NA检测公司竞争战略研究
|
摘要
20世纪90年代,随着政府对第三方检测市场逐步放松管制,我国的检测行业迅速发展,尤其在2001年我国正式加入世界贸易组织后,国内检测市场全面开放,大量民营和外资检测机构进入中国,中国的第三方检测市场竞争日趋激烈。NA检测公司是国内一家专业的第三方食品检测机构,成立于2003年,经过10年发展已经初具规模。但面对多变的环境,NA要在激烈的市场竞争中不断成长,将品牌做大做强,有必要进行战略的规划,构建自己的竞争优势。
本文运用竞争战略理论对NA检测公司的战略进行研究。首先对公司宏观环境和行业竞争环境进行分析,识别出公司面临政府政策支持和行业高速发展等良好的成长机会,但同时也面临着行业监管趋紧、竞争日益激烈等威胁。其次对公司的内部资源和能力进行分析,找到公司的优势和劣势。公司是国内农药残留检测领域的领导者、有良好的市场公信力,研发能力强,这是其优势,劣势是公司业务范围小盈利能力差,人员流动性大。然后用SWOT矩阵对NA检测公司的优势和劣势,机会和挑战进行了全面的分析和概括,结合行业特点和公司市场定位,提出了NA检测公司集中差异化的竞争战略,将聚焦食品链、产品差异化和品牌差异化作为战略实施途径。本文还提出了通过公司组织结构设计、专业人才培养、公司公信力建设、质量控制、信息化建设等一系列的措施促进战略的实施。
本文期望通过对NA检测公司的案例研究,给处于相对劣势的国内第三方检测机构提供发展思路。
In the1990s, as the government gradually deregulated the third-party testing market, the testing industry developed rapidly. Especially in2001, China formally joined WTO. The domestic testing market was fully opened to the public. A large number of private and foreign testing organizations entered China. The competition in China's third-party testing market is becoming more and more fierce. Established in2003, NA testing company is a professional third-party food testing agency. With10years of development, NA testing company has already begun to take shape. However, the environment is changing, NA testing company wants to continue to grow in the fierce market competition and make the brand bigger and stronger. It is necessary to conduct a strategic planning to build its competitive advantage.
In this paper, the theory of competitive strategy is used to research on the strategy of NA testing company. Firstly, the macro environment and industry competition situation are analyzed to identify that NA testing company is facing good opportunities for growth in government policy support and industry high-speed development, but also facing the threats such as tightening industrial supervision and increasing competition. Secondly, the internal resources and capabilities are analyzed for NA testing company to find the strengths and weaknesses. NA testing company is the leader in the field of pesticide residue testing, has good market credibility and strong R&D capabilities, which are the strengths. Meanwhile the weaknesses are narrow scope of business, poor profitability and high turnover of staff. Thirdly, a comprehensive analysis on the strengths and weaknesses as well as the opportunities and challenges of NA testing company are made by the SWOT matrix. Considering the company's strategic objectives and market positioning, the differentiation focus strategy of NA testing company is proposed. The strategy implementation includes focusing on the food chain, product differentiation and brand differentiation. And a series of measures are proposed in this paper to promote strategy implementation, such as structural design, specialized personnel training, public credibility construction, quality control, information construction, etc.
Expecting that, by the case study of NA testing company, the paper could provide development ideas to the relative disadvantaged domestic third-party testing organizations.
本文运用竞争战略理论对NA检测公司的战略进行研究。首先对公司宏观环境和行业竞争环境进行分析,识别出公司面临政府政策支持和行业高速发展等良好的成长机会,但同时也面临着行业监管趋紧、竞争日益激烈等威胁。其次对公司的内部资源和能力进行分析,找到公司的优势和劣势。公司是国内农药残留检测领域的领导者、有良好的市场公信力,研发能力强,这是其优势,劣势是公司业务范围小盈利能力差,人员流动性大。然后用SWOT矩阵对NA检测公司的优势和劣势,机会和挑战进行了全面的分析和概括,结合行业特点和公司市场定位,提出了NA检测公司集中差异化的竞争战略,将聚焦食品链、产品差异化和品牌差异化作为战略实施途径。本文还提出了通过公司组织结构设计、专业人才培养、公司公信力建设、质量控制、信息化建设等一系列的措施促进战略的实施。
本文期望通过对NA检测公司的案例研究,给处于相对劣势的国内第三方检测机构提供发展思路。
In the1990s, as the government gradually deregulated the third-party testing market, the testing industry developed rapidly. Especially in2001, China formally joined WTO. The domestic testing market was fully opened to the public. A large number of private and foreign testing organizations entered China. The competition in China's third-party testing market is becoming more and more fierce. Established in2003, NA testing company is a professional third-party food testing agency. With10years of development, NA testing company has already begun to take shape. However, the environment is changing, NA testing company wants to continue to grow in the fierce market competition and make the brand bigger and stronger. It is necessary to conduct a strategic planning to build its competitive advantage.
