案例分析—美的微波炉战略转型

发布时间：2018-05-26 08:40

本文选题：战略转型 + 资源　；参考：《华南理工大学》2014年硕士论文

【摘要】：过去30年，中国依靠低成本优势推动全球家电制造业向国内转移，中国成为了全球家电制造中心。国内家电企业普遍缺乏核心技术，，依赖廉价的劳动力、价格战、模仿的产品设计来获得市场，行业内竞争激烈，产能过剩、价格战、产品/营销手段同质化现象十分严重。而随着国内资源要素成本的急剧上升、人民币的不断升值以及国内消费的转型升级，国内家电制造企业为获得持久的竞争优势，寻求新的发展路径，纷纷走向转型之路。因此本文以案例研究的方法介绍了美的微波炉由进入阶段的“低成本、规模化”竞争战略向“差异化”竞争战略转变，由“中低端”向“中高端”转型，由行业“跟随者”成功升级为行业“领导者”的整个战略转型实施过程。通过对美的微波炉转型过程竞争策略的实施、核心竞争力的培育和建立、组织、制度流程文化的变革以及资源的投入分析美的微波炉如何成功实现转型。通过对案例的分析总结笔者提出：第一、企业战略转型是一个渐进式的蜕变过程；第二、企业文化与战略是相互影响的，确保企业文化与新战略的良性互动是战略转型成功重要保障。第三、企业新战略必须精准契合外环境的变化趋势，内部的资源条件能为新战略的实施提供基础保障，对内外部环境的精准评估是战略转型成功的前提。第四、战略转型的实质是企业化核心竞争力的培育和转换过程。第五、与战略相匹配的组织、制度、流程变革是转型成功的基础，是企业核心竞争力建立和培育的载体；第六、战略转型需要资源的合理匹配，新的核心竞争力的建立和培育是一个资源持续投入的过程，同时要通过强有力的战略管控确保资源的投入与战略重心的匹配，保证资源分配的合理性。
[Abstract]:Over the past 30 years, China has relied on a low-cost advantage to drive global home appliance manufacturing to the domestic market, making it a global home appliance manufacturing center. Domestic appliance enterprises generally lack of core technology, rely on cheap labor, price war, imitation product design to obtain the market, the competition in the industry is fierce, overcapacity, price war, product / marketing means homogeneity phenomenon is very serious. With the sharp rise in the cost of domestic resource elements, the continuous appreciation of RMB and the transformation and upgrading of domestic consumption, domestic appliance manufacturing enterprises seek a new development path in order to obtain a lasting competitive advantage, and move to the road of transformation one after another. Therefore, this paper introduces the transformation from "low cost, large-scale" competition strategy to "differentiation" competition strategy, from "middle and low end" to "middle and high end" by the method of case study. The whole process of strategic transformation from industry follower to industry leader. Through the implementation of the competitive strategy, the cultivation and establishment of the core competence, the reform of the organization, the system process culture and the input of resources in the process of the transformation of the beautiful microwave oven, how to successfully realize the transformation of the beautiful microwave oven is analyzed. Through the analysis of the case, the author puts forward the following points: first, the strategic transformation of the enterprise is a gradual process of transformation; second, the corporate culture and strategy affect each other. To ensure the positive interaction between corporate culture and new strategy is an important guarantee for the success of strategic transformation. Third, the new strategy of enterprises must be in line with the changing trend of the external environment, the internal resource conditions can provide the basic guarantee for the implementation of the new strategy, and the accurate evaluation of the internal and external environment is the prerequisite for the success of the strategic transformation. Fourth, the essence of strategic transformation is the cultivation and transformation process of enterprise-oriented core competence. Fifth, the organization, system and process change that matches the strategy is the foundation of the success of the transformation and the carrier of the establishment and cultivation of the core competence of the enterprise; sixth, the strategic transformation needs the rational matching of the resources, The establishment and cultivation of the new core competence is a process of continuous resource investment. At the same time, it is necessary to ensure the match between the resource input and the strategic center of gravity through strong strategic control to ensure the rationality of resource allocation.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.6

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