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  本文關鍵詞：DL電器公司發(fā)展戰(zhàn)略研究　出處：《西南交通大學》2013年碩士論文　論文類型：學位論文

  更多相關文章： 企業(yè)戰(zhàn)略管理 SWOT分析 發(fā)展戰(zhàn)略

【摘要】：中國是一個家電制造大國,正在向家電強國邁進；十二五、十三五期間,家電產(chǎn)業(yè)是國家重點投資扶持領域；中國小家電消費需求量增長迅速,定位向中高端轉(zhuǎn)移；歐美主要經(jīng)濟體經(jīng)濟復蘇不如預期,新興經(jīng)濟體經(jīng)濟增長步伐加快；家電行業(yè)特別是小家電在當前的瞬息萬變的經(jīng)濟形勢下,出現(xiàn)低毛利,出口量下降等問題。這樣,從各個方面來分析企業(yè)內(nèi)外所處環(huán)境,從而為企業(yè)制訂一系列戰(zhàn)略規(guī)劃及戰(zhàn)略目標有很現(xiàn)實的意義。 本文將根據(jù)DL公司的發(fā)展現(xiàn)狀為研究對象,通過對企業(yè)戰(zhàn)略管理的主要理論分析,結(jié)合行業(yè)的競爭狀況分析得出該企業(yè)的中長期戰(zhàn)略規(guī)劃,研討如何讓一個家電制造企業(yè)由機會成功轉(zhuǎn)向戰(zhàn)略成功。 論文所做的主要工作如下： 1、本文在海關和第三方數(shù)據(jù)基礎上,通過對宏觀環(huán)境和行業(yè)環(huán)境分析,指出小家電行業(yè)高速發(fā)展,整體趨于穩(wěn)定,但行業(yè)競爭愈演愈烈,機遇與威脅并存；DL電器公司為了適應發(fā)展必須根據(jù)內(nèi)外部環(huán)境變化來制定企業(yè)戰(zhàn)略。同時對公司內(nèi)部的經(jīng)營數(shù)據(jù)以及標桿企業(yè)對比分析后,得出發(fā)展戰(zhàn)略的方向。 2、通過SWOT、波士頓矩陣分析、IE矩陣分析和QSPM定量戰(zhàn)略矩陣分析等分析工具的運用,綜合考慮其他戰(zhàn)略選擇的關鍵要素,最終確定DL公司的戰(zhàn)略路線選擇為市場滲透型外銷策略和市場開發(fā)型的內(nèi)銷策略。 3、制定DL公司總體發(fā)展戰(zhàn)略目標體系,并研究戰(zhàn)略目標實施中可能存在的問題分析與對策；提出八大支撐戰(zhàn)略從而進行資源需求配置,提出戰(zhàn)略實施后的預期效果展望。 通過本文的研究,使DL公司的戰(zhàn)略制定和實施更加能夠與時俱進,符合當前經(jīng)濟形勢的要求,并能夠科學地引導DL公司在未來的發(fā)展路徑,同時提出其戰(zhàn)略實現(xiàn)過程中的明確措施。
[Abstract]:China is a large household appliance manufacturing country, is moving towards home appliance power; During the 12th Five-Year Plan and the Thirteenth Five-Year Plan, the home appliance industry is the key investment support field of the state; The consumption demand for small household appliances in China is growing rapidly and the orientation is shifting to the middle and high end. The recovery of major economies in Europe and the United States is not as expected, and the pace of economic growth in emerging economies has accelerated; Household appliances industry, especially small household appliances in the current rapidly changing economic situation, there are low gross profit, export volume decline and other issues. So, from all aspects to analyze the environment inside and outside the enterprise. Therefore, it is of practical significance to formulate a series of strategic planning and strategic objectives for enterprises. In this paper, according to the development of DL Company as the research object, through the main theoretical analysis of the strategic management of the enterprise, combined with the competition situation of the industry analysis of the medium- and long-term strategic planning of the enterprise. Discuss how to make a home appliance manufacturing enterprise from opportunity success to strategic success. The main work of the thesis is as follows: 1. On the basis of customs and third party data, through the analysis of macro environment and industry environment, this paper points out that the industry of small household appliances is developing at a high speed and the whole tends to be stable, but the competition in the industry is becoming more and more fierce, opportunities and threats coexist; In order to adapt to the development, DL Electric Company must formulate the enterprise strategy according to the change of internal and external environment, at the same time, through the comparative analysis of the internal management data and benchmarking enterprises, the direction of the development strategy is obtained. 2. Through the application of SWOT, Boston matrix analysis, IE matrix analysis and QSPM quantitative strategic matrix analysis, the key elements of other strategic choices are considered synthetically. Finally, DL company's strategic route is chosen as market penetrating export strategy and market developing domestic marketing strategy. 3. Make the overall development strategic target system of DL Company, and study the possible problems and countermeasures in the implementation of the strategic objectives; Eight supporting strategies are put forward to allocate resource requirements and the expected effects after the implementation of the strategy are put forward. Through the research of this paper, the strategy formulation and implementation of DL company can advance with the times, meet the requirements of the current economic situation, and can scientifically guide DL company in the future development path. At the same time, it puts forward the clear measures in the process of its strategic realization.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F426.6;F272

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