上海WSQ公司发展战略研究

发布时间：2018-04-22 09:31

本文选题：安防企业 + 发展战略　；参考：《吉林大学》2013年硕士论文

【摘要】：上海WSQ公司是2012年5月刚刚创立的一家安防企业。公司业务以自主研发、设计NVR和提供集中监控整体技术解决方案为主，生产环节全部外包给上市公司XHY。公司成立伊始，奉行“技术挂帅”的原则，致力于目前存储技术最领先的NVR视频录像设备的设计和研发，不可避免地会与海康威视、浙江大华等国内主流一线企业产生碰撞。其所提供的集中监控整体技术解决方案又面临着Blue star、上海天跃、成都三泰等在此领域浸淫多年的大公司的围剿，虽然有国家政策的大力扶持，有广阔的市场空间任行驰骋，但面对着激烈的市场竞争，如何定位自己的发展战略、打拼出属于自己的生存和发展空间成为上海WSQ公司迫切需要解决的问题。本文以上海WSQ公司的企业发展战略研究为出发点，采用理论联系实际的方法，运用企业战略管理中的PEST分析模型、波特五力竞争模型、科特勒的市场营销理论，深入细致地调研了中国安防行业的发展历程和趋势、目前安防市场现状以及上海WSQ公司的产品特点和经营状况，形成了EFE和IFE矩阵，找到了影响公司发展的最主要因素，外部因素是政策影响、购买者议价能力和现有企业的竞争力以及行业技术更新的速度；内部因素有企业自身产品和技术、公司的定价策略、技术和管理团队的忠诚度影响。在此基础上，利用SWOT分析法认真剖析上海WSQ公司内部的优、劣势以及其所面临的机遇和威胁。重点是依据市场需求，加大营销力度，不断扩大市场占有率；依托研发集群，不断推出新产品；加强成本管理，保持价格优势。突破口应放在利用政策机遇进行产品管理和价格规划上。在全方位的分析，并与公司主要管理人员进行深入探讨之后，总结出公司的战略愿景——让更多的人使用监控产品，让世界更安全透明。在此基础上，结合安防市场发展现状、发展方向和竞争趋势，分别从四个方面提出具有相对优势的上海WSQ公司战略发展管理策略，即：通过运用政策权利，参与制定行业安防标准、与行业监管部门搞好关系、参与安防工程验收，建立大市场营销体系；紧跟海康和大华两家市场领军者的产品战略，追寻他们多年来积累起来的经验，拓展他们的发展思路，争取起到事半功倍的效果；生产外包和贴牌促销，使管理成本和销售成本走近于零，为实施低价策略提供了基本保障，本着“稳扎稳打”的原则，先从一个地域、一个行业入手，再由点及面，整合销售渠道，对于“初出茅庐”却想要大有作为的企业来说无疑是最佳选择；推动企业文化建设，提高员工忠诚度，立足于长远，树立“以人为本”理念，加强创新意识，加大培训力度，建立考核机制，从而形成公司自己独特的企业文化，为持续稳定发展奠定基础。希望上海WSQ公司能在现代企业战略的引领下，紧跟主流市场，明确发展方向；充实研发力量，进一步提高产品技术含量；细分安防市场、找准销售定位；加强成本管理，强化价格优势；从而达到抢占先机、抢占市场份额，不断提高公司盈利能力，保持持续健康的发展势头。同时，本文也希望能够对监控行业的其他安防企业起到借鉴和引导的作用，使全行业都能认识到战略管理是企业长盛不衰的必由之路。并将企业战略真正应用到企业经营中去，，彻底改变目前安防企业发展缺乏理论指导的局面。
[Abstract]:Shanghai WSQ company is a security enterprise that was founded in May 2012. The company is based on independent research and development, designs NVR and provides centralized monitoring and control overall technical solutions. The production link is completely outsourced to the listed company XHY. company. It follows the principle of "technology hang up" and is committed to the most advanced NVR video record of the current storage technology. The design and research and development of like equipment will inevitably collide with Hikvision, Zhejiang Dahua and other domestic mainstream enterprises. Its centralized monitoring and control technology solution is faced with the encirclement and suppression of large companies in this field, such as Blue star, Shanghai Tian Yue and Chengdu Santai, which have been soaked in the field for many years, despite the strong support of national policy, There is a broad market space for the ride, but facing the fierce market competition, how to locate its own development strategy and fight out its own survival and development space has become an urgent problem to be solved by the WSQ company of Shanghai.
Taking the enterprise development strategy research of Shanghai WSQ company as the starting point, this paper uses the method of combining theory with practice, using the PEST analysis model in the enterprise strategic management, Potter five force competition model and Kotler's marketing theory, deeply and carefully investigating the development course and trend of China security industry, the present situation of security market and the current situation of security market. The product characteristics and management status of Shanghai WSQ company have formed the EFE and IFE matrix, and found the most important factors that affect the development of the company. The external factors are the policy influence, the bargaining power of the buyers, the competitiveness of the existing enterprises and the speed of the industrial technology renewal; the internal factors have their own products and technology, the company's pricing strategy and the technology. On this basis, the SWOT analysis method is used to analyze the advantages, disadvantages and opportunities and threats that Shanghai WSQ company is facing. The emphasis is on increasing marketing strength and expanding market share according to market demand; relying on R & D cluster, constantly introducing new products; strengthening cost management, insurance We should take advantage of the policy opportunity to carry out product management and price planning.
After a comprehensive analysis and in-depth discussion with the main managers of the company, the strategic vision of the company is summed up to make more people use monitoring products to make the world more transparent and transparent. On this basis, we put forward the relative advantages in four aspects in combination with the current situation of the security market, the direction of development and the trend of competition. The strategy development management strategy of Hai WSQ company, namely: through the use of the policy rights, participating in the formulation of industry security standards, doing well with the industry supervision department, participating in the acceptance of security project and establishing a big marketing system, follow the product strategy of the leaders of the two markets of Hai Kang and Da Hua, pursue their experience accumulated over the years and expand him The production outsourcing and the OEM promotion, making the management cost and the sales cost close to zero, provided the basic guarantee for the implementation of the low price strategy. In line with the principle of "stable and steady beating", we start from a region, an industry, and then integrate the sales channels from the point and side to the "beginning of the house". However, it is undoubtedly the best choice for the enterprises that want to make a great success; to promote the construction of the enterprise culture, to improve the loyalty of the employees, to establish a "people-oriented" concept, to strengthen the awareness of innovation, to strengthen the training and to establish the assessment mechanism, thus to form the corporate culture of the company itself, and to lay the foundation for the sustainable and stable development.
It is hoped that Shanghai WSQ company can follow the modern enterprise strategy, follow the mainstream market, make clear the direction of development, enrich the R & D force, further improve the product technology content, subdivide the security market, find the positioning of sales, strengthen the cost management, strengthen the price advantage, thus achieve the preemption, seize the market share, and constantly improve the earnings of the company. At the same time, this article also hopes to be able to draw lessons from and guide the other security enterprises in the monitoring industry, so that the whole industry can realize that strategic management is the only way for the enterprise to be prosperous, and the enterprise strategy is truly applied to the enterprise management to completely change the current security enterprises. There is a lack of theoretical guidance for development.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272

【参考文献】