木材加工企业市场竞争力提升策略研究  

Study on Improvement of Competitiveness of Forestry Product Processing Enterprises

作　　者：张睿[1] 贾莉华[2] 

机构地区：[1]黑龙江工程学院,黑龙江哈尔滨150001 [2]国家林业局哈尔滨林业机械研究所,黑龙江哈尔滨150086

出　　处：《林业机械与木工设备》2017年第1期46-47,52,共3页Forestry Machinery & Woodworking Equipment

摘　　要：我国林木业产值近几年一直保持快速增长的态势,进出口贸易量逐年增加,但目前我国林木产品附加值仍比较低,企业缺乏市场竞争优势。通过分析林木产品价值链的微笑曲线模型,提出木材加工企业生产经营活动应向价值链两端的高附加值区域移动,提高其市场竞争力,实现可持续发展。具体措施包括增加研发投入,推进产学研合作;提高机械加工设备水平,优化产品线结构;建立自主品牌;采取产品差异化策略;以价显质与需求差异定价相结合;采取线下和线上相结合的销售模式等。The output value of the forest product industry has been on the increase in the past few years and the value of its import and export has increased year after year. Forest product processing enterprises are lacking in competitiveness because of low value- added products. The smiling curve model of the forest product value chain is analyzed in this article,and it is proposed that forest product processing enterprises should move to both ends which are high value- added areas. The way to move is as follows,increase in RD input,university- industry collaboration,improvement of processing machinery,adjustment of the product line structure,establishment of enterprise brands,product differentiation,combination of quality for its price and demand difference pricing,combination of online and offline sales modes.

关 键 词：木材加工企业 市场竞争力 附加值 微笑曲线 

分 类 号：TS6[轻工技术与工程] F279.23[经济管理—企业管理]