KB（中国）公司发展战略研究

发布时间：2018-01-03 04:43

本文关键词：KB（中国）公司发展战略研究　出处：《西南交通大学》2014年硕士论文　论文类型：学位论文

【摘要】：挖掘机行业是经济先导型行业,也是投资拉动型产业,宏观经济环境的波动驱动着挖掘机需求的上下起伏。国家对房地产的调控,降低了20T级的比重；能源建设、矿山开采的兴盛与低迷影响着矿山型挖掘机需求的高与低；新一届政府执行“不刺激、去杠杆”,以调整经济增长结构为目标的导向性政策,加之前期执行的4万亿投资刺激政策拉抬了挖掘机需求达到历史高点,一正一反的力量更使挖掘机市场一片哀鸿。挖掘机需求如高台跳水,整个市场出现逆转,由卖方市场转为买方市场,产能过大,市场存量庞大,大量设备闲置,部分企业已倒闭,部分却挣扎在生死存亡的边缘。在挖掘机行业发展的二十年间,客户经历了巨大的变化,由不成熟和非理性走向了成熟与理性,群体结构在发生变化,需求更趋于多元化,这时的企业要生存和发展,必然要求变,方能适应这种变化,怎么变,哪些变,哪些不变,就须重新审视环境变化,制定企业的发展战略,以引领客户需求,使企业更好地发展,这就是本论文的初衷所在,希望能籍此对笔者服务的KB公司有所帮助。全文共分为五个部分,第1章是绪论,介绍了本文的选题背景、研究的目的和意义、以及本文的研究思路和研究方法。第2章是KB公司简介,对KB公司的人员状况、组织结构、发展沿革和发展现状等基本情况进行了介绍。第3章是企业内外部环境分析,具体分析了KB公司的宏观环境、行业环境、竞争与客户变动情况,以及公司的内部环境,具体包括企业管理能力分析、企业营销能力分析、企业文化分析和企业人力资源分析,然后采用SWOT分析方法,对企业的优势、劣势,机会和威胁,以及四种备选战略进行了具体地分析和阐述。第4章是KB公司发展战略的制定,提出了KB公司的使命与愿景,并明确了公司的战略目标和战略选择,即采取稳定型战略的发展思路,并提出企业战略的实现方式为战略联盟,最后分析了公司的竞争战略及其实现方式。第5章列出了公司战略实施所需要的具体资源与保障措施。
[Abstract]:Pilot type excavator industry is the economic industry, is the investment industry, the macroeconomic environment fluctuation of driving excavator demand ups and downs. The state regulation of the real estate, reduce the proportion of grade 20T; energy construction, mining prosperity and downturn affecting the mine excavator demand of high and low; new a government does not stimulate, deleveraging, oriented policy to adjust the structure of economic growth as the goal, coupled with the early implementation of the 4 trillion policies to stimulate investment in its excavator demand reached a record high, a reverse force makes a Aihong. Excavator excavator market demand such as diving, the entire market downturn, from a seller's market to a buyer's market, the capacity is too large, the stock market is huge, a large number of idle equipment, some enterprises have been closed down, some are struggling in the edge of the excavator industry of vital importance. The development of twenty years, customers have experienced great changes, from irrational and immature to mature and rational population structure change, demand diversification, the enterprise to survive and development, must change, in order to adapt to this change, how to change, what changes, which will be unchanged. A survey on the environmental changes, formulate the development strategy of the enterprise, leading to customer demand, to enable enterprises to better development, this is the original intention, hope to take this to the KB service to help. The text is divided into five parts, the first chapter is the introduction, introduces the background, purpose and the significance of the study, and research ideas and research methods. The second chapter is the brief introduction of KB company, the KB company staff, the organization structure, the basic situation of development history and current status are introduced. The third chapter is the enterprise internal and external Environmental analysis, a detailed analysis of the macro environment, KB, industry environment, competition and customer changes, and the company's internal environment, including the analysis of the enterprise management ability, marketing ability analysis, analysis of enterprise culture and the analysis of enterprise human resources, and then collected with SWOT analysis of business advantages, disadvantages, opportunities and the threat, as well as four kinds of strategies are analyzed and discussed. The fourth chapter is the formulation of the development strategy of KB company, put forward the mission and vision of KB company, and the company's strategic objectives and strategic choice, development ideas that take stable strategy, and put forward the implementation strategy for enterprise strategy the final analysis of the alliance, the company's competitive strategy and its implementation. The fifth chapter lists the specific strategic resources and security measures are required.

【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.4

【参考文献】