深圳国i造币有限公司是伴随着我国金银币市场发展而诞生、成长起来的国有造币
公司。然而随着中国金银币市场的持续发展与开放,公司的长足发展受到前所未有的挑
战。如何在黄金、白银价格不断攀升,消费者的收入不断增加,金银币及其衍生产品的
市场需求不断地加大的情况下规划以后的发展战略,继续立足于我国金银币市场并且健
康良好地发展,是本文所要研究的问题。

本文立足我国金银币欧亿·体育（中国）有限公司和国宝公司实际,利用PEST分析、五力分析等战略分析
方法,分析国宝公司的内、外部环境、研究了国尘公司的资源能力;运用SWOT分析法
研究国:_k公司的优势、劣势、面临的市场机会以及外部威胁,制定出适合的竞争战略;
应用竞争战略实施的有关知识,提出国宝公司实施竞争战略的有效实施。本文研究的成
果对国i公司的竞争战略制定提供了方法,明确了战略方向,并且提出了战略执行的具
体思路和措施,对国宝公司的竞争具有较强的现实意义。

关键词:金银币企业;SWOT分析;五力分析;差异化竞争战略
Abstract
Coin culture is one important part of our culture, with the rise of China39;s economic level
and the introduction of relevant policies, as well as the world39;s political and economic factors,
gold and silver coins investment developing from gold and silver coins collection continues to
heat up. Our country39;s gold and silver coins market is in a period of rising.
Shenzhen Guobao Mint Limited is a state-owned Mint, being given birth and growing up
along with development of China39;s gold and silver coins market. With the continuing
development and opening up of the gold and silver coins market, the considerable
development of the company is facing unprecedented challenges. How to continue to be based
on gold and silver coins in China market and develop healthily under the circumstance of gold
and silver prices* rising, consumer income39;s increasing, the market demand for gold and silver
coins and its derivative products39; continuing to increase is the issue this thesis to study.
Based on national gold silver coins industry and Guobao Mint reality, this thesis analyzes
the internal and external situation of Guobao Mint and makes research on its resources
capacity with the help of strategical analysis of PEST and the analysis of five forces for
industry. By the way of SWOT analysis,this thesis investigates Guobao Mint39;s advantages
and disadvantages, analyzes the marking opportunity and external threat, draws up the
suitable competitive strategies, and put forwards the effective solutions to carry out the
competitive strategies by the application of the related knowledge of competitive
strategy. The study of this thesis presents the method on Guobao Mint39;s competitive strategies,
makes clear the strategic intention, and puts forward the strategic and specific ideas and
solutions,which is of great realistic significance for the competitive development of Guobao
Mint.
Keywords: Gold and Silver Coins Enterprises; SWOT Analysis; Analysis On the Five
Forces for Industry; Differentiation Competition Strategy