XY公司的战略定位和资本运作路径

发布时间：2018-07-02 14:27

本文选题：产业归核 + 竞争战略　；参考：《复旦大学》2013年硕士论文

【摘要】：本论文涉及的公司为本人长期提供咨询顾问和投资合作的公司,该公司近年来经历了高速发展和行业的深刻洗牌,最高领导层已经深刻感受到目前公司在发展过程中存在的瓶颈和问题,当务之急是在高管团队中统一认识并积极求变,特别希望在战略管理和资本运作方面结合企业实际探索出一条新的价值创新之路。本文以企业实际需求出发,在深刻研究其发展历程的背景下探讨未来的战略定位和资本运作思路。首先是梳理公司过去的战略,解决未来战略上做什么的问题。该公司已经经历过了产业归核初期的痛苦过程,但就目前的主要产品看,种类还是太多,且部分产品存在行业天花板低,进入门槛不高,附加值不高等特点。除了新能源产品排名行业第五外,其他产品规模经济性还是不够。未来公司产品归核还有很多潜力可挖,战略方向坚定以“电机电控”为核心的电工装备制造业,产业链往战略新兴且行业空间巨大的产业延伸,培育出引领行业趋势的技术和产品。其次是帮助公司重新进行企业设计,解决未来战略上怎么做的问题。总体来讲就是要做到三个改变：改变过去单纯追求规模产值,漠视盈利和股东价值的战略定位；改变过去单纯以产品和技术为中心的传统思维,调整为以不断满足客户需求的以客户为中心的战略新思维；改变过去传统的低成本和差异化的竞争战略,将企业引入追求价值创新的“蓝海”：从卖产品到卖整体解决方案和服务,丰富和完善盈利模式。最后根据公司调整后的战略定位,在提升公司效率和执行力的同时,引入资本运作手段,借助资本魔方实现公司的战略目标和愿景。在公司丧失债务融资能力,规模效益低下,外部形象不高的背景下,集中公司优质资源,建设资本品牌推进市值管理,积极筹划并在窗口开启时及时把握股权融资机会,实现对金融资源的掌握。只要有了资金的支持,人才、技术和制造能力都能聚集起来,只有实现了公司的市值管理、资本战略和经营战略的对接步入良性循环,公司的发展腾飞才真正有了基石。
[Abstract]:In this paper, the company has provided consulting consultants and investment companies for a long time. In recent years, the company has experienced high speed development and profound shuffling of the industry. The top leadership has deeply felt the bottleneck and problems in the process of the development of the company. The urgent task is to recognize and actively seek change in the executive team. In particular, we hope to explore a new way of value innovation in strategic management and capital operation. This paper, based on the actual needs of the enterprise, explores the future strategic orientation and capital operation under the background of the deep study of its development process.
The first is to comb the past strategy of the company to solve the problem of what to do in the future strategy. The company has experienced the painful process of the initial industrial regrouping, but the main products are too many, and some products have low ceiling, low entrance threshold and low added value. Besides the new energy product ranking. Industry Fifth, other products are not enough in scale economy. There are still many potential to be dug in the Future Ltd's product rewiring. The strategic direction is firmly based on electrical electrical control as the core of the electrical equipment manufacturing industry. The industrial chain extends to a new strategy and a huge industry space. It has nurtured technology and products leading the trend of the industry.
The second is to help the company to redesign the enterprise and solve the problem of how to do it in the future. In general, it is to do three changes: to change the strategic orientation of the past simply pursuing scale output, disregard of profit and shareholder value, and to change the traditional thinking of the past simply with product and technology as the center to meet the constant satisfaction of the guests. The customer needs the customer centered strategic new thinking; change the traditional low cost and differential competition strategy of the past, and introduce the enterprise into the "blue sea" seeking value innovation: from selling products to selling overall solutions and services, enriching and perfecting the profit model.
Finally, according to the strategic positioning after the company's adjustment, the company's strategic goal and vision can be realized by introducing the capital operation means and capital operation means while improving the efficiency and execution of the company. In the back view of the company's loss of debt financing capacity, the low scale efficiency and the low external image, the focused companies quality resources and the construction of the capital brand are promoted. Market value management actively plans and grasps the opportunity of equity financing in time when the window opens to realize financial resources. As long as the fund is supported, talents, technology and manufacturing ability can gather together, only the market value management of the company is realized, the capital strategy and the management strategy are docked into a virtuous circle, and the development of the company will take off. There's really a cornerstone.
【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;F426.6

【共引文献】