摘要
摘要
随着中国经济的高速发展，人民的生活条件不断改善，国民消费结构持续优
化，人们娱乐休闲消费的需求日益增高，玩具市场消费潜力不断得到释放。中国
是世界第一人口大国家，也是最大的玩具出口国，虽然中国的玩具销售额逐年增
长，但人均消费额低于欧美等发达国家，因此玩具市场有较大发展空间。
H玩具公司是一家集研产、销售为一体的玩具企业。在公司蓬勃发展的同时，
也面临着来自外界的威胁和内部的挑战。从外部情况来看，玩具行业安全政策管
控日趋严格、行业竞争激烈、中国人口老龄化加剧、电子游戏对玩具市场造成一
定的冲击、国际政治环境“逆全球化”现象增加等因素都逼迫H玩具公司必须要顺
应新形势做出改变。从内部环境看，公司在行业内的竞争优势并不显著，企业现
有竞争战略无法适应新的竞争环境。在此背景下，H玩具公司如何获得和维持竞
争优势抵御同业竞争，在竞争激烈及复杂多变的市场环境中脱颖而出，是公司要
面对的重要研究课题。
本文基于战略管理理论的指导下，运用PEST、波特五力、CPM等战略分析
工具对H玩具公司外部环境进行充分分析，并用EFE矩阵对公司关键外部因素进
行量化分析与评价；从公司资源、能力、核心竞争力三个方面分析了H玩具公司
内部环境，并使用IFE矩阵对企业内部环境进行量化分析与评价；接着借助SWOT
矩阵分析了H玩具公司外部的机遇、威胁和公司内部的优点、不足，从而制定出
可实施的备选战略；运用QSPM矩阵对制定的备选战略进行优选，最终得出H玩
具公司的竞争战略为“差异化竞争战略”的结论。
为保证差异化竞争战略的落地，从产品、渠道、服务、品牌这四个方面提出
差异化的实施措施；提出了实施差异化竞争战略需要的研究开发管理、生产质量
管理、人力资源管理、市场营销管理、品牌战略管理这五个方面战略实施保障措
施；最后从财务、市场和政策三个方面提出了战略风险控制措施，并提出了动态
的战略评价方案，为H玩具公司制定了一整套竞争战略。本文希望能为H玩具公
司和同行业相似规模的企业在竞争战略的制定上提供一点参考。
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摘要
关键词：H玩具公司，竞争战略，差异化战略，战略实施
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Abstract
Abstract
With the continuously rapid economic development in China , people’s living
conditions are getting better and better, Chinese residents’ consumption structure has
been optimizing and people’s demand for entertainment and leisure consumption also
becomes higher and higher, which also provides a great potential for the toy market.
China has the largest population in the world, also being the biggest toy exporting
country in the world. The sales of toys in the Chinese market are increasing year by
year, and its growth rate is higher than the global average growth rate. Moreover, the
average expenditure on toys in China is lower than that of developed countries in
Europe and the US. Therefore, the toy market enjoys a relatively large development
space and a vast potential for future development.
H Toy Co., Ltd is an enterprise integrating the R&D, manufacturing, and sales.
While the company is developing rapidly, it is also facing external threats and internal
challenges. From the perspective of the external environment, the fierce market
competition, increasingly stricter safety control policies in the toy industry,
intensifying population aging in China, the impact of electronic games on the toy
market and the increasing phenomenon of “de-globalization” in the international
political environment have compelled H Toy Co., Ltd to make some adjustments and
adapt to the new situation. From the perspective of the internal environment, the
company's competitive advantage in the industry is not quite significant, what’s more,
the existing competitive strategy of the enterprise can not adapt to the new
competitive environment. Under this circumstance, it is a very important topic for H
Toy Co., Ltd to study how to obtain and maintain a competitive advantage so as to
resist the fierce competition from peers and stand out in the highly complex and
versatile market environment.
Based on the guidance of the strategic management theory, this article utilizes
Porter’s Five Forces model, CPM matrix, PEST model to fully analyze the external
environment of H Toy Co., Ltd, and adopts the EFE matrix to quantitatively analyze
and evaluate the company’s key external factors. It also analyzes the company’s
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