杭州LH机械有限公司经营战略研究

发布时间：2018-04-21 02:40

本文选题：机械行业 + 小微外贸企业　；参考：《兰州理工大学》2013年硕士论文

【摘要】：杭州LH机械有限公司(以下简称LH公司)成立于2010年,根据《中小企业划型标准规定》属微型企业,公司主要从事传动机械产品的出口销售。近年来,LH公司所在的传动机械行业市场需求普遍疲软,行业整体景气度不佳,面临巨大压力。如何克服难关?如何突破瓶颈?本文从战略管理基本概念入手,结合微型外贸企业的共性特点和发展趋势,梳理LH公司经营概况及所处现状,运用PEST法分析LH公司面临的外部宏观环境；运用“五力模型”法分析LH公司的行业竞争力；运用SWOT法对LH公司的优势,劣势,机会和威胁进行分析、归纳和总结。同时结合LH公司愿景、经营目标确定经营战略；基于选择的经营战略提出具体的战略实施方案。本文认为,LH公司面临所有小微外贸企业共同面临的宏观环境；处于进入壁垒低且竞争激烈的小型机械传动零部件行业,具有运营成本低、客户关系好、管理决策速度快等内部条件优势和品牌缺乏、资金短缺、战略缺失等劣势；在“努力发展业务,形成良好供应链关系,力争成为传动零部件行业的优质贸易商”的公司愿景、经营目标下,应选择市场缝隙战略、联合竞争战略、低成本战略和差异化战略。LH公司可以从以下方面实施经营发展战略：市场方面,利用自身的优势,规避劣势,找寻最合适的市场空间；客户方面,积极开发新客户,同时维护老客户,提高客户满意度及美誉度；成本方面,达到合格质量的同时,使耗费资源最小化及投入成本最优化；价格方面,为不同的客户制定不同的价格标准；产品方面,根据不同的客户需求实施差异化战略；库存方面,优化库存,在交货期允许的情况下,尝试实施“零库存”；营销策略方面,做强优势产品,逐步调整定价方法,提供产品附加价值外的服务等,通过各种销售渠道拓宽客户群。
[Abstract]:Hangzhou LH Machinery Co., Ltd. (hereinafter referred to as LH Company) was established in 2010, according to the "small and medium-sized enterprises" is a microenterprise, the company is mainly engaged in the export of transmission machinery products sales. In recent years, the market demand of transmission machinery industry is generally weak, the overall industry is not good, facing great pressure. How to overcome the difficulties? How to break through the bottleneck? Starting with the basic concept of strategic management, combined with the common characteristics and development trend of micro-foreign trade enterprises, this paper combs the general situation and the present situation of LH company, and analyzes the external macro environment of LH company by PEST method. This paper analyzes the industry competitiveness of LH company by using "five forces model" method, and analyzes the strengths, weaknesses, opportunities and threats of LH company by using SWOT method, and sums up and summarizes the advantages, disadvantages, opportunities and threats of LH company. At the same time, combined with the vision of LH company, the management goal is determined, and the specific strategy implementation scheme is put forward based on the selected management strategy. This paper holds that the company is faced with the macro environment that all the small and micro foreign trade enterprises are facing together, and in the small mechanical transmission parts industry with low barriers to entry and fierce competition, it has low operating cost and good customer relationship. The company vision of "strive to develop business, form a good supply chain relationship, strive to become a high-quality tradesman in the transmission parts industry", Under the management goal, we should choose the market gap strategy, the joint competition strategy, the low cost strategy and the differentiation strategy. LH company may carry out the management development strategy from the following aspects: in the market aspect, utilizes own superiority, avoids the inferiority, Look for the most suitable market space; customers, actively develop new customers, while maintaining old customers, improve customer satisfaction and reputation; cost, quality, while minimizing the cost of resources and input cost optimization; On the price side, we should set different price standards for different customers, implement differentiation strategy according to different customer needs, optimize inventory in inventory, and try to implement "zero inventory" when delivery time is allowed. In marketing strategy, we should strengthen the superior products, adjust the pricing method step by step, provide services beyond the added value of the products, and broaden the customer base through various sales channels.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.4

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