D公司的产品多元化和纵向一体化战略

发布时间：2018-01-05 01:17

本文关键词：D公司的产品多元化和纵向一体化战略　出处：《天津大学》2013年硕士论文　论文类型：学位论文

【摘要】：D公司是一间澳大利亚全资拥有的集团公司，她以最初的电视系统产品的代理销售起家，并以卓越的投资目光意识到实业对于其长远，，安全发展的高度重要性，进而收购了其主要的一家位于中国的制造型供应商，开始其作为一个实业商业体的运作。在D公司成长发展的初期，全球经济正值蓬勃欣荣，而此时D公司的产品线过于狭窄，营业额非常低，产品利润空间也非常地有限，如何抓住时代赋予的机遇，拓宽公司的产品生产线，增加企业的营业额并提高公司的总利润成为了企业在这一时期的主要任务。而时隔三年，全球经济环境陷于极度恶化中，相反D公司则已经积累了一定的发展资金及人才储备，如何在这种金融危机的时期继续D公司的扩张发展，便又成为了D公司是否需要战略变革，及采取何种新战略的重要考验。本文通过对D公司的经营现状及发展定位的深入分析，并结合D公司所面临的宏观经济环境，产业与竞争状况等外部环境分析以及对于D公司内部的资源与能力分析，参考产品多元化及纵向一体化的战略理论知识，综合运用PEST分析，五力分析模型，EFE矩阵，IFE矩阵，IFE矩阵及QSPM矩阵分析等多种工具，探讨了D公司在两个不同的经济时期，产品多元化及纵向一体化战略对于D公司的发展可行性，同时阐述了战略变革的重要性及主要的起因。本文的结构主体分为三部分，第一部分由第一，二章构成，该部分介绍了本论文的选题背景，研究的目的范围以及论文的结构方法安排等，另外还简单介绍了与论文存在密切关联的相关的战略理论知识，而文中的第三，四，五章则构成了本文的核心部分，在这里我们通过多种战略分析工具的综合运用，确定了D公司的早期发展战略及具体的实施方案和步骤，并在D公司的外部环境因素中的经济环境发生了重大变化后，论述了D公司进行战略变革的必要性及需要进行变革的方向，结论部分为本文的第六章，该章节总结了论文的局限性与论述中的不足之处，并对今后的战略研究的方向提出了作者的展望。
[Abstract]:D company is a wholly owned company in Australia, she started the first television system product sales agent, and excellent investment to realize industry for its long-term vision, the importance of safe development, and then bought a home in Chinese manufacturing main supplier, began as an industrial business operation.
At the early stage of growth and development in D company, the global economy is booming while Xin Rong, D company's product line is too narrow, the turnover is very low, the product profit space is very limited, how to seize the opportunity given by the times, broaden the production line of the company's products, increase the turnover of enterprises and increase the total profit of the company has become the main the task in this period. But after a lapse of three years, the global economic environment has worsened, instead of D company has accumulated a certain development capital and talent reserves, how to continue D's expansion in this financial crisis, it has become a D if you need a strategic change, and take an important what kind of new test strategy.
This paper deeply analyses the operating situation and development orientation of D company, and D company faced with the macroeconomic environment, industry and competition situation analysis of the external environment and resource and capability analysis for D company's strategy theory for reference product diversification and vertical integration, the integrated use of PEST analysis, five forces analysis model, EFE matrix, IFE matrix, IFE matrix and QSPM matrix of various tools of analysis, discusses the D companies in two different economic period, product diversification and vertical integration strategy for the development of the feasibility of D, and expounds the importance of strategic change and the main causes.
The main structure of this paper is divided into three parts. The first part consists of first, second chapters, this part introduces the research background, research purpose and scope of the structure arrangement, also a brief introduction of closely related with the existence of related strategic theory knowledge, the text of the third, fourth, five chapter the core part of this paper, here we use tools through a variety of strategic analysis, to determine the D's early development strategy and specific implementation plan and steps, and great changes have taken place in the external environment of D company in the economic environment, discusses the necessity of D company strategic change and to change the direction, the conclusion part is the sixth chapter, this chapter summarizes the shortcomings of the limitations of the thesis and discuss the future research and the strategic direction is put forward The author's outlook.

【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.6;F272

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