T地板印刷公司發展戰略研究

Abstract

隨著社會經濟的飛速發展，企業數量日益增多，引發了諸多行業的激烈競爭，地板印刷業自然也不例外，企業的生存及發展空間被進一步壓縮，需要尋求有效的策略突圍，確保企業能夠持續穩定的發展。T公司成立於1965年，其總部位於中國臺灣地區，是一家從事地板印刷產品的中小企業，歷經50餘年的發展，T公司不僅成功在中國臺灣地區站穩腳跟，也開始將業務擴展至美國、歐洲、中國大陸、東南亞等多個國家及地區，即便如此，T公司依然面臨著激烈的市場競爭，需要通過優化發展戰略等一系列工作，保持企業在行業中的優勢地位，並確保在不同國家的市場能夠站穩腳跟。 基於此，本文圍繞地板印刷業發展戰略進行研究，選擇以T公司作為案例，採取文獻資料法、案例分析法、歸納總結法等多種方式，利用PEST分析、五力分析模型、價值鏈分析、SWOT分析等作為工具，對T公司所處的宏觀環境、行業競爭環境、內部環境進行分析，宏觀環境方面T公司需要秉承環保政策的要求，順應地板行業增速發展趨勢，跟上部分國家及地區城市化進程中對產品的需求，並持續提升產品科技含量，更好地滿足消費者需求。同時，行業競爭環境方面T公司需要意識到行業現有競爭者、潛在競爭者、購買者議價能力等方面都處於強勢態度，並尋求相應地化解策略。此外，內部環境方面T公司既要關注主要生產活動，又要關注支援活動，通過創新發展優化價值鏈，更好地化解內部矛盾。除此之外，T公司還需要結合SWOT分析結果，選擇以SO戰略作為主要戰略，抓住環保政策要求，提高產品環保品質、把握數位技術發展趨勢，研發全新技術、引入網路行銷管道，利用行業經驗逐步完善管道轉型等實現戰略。 在未來的發展過程中，T公司需要通過不斷優化智慧製造設備、資料驅動生產管理、構建人機協作等方式，實現企業創新發展，並通過構建扁平化組織管理架構、擴寬資金來源途徑、自主及合作開展技術研發等方式，確保企業創新策略得到相應的保障，以此提升T公司在地板印刷行業的競爭力，從而促進T公司取得持續穩定的發展。

With the rapid development of social economy, the number of enterprises is increasing, which has triggered fierce competition in many industries. The floor printing industry is no exception, and the survival and development space of enterprises is further compressed. It is necessary to seek effective strategies to break through and ensure the sustainable and stable development of enterprises. T company was founded in 1965 and headquartered in Taiwan, China. It is a small and medium-sized enterprise engaged in floor printing products. After more than 50 years of development, T company not only successfully established a foothold in Taiwan, China, but also began to expand its business to the United States, Europe, mainland China, Southeast Asia and other countries and regions. Even so, T company still faces fierce market competition. It needs to maintain its dominant position in the industry and ensure a stable foothold in the markets of different countries through a series of work such as optimizing operation management. Based on this, this paper studies the development strategy of the floor printing industry. Taking T company as a case, it adopts the methods of literature, case analysis, induction and summary, and uses PEST analysis, five forces analysis model, value chain analysis, SWOT analysis and other tools to analyze the macro environment, industry competition environment and internal environment of T company. In terms of macro environment, T company needs to adhere to the requirements of environmental protection policies, comply with the growth trend of the floor industry, keep up with the demand for products in the process of urbanization in some countries and regions, and continue to improve the scientific and technological content of products to better meet the needs of consumers. At the same time, in terms of the competitive environment of the industry, T company needs to realize that the existing competitors, potential competitors and buyers' bargaining power in the industry are in a strong attitude, and seek corresponding solutions. In addition, in terms of internal environment, T company should pay attention to both main production activities and support activities, optimize the value chain through innovation and development, and better resolve internal contradictions. In addition, T company also needs to combine the SWOT analysis results, choose so strategy as the main strategy, grasp the environmental protection policy requirements, improve the environmental protection quality of products, grasp the development trend of digital technology, research and develop new technologies, introduce online marketing channels, and gradually improve the channel transformation strategy by using industry experience. In the future development process, T company needs to continuously optimize intelligent manufacturing equipment, data-driven production management, build human-computer cooperation and other ways to achieve enterprise innovation and development, and ensure that the enterprise innovation and development strategy is guaranteed by building a flat organizational management structure, broadening the source of funds, and independently and cooperatively carrying out technology research and development, so as to enhance T company's competitiveness in the floor printing industry, so as to promote T company's sustainable and stable development.