ZD公司经营发展战略研究

发布时间：2019-04-11 14:08

【摘要】：自全球金融危机爆发以来,国际船舶市场急转直下,新船定单量急剧减少,直接波及船舶配套行业。2012年后,行业对金融危机反应滞后导致的产能过剩的问题显得尤为突出,全球造船行业的寒冬来临。在金融危机的洗礼下,国内各行各业都在与经济危机苦苦抗争,电子商务成为国民经济发展中最大的亮点之一。ZD船舶工程公司与ZD贸易公司均为作者创立并经营的两家公司,除了资金需要分配之外,其余资源全部共享,属于“同胞企业”。本文以分别经历了我国造船业寒冬和电子商务发展黄金加速期的ZD船舶工程公司和ZD贸易公司为研究对象,结合船舶市场、童装市场、B2C电商市场和机器人市场分析,与两家公司内部环境相结合,制定出经营发展战略,实现两家同胞公司的联动式发展。本文得出的结论如下:(1)积极转移ZD船舶工程公司的业务重心。中国的船舶配套已经变成我国造船工业升级转型的瓶颈,疲软的外部经济环境使产能过剩的现状“雪上加霜”。与此同时,制造业“数字化、网络化、智能化”的发展趋势逐步加深,我国船舶工业正向设计智能化、产品智能化、管理精细化和信息集成化的方向发展。未来将有更多机器人投入到造船工序,造船业对机器人的广泛使用势在必行。为了摆脱企业外部和内部劣势,ZD船舶工程公司应在船舶电气与轮机安装业务的基础上,通过与各船舶机器人品牌建立合作关系,建立完善的代理销售网络,形成对产品的全生命周期服务。通过将企业重心逐步转移至船舶机器人的代理与售后方向,形成多元化发展态势。(2)强化ZD贸易公司轻资产运营模式的应用。童装市场在渐入佳境的同时,从“数量消费”转向“品牌消费”阶段。随着经济发展和文化发展的相互交融,未来国内的童装市场必然呈现更加多元化的局面。为了在激烈的市场竞争中持续发展,提高品牌盈利能力,ZD贸易公司应将HY童装供应链上的非核心业务外包,将核心资源运用在品牌建设、营销渠道和客户管理等重点领域。通过效率资源和资本资源的优化配置,减少公司在固定资产上的投资和管理成本,提高品牌运作的整体效率,提升品牌运作的市场空间。(3)加强ZD船舶公司和ZD贸易公司运营交叉点——现金流的管理,合理分配两家公司的资金比例,提高公司的抗风险能力和盈利能力。针对不同的项目,ZD公司需要站在创新的角度上积极迎合市场变化,在产品结构、业务模式和营销手段等方面进行创新,届时资金流量越大,流速越快,公司的财务实力越强,抗风险能力也就越强,ZD公司的资金运转能力将进一步提高。在优化的轻资产模式下扩大投融资规模,利用重组和兼并等手段提升市场占有率,形成规模经济,使产品结构趋于合理,提升市场影响力。
[Abstract]:Since the outbreak of the global financial crisis, the international ship market has turned sharply down, the number of new ship orders has sharply decreased, directly affecting the ship matching industry. After 2012, the problem of overcapacity caused by the delayed response of the industry to the financial crisis appears particularly prominent. The cold winter of the global shipbuilding industry is coming. Under the baptism of the financial crisis, all kinds of domestic industries are struggling with the economic crisis, e-commerce has become the biggest bright spot in the development of the national economy. ZD ship Engineering Company and ZD Trading Company are the two companies founded and operated by the author. In addition to the need to allocate funds, the rest of the resources are all shared, belong to the "compatriots enterprises." This paper takes ZD ship Engineering Company and ZD Trading Company, which have experienced the golden acceleration period of shipbuilding industry and electronic commerce development in China respectively, as the research object, combined with the analysis of ship market, children's clothing market, B2C e-commerce market and robot market. Combined with the internal environment of the two companies, a business development strategy is drawn up to realize the joint development of the two compatriots' companies. The conclusions of this paper are as follows: (1) actively shift the business focus of ZD Shipbuilding Engineering Company. China's ship matching has become the bottleneck of the upgrading and transformation of China's shipbuilding industry, and the weak external economic environment has made the current situation of overcapacity "worse". At the same time, the development trend of "digitalization, network and intelligentization" of manufacturing industry is deepening step by step. China's shipbuilding industry is developing towards the direction of intelligent design, intelligent product, fine management and information integration. In the future, more robots will be put into shipbuilding process, and the extensive use of robots in shipbuilding industry is imperative. In order to get rid of the external and internal disadvantages of the enterprise, ZD Shipbuilding Engineering Company should establish a perfect agent sales network based on the marine electrical and marine engineering installation business by establishing a cooperative relationship with various ship robot brands. Form a life-cycle service for the product. By shifting the center of gravity gradually to the agent and after-sale direction of the ship robot, the diversified development situation is formed. (2) the application of light assets operation mode of ZD Trading Company is strengthened. At the same time, the children's clothing market changes from "quantity consumption" to "brand consumption". With the integration of economic development and cultural development, the future domestic children's wear market must present a more diversified situation. In order to develop continuously in the fierce market competition and improve the brand profitability, ZD Trading Company should outsource the non-core business in HY children's clothing supply chain and apply the core resources to the key areas such as brand building, marketing channels and customer management. By optimizing the allocation of efficiency resources and capital resources, the investment and management costs of the company in fixed assets will be reduced, and the overall efficiency of brand operation will be improved. Improve the market space of brand operation. (3) strengthen the management of cash flow, which is the crossing point between ZD Shipping Company and ZD Trading Company, allocate the capital ratio of the two companies reasonably, and improve the risk resistance and profitability of the company. For different projects, ZD Company needs to actively cater to market changes from the perspective of innovation, and innovate in product structure, business model and marketing means. At that time, the larger the capital flow and the faster the flow rate, the stronger the financial strength of the company, the greater the capital flow, the faster the flow rate, and the stronger the financial strength of the company will be. The stronger the anti-risk capability, ZD will further improve the capital operation capacity. Under the optimized model of light assets, the scale of investment and financing is enlarged, the market share is promoted by means of reorganization and merger, the economy of scale is formed, the product structure tends to be reasonable, and the market influence is enhanced.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.474;F272

【相似文献】