格兰仕的成本领先战略 市场营销^^文档文档

文档编号:YX048 文档字数:9922,页数:15 ,附任务书,开题报告,指导记录表

摘 要
 提起微波炉人们自然会想到“格兰仕”， 反之， 一提到“格兰仕”， 人们也会立即想到微波炉，“格兰仕”在中国人的脑海中， 早已成了微波炉的代名词。“格兰仕”在中国微波炉市场上的垄断集中度之高， 令所有的经济、管理理论工作者和企业管理者们咋舌。
 在中国国内所有产品市场上，“格兰仕”是唯一一个纯粹靠市场力量、靠竞争手段而在一种产品市场上成为垄断寡头的非国有企业。自1995年至今，格兰仕微波炉国内市场占有率一直居第一位，且大大超过国际产业、学术界确定的垄断线——30%，达到60%以上，在1998年市场占有率甚至超过70%。在当今中国所有家电产品(电视、冰箱、空调、家用电脑等) 市场群雄并起、混战逐鹿的情况下，为什么微波炉市场会出现如此局面?“格兰仕”凭借什么几近一统天下，成为市场的垄断寡头者？除了时机、外部环境因素之外，最关键的应属“格兰仕”成本领先竞争战略的成功实施。本文以成本领先战略理论为指导，对格兰仕的成本领先战略进行了深入的剖析，在此基础上借助五力模型，对其体现在竞争中的抵御作用加以探讨，并在文章最后对格兰仕成本领先的战略优势进行了总结。

关键词：格兰仕，成本领先战略，优势

Abstract
Mentions the microwave oven people to be able to think of “gland Shi” naturally, otherwise, as soon as mentioned that “gland Shi”, the people will immediately also think of the microwave oven, “gland Shi” in Chinese's mind, has already been microwave oven's synonym. “Gland Shi” in Chinese microwave oven market's high monopoly concentration degree, makes all economical, the management theory worker and the enterprise superintendents is flabbergasted.
In China domestic all produce market, “gland Shi” is only one depends on the market force, depending on the competition method purely, but becomes in one produce market monopolizes oligarch's non-State-owned business. From 1995 until now, the gland Shi microwave oven domestic market percentage of has occupied 1st, and surpasses international industrial, the academic circle definite ridge broken line greatly - - 30%, achieves above 60%, in 1998 the market share surpassed 70%. In the Chinese all electrical appliances product (television, refrigerator, air conditioning, home-use computer and so on) the market independent warlords rise together simultaneously now, in the tangled warfare compete's situation, why the microwave oven market will have so the aspect? What “does gland Shi” rely on how many nearly monopolizes, the monopoly oligarch who becomes the market? Besides the opportunity, the external environment factor, most essential should be “gland Shi” the cost is in the lead the competition strategy success implementation.

Key words： Galaz, Overall cost leadership, advantage

目 录
摘 要 I
Abstract II
前言 1
一、成本领先战略的理论综述 2
（一）成本领先战略的含义 2
（二）成本领先战略的定价 2
（三）成本领先战略的适用场合 2
（四）成本领先战略的优劣势 2
（五）实施成本领先战略的注意事项 4
二、格兰仕成本领先战略的分析 4
（一）产品细分 4
（二）成本促销 5
（三）生产运作 5
（四）国际采购 5
（五）多层次管理 5
三、格兰仕成本领先战略的竞争抵御作用 6
（一）波特五力分析模型简介 6
（二）基于五力模型的格兰仕成本领先战略分析 7
四、格兰仕成本领先战略的优势 8
（一）规模化优势 8
（二）打造理想的上游资源 8
（三）自觉地控制利润率水平 9
五、结束语 9
致谢 10
参考文献 11

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