YP南红公司发展战略研究
The Study on YP Southern red agate Company’s Development Strategy
Abstract
In recent years, China's better business environment has provided the necessary
prerequisites for the rapid development of the jewelry industry. The increase in residents'
disposable income and the shift in consumer perceptions from "basically satisfying life" to
"pursuing high-quality life" have brought the jewelry industry A bright future. However,
unfavorable factors such as the turbulent international economic environment and instability
in the post-epidemic era coexist, and Chinese jewelry companies are in a period of
coexistence of opportunities and challenges. In the unpredictable market environment, how
YP Southern red agate Company exerts its own competitive advantages to realize the
continuous pursuit of value, and how to develop sustainably and healthily has become the
focus of this thesis.
Based on the strategic management theory, this thesis combines the internal and external
environment of YP Southern red agate Company to conduct a comprehensive analysis, and
obtain the development strategy choice of YP Southern red agate Company. The overall
formulation steps of YP Southern red agate Company’s development strategy are as follows:
First, analyze the opportunities and threats of YP Southern red agate Company’s development
environment through the PEST tool, use the five forces model to analyze the company’s
industry environment, and analyze the company’s internal key factors; Second, use the SWOT
matrix to analyze and combine YP Southern red agate Company’s advantages and
disadvantages, opportunities and challenges; finally, make a strategic choice suitable for the
development of YP Southern red agate Company, and put forward the conclusion of YP
Southern red agate Company’s development strategy as follows:
YP Southern red agate Company implements relevant diversified development strategies
with the support of consolidating and developing internal core competitiveness. With
Southern red Agate as the leading product, by improving the quality of the products, refining
the Southern red Agate market, we will continue to strengthen the building of YP Southern
red agate brand, consolidate the company's core competitive advantages, and achieving
product and market diversification; make full use of the initially formed Internet position,
innovate online sales models, and broaden sales channels, Realize the diversification of
channels; make full use of the original + private customization method, strengthen the
application of talents, use major platforms to promote product promotion while selling, and
realize the diversification of services and creativity; deeply explore the connotation and value
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大连理工大学专业学位硕士学位论文
of YP Southern red agate brand, To enhance the influence and market share of YP Southern
red agate brand in the national market.
Key Words：Jewelry industry; South Red Jade; development strategy
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YP南红公司发展战略研究
目录
摘 要.............................................................................................................................I
Abstract ..............................................................................................................................II
1 绪论.............................................................................................................................. 1
1.1 研究背景及意义............................................................................................... 1
1.1.1 研究背景................................................................................................ 1
1.1.2 研究意义................................................................................................ 2
1.2 研究的内容与方法........................................................................................... 2
1.2.1 研究内容................................................................................................ 2
1.2.2 研究方法................................................................................................ 4
2 文献综述及相关理论.................................................................................................. 5
2.1 企业战略相关研究........................................................................................... 5
2.1.1 企业战略的概念.................................................................................... 5
2.1.2 企业战略理论的发展概述.................................................................... 5
2.1.3 战略管理过程........................................................................................ 6
2.2 企业发展战略相关研究................................................................................... 7
2.2.1 企业发展战略的概念............................................................................ 7
2.2.2 企业发展战略基本形式........................................................................ 8
2.3 珠宝行业企业战略相关研究........................................................................... 9
2.4 战略管理研究方法......................................................................................... 10
2.4.1 宏观环境 PEST分析模型................................................................... 10
2.4.2 产业环境分析工具五力模型.............................................................. 10
2.4.3 战略选择工具 SWOT.......................................................................... 11
3 YP南红公司外部环境分析...................................................................................... 12
3.1 宏观环境分析................................................................................................. 12
3.1.1 政治环境分析...................................................................................... 12
3.1.2 经济环境分析...................................................................................... 13
3.1.3 社会环境分析...................................................................................... 16
3.1.4 技术环境分析...................................................................................... 18
3.2 行业竞争力分析............................................................................................. 19
3.2.1 现有竞争对手的竞争能力分析.......................................................... 19
3.2.2 消费者议价能力分析.......................................................................... 20
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。。。以下略