KNK公司发展战略研究

发布时间：2018-06-15 21:21

本文选题：KNK公司 + 企业战略管理　；参考：《浙江工业大学》2015年硕士论文

【摘要】：企业的发展战略是企业总体活动规划和企业发展的纲领。本文KNK公司是一家由纺织企业转型为生物健康产业的中小民营企业。作为一家中小企业,要想抓住现有的有利市场机遇,在竞争中获取竞争优势,以取得企业持久的竞争力与行业利润,管理者必须从战略上制定适合企业发展中长期发展战略,明确未来的发展方向和发展目标,从而实现KNK公司做大做强的企业总目标。本文主要是以现代企业战略管理以及营养健康产业的行业背景为理论依据,以现代战略管理理论为指导,运用战略的相关分析工具:如PEST分析、波特五力模型、价值链分析、竞争者分析、SWOT分析等分析手段,采取文献研究法、问卷调查法、标杆企业对比研究法等研究方法,结合KNK企业的实际发展状况,通过对KNK企业内外环境进行深入分析解刨,找出了制约KNK公司发展的战略问题,然后对公司整体分析和规划,提出了适应其企业发展短期和长期的战略建议,并得出了公司以后的战略决策方案,如发展方向、战略目标、竞争策略、战略步骤等。最后根据战略决策方案,还给出了战略资源配置、战略管理举措、战略控制重点等重要手段,还提出了战略规划的实施保障措施和意见。在对KNK公司进行了全面的实地考察工作和调研,参考和阅读了大量的文献和资料,充分利用了相关理论与研究工具,对KNK公司的企业发展战略进行了深入细致全面的研究与规划,认为目前保健品研发生产销售一体化企业的发展前景十分严峻,通过我们对KNK公司的人力资源,技术创新,优化品种结构,市场营销等各职能环节制定战略与规划的,相信可以引领KNK公司通过科学的企业管理和优良的核心团队建设,实现企业文化和业绩的不断突破。针对KNK公司内外部环境和自身特点分析了中国现在保健品行业的现状,并对同类中小型保健品研发、生产、加工企业的发展过程中面临的相似问题提出了应对方案和可行的管理措施,最后给出了战略的实施建议。希望本文的研究对KNK公司的管理能起到指导作用,能使KNK企业管理越来越规范,逐渐发展成为国内有核心竞争力和可持续发展能力的国内一流营养食品企业,为企业创造更多效益,实现企业品牌文化价值与经济效益的利益最大化,为人类健康谋福祉。同时,本文的研究希望能对同样转型健康产业的中小民营企业有一定的参考和借鉴意义。
[Abstract]:The enterprise development strategy is the enterprise overall activity plan and the enterprise development program. KNK is a small and medium-sized private enterprise from textile enterprise to biological health industry. As a small and medium-sized enterprise, in order to seize the existing favorable market opportunities and gain the competitive advantage in the competition, in order to obtain the lasting competitiveness and the industry profit of the enterprise, the manager must formulate a strategy suitable for the development of the enterprise in the medium and long term. Clear the future development direction and development goal, thus realizes the KNK company to become bigger and stronger enterprise overall goal. This paper is mainly based on the background of modern enterprise strategic management and nutrition and health industry, under the guidance of modern strategic management theory, using relevant analysis tools of strategy, such as pest analysis, Porter's five-force model, value chain analysis, etc. By using the methods of literature research, questionnaire survey, benchmarking enterprise contrast research and so on, combining the actual development situation of KNK enterprises, the internal and external environment of KNK enterprises is analyzed and planed deeply by means of SWOT analysis of competitors. This paper finds out the strategic problems that restrict the development of KNK Company, and then analyzes and plans the whole company, and puts forward some strategic suggestions suitable for the short and long term development of KNK Company, and obtains the strategic decision plan of the company in the future, such as the direction of development, the strategic objective, Competitive strategy, strategic steps, etc. Finally, according to the strategic decision plan, the paper gives some important means, such as the allocation of strategic resources, the measures of strategic management and the key points of strategic control, and puts forward some measures and suggestions for the implementation of strategic planning. In the KNK company comprehensive field work and research, reference and read a large number of documents and materials, the full use of relevant theories and research tools, The development strategy of KNK company has been studied and planned in detail and comprehensively. It is considered that the development prospect of health care products R & D, production and marketing enterprises is very severe. Through our human resources, technological innovation of KNK Company, It is believed that the optimization of variety structure, marketing and other functional links can lead KNK to achieve a breakthrough in corporate culture and performance through scientific enterprise management and excellent core team building. According to the internal and external environment of KNK Company and its own characteristics, this paper analyzes the current situation of health products industry in China, and develops and produces the same small and medium-sized health products. The similar problems in the process of development of processing enterprises are put forward and the feasible management measures are put forward. Finally, some suggestions for the implementation of the strategy are given. It is hoped that the research in this paper can play a guiding role in the management of KNK Company, make the management of KNK enterprises more and more standardized, and gradually develop into the domestic first-class nutrition food enterprises with core competitiveness and sustainable development ability. To create more benefits for enterprises, to maximize the value of corporate brand culture and economic benefits, and for the well-being of human health. At the same time, the research of this paper hopes to have some reference and significance for the small and medium-sized private enterprises that also transform the health industry.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F276.5

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