ZY公司新材料事业部发展战略研究

发布时间：2018-06-30 02:21

本文选题：事业部 + 发展战略　；参考：《中南大学》2013年硕士论文

【摘要】：：ZY公司属于传统的冶炼行业,新材料事业部作为其下属部门是2005年为探索企业转型成立的,目的是想培养成利润增长点,新产品孵化器。但目前集团公司每年基本上只确定销售收入和利润目标,事业部管理层也只努力完成年度目标。在外部环境急剧变化的今天,事业部管理层很少思考综合内部资源的优势、劣势,外部机会和威胁,形成明确的发展战略,以促使新材料事业部可持续发展,本课题的研究希望能结合事业部实际情况为事业部制定合适的发展战略。本文第一章介绍了国内外企业发展战略研究的现状及本文所使用的主要研究方法。第二章介绍了企业发展战略所用的理论基础,包括PEST法、波特五力模型、SWOT法、波士顿矩阵、外部因素评价矩阵、内部因素评价矩阵、定量战略计划矩阵、波特发展战略理论等。第三章首先通过PEST法从四个层面进行剖析事业部外部环境(政治法律环境、社会文化环境、经济环境、技术环境)。分析表明,国家鼓励支持主营产品ITO靶材的快速发展及其在高端领域替代国外产品；经济文化环境方面,新材料事业部处于非常有利的发展时期；技术环境方面,主营产品ITO靶材生产技术已远远落后于竞争对手,面临巨大的革新压力。其次通过波特五力模型分析事业部产品所处行业的竞争结构,认识到各产品均有较激烈的竞争,替代品暂时没有,购买者影响力强,供应商议价能力一般。第四章通过波士顿矩阵分析了目前各业务类型,初步确定事业部主要资金将投入高端ITO靶材；再从多角度分析企业内部资源的优势及劣势：通过财务数据分析,发现存在研发投入较低、资产收益率低、不良库存居高不下等问题；通过人力资源研究,发现事业部人力资源基础较好,但生产高端ITO靶材还缺乏一些专有人才,激励机制有效性不足；生产管理能力方面存在品管控制能力弱,及时供货能力差等问题；营销方面面临营销方式陈旧、售后服务工作质量不高等问题。第五章通过EFEM矩阵、IFEM矩阵、SWOT矩阵、QSPM矩阵对企业内部优势和劣势、外部机会和威胁进行总体分析,制定了新材料事业部的发展战略,包括业务发展战略、生产战略、人力资源战略、营销战略、财务战略、科技战略；重点分析了各业务战略,提出了低端ITO靶材采取收缩战略；高端ITO靶材采取快速增长战略,资金集中于高端ITO靶材；HIP业务采取差异化的收缩战略；铬靶材采取适度增长战略。第六章提出实施战略的方案及几点重要保障措施。通过制定实施方案确保战略有效执行；建立平衡计分卡体系形成新的有效的激励机制；形成的新的组织结构来适应快速变化的市场；强化市场营销持续提高顾客满意度；实现人本管理加强企业文化提升软实力。通过本课题的研究,一方面提高了对企业战略管理重要性的认识,另一方面在解决新材料事业部问题的同时,希望对类似的国企事业部或子公司制定发展战略有借鉴作用。
[Abstract]:The Company belongs to the traditional smelting industry , and the new material division , as its subordinate department , is established in 2005 to explore the transformation of the enterprise . The aim is to cultivate the profit growth point and the new product incubator . However , the management of the Division has only made efforts to complete the annual target . However , the management of the Division has seldom considered the advantages , disadvantages , external opportunities and threats of the integrated internal resources every year . In order to promote the sustainable development of the new material division , the research of this subject hopes to develop the appropriate development strategy for the Division in conjunction with the actual situation of the Division .

The first chapter introduces the present situation of enterprise development strategy research at home and abroad and the main research methods used in this paper . The second chapter introduces the theoretical basis of enterprise development strategy , including PEST method , Porter ' s five - force model , SWOT method , Boston matrix , external factor evaluation matrix , internal factor evaluation matrix , quantitative strategic planning matrix , Porter ' s development strategy theory , etc .

Chapter three analyzes the external environment ( political legal environment , social culture environment , economic environment and technology environment ) from four aspects through PEST method . The analysis shows that the state encourages the rapid development of ITO target materials and the substitution of foreign products in high - end areas .
In the economic and cultural environment , the new material division is in a very favorable development period ;
In the aspect of technology environment , the production technology of ITO target materials for the main products has lagged far behind the competitors and faced tremendous innovation pressure . Secondly , the competitive structure of the industry in the division ' s products is analyzed through Porter ' s five - force model , and it is recognized that each product has more intense competition , the substitute is not temporarily , the influence of the purchaser is strong , and the bargaining power of the supplier is general .

Chapter 4 analyzes the current types of business through the Boston matrix , and preliminarily determines that the main funds of the Division will be put into the high - end ITO target material ;
Then the advantages and disadvantages of internal resources of enterprises are analyzed from multi - angle : through financial data analysis , the problems such as low investment in R & D investment , low yield of assets and high level of poor inventory are found .
Through human resource research , it is found that the human resources basis of the Division is better , but the production of high - end ITO target material also lacks some proprietary talents , and the incentive mechanism is insufficient ;
There are problems such as weak quality control ability and poor quality of supply in production and management capability ;
The marketing methods are old , after - sale service quality is not high .

In the fifth chapter , through the EFEM matrix , IFEM matrix , SWOT matrix and QSPM matrix , the internal advantages and disadvantages , external opportunities and threats of enterprises are analyzed , and the development strategy of the new material division is formulated , including business development strategy , production strategy , human resource strategy , marketing strategy , financial strategy and technology strategy ;
The strategy of each business is analyzed , and the shrinking strategy of low - end ITO target is put forward .
The high - end ITO target adopts the rapid growth strategy , and the funds are concentrated on the high - end ITO target material ;
The HIP service adopts differentiated contraction strategy ;
The chromium target adopts moderate growth strategy .

Chapter 6 proposes the implementation strategy plan and some important safeguard measures , and ensure the effective implementation of the strategy through the implementation of the implementation plan ;
establishing a balanced scorecard system to form a new effective incentive mechanism ;
the new organizational structure formed to adapt to rapidly changing markets ;
Strengthen marketing to continuously improve customer satisfaction ;
The realization of human - based management should strengthen the enterprise culture and enhance the soft power .

Through the research of the subject , on the one hand , the awareness of the importance of the strategic management of the enterprise is improved , and on the other hand , it is hoped that the development strategy of similar state - owned enterprise divisions or subsidiaries can be used for reference while solving the problems of the new material division .
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.3

【参考文献】