成都弘林机械有限公司战略选择研究

发布时间：2018-01-03 19:05

本文关键词：成都弘林机械有限公司战略选择研究　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：二十一世纪是知识经济时代,企业的经营方式正在经历深刻而广泛的转变,在企业的发展中应更多地考虑短期效益与长期效益、经济效益与社会效益、股东利益与相关者利益以及和环境生态效益的协调统一,只有融入多方面利益于一体的综合价值最大化才能获取企业的可持续发展。基于这一背景,弘林公司在成立之初,就确立了公司的未来发展愿景:在10年内打造中国木工机械第三极,形成中国林业产业装备制造基地,将四川打造成中国木工机械之都。本论文以弘林公司初创时期的发展战略为研究课题,在确定了公司战略愿景的基础上,深入研究了弘林公司基于构建核心竞争力的市场营销策略、生产运作策略、研发策略、人力资源策略以及财务策略等各职能战略。重点确立了弘林公司在未来发展中培育核心竞争优势的几项重要措施:在技术研发方面依托韩国方面的技术支撑、弘亚公司完整的研发团队以及高等院校的科研力量,培育公司自身的研发队伍;在市场营销方面采取4S店代理营销模式,推广林丰公司的营销模式,树立为客户盈利服务的营销意识;引入文化元素,举办各种行业论坛,塑造产品品牌的美誉度;人才培养方面与职业院校和高等院校保持长期合作关系,引入各种层次的技术人才;生产运营方面采取零配件外包配套生产模式,并采取参控股方式加强对生产供应链的控制,具备完整可控的配件供应体系,适时引入ERP,实现对公司生产供应链系统资源的有效配置,提升公司核心竞争力。本次研究的创新点:①论文探索性研究了我国木工机械行业企业发展战略的构建,立足于核心竞争力的构建,提出弘林公司的战略愿景,为弘林公司未来10年的发展提供了战略指导。②构建了木工机械行业企业零配件外包配套生产模式。通过引入弘亚公司完备可控的配件供应体系,以参股控股模式加强对重要承包商的控制,实施ERP,打造弘林公司完整可控的生产供应链系统,培育公司在生产运转领域的核心竞争优势,保障企业生产运转战略目标的实现。③在木工机械行业的市场营销方面探索性引入文化元素,提出通过举办各种行业论坛,塑造产品品牌的美誉度,树立为客户盈利服务的营销意识,培育公司在市场营销领域的核心竞争优势。本论文是对培育企业核心竞争优势的发展战略在木工机械行业的应用做出的初步探索性的研究,对在弘林公司各职能领域培育核心竞争优势的发展策略及策略措施进行了探讨,尽管其中仍存在一些不足之处,但随着研究的深入,我们相信,弘林公司在战略愿景的指导下,必将取得经营的成功!
[Abstract]:21th century is the era of knowledge economy. The management mode of enterprises is undergoing profound and extensive changes. In the development of enterprises, more consideration should be given to short-term and long-term benefits, economic and social benefits. The interests of shareholders and stakeholders as well as the environmental ecological benefits of the coordination and unity, only the integration of multiple interests in a comprehensive value maximization in order to obtain the sustainable development of enterprises. Based on this background. At the beginning of its establishment, Honglin Company established its vision for future development: to build the third pole of Chinese woodworking machinery in 10 years, and to form the equipment manufacturing base of China's forestry industry. Sichuan will become the capital of woodworking machinery in China. This paper takes the development strategy of Honglin Company as the research topic, on the basis of defining the strategic vision of the company. Based on the construction of the core competitiveness of Honglin Company, the marketing strategy, production operation strategy, research and development strategy. Human resources strategy and financial strategy and other functional strategies. Focus on the establishment of Hong Lin in the future development of the core competitive advantage of several important measures: in technology research and development rely on South Korea's technical support. Hongya complete R & D team as well as institutions of higher learning scientific research forces, cultivate the company's own R & D team; In the aspect of marketing, we should adopt 4S store agent marketing mode, popularize the marketing mode of Linfeng Company, and set up the marketing consciousness of serving customers' profit. Introducing cultural elements, holding various industry forums to shape the reputation of the product brand; Personnel training with vocational colleges and universities to maintain long-term cooperation, the introduction of various levels of technical talent; In terms of production and operation, the production mode of spare parts outsourcing is adopted, and the control of production supply chain is strengthened by means of reference holding, with a complete and controllable spare parts supply system, and ERP is introduced at the right time. To achieve the effective allocation of production supply chain system resources to enhance the core competitiveness of the company. The innovative point of this study: 1 paper explored the construction of the development strategy of Chinese woodworking machinery industry enterprises. Based on the construction of core competitiveness, the strategic vision of Honglin Company is put forward. For the development of Honglin Company in the next 10 years to provide strategic guidance .2 build the woodworking machinery industry enterprise spare parts outsourcing supporting production model, through the introduction of Hongya complete and controllable accessories supply system. Strengthen the control to the important contractor by the share holding mode, implement ERP, build the complete and controllable production supply chain system of Honglin Company, cultivate the core competitive advantage of the company in the field of production and operation. To ensure the realization of the strategic goal of production and operation of enterprises. 3. To introduce cultural elements into the marketing of woodworking machinery industry, and put forward the idea of creating the reputation of product brand by holding various trade forums. Set up the marketing consciousness that serves for customer profit. This paper is a preliminary exploratory study on the development strategy of cultivating the core competitive advantage of enterprises in the woodworking machinery industry. This paper discusses the development strategies and measures of cultivating core competitive advantage in various functional areas of Honglin Company. Although there are still some shortcomings, we believe that with the deepening of the research. Honglin Company under the guidance of the strategic vision, will achieve success in business!
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F272

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