DL电器公司发展战略研究

发布时间：2017-12-31 15:28

本文关键词：DL电器公司发展战略研究　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：中国是一个家电制造大国,正在向家电强国迈进；十二五、十三五期间,家电产业是国家重点投资扶持领域；中国小家电消费需求量增长迅速,定位向中高端转移；欧美主要经济体经济复苏不如预期,新兴经济体经济增长步伐加快；家电行业特别是小家电在当前的瞬息万变的经济形势下,出现低毛利,出口量下降等问题。这样,从各个方面来分析企业内外所处环境,从而为企业制订一系列战略规划及战略目标有很现实的意义。本文将根据DL公司的发展现状为研究对象,通过对企业战略管理的主要理论分析,结合行业的竞争状况分析得出该企业的中长期战略规划,研讨如何让一个家电制造企业由机会成功转向战略成功。论文所做的主要工作如下： 1、本文在海关和第三方数据基础上,通过对宏观环境和行业环境分析,指出小家电行业高速发展,整体趋于稳定,但行业竞争愈演愈烈,机遇与威胁并存；DL电器公司为了适应发展必须根据内外部环境变化来制定企业战略。同时对公司内部的经营数据以及标杆企业对比分析后,得出发展战略的方向。 2、通过SWOT、波士顿矩阵分析、IE矩阵分析和QSPM定量战略矩阵分析等分析工具的运用,综合考虑其他战略选择的关键要素,最终确定DL公司的战略路线选择为市场渗透型外销策略和市场开发型的内销策略。 3、制定DL公司总体发展战略目标体系,并研究战略目标实施中可能存在的问题分析与对策；提出八大支撑战略从而进行资源需求配置,提出战略实施后的预期效果展望。通过本文的研究,使DL公司的战略制定和实施更加能够与时俱进,符合当前经济形势的要求,并能够科学地引导DL公司在未来的发展路径,同时提出其战略实现过程中的明确措施。
[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.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6;F272

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