北京SF公司的转型升级战略研究

发布时间：2018-05-29 12:27

本文选题：企业转型升级战略 + 战略制定　；参考：《北京工业大学》2015年硕士论文

【摘要】：在国内经济发展步入新常态模式下,很多企业感受到了前所未有的经营压力,其中就包括本文研究的对象。北京SF公司自从成立以来一直伴随着国家电力行业的高速发展而迅速成长,但是眼下同样面临着继续发展的困惑。不仅仅是原有拳头产品—微机继电保护和电力系统自动化的市场出现不同程度的萎缩,包括近几年新开发的产品也面临市场需求乏力的问题。目前处于同样困境的企业有很多都在寻找企业发展的突破口,积极应对如今的艰难局面。北京SF公司目前作为国内电力行业二次设备的主要供应商,也需要为自己怎么能够实现可持续性发展寻找出路。尽管北京SF公司在过去的经营中也曾经遇到过电网公司投资下降带来的冲击,但是当时通过积极开拓企业客户,很好的继续维持了企业规模的增长。然而面对眼下的全行业发展放缓,甚至有部分行业出现洗牌和整合的情形,SF公司尽管采取了行业内多元化的战略,开发了很多新产品,但是受制于大的市场形势,几年下来见效甚微。企业目前还能够正常经营,销售额和利润也都还处于良好的局面,但是根据市场越来越多的反馈信息显示,如果不尽快调整企业的发展战略,逐步使企业转型升级,等到经营彻底难以为继的时候,在采取措施恐怕就已经为时已晚。如何能够使企业成功度过难关,使企业的经营重新走上正轨,进而实现企业长期稳定发展?这是目前在SF公司做管理工作的每个人都在考虑的问题。在上述背景下,本文以北京SF公司面对当下的经济发展形势下谋求将公司进行转型升级从而获得可持续性发展的过程作为研究对象,以其转型中的战略制定作为研究重点,应用所学习的企业战略管理方面的相关理论,通过文献回顾、案例研究等方式,探索公司转型升级战略的制定,并针对转型过程中有可能出现的问题进行分析,借此基础上寻求最适合的转型战略,包括整体战略中的一些环节、转变营销人员结构和状态,优化产品种类和营销方式等。期望通过这一系列分析和改进工作,能够突破公司现阶段遇到的发展瓶颈,进而帮助公司最终实现成功转型升级。
[Abstract]:Under the new normal mode of domestic economic development, many enterprises feel the unprecedented operating pressure, including the object of this paper. Since its establishment, Beijing SF Company has been growing rapidly with the rapid development of the national power industry, but now it is also facing the confusion of continued development. It is not only the market of microcomputer relay protection and power system automation that has shrunk in different degrees, but also the market demand of the newly developed products in recent years. At present, many enterprises in the same predicament are looking for a breakthrough in the development of enterprises, actively dealing with today's difficult situation. As the main supplier of secondary equipment in domestic electric power industry, Beijing SF Company also needs to find a way out for its sustainable development. Although Beijing SF Company has faced the impact of declining investment in power grid companies in the past, but through actively expanding corporate customers, it has maintained the growth of enterprise size. However, in the face of the current slowdown in the development of the whole industry, there is even a situation of reshuffle and integration in some industries. Although the SF Company has adopted a strategy of diversification within the industry and developed many new products, it is constrained by the large market situation. A few years have had little effect. At present, enterprises can still operate normally, and their sales and profits are still in a good situation. However, according to more and more feedback from the market, if the enterprise's development strategy is not adjusted as soon as possible, it will gradually make the enterprise transform and upgrade. By the time the operation is completely unsustainable, it will be too late to take action. How can the enterprise successfully tide over the difficulties, so that the management of the enterprise to get back on the right track, and then achieve long-term stable development of the enterprise? This is a question that everyone who is currently doing management at SF is considering. Under the above background, this paper takes the process of Beijing SF Company in the face of the current economic development situation to seek to transform and upgrade the company to obtain sustainable development as the object of study, with its strategic development in the transition as the focus of the study. Applying the relevant theories of enterprise strategic management, through literature review and case study, this paper explores the formulation of corporate transformation and upgrade strategy, and analyzes the possible problems in the process of transformation. On this basis, we seek the most suitable transition strategy, including some links in the overall strategy, the transformation of the structure and state of marketers, the optimization of product types and marketing methods, and so on. It is expected that through this series of analysis and improvement work, the company can break through the development bottleneck encountered at this stage, and then help the company to achieve a successful transformation and upgrading.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272

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