 深圳骏域设计制作有限公司竞争战略研究 IV 目 录 中文摘要 ..................................................................................................... I Abstract ...................................................................................................... II 目 录 ....................................................................................................... IV 第一章 绪论 ............................................................................................ 1 1.1 研究背景 .................................................... 1 1.1.1 宏观背景 ................................................................................................................... 1 1.1.2 其他要求 ................................................................................................................... 2 1.2 研究意义 .................................................... 4 1.3 研究设计 .................................................... 4 1.3.1 研究内容 ................................................................................................................... 4 1.3.2 研究思路 ................................................................................................................... 4 1.3.3 研究方法 ................................................................................................................... 6 1.3.4 研究工具 ................................................................................................................... 6 第二章 基础理论概述 ............................................................................ 9 2.1 战略管理概念和层次 .......................................... 9 2.1.1 战略管理概念 ........................................................................................................... 9 2.1.2 战略管理层次 ........................................................................................................... 9 2.2 战略管理的作用 ............................................. 10 2.3 竞争战略的类型 ............................................. 11 2.3.1 总成本领先战略 ..................................................................................................... 11 2.3.2 差异化战略 ............................................................................................................. 11 2.3.3 集中化战略 ............................................................................................................. 11 2.4 战略管理理论沿革 ........................................... 12 第三章 深圳骏域设计制作有限公司内外部环境分析 ...................... 14 3.1 深圳骏域设计制作有限公司外部环境分析 ....................... 14 MBA学位论文 作者：刘淦媛