本文選題：發(fā)展戰(zhàn)略　切入點(diǎn)：PEST　出處：《西北農(nóng)林科技大學(xué)》2012年碩士論文

【摘要】：近年來(lái)，基金業(yè)由過(guò)去快速發(fā)展到進(jìn)入相對(duì)瓶頸階段。其突出表現(xiàn)是，基金產(chǎn)品創(chuàng)新加快、產(chǎn)品數(shù)量不斷增加，但行業(yè)規(guī)模擴(kuò)張卻停滯不前。這種宏觀經(jīng)營(yíng)環(huán)境的變化，使眾多中小基金管理公司發(fā)展面臨嚴(yán)峻的挑戰(zhàn)。YH基金管理有限公司作為一家國(guó)有中小型基金公司，如何面對(duì)新的競(jìng)爭(zhēng)形勢(shì)，特別是如何在生存基礎(chǔ)上，圍繞公司存在的新問(wèn)題，制定有效的應(yīng)對(duì)挑戰(zhàn)發(fā)展戰(zhàn)略，成為當(dāng)前YH基金管理有限公司謀求發(fā)展過(guò)程中的頭等大事。 本文以YH基金管理有限公司為研究案例，結(jié)合YH基金管理有限公司發(fā)展特征和運(yùn)用公司的真實(shí)數(shù)據(jù)，，通過(guò)系統(tǒng)分析YH基金管理有限公司的外部（宏觀）經(jīng)營(yíng)環(huán)境，客觀評(píng)價(jià)YH基金管理有限公司的微觀經(jīng)營(yíng)環(huán)境，揭示該公司發(fā)展中存在的戰(zhàn)略問(wèn)題。在此基礎(chǔ)上，從促進(jìn)公司擺脫不利競(jìng)爭(zhēng)、提高綜合競(jìng)爭(zhēng)能力角度，研究和制定YH基金管理有限公司發(fā)展戰(zhàn)略規(guī)劃（2012-2014），為YH基金管理有限公司健康發(fā)展發(fā)揮引領(lǐng)作用，并為YH基金管理有限公司長(zhǎng)期、可持續(xù)發(fā)展奠定堅(jiān)實(shí)的基礎(chǔ)。 論文研究?jī)?nèi)容為：一是應(yīng)用PEST分析方法，對(duì)YH基金管理有限公司運(yùn)行中的外部環(huán)境進(jìn)行分析，運(yùn)用改進(jìn)后的六力產(chǎn)業(yè)競(jìng)爭(zhēng)模型分析基金行業(yè)的競(jìng)爭(zhēng)狀況，在此基礎(chǔ)上凝練和形成YH基金管理有限公司發(fā)展中面臨的機(jī)會(huì)和威脅。二是運(yùn)用EFE矩陣評(píng)價(jià)模型，對(duì)YH基金管理有限公司內(nèi)部環(huán)境及其影響因素進(jìn)行評(píng)價(jià)，在此基礎(chǔ)上凝練和形成YH基金管理有限公司自身的優(yōu)勢(shì)和劣勢(shì)。三是綜合PEST分析和EFE評(píng)價(jià)結(jié)果，明確了YH基金管理有限公司的定位和目標(biāo)，并運(yùn)用SWOT矩陣制定備選戰(zhàn)略方案；運(yùn)用QSP矩陣分析選出最佳方案。 本文研究認(rèn)為，未來(lái)若干年YH基金管理有限公司應(yīng)該制定和實(shí)施具有差異性的集中多元化戰(zhàn)略。為保障該戰(zhàn)略有效實(shí)施，本文還建議該公司應(yīng)該更加注重實(shí)施新產(chǎn)品開(kāi)發(fā)、營(yíng)銷(xiāo)拓展、網(wǎng)絡(luò)直銷(xiāo)、人力資源戰(zhàn)略、核心團(tuán)隊(duì)建設(shè)、企業(yè)文化建設(shè)等戰(zhàn)略措施
[Abstract]:In recent years, the fund industry has developed rapidly from the past to the stage of relative bottleneck. Its outstanding performance is that the innovation of fund products is accelerated, the number of products is increasing, but the expansion of industry scale is stagnant. The development of many small and medium-sized fund management companies faces severe challenges. YH Fund Management Co., Ltd. as a state-owned small and medium-sized fund companies, how to face the new competitive situation, especially on the basis of survival, around the company's new problems. To formulate an effective development strategy to deal with challenges has become the top priority in the process of YH Fund Management Co., Ltd. This paper takes YH Fund Management Co., Ltd. as a case study, combined with the development characteristics of YH Fund Management Co., Ltd. and using the real data of the company, through systematic analysis of the external (macro) operating environment of YH Fund Management Co., Ltd. This paper objectively evaluates the microcosmic operating environment of YH Fund Management Co., Ltd., and reveals the strategic problems existing in the development of YH Fund Management Co., Ltd. On this basis, from the angle of promoting the company to get rid of unfavorable competition and improve its comprehensive competitive ability, This paper studies and formulates the development strategy plan of YH Fund Management Co., Ltd. 2012-2014, which plays a leading role in the healthy development of YH Fund Management Co., Ltd. and lays a solid foundation for the long-term and sustainable development of YH Fund Management Co., Ltd. The main contents of this paper are as follows: first, the external environment of YH Fund Management Co., Ltd. is analyzed by using PEST analysis method, and the competitive status of the fund industry is analyzed by using the improved six-force industrial competition model. On this basis, the opportunities and threats in the development of YH Fund Management Co., Ltd. (YH) are condensed and formed. Secondly, the internal environment of YH Fund Management Co., Ltd and its influencing factors are evaluated by using EFE matrix evaluation model. On this basis, the advantages and disadvantages of YH Fund Management Co., Ltd. are condensed and formed. Thirdly, the positioning and goal of YH Fund Management Co., Ltd. is defined by synthesizing the PEST analysis and EFE evaluation results, and the alternative strategic plan is formulated by using SWOT matrix. QSP matrix analysis is used to select the best scheme. In order to ensure the effective implementation of the strategy, this paper also suggests that the company should pay more attention to the implementation of new product development. Marketing expansion, network direct marketing, human resources strategy, core team building, corporate culture construction and other strategic measures
【學(xué)位授予單位】：西北農(nóng)林科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.39

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本文編號(hào)：1661416