D公司发展战略选择与实施

发布时间：2018-01-06 04:29

本文关键词：D公司发展战略选择与实施　出处：《广东财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国全面建成小康社会的快速推进,供给侧改革的有效实施,人们的消费水平和生活质量不断提升,对住房及与住房相关的装饰、装修和建筑材料的需求也随之增加,进而带动了家居建材行业的快速发展。相关企业为了提升竞争力,抢占市场份额,纷纷选择以定制礼品的方式作为营销手段,帮助企业做大做强。本文研究的D公司就是一家专注家居建材行业的礼品公司,该公司在发展过程中遇到如何利用自身优势与能力,制定公司发展战略等问题和挑战,本研究旨在运用相关理论等方法提出公司的发展战略选择和实施路径,为公司决策提供参考,对其他相关公司形成借鉴。本文分六个部分对D公司进行研究。第一部分为绪论,通过文献研究法研究企业战略管理的发展进程、礼品行业发展历程以及常用的战略分析工具,提出本文的研究思路和方法;第二部分运用实地调研等方法,分析了D公司的发展现状,阐述了存在的主要问题有:销售渠道单一、产品同质化严重、物流配送服务质量不高效率低下、缺乏高端人才、资金流动性不足等;第三部分运用五力模型等分析工具对D公司的外部环境和内部因素进行分析,分析现阶段D公司的外部机会与威胁、优势与劣势;第四部分运用SWOT矩阵分析工具,得出选择集中型战略作为D公司的发展战略,即集中于市场渗透、产品开发和市场开发;第五部分对D公司集中型发展战略的实施制定具体措施,即专注家居建材礼品定制市场,并通过加快市场开发、提高产品竞争力、完善信息系统、加强团队建设、提高生产配送能力以及创新营销方式等措施来提高企业核心竞争力;第六部分提出D公司战略实施控制的三种方式,即事前控制、事后控制、过程控制三种方式,以保障公司战略的有效实施,保证企业的健康成长。
[Abstract]:With the rapid development of a well-to-do society and the effective implementation of supply-side reform, people's consumption level and quality of life have been continuously improved, and housing and housing-related decoration. The demand for decoration and building materials also increased, which led to the rapid development of the household building materials industry. Related enterprises in order to enhance the competitiveness of the market share. Choose custom-made gifts as a marketing means to help enterprises become bigger and stronger. The D company studied in this paper is a gift company focusing on the home building materials industry. In the process of development, the company encountered the problems and challenges, such as how to make use of its own advantages and abilities, and how to formulate the development strategy of the company. The purpose of this study is to use relevant theories and other methods to put forward the choice and implementation of the development strategy of the company. This paper is divided into six parts to study the D company. The first part is the introduction, through the literature research method to study the development process of corporate strategic management. The development of the gift industry and the commonly used strategic analysis tools, this paper puts forward the research ideas and methods; The second part uses the field investigation and other methods, analyzes the development status of D company, expounds the main problems: single sales channel, serious homogenization of products, low efficiency of logistics distribution service quality. Lack of high-end talents, lack of liquidity, and so on; The third part analyzes the external environment and internal factors of company D by using five forces model and other analysis tools, analyzes the external opportunities and threats, strengths and weaknesses of D company at present. Part 4th uses SWOT matrix analysis tool to select the centralized strategy as D company's development strategy, that is, focus on market penetration, product development and market development; 5th part of the D company focused on the implementation of the development strategy to formulate specific measures, that is, focusing on the home building materials gift customization market, and through speeding up the market development, improve product competitiveness, improve the information system. Strengthen the team building, improve the production and distribution capacity and innovative marketing methods to improve the core competitiveness of enterprises; In the 6th part, the author puts forward three ways to control the strategy of company D, that is, prior control, ex post control and process control, in order to ensure the effective implementation of the company strategy and the healthy growth of the enterprise.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.92;F272

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