方山公司发展战略研究

发布时间：2018-03-20 05:07

本文选题：发展战略　切入点：SWOT分析　出处：《东南大学》2016年硕士论文　论文类型：学位论文

【摘要】：本文首先概述了企业战略管理相关理论并介绍了相关的战略管理分析工具,同时对企业发展战略方面的近期相关文献进行了整理和综述,接着介绍了方山公司的背景和现状,指出了其当前所面临的主要问题,结合方山公司的企业发展目标讨论了其发展战略研究的必要性,然后分析了方山公司所处的外部环境,包括宏观环境和产业环境,并应用外部因素评价矩阵对外部机会和外部威胁进行了总结和评价,紧接着分析了方山公司自身的内部环境,包括内部资源和内部能力,并应用内部因素评价矩阵对内部优势和内部劣势进行了总结和评价,之后结合方山公司的企业愿景、企业使命和企业发展目标探讨了发展战略选择的总体思路,并运用优势-劣势-机会-威胁矩阵、战略地位与行动评价矩阵和定量战略规划矩阵进行了战略的分析、选择和确定,确认了以产品开发、市场渗透和市场开发为主要内容的密集型发展战略,最后为了使该发展战略能够得到有效实施,探讨了战略实施的总体思路并结合方山公司的企业发展目标提出了相应的关键措施。
[Abstract]:This paper first summarizes the related theories of enterprise strategic management and introduces the relevant tools of strategic management analysis. At the same time, it summarizes the recent literature on enterprise development strategy, and then introduces the background and current situation of Fangshan Company. This paper points out the main problems it faces at present, discusses the necessity of its development strategy research combined with the enterprise development goal of Fangshan Company, and then analyzes the external environment of Fangshan Company, including macroscopic environment and industrial environment. The external opportunity and external threat are summarized and evaluated by using the external factor evaluation matrix, and then the internal environment of Fangshan Company is analyzed, including internal resources and internal capability. The internal advantages and disadvantages are summarized and evaluated by using the internal factor evaluation matrix, and then the overall thinking of the choice of development strategy is discussed in combination with Fangshan Company's enterprise vision, enterprise mission and enterprise development goal. The strategic analysis, selection and determination are made by using the strong-inferior-opportunity-threat matrix, the strategic position and action evaluation matrix and the quantitative strategic planning matrix, and the product development is confirmed. Intensive development strategies that focus on market penetration and market development, and finally, in order to enable this development strategy to be effectively implemented, This paper discusses the overall thinking of strategic implementation and puts forward corresponding key measures combined with Fangshan Company's enterprise development goal.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F416.4;F272

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