摘 要
本篇論文主要通過(guò)SWOT分析法對(duì)金譽(yù)海公司的競(jìng)爭(zhēng)態(tài)勢(shì)進(jìn)行分析，最終確定公司的競(jìng)爭(zhēng)策略。通過(guò)對(duì)黃金投資在中國(guó)發(fā)展現(xiàn)狀的研究分析，發(fā)現(xiàn)市場(chǎng)中存在的有利機(jī)會(huì)與不利威脅，以及通過(guò)對(duì)金譽(yù)海公司的現(xiàn)狀分析，發(fā)現(xiàn)了公司內(nèi)部的優(yōu)勢(shì)和存在的劣勢(shì)。經(jīng)過(guò)實(shí)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(shì)有很大的利用空間，并且公司存在的管理上的問(wèn)題也可以得到解決，而且市場(chǎng)上存在的有利機(jī)會(huì)很多，對(duì)公司來(lái)說(shuō)外部的威脅也并不嚴(yán)重。最后，經(jīng)過(guò)SWOT綜合分析，決定公司應(yīng)采用SO增長(zhǎng)性競(jìng)爭(zhēng)策略并針對(duì)此策略提出相應(yīng)的計(jì)劃。
關(guān)鍵詞：競(jìng)爭(zhēng)策略，優(yōu)勢(shì)，機(jī)會(huì)，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(jìng)爭(zhēng)態(tài)勢(shì)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(jìng)爭(zhēng)態(tài)勢(shì)研究現(xiàn)狀 5
2金譽(yù)海公司現(xiàn)狀概述 7
2.1黃金投資在中國(guó)的發(fā)展現(xiàn)狀 7
2.2金譽(yù)海公司的發(fā)展現(xiàn)狀 11
3金譽(yù)海公司競(jìng)爭(zhēng)現(xiàn)狀分析 12
3.1金譽(yù)海公司的內(nèi)部?jī)?yōu)勢(shì)分析 13
3.2金譽(yù)海公司的內(nèi)部劣勢(shì)分析 14
3.3金譽(yù)海公司的外部機(jī)會(huì)分析 14
3.4金譽(yù)海公司的外部威脅分析 17
3.5 SWOT綜合分析 19
4金譽(yù)海公司的競(jìng)爭(zhēng)策略分析 20
4.1發(fā)揮品牌形象優(yōu)勢(shì) 20
4.2發(fā)揮渠道優(yōu)勢(shì) 21
4.3改善管理制度，發(fā)揮人力資源優(yōu)勢(shì) 21
4.4擴(kuò)大營(yíng)銷能力 22
4.5利用市場(chǎng)機(jī)會(huì)，應(yīng)對(duì)政策的變動(dòng) 23
結(jié)論 …………………………………………………………………..25
致謝 …………………………………………………………………..26
主要參考文獻(xiàn) 27
外文文獻(xiàn)譯文及原文 30