【作者】 吴旭敏；

【导师】 雷鸣；

【作者基本信息】 华南理工大学 ， 高级管理人员工商管理， 2010， 硕士

【摘要】 本文以LBJ公司准备新建的人造板项目作为研究对象,通过对LBJ公司内外部行业环境分析,根据公司的愿景和发展目标,设计出其人造板项目2010-2014年发展的商业计划,即建设年产10万m3多层实木复合地板、22万m~3中(高)密度纤维板和20万m~3的刨花板的现代化人造板厂。本文通过人造板项目市场环境和竞争态势分析,确立项目的可行性;利用营销战略,细分市场,选择目标市场、目标顾客群,进行市场定位。运用工商管理理论,找准企业的优势和核心竞争力,制定出相应独特的产品策略及价格策略,走总成本领先、高科技、低碳环保的发展道路,再配合有效的渠道策略和丰富多彩的促销策略,将其生产的人造板成功推向市场。根据人力资源管理理论,配设相应的管理机构和人员。选择风险与回报的平衡点,通过产业规模和打造品牌,实现市场占有率;通过签订长期购销合约,保证购销价格稳定;采取现代管理,降低生产成本和管理费用,使企业能够生存和发展,实现公司价值的最大化。更多还原

【Abstract】 This paper focuses its investigation subject on the new-planning project of wood based boards of LBJ Company. Through the analysis of the internal and external industry environment of LBJ Company, in accordance with the company’s developing objectives and its perspectives, it makes a commercial plan for this project aiming at its development during the years from 2010 to 2014. That is to construct a modern synthetic board manufactory with annual production of 100,000 cubic meters of laminate wooden flooring, 220,000 cubic meters of moderate (high) density fiberboard, and 200,000 cubic meters of flakeboard.This paper analyzes the marketing environment of the wood based boards in the project and its competitive situation in order to ensure the feasibility of the project. It carefully classifies the markets on the basis of the marketing strategies,selecting a suitable targeting market and target customers so as to locate its potential market. By the assistant of the theory of Business Administration, it finds out the advantages and core edges of the company,formulates correspondingly the particular strategies for outputting and pricing, insisting on a way of development of optimal cost, high technology and low-carbon & ecology-friendly operation. Meanwhile, it proposes a plan combining the effective distributing strategy and various promotion strategies to push the products of wood based boards to the market successfully. According to the theory of Human Resources Management, it assumes to set up a series of corresponding managing departments staffed professionally. It also argues to find an appropriate point of balance between the risk and return; by increasing the industry scale and building brand fame, to realize its market share goal; to ensure the stability of the cost price and selling price through the long-termed purchase and sales contracts; decreasing the cost and administration charges by modern management, to make the company survive and develop, and so as to maximize the value of the company.更多还原