富淳公司战略转型发展探索

发布时间：2018-08-14 09:29

【摘要】：根据企业和产业的生命周期理论,富淳公司在现有商业模式下的发展已经到了壮年期,但是企业的发展还要继续,并且要实现跨越式发展。在做大和做强之间,在多元化和专业化之间,富淳选择做强,选择专业化,所以富淳将会针对化工催化剂进行转型探索。如何能够让富淳公司实现跨越式的发展,就必须找到另一个成功的商业模式。根据对企业所面临的外部环境、内部核心竞争力、行业情况等的分析,认为富淳公司应该走自主品牌化的道路。根据微笑曲线理论以及富淳目前的核心竞争力,富淳应该寻求优秀的技术提供方和生产提供方,以这两种外部资源的均衡利用为基础,以销售渠道为核心,建立一个新的产业链整合的商业模式。该模式在中国目前的商业环境下面临巨大的挑战,这种挑战来自于内部管理、外部商业环境以及知识产权保护等各方面。本文立足中国催化剂行业的发展现状,结合富淳公司自身特色,综合分析富淳公司在转型过程中的各种可能性和可行性以及可能遇到的各种问题,找到了一新的公司转型再创业之路。这条转型之路就是：富淳利用生产和技术提供方的资源,以富淳自己的品牌向客户提供与国际供应商的产品具有相当质量、但是价格相对低廉的化工催化剂产品,在这个过程中,富淳控制原材料供、产品规格检测和销售以及售后服务。在新的商业模式下,富淳将会遇到新的机遇与挑战,本文就新商业模式的发展也提出了解决方案。
[Abstract]:According to the theory of the life cycle of enterprises and industries, the development of Fuchun Company under the existing business model has already reached its prime stage, but the development of the enterprises must continue and realize the leap-forward development. Between bigger and stronger, between diversification and specialization, Fuchun chooses to be strong and choose specialization, so Fuchun will explore the transformation of chemical catalyst. Another successful business model must be found to enable Fuchun to grow by leaps and bounds. Based on the analysis of the external environment, internal core competence and industry situation, the author thinks that Fuchun Company should take the road of independent branding. According to the smile curve theory and Fuchun's current core competitiveness, Fuchun should seek excellent technology providers and production providers, based on the balanced use of these two external resources, with sales channels as the core. Establish a new business model of industrial chain integration. The model is facing enormous challenges in the current business environment in China, which comes from internal management, external business environment and intellectual property protection. Based on the current situation of the catalyst industry in China and the characteristics of Fuchun Company, this paper comprehensively analyzes the possibility and feasibility of Fuchun Company in the process of transformation and the problems it may encounter. Found a new way to transform the company to start a new business. This is the way forward: Fuchun uses the resources of production and technology providers to supply its customers with products of comparable quality but relatively inexpensive chemical catalyst products under Fuchun's own brand. In this process, Fuchun controls raw material supply, product specification testing and sales and after-sales service. In the new business model, Fuchun will meet new opportunities and challenges, this paper also put forward solutions to the development of the new business model.
【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;F426.7

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