淄博中德汽车快修公司成长战略研究

发布时间：2018-01-20 07:05

本文关键词： 快修连锁战略管理成长战略品牌化多元化　出处：《中国海洋大学》2013年硕士论文　论文类型：学位论文

【摘要】：自上个世纪80年代，世界经济开始进入全球化，逐步形成了全球化的市场和信息网络。伴随着经济的快速的发展，科学技术也得到了飞跃式的进步。企业面临的复杂的竞争环境也日益残酷，企业只有在不断的学习、创新中，才能适应新的竞争环境的要求和变化。在全球化进程的快速推进下，国内企业不得不面对来自各方面的竞争压力和挑战。企业的成长战略研究是战略研究的重要领域，，其复杂性和动态性使无数的学者专家对其产生了浓厚的兴趣。在企业的不同成长阶段，要分别制定不同的成长战略。很多企业成长失败的原因是企业管理者没有对战略管理引起足够的重视及时地认清企业所处的环境，调整应对策略。作为企业管理者，本人参与了所在企业的创建与发展全程，深刻体会到了中小企业发展的艰难，中小企业只有主动的适应外部环境变化，适时推动自身创造价值方式的根本转变才能推动中小企业的成长。在新的历史条件下，中小企业的竞争已经不再受时间和空间的限制，企业只有不断的创造消费者需求和提升消费者满意度，才能获得成功；只有不断的创新，拓展新得商业渠道，才能快速成长。本文主要运用研究方法主要有以下几个方面：首先是文献分析法。通过对现有的文献资料进行收集整理和分类，从而掌握系统的战略理论知识；第二是系统研究法，将企业成长的理论，受其影响的因素，战略的选择以其企业的一体化战略等各方面的命题进行紧密连接并进行系统整合；第三是深入访谈法，通过面对面进行深层问询，收集到大量内涵丰富的案例资料信息；四是案例研究法，通过对案例企业的系统研究，增加了对研究主题的认识高度和理解深度。本文以中德汽车快修为案例研究对象，用战略管理的理论工具对该公司成长历程、成长影响因素、品牌化，多元化战略选择及实施有效结合，推动企业发挥其各方面的优势，规避和弥补其弱势，梳理正确的可持续发展的方向，打破企业发展的瓶颈。本文对中德汽车快修成长规律进行的研究，不仅仅对案例企业具有一定的指导意义，并且对国内的其他中小企业成长战略选择，实现可持续发展也具有一定的借鉴作用。
[Abstract]:Since -20s, the world economy began to enter the globalization, gradually formed the globalization market and the information network, accompanied by the rapid development of the economy. Science and technology have also made leaps and bounds, and the complex competitive environment that enterprises are facing is becoming increasingly cruel. Only in the process of continuous learning and innovation can enterprises adapt to the requirements and changes of the new competitive environment. With the rapid development of globalization, domestic enterprises have to face the competition pressure and challenge from various aspects. The research of enterprise growth strategy is an important field of strategic research. Its complexity and dynamics make numerous scholars and experts have a strong interest in it. Many enterprises fail in their growth because their managers do not pay enough attention to strategic management and recognize the environment in time and adjust their coping strategies. As an enterprise manager, I participated in the whole process of the establishment and development of the enterprise, deeply experienced the difficulties of the development of small and medium-sized enterprises, SMEs only actively adapt to the changes in the external environment. In the new historical conditions, the competition of SMEs is no longer limited by time and space. Only by constantly creating consumer demand and improving consumer satisfaction can enterprises succeed; Only the constant innovation, expands the new commercial channel, can grow rapidly. This article mainly uses the research method to have the following several aspects: first, the literature analysis method. Through the existing literature material collection and classification, thus grasps the system strategic theory knowledge; The second is the system research method. The theory of enterprise growth, the factors affected by it, the choice of strategy are closely linked and integrated with the proposition of the integration strategy of the enterprise. The third is the in-depth interview method, through face-to-face in-depth inquiries, collect a large number of rich information of case information; Fourth, the case study method, through the case enterprise system research, has increased the understanding height and the understanding depth to the research subject. In this paper, China and Germany car repair as a case study object, with the strategic management of the theoretical tools of the company's growth process, growth factors, branding, diversification strategy choice and implementation of an effective combination. Promote enterprises to play its advantages, avoid and make up for its weaknesses, combing the correct direction of sustainable development, breaking the bottleneck of enterprise development. Not only has certain guiding significance to the case enterprise, but also has the certain reference function to the domestic small and medium-sized enterprise growth strategy choice, realizes the sustainable development.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.471

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