随着我国经济的快速发展,人造板企业数量急剧攀升,人造板生产工艺水平不断提高,

人造板设备更新速度不断加快,服务水平和产品质量迅速提升,人造板欧亿·体育（中国）有限公司迎来了新一轮

的高速发展期。然而在高利润、高回报的诱惑下,一些社会闲散资本纷纷进入人造板欧亿·体育（中国）有限公司,

造成整个欧亿·体育（中国）有限公司面临着相对产能过剩,木材资源供不应求,生产成本急剧上升,产品间同质

化严重,企业间在技术和服务等方面差异越来越小,企业创新能力不足等等一系列问题,

使得人造板企业效益不断下降,企业生存和发展面临着严峻的考验。

DA集团旗下DA人造板集团作为人造板欧亿·体育（中国）有限公司的龙头企业,在当前经济和人造板欧亿·体育（中国）有限公司发

展大环境下,迫切需要找到一种解决此类问题的方案,以获得可持续发展的空间。本文从

DA人造板企业自身实际情况出发,运用战略管理理论,PEST模型,波特五力模型,SWOT

分析法等战略研究方法,在全面分析DA人造板内外部欧亿·体育（中国）有限公司环境和企业经营管理中存在的

问题基础上,通过权衡DA人造板集团业务内部具有的优劣势,外部面临的机遇、威胁,

提出从产品、品牌、市场、服务及人员等差异化手段入手,实施差异化竞争战略的建议,

并进一步从木材资源、技术研发、产业链整合、人力资源开发与储备、内部财务资源配置

等方面提出了差异化竞争战略实施的保障体系。本差异化竞争战略的实施对DA人造板集

团优化企业资源配置,确保可持续的木材资源供给,推动企业产业结构调整,提升企业运

营管理水平,构建可持续发展的企业竞争战略,进一步提高企业的核心竞争力等等方面具

有一定的借鉴意义。

关键词:差异化战略;人造板;竞争战略;战略业务单位

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华东理工大学硕士学位论文

A Research on the Differentiation Strategy for DA Wood-based Panel

Abstracts

With China's rapid economic development, the number of wood-based panel enterprises rose

sharply. Advanced technology, updated equipments, improved service and product quality have

brought about a new round of rapid development of the wood-based panel industry. However,

under the temptation of high margin and high return, some idle capital has entered the

wood-based panel industry, leading to a series of problems in the whole industry, such as a

relative excess capacity, short supply of raw material, the rapidly rising cost of production,

capacity oversupply, serious product similarity, the smaller difference in technology and service

between enterprises, lack of innovation and so on. As a result, the benefit of wood-based panel

enterprises continue to decline, and the survival and development of enterprises are facing a

severe test.

Under the current economic development and environment in wood-based panel industry, as a

leading enterprise in wood-based panel industry, DA Group's DA Wood-based Panel Group has

an urgent need to find a solution to such problems, in order to obtain sustainable development.

From the actual situation of DA Wood-based Panel Group, with the use of strategic management

theory, PEST Model, Potter Diamond Model, SWOT analysis and other strategic research

models and methods, based on the comprehensive analysis of the internal and external

environment of DA Wood-based Panel Group as well as problems in its management, through

considering its internal advantages and disadvantages, external opportunities and threats, this

paper puts forward suggestions on the implementation of differentiation competition strategy

concerning product, brand, market, service and employees. This paper further puts forward

measures to guarantee the implementation of differentiation competition strategy from the timber

resources, technology research and development, the integration of industrial chain, the

development and reserve of human resources and internal allocation of financial resources and

other aspects. The implementation of this differentiation competition strategy has certain

reference significance to DA Wood-based Panel Group in optimizing the allocation of resources,

ensuring the sustainable supply of timber resources, promoting the adjustment of industrial

structure, improving the enterprise management level, constructing sustainable enterprise

competition strategy, and further enhancing the core competitiveness of the enterprise.

Key words: Differentiation Strategy; Wood-based Panel; Competition Strategy;

Strategic Business Unit