摘 要
本篇論文主要通過SWOT分析法對金譽海公司的競爭態(tài)勢進行分析，最終確定公司的競爭策略。通過對黃金投資在中國發(fā)展現(xiàn)狀的研究分析，發(fā)現(xiàn)市場中存在的有利機會與不利威脅，以及通過對金譽海公司的現(xiàn)狀分析，發(fā)現(xiàn)了公司內(nèi)部的優(yōu)勢和存在的劣勢。經(jīng)過實地調(diào)查并采取訪談的形式發(fā)現(xiàn)公司內(nèi)部的優(yōu)勢有很大的利用空間，并且公司存在的管理上的問題也可以得到解決，而且市場上存在的有利機會很多，對公司來說外部的威脅也并不嚴(yán)重。最后，經(jīng)過SWOT綜合分析，決定公司應(yīng)采用SO增長性競爭策略并針對此策略提出相應(yīng)的計劃。
關(guān)鍵詞：競爭策略，優(yōu)勢，機會，SWOT分析















Research on competitive strategy research of JinYuHai investment company
Abstract
This essay analyzes through the SWOT analysis the JinYuHai company’s competition situation mainly, and determines its strategy. According to the research of the development status of China's gold investment, this paper finds the favorable opportunities existing in the market and unfavorable threats, through the analysis of the current status of JinYuHai company, its internal advantage and weakness. Through on-the-spot investigation and interview are identified the company has a lot of advantages of using space, and the company existing management problems can also be solved, the favorable opportunity exists on the market for the company, and the external threat is not serious. Finally, through SWOT analysis the company should use both in the competition strategy and the growth of the corresponding strategy plan through SWOT analysis.


Keywords: Competitive Strategy, Advantages, Opportunities, SWOT analysis

目錄
前言 1
1企業(yè)競爭態(tài)勢研究概述 1
1.1 SWOT分析法概述 1
1.2 SWOT分析法基本步驟 2
1.3企業(yè)競爭態(tài)勢研究現(xiàn)狀 5
2金譽海公司現(xiàn)狀概述 7
2.1黃金投資在中國的發(fā)展現(xiàn)狀 7
2.2金譽海公司的發(fā)展現(xiàn)狀 11
3金譽海公司競爭現(xiàn)狀分析 12
3.1金譽海公司的內(nèi)部優(yōu)勢分析 13
3.2金譽海公司的內(nèi)部劣勢分析 14
3.3金譽海公司的外部機會分析 14
3.4金譽海公司的外部威脅分析 17
3.5 SWOT綜合分析 19
4金譽海公司的競爭策略分析 20
4.1發(fā)揮品牌形象優(yōu)勢 20
4.2發(fā)揮渠道優(yōu)勢 21
4.3改善管理制度，發(fā)揮人力資源優(yōu)勢 21
4.4擴大營銷能力 22
4.5利用市場機會，應(yīng)對政策的變動 23
結(jié)論 …………………………………………………………………..25
致謝 …………………………………………………………………..26
主要參考文獻 27
外文文獻譯文及原文 30