赛特莱特（佛山）塑胶制品有限公司发展战略研究

发布时间：2019-06-26 18:03

【摘要】：赛特莱特(佛山)塑胶制品有限公司是一家美资企业,目前是全球回复反射器产品最大的生产商,产品市场占有率达30%。产品质量过硬,达到国际标准水平,在行业内有一定的品牌知名度。在全球化的今天,市场竞争越来越激烈,赛特莱特公司如何在这种复杂的环境下,社会与文化、经济和技术快速变化的现实中,对未来的市场环境做出正确判断,调整自身的经营行为以应对这种变化,从而领先对手、获得优势?如何从各种社会和商业的关系中发现和创造潜在的、新的盈利模式?这都是公司所关注的战略问题。本文正是关于赛特莱特公司发展战略的研究,目的在于从一个长远的视角,帮助企业保持与环境的和谐,在社会的分工中充分发挥自身的优势,或系统地、有计划地培育企业某方面的竞争优势,实现企业价值的最大化。本文利用战略管理和经济学的有关理论,对赛特莱特公司的内外环境进行了详细和深入的分析,在此基础上,灵活运用了SWOT分析矩阵,根据公司关键的优势与劣势、机会与威胁,列出了一系列的战略发展的备选方案,如反射器国家标准制定战略、新产品开发战略,电铸技术革新战略、提高市场占有率战略和开发新市场战略等。再运用QSPM定量化战略计划矩阵,对战略备选方案的战略吸引力进行评价,从而确定战略方案优劣的定量关系,为决策层提供量化的决策数据,公司的决策层根据以上的分析数据,决定公司的战略优先方案和战略目标。作者也认识到,正确地实施战略要比战略决策要困难得多。战略决策是一种小范围的管理活动,而战略的实施却涉及企业的每一位员工,而且往往历时多年。针对具体的战略实施,本文深入地研究了战略实施过程中需要解决的组织设计问题、人力资源问题、营销整合问题以及反射器的国家标准制定的问题,通过对这些问题的研究,找出解决的方案和对策,为公司战略的顺利实施提供保障。在战略控制方面,本文也根据实际的需求,设计了一系列的战略预警系统,如营销安全预警系统、风险预警系统和竞争力预警系统,通过制定战略控制计划,确保战略在执行的过程中不会出现重大的失误和偏差,及时发现不利于企业战略的变化因素并及早应对。本研究成果为赛特莱特公司制定了明确、可执行的战略方案,清晰的战略实施与控制计划,具有较强的实用性与可操作性。
[Abstract]:Sitlet (Foshan) plastic products Co., Ltd. is a US-funded enterprise, is currently the world's largest manufacturer of recovery reflector products, the market share of products up to 30%. The product quality is excellent, reaches the international standard level, has the certain brand awareness in the industry. In today's globalization, market competition is becoming more and more fierce. In this complex environment, social and cultural, economic and technological rapid changes in the reality, how to make a correct judgment on the future market environment, adjust their own business behavior to deal with this change, so as to lead the opponent and gain an advantage? How to identify and create potential and new profit models from a variety of social and business relationships? These are the strategic issues that the company pays close attention to. The purpose of this paper is to help enterprises maintain harmony with the environment from a long-term perspective, give full play to their own advantages in the division of labor in the society, or systematically and systematically cultivate the competitive advantages of enterprises in a certain aspect, and realize the maximization of enterprise value. Based on the theories of strategic management and economics, this paper makes a detailed and in-depth analysis of the internal and external environment of Sitlet Company. On this basis, the SWOT analysis matrix is flexibly used. According to the company's key strengths and weaknesses, opportunities and threats, a series of strategic development options are listed, such as reflector national standard formulation strategy, new product development strategy, electroforming technology innovation strategy. Increase market share strategy and develop new market strategy. Then the QSPM quantitative strategic plan matrix is used to evaluate the strategic attractiveness of the strategic options, so as to determine the quantitative relationship between the advantages and disadvantages of the strategic schemes, and to provide quantitative decision-making data for the decision-making layers. according to the above analysis data, the decision-making level of the company determines the strategic priorities and strategic objectives of the company. The author also recognizes that it is much more difficult to implement strategies correctly than to make strategic decisions. Strategic decision-making is a small range of management activities, and the implementation of the strategy involves every employee of the enterprise, and often lasts for many years. In view of the specific strategy implementation, this paper deeply studies the organizational design problems, human resources problems, marketing integration problems and the national standards of reflector in the process of strategy implementation. Through the study of these problems, find out the solutions and countermeasures to provide a guarantee for the smooth implementation of the company strategy. In the aspect of strategic control, according to the actual demand, this paper also designs a series of strategic early warning systems, such as marketing security early warning system, risk early warning system and competitiveness early warning system. Through the formulation of strategic control plan, it ensures that there will be no major mistakes and biases in the implementation of the strategy, timely identify the factors that are not conducive to the enterprise strategy and deal with it as soon as possible. The results of this study have made a clear and enforceable strategic plan and a clear strategic implementation and control plan for Sitlet Company, which has strong practicability and maneuverability.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.72;F272

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