洛铜集团材质差异化低成本竞争战略

【作者】 鲁小东；

【导师】 游达明；

【作者基本信息】 中南大学 ， 工商管理， 2004， 硕士

【摘要】 铜加工产品作为重要的工业消费品，以其优良的导电、传热、耐蚀性能成为能源、电力、交通、轻工、尤其是信息与通讯等高科技行业所需的重要金属材料，有着广泛的消费市场。随着世界经济的稳步增长，无论是国内还是国际市场，铜加工产品的需求都将持续有效放大。洛铜集团作为国内铜加工行业的排头兵有实力在市场上分到一杯羹，但同时也将面临加入WTO后来自国际和国内企业的双重竞争。 本文以洛铜集团有限公司这一我国最大的综合性铜加工企业为研究对象，通过深入研究有关竞争战略理论，详尽分析洛铜集团外部环境、内部条件及产品特点，提出了以材质差异化为基础的低成本竞争战略。即在一套绝对保证产品纯度的控制体系的基础上，通过提升各职能效果，提高生产效率，扩大产销规模，降低单位产品成本，从而获得持续竞争优势的战略。对于此战略的构建，笔者提出在综合考虑战略目标、资源存量与资源需求的基础上，通过资源、能力的积累，积极构建核心竞争能力，最终实现战略目标。文章从人力资源、财务资源、技术资源、实物资源、网络资源、隐形资源等几个方面对竞争战略构建的基础条件进行了分析，最后确定了以品牌建设、企业文化建设、资本运营、强化营销、优化人力资源、推进国际化六项措施为基准点的竞争战略的全面实施。 加入WTO后，中国市场的国际化趋势越来越明显。洛铜集团在面临国内外市场巨大挑战的同时，也同样遇到了前所未有的机遇。在集团化、品牌战略、以优竞争、以质取胜的世界铜加工工业的发展趋势下，洛铜集团也将面临同样的选择。更多还原

【Abstract】 Being important industrial consumer goods, copper processing products have a large market share for their electric conductivity, capacity of heat transmission and anti-corrosion performance which are highly needed by energy, electricpower, traffic, light industry, departments of information and communication, high-Tech, etc. With the steady growth of the international economy, the demand for copper processing products is continuously increasing in both domestic market and international market. Being the leader of industry of copper processing complex. LUOYANG COPPER (GROUP) CO., LTD has the ability to live through. But at the same time, it faces the competition from domestic and international businesses.This thesis directs at LUOYANG COPPER (GROUP) CO., LTD which is the largest multiple-producting enterprise for copper processing. It puts forward the low cost competition strategy based on material differentiating through deep research on the theory of competition strategy and analyzing external and internal environment and product characteristics of LUOYANG COPPER (GROUP) CO., LTD. that is to say, in order to obtain continuous competition advantages, they strengthen the functions, increase the productivity, expand the scale of production and marketing and reduce the unit cost of products on the basis of control system which guarantee the purity of products absolutely. The author think the strategy should be on the basis of considering strategy objective, stock of resource and requirement synthetically inorder to achieve the final aim by the way of accumulating of resources and ability and initiatively build core competence. By analyzing the foundamental condition of competition strategy from the aspects of human resources, finance, technology, material object, network and hidden resources, the thesis brings about the competition strategy which inliudes six measures: build brand; enterprise culture; capital operation; strenthen marking; excell human resources; internationalization.After entering WTO, the trend of internationazation of Chinese market is more and more obvious. LUOYANG COPPER (GROUP) CO., LTD has got the unprecedented oppoturity while facing tremendous challenges. A will have the same choice as the developing trend of organization, brand strategy, excellence and high-quality for winning in the area of copper industry all over the world.更多还原