后金融危机下伊萨中国发展战略研究

发布时间：2018-07-01 11:01

本文选题：后金融危机 + 伊萨中国　；参考：《兰州理工大学》2013年硕士论文

【摘要】：美国次贷危机导致全球金融危机的爆发,实体经济也深陷其中。企业的生产经营由繁忙迅速退向萧条。虽然在政府、经济体和企业各方努力下避免了经济的崩溃而有所反弹,但市场疲软和产能过剩的突出矛盾使市场形势仍然悲观和黯淡,全球经济进入了修补金融危机破坏和市场调整的后金融危机时代。持续的经济低迷和危机前大量的改扩建项目投入使企业面临经营困难、难以为继的局面,甚至危及到企业生存。 “伊萨”是一家成立于1904年的世界最著名焊接产品制造企业之一。经过一百多年的持续发展,“伊萨”已经是全球焊接产品供应商的领导者和焊接权威的代名词。全球拥有42家制造基地、5家研发中心、15家工艺中心和122家销售管理机构服务于5大洲超过80个国家和地区。伊萨致力于卓越的技术领先、优异的质量、在用户身边的服务理念、提供为客户提升生产力和品质的焊接解决方案的销售模式、遵循“同一个地球、同样的质量”的质量标准。伊萨的愿景“成为全球领先企业、成为客户的首选合作伙伴,以及全球焊接与切割领域的权威”。基于中国强大和高速增长的市场需求、优异的投资环境及遵循“客户在那里,我们就在那里”的服务理念,伊萨把投资的目光聚焦在中国。金融危机前伊萨在中国建设了6家生产公司和一家管理及销售公司,2008年伊萨中国销售额为7.5亿元人民币。但突如其来的全球金融危机让处在高速扩张中的伊萨中国遂不及防,各生产企业的产销量都陡然下滑。虽然在经济刺激政策的拉动下伊萨中国业绩有了较大的恢复。但到了后金融危机时期在持续的市场疲软和竞争加剧等因素影响下销售业绩再次回跌、亏损严重。伊萨中国管理团队必须积极的采取措施与战略调整来尽快从后危机中走出来。本文通过对金融危机前伊萨中国的扩张之路和危机中的积极应对战略的描述为铺垫。基于企业战略的相关理论,详细分析了伊萨中国在后金融危机时期面临的内外部环境。在内部环境分析部分,分析了伊萨中国的资源特点及能力情况,运用SWOT分析法深入分析了其优缺点、机遇与挑战和组织管理能力；在外部环境分析部分,采用PEST模型分析了其宏观环境,运用波特五力模型分析了行业的环境。在此基础上,提出了伊萨中国在后金融危机时代的战略定位、战略目标和战略决策等。
[Abstract]:The subprime mortgage crisis in the United States led to the outbreak of the global financial crisis, and the real economy is also deep in it. The production and operation of an enterprise is rapidly retreating from busy to depressed. While efforts have been made by governments, economies and businesses to avoid a collapse in the economy and rebound, the sharp contradiction between weak markets and overcapacity has left the market still pessimistic and bleak. The global economy has entered the post-financial crisis era of repairing financial crisis damage and market adjustment. The continuous economic downturn and a large amount of investment in reconstruction and expansion projects before the crisis make the enterprises face management difficulties, unsustainable situation, and even endanger the survival of enterprises. Isa is one of the world's most famous manufacturers of welding products founded in 1904. After more than 100 years of continuous development, Isa has become the leader of global welding product suppliers and the synonym of welding authority. The world has 42 manufacturing bases, 5 R & D centers, 15 craft centers and 122 sales management agencies serving more than 80 countries on 5 continents. Isa is committed to superior technology leadership, excellent quality, service philosophy around users, sales models that provide welding solutions that enhance productivity and quality for customers, and follow the "one Earth, the same quality" quality standards. Isa's vision is to be a global leader, a preferred partner for customers, and a global authority in welding and cutting. Based on China's strong and rapidly growing market demand, excellent investment environment and service philosophy of "customers are there, we are there", Issa focuses on China. Before the financial crisis Isa built six manufacturing companies and a management and sales company in China, with sales of 750 million yuan in 2008. But the sudden global financial crisis left the fast-growing Issa China unprepared, with production and sales falling sharply across the manufacturing sector. Although in the economic stimulus policy under the Isa China performance has a greater recovery. However, in the post-financial crisis period, under the influence of persistent market weakness and increased competition and other factors, sales results fell back again, resulting in heavy losses. Isa China management team must actively take measures and strategic adjustments to get out of the post-crisis as soon as possible. This paper paves the way for the expansion of Isa China before the financial crisis and the positive coping strategy in the crisis. Based on the theory of enterprise strategy, this paper analyzes in detail the internal and external environment that Isa China faces in the post-financial crisis. In the part of internal environment analysis, the author analyzes the resource characteristics and capability of Isa China, analyzes its advantages and disadvantages, opportunities and challenges, and organizational management ability with SWOT analysis. Pest model is used to analyze the macro environment, and Porter's five forces model is used to analyze the industry environment. On this basis, this paper puts forward the strategic orientation, strategic objectives and strategic decisions of Isa China in the post-financial crisis era.
【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】：F416.4;F272

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