大连洪睿信息科技有限公司经营案例研究

发布时间：2018-02-28 16:52

本文关键词： 中小企业电子行业经营案例企业战略　出处：《大连理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,电子行业在我国不断快速发展,取得了长足的进步。同时,行业竞争比较激烈,市场需求增长逐渐开始放缓,导致企业的竞争加剧,中小企业尤其是民营中小型电子企业面临着企业产品研发压力、资金压力、市场营销压力等实际问题。在种条件下,有些企业暴露出经济效益水平低、资金运用能力差、技术管理水平不到位、营销策略失败等弱点,很难与其他企业竞争,这样的企业不是在市场的夹缝中艰难地生存,就是难逃破产关门的命运。那么,如何使企业寻找出一条新的发展战略思路,采用合理的方法步骤,使得企业能够顺利转型,从而健康成长壮大就成为当前重要的课题。大连洪睿信息科技有限公司是一家有着十多年历史的研发型电子科技企业,近年来市场及经营战略等多种原因使却使公司发展步履维艰。本文以大连洪睿信息科技有限公司为例,采用案例分析的研究方法,针对公司内部出现的产品滞销、效益下滑、骨干员工离职等突出现象,通过调查案例企业行业背景、市场变化及主要竞争对手的外部环境,借鉴安索夫管理理论及佩蒂格鲁变革理论,从营销策略、战略目标、职能建设三个方面具体分析了影响公司发展转型的瓶颈问题,分析了企业面临的外部机遇和威胁,以及企业的内部优势与劣势,并以此为着手点,对大连洪睿信息科技有限公司未来的发展战略提出了切实可行的对策建议,强化核心竞争力,进而实现企业可持续发展。
[Abstract]:Since the reform and opening up, the electronic industry has been developing rapidly and has made great progress in our country. At the same time, the competition in the industry is more intense, and the growth of market demand is gradually slowing down, which leads to the intensification of competition among enterprises. Small and medium-sized enterprises, especially private small and medium-sized electronic enterprises, are facing practical problems such as product development pressure, capital pressure, marketing pressure, etc. Under these conditions, some enterprises have exposed low level of economic benefits and poor ability to use funds. It is difficult for such enterprises to compete with other enterprises because of weaknesses such as inadequate technical management and failed marketing strategies. Such enterprises are either struggling to survive in the middle of the market, or they cannot escape the fate of bankruptcy and shutdown. How to make the enterprise find out a new development strategy thinking, adopt reasonable method and step, make the enterprise to be able to transform smoothly, Dalian Hongrui Information Technology Co., Ltd. is a R & D electronic technology enterprise with a history of more than 10 years. In recent years, the market and management strategy have made the development of the company difficult. This paper takes Dalian Hongrui Information Technology Co., Ltd as an example, adopts the case study method, aiming at the products which appear within the company are unsalable and the benefit is declining. By investigating the industry background, market changes and the external environment of the main competitors, using Ansov management theory and Pettigrew transformation theory for reference, from the marketing strategy, strategic objectives, and so on, the key staff turnover and so on prominent phenomenon, through the investigation case enterprise industry background, the market change and the main competitor's external environment, This paper analyzes the bottleneck problems that affect the development and transformation of the company in three aspects of function construction, analyzes the external opportunities and threats faced by the enterprises, as well as the internal strengths and weaknesses of the enterprises, and takes this as the starting point. This paper puts forward some feasible countermeasures and suggestions for the future development strategy of Dalian Hongrui Information Technology Co., Ltd., strengthens the core competitiveness, and realizes the sustainable development of the enterprise.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.3;F426.6

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