In this paper, the theory of competitive strategy is used to research on the strategy of NA testing company. Firstly, the macro environment and industry competition situation are analyzed to identify that NA testing company is facing good opportunities for growth in government policy support and industry high-speed development, but also facing the threats such as tightening industrial supervision and increasing competition. Secondly, the internal resources and capabilities are analyzed for NA testing company to find the strengths and weaknesses. NA testing company is the leader in the field of pesticide residue testing, has good market credibility and strong R&D capabilities, which are the strengths. Meanwhile the weaknesses are narrow scope of business, poor profitability and high turnover of staff. Thirdly, a comprehensive analysis on the strengths and weaknesses as well as the opportunities and challenges of NA testing company are made by the SWOT matrix. Considering the company's strategic objectives and market positioning, the differentiation focus strategy of NA testing company is proposed. The strategy implementation includes focusing on the food chain, product differentiation and brand differentiation. And a series of measures are proposed in this paper to promote strategy implementation, such as structural design, specialized personnel training, public credibility construction, quality control, information construction, etc.
Expecting that, by the case study of NA testing company, the paper could provide development ideas to the relative disadvantaged domestic third-party testing organizations.
引文
①刘益,徐波.战略管理工具与应用[M].北京：清华大学出版社,2010：18-19.
②唐镇,张阳,李明芳.西方战略管理理论[M].北京：科学出版社,2008：44.
①刘益,徐波.战略管理工具与应用[M].北京：清华大学出版社,2010：18-19.
① C. K. Prahalad and G. Hamel. The Core Competence of the Corporation[J]. Harvard Business Review.1990. May-June:pp.79-91.
②徐向艺.企业战略管理[M].北京：经济科学出版社,2010：102.
①迈克尔·波特著,陈小悦译.竞争战略[M].北京：华夏出版社,1997：34-36.
①迈克尔.波特著,陈小悦译.竞争战略[M].北京：华夏出版社,1997：37.
①质量发展纲要(2011-2020年),2012.
① Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson著,吕巍等译.战略管理竞争与全球化(概念)[M].北京：机械工业出版社,2011：50.
①徐向艺.企业战略管理[M].北京：经济科学出版社,2010：68.
①谢孝君.SWOT分析的定量性研究[J].科技信息,2009(15)：533.
①陈奇勋,谢玉华,连静.论企业竞争战略的选择与实施[J].湖南商学院学报,2005(12/5)：42.
[1]陈奇勋,谢玉华,连静.论企业竞争战略的选择与实施[J].湖南商学院学报,2005(12/5)：42.
[2]陈燕茹.我国食品安全问题及食品检测的发展趋势[J].科技致富向导,2012(3)：384.
[3]格里.约翰逊著,王军译.战略管理[M].北京：人民邮电出版社,2004.
[4]吕泉福等.浅谈我国第三方检测机构的现状和发展[J].检验检疫学刊,2011(3)：13-15.
[5]刘益,徐波.战略管理工具与应用[M].北京：清华大学出版社,2010.
[6]迈克尔.波特著,陈小悦译.竞争战略[M].北京：华夏出版社,1997.
[7]迈克尔.波特著,陈小悦译.竞争优势[M].北京：华夏出版社,1997.
[8]马瑞民,肖立中.战略管理工具与案例[M].北京：机械工业出版社,2009.
[9]汤姆森.斯迪克兰德.战略管理[M].北京：北京大学出版社,2000.
[10]汤晓芸.中国加入WTO后对检测行业的影响及对策[J].工程质量,2006(11)：7-10.
[11]唐镇,张阳,李明芳.西方战略管理理论[M].北京：科学出版社,2008.
[12]汪正范,王顺昌.护航中国经济成长,检测行业变身“刚性”需求[J].现代仪器,2010(6)：88-91.
[13]谢孝君.SWOT分析的定量性研究[J].科技信息,2009(15)：533.
[14]徐向艺.企业战略管理[M].北京：经济科学出版社,2010.
[15]杰伊.B.巴尼,德文.N.克拉克.资源基础理论-创建并保持竞争优势.北京：格致出版社,2011.
[16]张梅芳.第三方检测机构的现状与发展探讨[J].现代工业经济和信息化,2011(10)：11-12.
[17]食品工业“十二五”发展规划,2011.
[18]质量发展纲要(2011-2020年),2012.
[19]国务院办公厅关于加快发展高技术服务业的指导意见.国办发(2011)58号,2011.
[20]中中农产品与食品安全检测行业战略研究(2011年).中国电子信息产业发展研究院,2011.
[21]中国食品安全检测行业研究.北京赛迪创新投资顾问有限公司,2011.
[22]中华人民共和国2011年国民经济和社会发展统计公报,2012.
[23]CNAS认证机构、实验室、检查机构认可年报,2011.
