K工程设计公司多元化发展战略研究

发布时间：2018-10-31 12:28

【摘要】：随着中国经济的高速发展,企业竞争日益加剧,在国内竞争形势日益严峻的情况下,生存和发展是一个企业必须面对的问题,而对于国有企业而言,战略定位不仅仅影响本企业的生死存亡,对国有资产是否能保值与增值有直接关系。为有效利用企业资源,发挥企业原有优势,开发新业务,大量拥有深厚人才储备的国有企业纷纷选择多元化战略,探索多元化发展的实践策略。笔者的研究对象是K工程设计公司,K工程设计公司希望巩固自身在化工设计行业的地位,进一步增加利润,多元化发展战略是必经之路,与此同时,需要科学的对多元化决策进行分析应用,避免多元化战略的风险。笔者先阐述了多元化战略的相关理论,分为多元化战略分类,多元化战略在中国的发展,多元化战略相关理论工具,通过对理论的研究来制定适合K工程设计公司的发展策略。之后对K工程设计公司经营业务进行详细介绍。使用迈克尔.波特五种力量竞争模型对公司所处行业竞争进行分析。使用PEST分析模型对公司所处宏观环境进行分析,包括K工程设计公司的社会环境、技术环境、政治环境以及经济环境。最后使用SWOT分析模型对公司内部环境进行分析,进一步明晰公司现阶段的优势与劣势。第四部细致分析公司现阶段状况,从财务能力、营销能力、生产管理能力、组织能力和企业文化方面进行多元化策略的基础实施论证。最后对K公司制定多元化发展战略,包括组织结构的调整、基础管理、企业文化建设等具体实施方法。本文针对K工程公司的实际经营情况,运用战略管理理论与模型,论证了K工程公司实施多元化发展的必要性,通过对大量资料进行科学分析,提出了具体的多元化战略实施方案。本文对K工程公司进一步发展有实际指导意义,对本行业的其他企业有一定的参考作用。
[Abstract]:With the rapid development of Chinese economy, the competition of enterprises is becoming more and more serious. Under the situation of increasingly severe domestic competition, survival and development is a problem that an enterprise must face, but for state-owned enterprises, Strategic positioning not only affects the survival of the enterprise, but also has a direct relationship with the value of the state-owned assets. In order to make effective use of enterprise resources, bring into play the original advantages of enterprises and develop new business, a large number of state-owned enterprises with deep talent reserves have chosen the diversification strategy one after another and explored the practical strategies of diversification development. The author's research object is K Engineering Design Company. K Engineering Design Company hopes to consolidate its position in the chemical design industry, further increase profits, and diversify its development strategy is the only way, at the same time, It is necessary to analyze and apply diversification decision scientifically to avoid the risk of diversification strategy. The author first expounds the relevant theories of diversification strategy, including the classification of diversification strategy, the development of diversification strategy in China, the relevant theoretical tools of diversification strategy, and formulates the development strategy suitable for K engineering design company through theoretical research. After that, the business of K engineering design company is introduced in detail. Use Michael. Porter's five power competition models analyze the industry competition of the company. The PEST model is used to analyze the macro environment of the company, including the social environment, technical environment, political environment and economic environment of K engineering design company. Finally, the SWOT analysis model is used to analyze the internal environment of the company to further clarify the strengths and weaknesses of the company at this stage. The fourth part makes a detailed analysis of the current situation of the company and demonstrates the basis of the diversification strategy from the aspects of financial ability, marketing ability, production management ability, organizational ability and corporate culture. At last, it formulates the diversified development strategy for K Company, including the adjustment of organizational structure, basic management, construction of corporate culture and other specific implementation methods. In this paper, according to the actual management situation of K Engineering Company, the necessity of carrying out diversified development of K Engineering Company is demonstrated by using the theory and model of strategic management, and the scientific analysis of a large amount of data is carried out. Put forward the concrete diversification strategy implementation plan. This paper is of practical significance to the further development of K Engineering Company and can be used as a reference for other enterprises in this industry.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.92;F272

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