新疆北斗驼铃纺织有限公司发展战略研究

发布时间：2018-06-27 17:19

本文选题：新疆北斗驼铃纺织有限责任公司 + 发展战略　；参考：《石河子大学》2014年硕士论文

【摘要】：在当前信息化、经济全球化深入发展的背景下，企业的发展不仅受到外部宏观经济环境和行业环境的影响，还受到企业自身经营战略的影响，研究企业的经营战略对企业经营业绩的提高和企业寿命的提高具有重要意义。本文在分析研究背景及意义、国内外研究综述的基础上，运用调查研究方法、访谈方法和定性研究与定量研究相结合的方法，分析了新疆北斗驼铃纺织有限责任公司发展概况和主营业务情况，同时还对新疆北斗驼铃纺织有限责任公司外部环境、内部资源，公司战略意图、目标、定位以及战略选择和公司经营战略实施的保障措施进行了研究，研究发现：一是在新疆北斗驼铃纺织有限责任公司面临的外部环境方面，分析了当前宏观环境对棉纺织产品市场的影响，同时还采用波特的五力模型对产业的竞争环境进行了系统分析。从宏观环境分析的结果看，新疆北斗驼铃纺织有限责任公司面临的外部环境，整体上有利于棉纺织产业的发展；行业环境分析显示，在棉纺织产业，潜在竞争者对公司存在威胁，行业内的替代品替代效应较明显，企业原料供应商具有较弱的议价能力，购买者的议价能力较强，新疆北斗驼铃纺织有限责任公司应充分利用自身优势，争取在行业竞争中处于有利地位。在新疆北斗驼铃纺织有限责任公司内部资源与条件方面，本文主要分析了新疆北斗驼铃纺织有限责任公司的内部资源以及公司所具有的能力，分析结果显示，新疆北斗驼铃纺织有限责任公司拥有较强的技术设备资源、声誉资源和市场营销资源；公司在生产能力、产品能力和营销能力方面具有一定的优势，新疆北斗驼铃纺织有限责任公司规模相对较小，公司的融资能力较弱，企业发展因缺少资金而受到限制，这成为公司的主要劣势。二是运用SWOT分析方法分析了公司内部优势和劣势，以及公司面临的外部机会和威胁，画出了新疆北斗驼铃纺织有限责任公司的SWOT矩阵。明确了新疆北斗驼铃纺织有限责任公司的战略意图和战略目标，确立了新疆北斗驼铃纺织有限责任公司发展战略的近期、中期和长期目标；运用SWOT矩阵分析法对新疆北斗驼铃纺织有限责任公司进行战略匹配，并对新疆北斗驼铃纺织有限责任公司的发展战略进行了定位和选择。在业务定位方面：未来新疆北斗驼铃纺织有限责任公司的核心业务仍然是棉纺织，要进一步扩大生产规模，提高产品质量，进一步扩大市场份额；在市场定位方面：新疆北斗驼铃纺织有限责任公司未来的市场定位应立足于国内市场；在竞争优势定位方面：新疆北斗驼铃纺织有限责任公司的竞争优势主要定位于靠近原料产地，，原料优质价低、生产成本较低，可以利用山东淄博北龙纺织有限公司技术设备和营销资源；在战略选择方面，新疆北斗驼铃纺织有限责任公司选择营销战略、人力资源战略和资本运营战略。三是本文提出新疆北斗驼铃纺织有限责任公司实施经营战略的具体保障措施，即明确公司股权结构和完善法人治理结构、强化成本管理、加强设备改造和技术创新、强化人力资源管理体系、为战略实施提供强有力的企业文化支撑和强化战略控制。另外，本研究是基于通信行业高新技术企业的研究，本研究所得结论对我国同类型的企业的经营与发展也有一定的参考价值。
[Abstract]:Under the background of current information and economic globalization , the development of enterprises is not only influenced by external macro - economic environment and industry environment , but also influenced by the strategy of enterprise ' s own management .

The first is to analyze the influence of the current macro environment on cotton textile product market in the external environment faced by Xinjiang Beier Hualing Textile Co . , Ltd . , and analyze the competition environment of the industry by Porter ' s five - force model . From the results of macro - environment analysis , the external environment faced by Xinjiang Beier Hualing Textile Co . , Ltd . is beneficial to the development of cotton textile industry .
The industrial environment analysis shows that in the cotton textile industry , the potential competitors threat to the company , the substitution effect of the substitute in the industry is obvious , the enterprise material supplier has weaker bargaining power , the bargaining power of the purchaser is stronger , and the Beijiao Hualing Textile Co . , Ltd . in Xinjiang should make full use of its own advantages and strive to be in the favorable position in the competition of the industry . In the north of Xinjiang , the company has strong technical equipment resources , reputation resources and marketing resources .
The company has certain advantages in the production capacity , product ability and marketing ability , the size of Xinjiang Beier Hualing Textile Co . , Ltd . is relatively small , the financing ability of the company is weak , and the enterprise development is limited due to lack of funds , which is the main disadvantage of the company .

Second , the SWOT analysis method is used to analyze the internal advantages and disadvantages of the company , and the external opportunities and threats to the company , and draw the SWOT matrix of Xinjiang Beier Hualing Textile Co . , Ltd .
The SWOT matrix analysis method is applied to match the strategy of Xinjiang Beier Hualing Textile Co . , Ltd . , and the development strategy of Xinjiang Beier Hualing Textile Co . , Ltd . is located and selected . In terms of business positioning : the core business of Xinjiang Beier Hualing Textile Co . , Ltd . is still cotton textile , so that the production scale can be further enlarged , the product quality is improved , and the market share is further expanded ;
In the aspect of market positioning : the future market positioning of Xinjiang Beier Huolin Textile Co . , Ltd . should be based on domestic market ;
In the aspect of competitive advantage positioning : the competitive advantage of Xinjiang Beier Hualing Textile Co . , Ltd . is mainly located close to the origin of raw materials , the raw materials are low in quality and low in production cost , and can utilize the technical equipment and marketing resources of Beilong Textile Co . , Ltd . in Shandong Province ;
In the aspect of strategic choice , Xinjiang Beier Hualing Textile Co . , Ltd . chooses marketing strategy , human resources strategy and capital operation strategy .

Third , this paper puts forward the specific safeguard measures for the implementation and operation strategy of Xinjiang Beier Hualing Textile Co . , Ltd . , that is , clarify the structure of the company ' s equity structure and perfect the corporate governance structure , strengthen the cost management , strengthen the equipment transformation and technological innovation , strengthen the human resources management system , provide strong corporate culture support and strengthen strategic control for the implementation of the strategy .

In addition , this research is based on the research of high - tech enterprises in communication industry . The conclusion of this study is of reference value to the management and development of the same type of enterprises in China .
【学位授予单位】：石河子大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.81;F272

【参考文献】