A Dissertation Submitted to Guangdong University of
Technology for the Degree of Master
(Master of Business Administration)
Research on the Competition Strategy of Tool Storage
Business of GL Company
Candidate: Xu Yanhui
Supervisor: Associate Prof. Cao Hongliu
Out-of-school Supervisor：Dai Weizhong
May 2022
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510520

摘要
摘要
工具箱柜行业作为五金制品的一个细分领域，其产品被广泛运用于制造业、加工
业、修理业以及家庭日用等。工具箱柜作为存储、运输、规整工具及配件，作为各项作
业的作业台，能够提高装配和维修效率，美化工作环境。2020年全球工具箱柜市场规
模约 80亿美元，而中国是主要的出口生产基地，占世界销售总量的 30%左右。GL公
司成立于 1993年，位于广东省中山市，是一家专业生产工具箱柜的出口型制造企业。
今日之世界正在经历“百年未有之大变局”。自 2008金融危机以来，世界经济矛
盾日益加深，单边主义和贸易保护主义在欧美的一些国家有重新抬头的倾向，对全球
经济一体化形成了冲击，2019年 12月新冠疫情发生之后，这种倾向有进一步加剧的趋
势。面对日益复杂的国际形势，出口型制造企业面对的风险和困难越来越大，如何提高
传统出口型制造企业的竞争力，使其保持领先优势，成为了传统出口型制造企业的难
题。企业的业务竞争战略是否合理已成为各企业保持持续增长和健康发展的关键，及
时制定合理的业务竞争战略，已成为企业获得竞争优势的重要法宝。
GL公司当前面临激烈竞争且利润下降的困局，故本文以 GL公司为研究对象，使
用文献研究法、调查分析法、定量分析法、定性分析法等研究方法，通过运用 PEST和
波特五力模型、IFE和 EFE矩阵分析内外部环境，找出影响工具箱柜业务发展的关键
因素，量化优势、劣势、机会和威胁；再结合公司业务目标运用 SWOT和 QSPM矩阵
对 GL公司面临的机会、威胁、优势、劣势进行分析，制定备选战略，并最终确定 GL
公司最佳业务战略为差异化战略；接着提出产品、服务、渠道和品牌差异化的战略实施
路径，并从组织结构、人力资源、信息平台、企业文化四个方面给出了保障措施；最后
通过战略解码、执行跟踪、评估反馈、调整修正的实施步骤来保证战略的落实。
希望通过本文的研究，能让 GL公司摆脱目前的困境，并有助于其工具箱柜业务在
行业中保持领先地位，并向龙头企业迈进。
关键词：工具箱柜；五金行业；竞争战略；差异化战略
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广东工业大学硕士专业学位论文
ABSTRACT
Tool storage products as a subdivision of the hardware products field, have been widely
used in manufacturing, processing, maintenance and other industries, and in the daily use of
households as well. As a storage and worktable for use in various operations, transportation,
straightening tools and accessories, it can improve assembly and maintenance efficiency, and
beautify the working environment. In 2020, the global market scale of tool storage is about 8
billion US dollars, and China is the main export production base, accounting for about 30% of
the world's total sales. GL company was established in 1993, located at Zhongshan city,
Guangdong Province. GL is an export-oriented enterprise specializing in the production of
tool storage.
The world today is undergoing profound changes unseen in a century. Since the 2008
financial crisis, the world economy has been increasingly contradictory; unilateralism and
trade protectionism in some Western countries tends to rise again, which is a shock to
economic globalization. After the outbreak of COVID-19 in December 2019, this trend is
likely to be further intensified. In the face of an increasingly complicated international
situation, export-oriented enterprises are facing more risks and difficulties. How to improve
and keep their leading advantages has become a difficult problem for them. For an enterprise,
whether the business competition strategy is reasonable has become the most critical factor
for its sustainable growth and healthy development. Therefore, in the complex and changeable
market environment, it has become an important magic weapon for enterprises to obtain timely
competitive advantages that create reasonable business competition strategy.
GL company is currently facing a difficult situation of fierce competition and declining
profits. This thesis takes GL Company as the research object, mainly uses literature research,
survey analysis methods, quantitative analysis, qualitative analysis and other research methods,
using PEST and Michael Porter's Five Forces Model, IEF and EFE matrices to analysis internal
and external environmental changes. The thesis will find out the key factors affecting the
business development of tool storage, and carry out quantitative and qualitative analysis,
quantify the internal advantages and disadvantages. A SWOT matrix was used to combine and
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