近年来，全球经济增长持续放缓，中国经济进入新常态，化
妆品消费市场整体仍将保持增长，但增速放缓，市场竞争日渐激
烈。化妆品塑料包装行业在经过高速的增长之后，逐渐出现销售
额减少和利润持续下降的现象，这种形势给企业的发展带来了很
多制约，许多管理方面的问题浮现而出。需要分析企业现状找出
问题，并制定企业战略规划帮助企业走出困境

本文以 W 化妆品塑料包装公司的发展战略现状为基础，通过
PEST、五力分析、SWOT、EFE、IFE 等战略诊断工具对 W 公司的外
部环境和内部环境进行了分析，分析产生的原因，找出影响企业
发展的关键因素；依据产生的原因，结合理论分析，提出了以客
户为导向的差异化战略，并通过对战略管理体系的设计，以顾客
价值链为基础从产品差异化、服务差异化、渠道差异化和品牌差
异化四个方面制定了战略实施的路径，最后将企业现状与平衡计摘要
II
分卡相结合，对企业在财务、客户、内部流程和学习成长四个层
面进行了业绩指标和解决方案的设计，成为一套能够有效推动 W
公司战略执行的系统，为化妆品塑料包装行业及遇到相同问题的
公司提供理论和实践意义

本文主要有以下几点结论：
1．在行业竞争异常激烈、产品同质化、客户需求多样化、产
品利润不断缩减的大背景下，W 公司应采用以客户为导向的差异化
战略，从而形成区别于竞争对手的差异化竞争优势

2．W 公司要获得差异竞争优势，关键在于构建协同的“多重
差异化”体系。顾客价值链的各个环节都是企业差异化的来源，
它要求企业各项经营活动能够相互协调一致。差异化是产品、品
牌、渠道和服务的一体化的系统工程

3．以顾客价值链为基础，提出 W 公司以客户为导向差异化战
略的实施路径：
（1）产品差异化战略实施路径：①改进制造工艺，提高产品
质量；②提高产品的安全性和环保性；③提高产品外观设计能力；
④产品功能人性化；⑤加固外包装的质量；⑥发挥技术优势，丰
富产品类别

（2）服务差异化战略实施路径：①缩短产品交货期、加快物摘要
III
流运输服务；②建立全面服务体系；③便捷的网络平台；④增强
员工服务意识

（3）渠道差异化战略实施路径：①参加专业的化妆品展会；
②互联网精准广告

（4）品牌差异化战略实施路径：①举办以“环保创新”为主
题的系列活动；②参加化妆品行业的论坛

4．为了保障 W 公司发展战略目标的实现，本文结合差异化战
略的实施路径和公司现状提出了一些具体战略实施保障措施，主
要包括：（1）完善组织架构；（2）优化运营管理；（3）提升技
术研发能力和设计能力；（4）文化建设和人力资源支持；（5）
信息网络建设；（6）基于平衡积分卡的 W 公司战略评价

关键词 差异化战略；以客户为导向；化妆品塑料包装；竞争优势；
环境分析；顾客价值链ABSTRACT
IV
A RESEARCH ON THE CUSTOMER-ORIENTED
DIFFERENTIATION STRATEGY OF W COMPANY
ABSTRACT
With the improvement of people&39;s living standards, China&39;s cosmetics market has
developed rapidly and become the world&39;s second largest cosmetics market, which makes the
growth of cosmetic plastic packaging industry has also been developed.
In recent years, with a sustained slowdown in the global economic growth, China
economy has entered a new normal. Cosmetics consumer market will continue growing, but
at a slower pace. Market competition is increasingly fierce. The drop in sales and profits
continued to decline phenomenon appears in cosmetic plastic packaging industry after a
boom. This situation has brought many constraints to the development of enterprises and
emerge many management problems. We help the company find the solution on the basis of
the analysis of the current situation, and make the enterprise strategic plan to get rid of the
difficulties.
This paper analyze the W company&39;s external environment and internal environment
through PEST, Porter&39;s Five Forces Model, SWOT, EFE, IFE and other strategic diagnostic
tools based on the development strategy of W cosmetics plastics packaging company to find
out the key factors affecting the development of enterprises and put forward the
customer-oriented differentiation strategy. We design the strategic management system and
make the implementation of the strategy from product differentiation, service differentiation,
channel differentiation and brand differentiation on the basis of customer value chain. And
we design the performance index and solutions from financial, customer, internal processes,
learning and growth by the combination of the company status and balance score card. At
last we establish a system that can effectively promote the strategy of W company and
provide theoretical and practical significance for cosmetic plastic packaging industry and the
same company.ABSTRACT
V
The main conclusions of this paper are as follows:
1. In the background of fierce competition in the industry, product homogeneity, the
diversification of customer needs and product profit shrinking, W company should adopt the
customer-oriented differentiation strategy, thus forming a differentiated competitive
advantage.
2. The key of obtaining the competitive advantage is set up cooperative multi
-differentiation system. Every joint of the customer value chain is the source of company
differentiation, it requires the enterprise&39;s business activities can be coordinated with each
other. Differentiation is the integration of product, brand, channel and service.
3. This paper puts forward the implementation path of W company&39;s customer-oriented
differentiation strategy based on the customer value chain,:
(1) The implementation path of product differentiation strategy: ① Improve the
manufacturing process and product quality; ②Improve safety and environmental effects of
products; ③Improve product design ability; ④humanity in product function; ⑤Improve
the quality of packaging; ⑥ Improve product category through the advantages of
technology.
(2) The implementation path of service differentiation strategy: ①Shorten the delivery
period, speed up the logistics and transportation; ②establish a comprehensive service
system; ③Provide convenient network platform; ④Enhance staff awareness of service.
(3) The implementation path of channel differentiation strategy: ①Participate in the
professional cosmetics exhibitions; ②Internet targeted advertising.
(4) The implementation path of brand differentiation strategy: ①A series of activities
with the theme of environmental protection innovation; ②Participate in the professional
cosmetics industry forum.
4. In order to guarantee the development of W company&39;s strategic targets, we put
forward some specific measures of strategic implementation target combined with the
implementation of the path and the situation of the company, including: (1) Improve the
organizational structure; (2) Optimize operation management; (3) Improve R&D ability and
design ability; (4) Culture construction and human resources support; (5) The construction
of information network; (6) Strategy evaluation of W company based on Balanced
Scorecard.ABSTRACT
VI
Linzicheng (Master of Business Administration)
Supervised by_Wanglixin__
KEY WORDS Differentiation Strategy; Customer-oriented; Core Competence;
Competitive Advantage; Environment Analysis; Customer Value ChainABSTRACT
VII
目录
摘要 ...... I
ABSTRACT .. IV
第一章 绪论1
1.1 研究背景 ........... 1
1.2 研究的意义 ......... 2
1.3 研究方法与创新点 ... 2
1.4 研究思路和论文框架 . 3
1.5 本章小结 ........... 3
第二章 相关理论及文献综述 .......... 5
2.1 战略管理的定义 ..... 5
2.2 战略管理国内外理论 . 5
2.3 战略的层级和种类 ... 7
2.4 差异化战略的基础和目标 .......... 9
2.5 顾客价值链的定义 ... 10
2.6 关于顾客价值识别工具的研究 ..... 11
2.7 战略管理分析方法 ... 12
2.8 战略的实施与控制 ... 13
2.9 本章小结 ........... 14
第三章 W 公司环境分析.. 15
3.1 W 公司概况 ......... 15
3.2 W 公司宏观环境分析 . 15
3.3 W 公司行业环境分析 . 20
3.4 外部因素评价 .
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