海天公司“第二次创业”的战略思考

发布时间：2018-03-16 11:06

本文选题：二次创业　切入点：炭素　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：民营企业二次创业是指民营企业凭借企业家的胆识、冒险精神和创新意识,采用非常规运作方式,使企业获得超常的发展,完成了一次创业之后的再创业。几乎每个发展中的企业都存在二次创业问题,而多数民营企业限于自己在经营理念和管理水平等诸多条件的制约,成功实现二次创业的难度更大。如何把握住关键因素,切实找到适合绝大多数民营企业二次创业的道路,使企业逐步走上科学管理规范发展的道路上来,对目前身处经济危机中的民营企业来说有着非常重要的现实意义。本人长期在企业一线从事经营管理工作,平时深感理论知识匮乏,通过这几年的在校学习,初步了解和掌握了一些企业管理的理论知识,如何将所学知识应用于企业管理的实践中真正躲到学以致用,也是本文的重要目的。论文的主要内容为： 1.运用PESTEL方法分析行业和公司所处的宏观环境；运用波特五力模型进行碳素产业竞争力分析； 2.基于VRIO分析框架分析公司核心竞争力； 3.运用SWOT分析方法、IE评价矩阵及QSPM模型确定公司战略思路,解决困扰公司发展的疑难问题； 4.通过市场细分与市场定位确定公司营销组合战略,并通过建立高效的管理支撑体系和战略伙伴合作实现公司营销战略。主要结论：首先,管理理念的根本改变是海天公司“第二次创业”成功的关键。要改变以前依靠创始人特殊个人关系因素取得成功的模式,依靠专业团队的力量,只有建立起高素质的企业经营团队,才能使企业在市场竞争中处于优势地位,否则,一切都是空谈。其次,面对目前市场低迷,公司客户单一的情况,需要加大对市场开发的力度,重点放在优质客户的开发上,以销售拉动生产逐步扩大产销规模。第三,在目前资金缺乏、土地和设备大量闲置的情况,积极引进合作伙伴合资经营是企业快速发展的捷径。通过与有实力的炭素企业合作,可以引进资金和人才,同时还可以依靠合作伙伴的市场资源快速扩大市场份额,取得良好的经营业绩。第四,要通过与上下游建立战略合作伙伴关系,稳固公司供销链,以降低采购和市场开发成本,保证公司长期稳定地发展。
[Abstract]:The second venture of the private enterprise means that the private enterprise relies on the enterpriser's courage, the adventurous spirit and the innovation consciousness, adopts the unconventional operation way, causes the enterprise to obtain the supernormal development, has completed the new venture after the first venture. Almost every developing enterprise has the problem of starting a second venture, but most private enterprises are restricted by their own management concept and management level, so it is more difficult to successfully realize the second venture. How to grasp the key factors, It is of great practical significance for the private enterprises in the present economic crisis to find a road suitable for the majority of private enterprises to start a second venture and to make the enterprises step by step on the road of scientific management standard development. I have long been engaged in business management work in the front line of the enterprise, and usually I am deeply aware of the lack of theoretical knowledge. Through my study in school in the past few years, I have preliminarily understood and mastered some theoretical knowledge of enterprise management. How to apply the knowledge to the practice of enterprise management is also the important purpose of this paper. The main contents of the thesis are as follows:. 1. Using PESTEL method to analyze the macro environment of industry and company, using Porter's five-force model to analyze the competitiveness of carbon industry; 2. Analyzing the core competence of the company based on the VRIO analysis framework; 3. Using the SWOT analysis method to determine the strategic thinking of the company by using IE evaluation matrix and QSPM model, and to solve the difficult problems that haunt the development of the company; 4. The company's marketing combination strategy is determined by market segmentation and market positioning, and the company's marketing strategy is realized by establishing an efficient management support system and cooperation with strategic partners. Main conclusions:. First of all, the fundamental change in management philosophy is the key to the success of Haitian's "second venture". It is necessary to change the previous success model based on the founder's special personal relationship factors, and rely on the strength of the professional team. Only the establishment of a high-quality management team can make the enterprise in the dominant position in the market competition, otherwise, everything is empty talk. Secondly, in the face of the current market downturn, the company customers single situation, need to increase the strength of market development, focusing on the development of high-quality customers, to gradually expand the scale of production and marketing production driven by sales. Third, in the current situation of a lack of funds and a large number of idle land and equipment, it is a shortcut for enterprises to develop rapidly by actively introducing joint ventures with partners. Through cooperation with powerful carbon enterprises, capital and talent can be imported. At the same time, we can also rely on partner market resources to rapidly expand market share and achieve good business performance. 4th, through establishing strategic partnership with upstream and downstream, to stabilize the supply and marketing chain of the company, to reduce the cost of purchasing and market development, and to ensure the company's long-term and stable development.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.72

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