PH信息技术公司多元化战略研究

发布时间：2018-06-25 17:12

本文选题：多元化战略 + 战略管理　；参考：《吉林大学》2014年硕士论文

【摘要】：随着全球化的深化以及经济的飞速发展，市场竞争进一步加剧，企业为保证自身的可持续发展，纷纷制定或调整发展战略。PH信息技术公司是一家面向汽车制造行业提供汽车电子产品、管理软件产品、以及相关数据集成服务的高新技术企业。公司自成立以来，规模不断发展壮大，在全国范围内先后成立了十三家分子公司；其经营范围和产品线也随之不断扩张，由公司成立初期的专注于汽车制造业管理软件的研发，发展到目前以汽车电子、管理软件、数据中心运维、系统集成四大业务板块为主，同时涉足安防工程施工建设、实验室设备销售租赁、房屋租赁物业管理等非相关多元化领域。随着近年来多元化经营的推进，公司高速发展的势头明显放缓，曝露出当前多元化战略存在的问题。一是在战略制定过程中，对企业内外条件的认识不够充分，导致过度多元化；二是对多元化战略本身存在的风险估计不足；三是由于多元化业务的扩张导致企业资源配置过度分散；四是多元化发展过程中，多个新领域的进入，新业务的开展导致经营运作费用过高。所以根据企业实际，重新思考制定多元化战略，是企业摆脱目前困境、回归良性发展的前提和保证。根据对PH信息技术公司的内外部环境开展分析，，我们可以看到，政府对高新技术及软件行业的政策支持，以及汽车行业的持续发展对汽车电子产品市场带来的提振效应，都为公司的发展壮大带来充分的机会；公司在汽车电子、管理软件领域多年积累的研发、生产、营销、服务等方面的能力，也成为公司发展的优势所在；但同时我们也要看到目前市场竞争日益激烈，市场形势瞬息万变，此种情况下需要PH公司面临与国外知名企业同台竞技争夺市场的威胁；目前PH公司自主产品品牌影响力、产品竞争力均处于暂时的劣势。据此，PH信息公司制订了“核心产业做强，相关产业做大”的战略目标，聚焦汽车制造业，在提供汽车产品全生命周期的数字化解决方案基础上，把服务产品再扩展到汽车制造全产业链。确定了以汽车电子产业为核心的相关多元化战略选择。公司核心发展方向为汽车电子产业，通过强化产品研发，掌握行业的核心技术，实现占据市场重要地位的目标；同时围绕汽车电子产业，发展汽车制造业管理软件及车载信息服务业务，实现相关多元化；对于目前与汽车电子、汽车信息化业务相关性不强、盈利能力较弱的非相关多元化业务，维持或者缩小其规模。PH信息技术公司将通过加大技术创新投入、强化产品研发生产、优化供应链及营销网络等几方面开展战略的实施，同时PH信息技术公司还将从财务融资、管理制度完善、组织架构优化、人才培育培养几方面制定保障措施，确保多元化战略的有效实施。
[Abstract]:With the deepening of globalization and the rapid development of economy, the market competition is becoming more and more serious. In order to ensure their sustainable development, Ph Information Technology Corporation is a high-tech enterprise that provides automotive electronics products, management software products, and related data integration services for the automotive manufacturing industry. Since its establishment, the company has continuously developed and expanded on a scale, and has successively set up 13 sub-subsidiaries throughout the country. Its business scope and product line have also been continuously expanded, with the company focusing on the R & D of management software for the automobile manufacturing industry in the early years of its existence. At present, four major business sectors, such as automobile electronics, management software, data center operation and maintenance, system integration, are mainly involved in the construction of security engineering, laboratory equipment sales and leasing, housing rental property management and other non-related diversified fields. With the development of diversification in recent years, the rapid development of the company has slowed down obviously, exposing the problems existing in the current diversification strategy. First, in the process of strategy formulation, the understanding of the internal and external conditions of the enterprise is insufficient, which leads to excessive diversification, the second is that the risk of diversification strategy itself is underestimated. Third, the expansion of diversified business leads to excessive distribution of enterprise resources; fourth, in the process of diversification, the entry of many new areas, the development of new business leads to excessive operating costs. Therefore, it is the premise and guarantee for enterprises to get rid of the current predicament and return to benign development by rethinking and formulating diversification strategy according to the actual situation of enterprises. Based on an analysis of the internal and external environment of PH Information Technology Company, we can see that the government's policy support for the high-tech and software industries and the sustained development of the automotive industry have brought about a boost effect on the automotive electronics market. The company in automotive electronics, management software in the field of R & D, production, marketing, service and other aspects of capacity, also become the company's development advantage; But at the same time, we also want to see that the market competition is becoming increasingly fierce and the market situation is changing rapidly. In this case, PH Company needs to face the threat of competing with well-known foreign enterprises in the competition for the market; at present, PH Company has its own product brand influence. Product competitiveness is at a temporary disadvantage. Based on this, PH Information Company has formulated the strategic goal of "making the core industries stronger and the related industries bigger", focusing on the automobile manufacturing industry and providing a digital solution for the whole life cycle of automobile products. Service products will be extended to the automotive manufacturing industry chain. To determine the automotive electronics industry as the core of the relevant diversification strategy choice. The core development direction of the company is the automotive electronics industry. Through strengthening product research and development, mastering the core technology of the industry and achieving the goal of occupying an important position in the market, the company also revolves around the automotive electronics industry. To develop the automobile manufacturing management software and on-board information service business to realize the related diversification; for the non-related diversification business, which is not relevant to automobile electronics and automobile information business, but weak in profitability, To maintain or reduce its size. PH Information Technology Company will carry out its strategy by increasing investment in technological innovation, strengthening product development and production, optimizing supply chain and marketing network, etc. At the same time, PH Information Technology Company will also raise funds from financial sources. In order to ensure the effective implementation of the diversification strategy, the management system is perfect, the organizational structure is optimized, and the personnel cultivation and training are made to ensure the effective implementation of the diversification strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.6

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