L手机芯片企业的市场竞争策略研究.pdf

摘 要 手机芯片产业是知识密集、技术密集和资金密集型产业，中国手机芯片产业底子 薄、基础弱，无论从质还是从量来说都处于相对落后的状态，中国本土手机芯片企业 产品同质化严重，进行着残酷的价格战。同时在全球化的大背景下，中国稳健的经济 环境，巨大的内需市场，以及充裕的人才资源对跨国企业吸引力巨大，全球手机芯片 巨头纷纷登陆中国市场。所以，L手机芯片企业面临着来自国内和国际厂商的竞争压 力，市场竞争环境异常恶劣。 首先，本文回顾了从20世纪60年代至80年代哈佛学派、芝加哥学派、鲍莫尔、 波特等市场竞争战略理论，并将波特的两大市场竞争策略：成本领先策略、差异化策 略，作为本论文研究L手机芯片企业市场竞争策略的理论依据。 其次，本文先对手机芯片产业的背景情况做了介绍，接着采用PEST分析模型对 L手机芯片企业的发展环境，面临的机遇和挑战进行了描述，然后采用基于波特五力 竞争模型，对L手机芯片企业的市场竞争环境进行了分析。 最后，基于PEST分析和五力分析的结果，采用SWOT分析法对L手机芯片企业的 总体外部环境进行了总结。并根据SWOT分析，选择采用差异化策略提高L手机芯片 企业的竞争力，并详细阐述了L手机芯片企业差异化策略的实施。 关键词：芯片，市场竞争战略，PEST，SWOT，五力 Abstract Handset chip industry is knowledge-intensive, technology-intensive and capital-intensive industries, Chinas handset chip industry, in terms of quality or quantity, is in a relatively backward state. Chinas domestic handset chip company product is highly homogeneity, cause a brutal price war. At the same time in the context of globalization, Chinas robust economic environment, a huge domestic market, and abundant human resources have attracted many global chip giants landed in China handset chip market. Therefore, L handset chip companies facing competitive pressures from domestic and international companies,market competitionextremelyfiercely. First, this articlereviews from the 1960s to the1980s, the Harvard School, Chicago School, Baumol, Porter competitive strategy theory. Two competitive strategies from Porter, cost leadership strategy, differentiation strategy, is applied as this paper’s competitive strategy theorywhencomes tothestudiesofL handsetchipcompany. Secondly,the handset chip industry background have been described, then the use of PEST analysis model of the L handset chip companys development environment, opportunities and challenges facing described, and then based on Porters five forces competitive model, theL handset chipmarket,thecompanys competitiveenvironment analysis. Fi