泰格包装的竞争战略

上海交通大学硕士学位论文泰格包装的竞争战略姓名：皋峰申请学位级别：硕士专业：工商管理（MBA）指导教师：徐飞2004011180WTOSWOTCOMPETITIVESTRATEGYOFTIGERPACKABSTRACTThemodernplasticflexiblepackagingindustryinChinahasbeendevelopedrapidlysinceChinaadoptedthereformandopenpolicyinthe1980’s.Especiallyinthepasttenyears,throughlarge-scaleimportoffilmproductionequipment,printingequipmentandlaminationequipment,togetherwithdailyaccumulationofexperienceinproductionmanagementandprocessingtechnologysuchasprinting,laminationandsoforth.TherapiddevelopmentinthequalityandtechnologyofplasticflexiblepackagingproductprovidesChinawiththeabilitytoachievethegoalinover10yearsthattookWesternCountries50-60yearstoachieve.TIGERPACKisaforeigninvestedcompany.Firstlythisthesisintroducesthehistory,productandclientsofTIGERPACK;byuseofthesalesdataoftherecent2years,thisthesisanalyzesthecurrentsalessituationandclientdistribution;itobjectivelyanalyzesthecurrentmanagementandoperationstatussincethecompanywasacquired.ThisthesisalsopointsoutthelagbetweenTIGERPACKandcompetitors,andfromthislagintroducesthedifficultyfacedbyTIGERPACK.Thenthisthesisgoesdeepintothecurrentsituationanddevelopmenttrendoftheworldplasticflexiblepackagingindustry;afterintroducingthedevelopmenthistoryoftheplasticflexiblepackagingindustryinChina,itthenanalyzesindetailtheopportunitiesandthreatsfacedbytheindustryafterChina’sentryintoWTO;afterthat,italsoanalyzethecurrentsituationanddevelopmenttrendofprintingindustryinChina,whichiscloselycorrelatedwiththeplasticflexiblepackagingindustry;finallyitpointsoutthatrapidgrowthisthemaindevelopmenttrendofplasticflexiblepackagingindustryinChina.Forthemarketenvironment,thisthesisusesthe5forcesmodelinaflexiblewaytoanalyzethemaincurrentcompetitors’scale,operationsituationandcustomerdistribution;thenitanalyzesthecurrentsituationanddevelopmenttrendoftwomainsuppliers,plasticresinandinksuppliers;finallyitanalyzesthe8factors,thatareofthemostinteresttoplasticflexiblepackagingcustomers,andthe3potentialmarketsofplasticflexiblepackagingproducts.WithSWOTmethod,thisthesisobjectivelyanalyzestheinternalresourceenvironmentofTIGERPACK,itviewsthatthemainstrongpointsofTIGERPACKareadvancedequipments,matureproductiontechniquesandpowerfulsupportfrommothercompany,whiletheweakpointsareinscale,technologyandreputation.Astoexternalenvironment,thisthesisstressesthatthemaindevelopmentopportunitiesforTIGERPACKarethegrowingmarketbothinandoutsideofChina,atthesametimethemostthreatsarealsocomingfromdomesticandinternationalcompetitors.ThestrategiesinthisthesiscomefromPort’sthreebasiccompetitivestrategiescombinedwiththeaboveanalysisresults.Basedonthedifferentadvantageanddisadvantage,togetherwithdifferentcompetitionenvironment,thisthesisputsforwardoverallcostleadership,focusstrategyanddifferentiation,focusstrategyrespectively.ItalsopointsoutthatglobalizationisanotherimportantstrategyforTIGERPACK.Thisthesisalsoemphasizestwoadditionalstrategies,i.e.,strategicallianceande-commerce.Itintroducesindetailthethreealliancemethods-mutualR&D,mutualmarketdevelopmentandoutsourcing.Withe-commercestrategy,TIGERPACKcankeepupwiththespeedofglobalizationandinformanisation.Withjointimplementationofthesestrategies,TIGERPACKwillpossessofuniquecompetitiveadvantagesofpersistencedevelopmentinthefuture.KEYWORDS:packaging,competitivestrategy,globalization,Strategicalliance,e-commerce12004121200312200312MBA1Figure1-1ProductionProcessofTigerpackMBA2MBA3Figure1-2comparisonofsalesbetween2002and2003ofTigerpack(Unit:RMB10,000)MBA411MBA5MBA6MBA7(3)MBA8MBA92002()20024000150250PE6090PE1.2.3.4.PEPEPEWTOPEMBA10MBA11MBA12MBA13199112311998VAW200212AlcanAlcan1302002500Alcan8510004520024.61997///;630%APP(NORDENIAINTERNATIONALAG)(PE)MBA14PP25P&G,EFFEMFOODSMARS,HENKEL19963800GE1292W&H1PE15000;W&HF&KPE6000133312PE1.3PE()350070020023.799,10263,29327,2605020035MBA1570025%10DICDICDICPE90%PEWTOBP2000BP8%34%29%PEWTOMBA16WTO14.2%12.9%2008WTO6.5%WTO2001204433PS2904119941070%2002200151DICDICDICDIC3452200272WTOMBA17(1)(2)MBA18(3)(4)(5)(6)(7)MBA19(8)PEPE90KMKAISAPEPEPEPEMBA20PEMBA21MBA22MBA23SWOTMBA24MBA25MBA2619209019801520205053000505060909078%5001.52%500400FLEXO(4)MBA2750%(1)2002530MBA28WTO82002ALCAN(2)“”MBA29PEPEPEPEPE(1)PEFLEXO(2)MBA30PE(1)PEPEPEPE(2)PEPE(3)FELXOMBA31PEMBA32(1)(2)(3)WTOWTOWTOFLEXO(1)MBA33(2)(3)PEPEPEMBA34PEITMBA35MBA36MBA37MBA38MBA39MBA40MBA41