荆州市沙市日化衰败成因研究

发布时间：2018-07-01 14:30

本文选题：沙市日化 + 衰败原因　；参考：《华中师范大学》2017年硕士论文

【摘要】：城市发展进程中,企业乃至相关行业的发展占据主导因素。中国企业的持续发展,十年是一个门槛,有信心进入世界500强的明珠企业,还未在本国发展壮大,就在踏出国门时受挫。这一现象在中小城市企业的发展中显得尤为广泛。本文选择处于我国中部地区的中小城市荆州市的昔日明珠企业——沙市日化作为案例研究对象,分析荆州市沙市日化逐渐衰落的原因。本文采用案例研究法、文献研究法对已有的有关沙市日化的文献进行梳理,依照纵向的年代顺序理清其发展之路,利用PEST、SWOT方法的分析框架分别从外部环境、内部条件剖析沙市日化衰败的原因;采用规范分析法与描述性统计分析等方法,从沙市日化的企业视角出发,分析荆州城市社会发展中沙市日化企业发展衰败的原因,得出沙市日化案例的启示,提出荆州市企业乃至同类型企业持续发展的参考建议。首先,作者的研究依据企业战略环境分析理论、企业品牌理论中的品牌战略理论和品牌营销理论、彭罗斯的企业成长论与爱迪斯的企业生命周期理论、企业核心能力理论与熊彼特的创新理论等奠定本文的理论基础。通过梳理有关沙市日化的相关史实、文献,理清了沙市日化发展的历史沿革,按照创立、发展、兴盛、衰败四个阶段对沙市日化的历史发展进行了回顾。其次,作者分别通过PEST、SWOT分析方法分别对沙市日化的外部环境、内部条件进行了剖析,由此分析沙市日化衰败的成因:由于因循守旧的营销策略、剑走偏锋的品牌战略以及忽视品牌运营导致沙市日化错失品牌发展机遇;由于畸形的政企关系导致政府干预不当以及企业非理性战略扩张;由于安逸保守的社会文化与僵化的企业内部文化形成散漫的企业文化氛围;由于企业家频繁更换与人才资源涣散导致企业人才建设薄弱;由于企业落后的设备与技术,又缺乏新产品的研发导致企业核心能力——品牌与产品的维持、改进遭到忽视。最后,作者依据前述分析,分别从企业的视角、政府的视角、社会的视角得出沙市日化案例对类似企业发展的启示。从企业层面来看,合理制定企业战略、适时实施组织变革、积极开展研发与创新,同时加强人才培育建设是必要的;从政府层面来看,政府需要充分利用城市历史资源禀赋、制定有利于企业发展的政策法规,正确引导企业健康快速发展;从社会层面来看,创造稳定发展的经济环境、促进良好的城市文化建设、拓展融资渠道,给予企业资金扶持。由此为中小城市企业发展乃至中小城市发展提供启示性参考。
[Abstract]:In the process of urban development, the development of enterprises and even related industries occupies the leading factor. The sustained development of Chinese enterprises, ten years is a threshold, confident to enter the world's top 500 pearl enterprises, not in the country to grow, when stepping out of the country frustrated. This phenomenon appears to be particularly extensive in the development of small and medium-sized city enterprises. In this paper, the author chooses the former pearl enterprise in Jingzhou City, Jingzhou City in the middle of China, as the case study object, and analyzes the reasons for the gradual decline of Shahua in Jingzhou City. This article uses the case study method, the literature research method to carry on the comb to the existing literature about the sand city daily chemistry, according to the longitudinal chronological sequence to clear its development path, uses the analysis frame of the PEST-SWOT method respectively from the external environment, This paper analyzes the causes of daily chemical decline in Sha City under internal conditions, and analyzes the reasons for the decline of daily chemical enterprises in Sha City in the social development of Jingzhou by using the methods of normative analysis and descriptive statistical analysis, and from the perspective of daily chemical enterprises in Sha City. The enlightenment of daily chemical case in Shashi City is obtained, and the reference suggestions for the sustainable development of Jingzhou enterprises and even the same type enterprises are put forward. First of all, the author's research is based on the enterprise strategic environment analysis theory, brand strategy theory and brand marketing theory in enterprise brand theory, Penrose's enterprise growth theory and Edith's enterprise life cycle theory. The theory of enterprise core competence and Schumpeter's innovation theory lay the theoretical foundation of this paper. By combing the relevant historical facts and documents of daily chemical industry in Shashi city, the historical evolution of daily chemical development in Shashi city is clarified, and the historical development of daily chemistry in Shashi city is reviewed according to the four stages of establishment, development, prosperity and decline. Secondly, the author analyzes the external environment and internal conditions of daily chemical industry in Sha City by using the method of PEST-SWOT analysis, so as to analyze the causes of the decline of daily chemical industry in Shashi City: due to the conformist marketing strategy, The brand strategy and neglect of brand operation lead to the loss of brand development opportunities, the improper government intervention and the irrational expansion of enterprise strategy due to the abnormal relationship between government and enterprise. Because of the relaxed and conservative social culture and the rigid enterprise internal culture, the loose enterprise culture atmosphere, the enterprise talent construction is weak due to the frequent turnover of entrepreneurs and the lack of talent resources; because of the backward equipment and technology of the enterprise, The lack of R & D of new products leads to the maintenance of brand and product, and the improvement is ignored. Finally, according to the above analysis, the author draws the enlightenment of the case of Shashi Daily Chemical Corporation from the perspective of enterprise, government and society. From the enterprise level, it is necessary to rationally formulate the enterprise strategy, implement the organizational change in time, carry out research and development and innovation actively, and strengthen the talent cultivation and construction at the same time; from the government level, the government needs to make full use of the urban historical resource endowment, It is necessary to formulate policies and regulations conducive to the development of enterprises, correctly guide enterprises to develop healthily and rapidly, create a stable economic environment for development, promote good urban cultural construction, expand financing channels, and give financial support to enterprises. From this for the small and medium-sized city enterprise development and even the small and medium-sized city development provides the enlightenment reference.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.72

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