W中国公司竞争战略研究
A Study on Competitive Strategy of Company W in China
Abstract
As market competition continues to intensify, the need to improve companies competitive
advantage continues to grow. Outsourcing non-core processes to BPO companies with cost
advantages has be a direction considered by many companies. The BPO industry is growing
and market size is expanding. As industry continues to develop, BPO companies are also facing
challenges. It is crucial for companies in the BPO industry to develop a sound and reasonable
scientific competitive strategy to adapt to the external environment to win market competition.
This paper takes W China as the research object. W is essentially positioned as a cost
center, i.e., relying on the Group's global brand, technology and management advantages, and
taking full advantage of China's low human resource costs to provide cost-effective
outsourcing services to customers. However, on the one hand, as the overall wage level of
Chinese society increases, the human capital cost advantage disappears. On the other hand,
with the development of digitalization and informatization in China, the demand for service
process outsourcing in China is rapidly declining, requiring W to reposition itself from a cost
center to a relatively independent profit center in China in a timely manner. in order to remain
competitive, W must reverse its deficiencies in the competition, thus helping the company to
establish a new competitive advantage. This paper examines Company W through research
methods such as literature reading and comparative analysis. In this study, we will use
research methods such as literature reading method and comparative analysis method. Firstly,
we use PEST model to do external analysis. Secondly, the five forces model is used to
analyze the industry environment. Through these, the external opportunities and challenges of
W were analyzed. Then, the internal resources and capabilities of W were analyzed in terms
of resources like organization, human resources, customer, industry qualification, and
capabilities like financial, operational, innovation and quality management to identify the
strengths and weaknesses. Again, SWOT analysis was used to identify alternatives which
were scored by a quantitative strategy matrix, and it was concluded that W should choose WO
strategy. W needs to cultivate its internal strengths and improve the areas where the has
internal deficiencies. After that, specific improvement measures were developed, mainly in
the deficiencies areas of human resource specialization, business delivery quality, innovation
input and output, and business expansion capability. Finally, to ensure the implementation of
the improved competitive strategy, W should increase financial support, strengthen the
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大连理工大学专业学位硕士学位论文
corporate innovation culture, and improve the assessment and incentive system to help W
improve its competitive advantage in a highly competitive market.
It is hoped that the study of this paper can help company W formulate a reasonable
continuous improvement of competitive strategy, bring some inspiration and reference to the
future development of company W, and provide a referenceable and implementable plan for the
company to win the fierce market competition.
Key Words：BPO Industry; SWOT Analysis; Competitive strategy
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W中国公司竞争战略研究
目录
摘 要.............................................................................................................................I
Abstract ............................................................................................................................. II
1 绪论.............................................................................................................................. 1
1.1 研究背景与意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 2
1.2 研究方法........................................................................................................... 2
1.3 研究内容与技术路线....................................................................................... 2
2 理论综述...................................................................................................................... 4
2.1 企业竞争战略的理论基础............................................................................... 4
2.2 企业竞争战略的类型....................................................................................... 4
2.2.1 成本领先战略........................................................................................ 5
2.2.2 差异化战略............................................................................................ 5
2.2.3 目标聚集战略........................................................................................ 5
2.3 主要分析工具................................................................................................... 6
2.3.1 PEST分析.............................................................................................. 6
2.3.2 波特五力模型........................................................................................ 7
2.3.3 SWOT分析............................................................................................ 9
2.3.4 定量战略规划矩阵.............................................................................. 10
3 W公司外部环境分析............................................................................................... 11
3.1 宏观环境分析................................................................................................. 11
3.1.1 政治环境.............................................................................................. 11
3.1.2 经济环境.............................................................................................. 12
3.1.3 社会环境.............................................................................................. 13
3.1.4 技术环境.............................................................................................. 14
3.2 行业现状与发展趋势..................................................................................... 15
3.3 行业环境分析................................................................................................. 17
3.3.1 行业内现有企业的竞争...................................................................... 17
3.3.2 潜在进入者的威胁.............................................................................. 18
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