AB公司在互联网趋势下的战略转型研究

发布时间：2018-02-01 00:35

本文关键词： AB公司互联网环境分析转型困境　出处：《电子科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：伴随着互联网技术的迅速发展,电子商务的兴起,互联网新经济给传统企业带来的冲击越来越大,势必会引起传统企业在生产流程、组织管理、营销方式等各个方面的变革,这使得互联网成为传统企业转型战略中一个不得不考虑的重要因素。作为一个传统的OEM制造厂商,如何在互联网浪潮下实现转型?AB公司在转型中经历了很多尝试,尤其是进入电子商务领域后的尝试,但转型并不顺利,遇到了一系列没有预想到的困难与挫折。在挑战进入消费者市场时严重缺乏消费者市场经验,企业传统思维力量的制约,“无形之手”让转型变得困难重重。在现今“互联网+传统行业”的背景下,类似AB公司的传统企业在转型过程中到底有哪些阻碍,针对这些阻碍又有什么解决方法。本文首先对企业转型的外部环境扫描,掌握互联网的发展特性以及行业的竞争情况,明确公司转型的必要性：其次关注AB公司转型中的企业内部的能力与资源,梳理出互联网趋势下战略转型过程中阻碍的因素,并详细分解每个因素形成的原因及结果；最后在总结出转型阻碍因素的基础上的解决方法。本文从个别案例中提炼出传统企业互联网转型的普遍困境,丰富传统企业转型的理论研究,并更好的指导公司的经营工作。
[Abstract]:With the rapid development of Internet technology and the rise of electronic commerce, the new economy of Internet has brought more and more impact to traditional enterprises, which is bound to cause traditional enterprises in the production process, organization and management. As a traditional OEM manufacturer, the Internet has become an important factor in the transformation strategy of traditional enterprises due to the changes in marketing methods and other aspects. How to realize the transformation under the tide of the Internet? AB Company has experienced a lot of attempts in the transformation, especially after entering the field of e-commerce, but the transformation is not smooth. Encountered a series of unexpected difficulties and setbacks. In the challenge of entering the consumer market, a serious lack of consumer market experience, the constraints of the traditional thinking power of enterprises. The "invisible hand" makes the transformation difficult. Under the background of "traditional Internet industry", what obstacles do the traditional enterprises like AB have in the process of transformation? In view of these obstacles and what are the solutions. Firstly, this paper scans the external environment of the transformation of enterprises, master the characteristics of the development of the Internet and the competition of the industry. Clear the necessity of corporate transformation: secondly, pay attention to the internal capabilities and resources of AB company transformation, combing out the obstacles in the process of strategic transformation under the trend of Internet. The causes and results of each factor are decomposed in detail. Finally, on the basis of summing up the obstacles to the transformation of the solution. This paper extracts from individual cases the traditional enterprise Internet transformation of the general dilemma, enrich the theoretical study of the transformation of traditional enterprises. And better guide the operation of the company.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F416.83

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