摘要
随着全球经济一体化的进程加快，各国之间的交流逐渐增多，企业之间
的竞争已逐渐转变为战略竞争。中国众多企业随着时代的发展也开始重视战
略的制定和实施。在变幻莫测的市场环境中，如何通过科学的战略获得竞争
优势，已成为我国企业面临的重要课题。陶瓷欧亿·体育（中国）有限公司是起源于中国的古老欧亿·体育（中国）有限公司，
发展到今天成为了我国国民经济发展中的重要组成部分，我国的陶瓷产量持
续多年在世界排名第一，与其他国家相比，中国的陶瓷欧亿·体育（中国）有限公司具有较大的竞争
优势。然而在陶瓷产业日益发展的同时，我国陶瓷欧亿·体育（中国）有限公司存在的问题也日益突
出。近两年，我国的整体经济发展不乐观，导致陶瓷欧亿·体育（中国）有限公司市场低迷，需求下
滑。想要扭转局面获得发展机会和竞争优势，就必须采取战略措施面对时代
赋予的挑战。作为陶瓷产品生产企业的广新陶瓷，在激烈的市场竞争压力下，
需要面对复杂多变的市场环境的同时，还需要抵御斯米克等大型陶瓷企业对
市场的侵占，广新陶瓷在欧亿·体育（中国）有限公司内外的竞争压力下，只有立足于提升顾客价值，
整合企业资源，科学调整企业竞争战略，才能提高市场竞争力，才能在激烈
的市场竞争中占有一席之地。本文从顾客价值的视角研究广新陶瓷企业竞争
战略的调整优化。首先，对顾客价值理论以及竞争战略的相关概述进行了阐
述。其次，对广新陶瓷企业的外部环境以及欧亿·体育（中国）有限公司环境和竞争对手进行分析，
通过调查发现，目前广新陶瓷企业在竞争战略方面存在战略定位不明确、没
有明确的发展目标、企业战略实施缺少权变性以及企业人力资源管理缺失等
情况。第三，本文从顾客价值的角度考虑，提出广新陶瓷企业需要利用差异
化战略适应市场变化，提升竞争能力从产品、服务、销售渠道、品牌等方面
提出差异化战略实施的途径和方法。最后，广新陶瓷企业通过构建良好的财
务管理体系、培养企业家的战略思维能力、建立战略管理绩效的评价体系、
加强企业文化建设以及进行企业组织创新等措施建立良好的顾客价值，顺利
实施竞争战略，占据市场优势

关键词：顾客价值；广新陶瓷；战略调整；竞争战略II
Abstract
As to speed up the process of economic globalization, the
communication between countries increases gradually, the competition
between enterprises has been gradually transformed into strategic
competition. Many enterprises in China with the development of the era
began attaches great importance to the strategy formulation and
implementation. In the changeable market environment, how to achieve
competitive advantage through scientific strategy, has become an important
issue facing enterprises in China. Are originated from the ancient Chinese
ceramic industry, development to today became an important part in the
development of the national economy, China&39;s ceramic production for
several years ranked first in the world, compared with other countries,
China&39;s ceramic industry has great competitive advantage. However in the
ceramics industry growing at the same time, the problem of ceramic industry
in our country is increasingly prominent. Nearly two years, China&39;s overall
economic development is not optimistic, in ceramic industry downturn, the
decline in demand. Want to reverse the situation for development
opportunities and competitive advantages, will face the challenge of the era
have entrusted to strategic measures must be taken. Wide as ceramic
products manufacturing enterprises, the new ceramic in the fierce market
competition pressure, need in the face of complex and changeful market
environment at the same time, also need to resist, Mick, such as large -scale
ceramic enterprise occupation of the market.Based on this background,
Guangxin Ceramic Enterprise must constantly improve its market
competitiveness.Under the competitive pressure in domestic,Gungxin
Ceramic Enterprise must be based on upgrading the valu es of customers,
integrating the resources of the enterprise,adjusting the strategy
scientifically, advancing market competition capacity to occupy a tiny space
in the fierce market. This dissertation researches on the adjustment and
optimization on the competition strategy of Guangxin Ceramic Enterprise
from the perspective of customer value. Firstly, this dissertation explains an
overview of the related theory on customer value and competitive strategy.
Secondly, this dissertation analyzes the external en vironment, industry
environment and competitor of Guangxin Ceramic Enterprise. Through the
survey, it can be observed that at present, the competitive strategy strategic
positioning is not clear, there is no clear development goals, implementation
of enterprise strategy and lack of contingency of enterprise human resourcesIII
management deficiencies and so on are problems faced by Guangxin Ceramic
Enterprises. Thirdly, this dissertation considers from the perspective of
customer value, and points out that The Guangxin Ceramic Enterprises needs
to use the differentiation strategy to adapt to changes of the market, to
enhance competition ability from the product, service, sales channels, and
puts forward some ways and methods to implement the differentiation
strategy of the brand and so on. Finally, through the construction of good
financial management system, cultivating entrepreneur&39;s strategic thinking
ability, establish strategic management performance evaluation system,
Guangxin Ceramic Enterprise strengthens the construction of enterprise
culture and establish good customer value innovation of enterprise
organization and other measures, implement its competitive strategy,
dominate the market smoothly.
Key words: Customer Value; Guangxin Ceramics; Strategic Innovation;
Competition StrategyIV
目 录
中文摘要...........I
Abstract..........II
第 1 章 绪论........1
1.1 研究背景与意义 .........1
1.1.1 研究背景 .........1
1.1.2 研究意义 ..........1
1.2 相关研究进展 ...........2
1.2.1 国外研究现状 ......2
1.2.2 国内研究现状 ......2
1.3 研究方法与思路 .........4
1.3.1 研究方法 .........4
1.3.2 研究思路 .........4
第 2 章 相关理论基础 ...........6
2.1 顾客效用与顾客价值 .....6
2.2 顾客价值理论 ...........7
2.2.1 科特勒的顾客让渡价值理论 ....7
2.2.2 Gale 的顾客价值研究 .........8
2.2.3 泽瑟摩尔的顾客感知价值理论 ..8
2.3 顾客价值创新战略效应 ...9
第 3 章 广新陶瓷企业竞争战略及其实施现状 ..10
3.1 广新陶瓷企业发展概况 ..10
3.1.1 广新陶瓷的发展历程 .........10
3.1.2 广新陶瓷的资源 ..10
3.1.3 广新陶瓷的能力 ..12V
3.2 广新陶瓷原有的目标与竞争战略 ......12
3.2.1 广新陶瓷愿景、使命与价值观 .12
3.2.2 广新陶瓷的原有竞争战略 ....14
3.3 广新陶瓷企业竞争战略实施中存在的问题 ..........15
3.3.1 战略定位不明确 ..15
3.3.2 没有明确的发展目标 .........16
3.3.3 企业战略的实施缺少权变性 ...16
3.3.4 企业人力资源管理缺失 .......16
3.4 广新陶瓷企业战略的感知现状调查 ....17
第 4 章 广新陶瓷企业市场环境变化分析 ......20
4.1 广新陶瓷企业市场环境分析 ..........20
4.1.1 经济环境 ........20
4.1.2 欧亿·体育（中国）有限公司环境分析 ...........
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