[24]Ansoff, H. I著,邵冲译.战略管理[M].北京：机械工业出版社,2010.
[25]David J. Ketchen, Jr, Alan B. Eisner著,孔令凯译.战略-基于全球化和企业道德的思考[M].北京：中国人民大学出版社,2009.
[26]Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson著,吕巍等译.战略管理竞争与全球化(概念)[M].北京：机械工业出版社,2011.
[27]C.K.Prahalad and G.Hamel. The Core Competence of the Corporation[J]. Harvard Business Review.1990. May-June:pp.79-91.
[28]M. E. Porter, Competitive Strategy. New York:Free Press,1985. P32.
②唐镇,张阳,李明芳.西方战略管理理论[M].北京：科学出版社,2008：44.
①刘益,徐波.战略管理工具与应用[M].北京：清华大学出版社,2010：18-19.
① C. K. Prahalad and G. Hamel. The Core Competence of the Corporation[J]. Harvard Business Review.1990. May-June:pp.79-91.
②徐向艺.企业战略管理[M].北京：经济科学出版社,2010：102.
①迈克尔·波特著,陈小悦译.竞争战略[M].北京：华夏出版社,1997：34-36.
①迈克尔.波特著,陈小悦译.竞争战略[M].北京：华夏出版社,1997：37.
①质量发展纲要(2011-2020年),2012.
① Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson著,吕巍等译.战略管理竞争与全球化(概念)[M].北京：机械工业出版社,2011：50.
①徐向艺.企业战略管理[M].北京：经济科学出版社,2010：68.
①谢孝君.SWOT分析的定量性研究[J].科技信息,2009(15)：533.
①陈奇勋,谢玉华,连静.论企业竞争战略的选择与实施[J].湖南商学院学报,2005(12/5)：42.
[1]陈奇勋,谢玉华,连静.论企业竞争战略的选择与实施[J].湖南商学院学报,2005(12/5)：42.
[2]陈燕茹.我国食品安全问题及食品检测的发展趋势[J].科技致富向导,2012(3)：384.
[3]格里.约翰逊著,王军译.战略管理[M].北京：人民邮电出版社,2004.
[4]吕泉福等.浅谈我国第三方检测机构的现状和发展[J].检验检疫学刊,2011(3)：13-15.
[5]刘益,徐波.战略管理工具与应用[M].北京：清华大学出版社,2010.
[6]迈克尔.波特著,陈小悦译.竞争战略[M].北京：华夏出版社,1997.
[7]迈克尔.波特著,陈小悦译.竞争优势[M].北京：华夏出版社,1997.
[8]马瑞民,肖立中.战略管理工具与案例[M].北京：机械工业出版社,2009.
[9]汤姆森.斯迪克兰德.战略管理[M].北京：北京大学出版社,2000.
[10]汤晓芸.中国加入WTO后对检测行业的影响及对策[J].工程质量,2006(11)：7-10.
[11]唐镇,张阳,李明芳.西方战略管理理论[M].北京：科学出版社,2008.
[12]汪正范,王顺昌.护航中国经济成长,检测行业变身“刚性”需求[J].现代仪器,2010(6)：88-91.
[13]谢孝君.SWOT分析的定量性研究[J].科技信息,2009(15)：533.
[14]徐向艺.企业战略管理[M].北京：经济科学出版社,2010.
[15]杰伊.B.巴尼,德文.N.克拉克.资源基础理论-创建并保持竞争优势.北京：格致出版社,2011.
[16]张梅芳.第三方检测机构的现状与发展探讨[J].现代工业经济和信息化,2011(10)：11-12.
[17]食品工业“十二五”发展规划,2011.
[18]质量发展纲要(2011-2020年),2012.
[19]国务院办公厅关于加快发展高技术服务业的指导意见.国办发(2011)58号,2011.
[20]中中农产品与食品安全检测行业战略研究(2011年).中国电子信息产业发展研究院,2011.
[21]中国食品安全检测行业研究.北京赛迪创新投资顾问有限公司,2011.
[22]中华人民共和国2011年国民经济和社会发展统计公报,2012.
[23]CNAS认证机构、实验室、检查机构认可年报,2011.
[24]Ansoff, H. I著,邵冲译.战略管理[M].北京：机械工业出版社,2010.
[25]David J. Ketchen, Jr, Alan B. Eisner著,孔令凯译.战略-基于全球化和企业道德的思考[M].北京：中国人民大学出版社,2009.
[26]Michael A. Hitt, R. Duane Ireland, Robert E. Hoskisson著,吕巍等译.战略管理竞争与全球化(概念)[M].北京：机械工业出版社,2011.
[27]C.K.Prahalad and G.Hamel. The Core Competence of the Corporation[J]. Harvard Business Review.1990. May-June:pp.79-91.
[28]M. E. Porter, Competitive Strategy. New York:Free Press,1985. P32.