金鱼电器集团公司发展战略研究

发布时间：2018-11-15 13:00

【摘要】：随着中国市场的逐步成熟及稳步发展，更加扑朔迷离的国内及全球环境是国内企业将面临的不可避免的挑战。同时，，国外优秀的跨国公司相继进入中国这个世界上最大的消费市场，市场竞争将更加残酷激烈。国内家用电器生产企业能否立足并壮大，关键在于自身是否拥有最具核心的企业竞争力，能否形成持久独特的竞争亮点。因此，企业在瞬息万变的市场环境中，要想保持稳定可持续的发展，并且屡战屡胜，就必须以长远战略的眼光来把握企业现阶段及今后的发展方向，精心制订并有效贯彻执行企业发展战略。按照经典战略管理理论，本文分析了杭州金鱼电器集团有限公司所面临的各种外部环境，分别从宏观大环境、行业竞争环境及微观营销环境角度等进行了深刻分析；同时从企业产品研发管理、人力资源管理、财务管理及销售管理等方面深刻分析了杭州金鱼电器集团有限公司自身的内部环境，并在此基础上对杭州金鱼电器集团有限公司充分进行了优劣势分析（国际上惯称SWOT分析法）。通过对杭州金鱼电器集团有限公司的优劣势分析，本文确立了杭州金鱼电器集团有限公司总体战略发展的宗旨为“做强做大家电主业，扩大主导产品产业链，强化资本运作力度，提升企业核心竞争力”，企业产品竞争战略为“以差异化战略为主，同时辅以聚焦战略”。同时，为了实施杭州金鱼电器集团有限公司的发展战略，本文从取得战略认同、制订实施计划、改进企业组织机构、战略实施PDCA循环等方面制订了相关管理对策，保证了杭州金鱼电器集团有限公司战略目标的有效实现。
[Abstract]:With the gradual maturity and steady development of Chinese market, the more complicated domestic and global environment is the inevitable challenge that domestic enterprises will face. At the same time, foreign excellent multinational companies have entered China, the world's largest consumer market, the market competition will be more cruel and fierce. Whether the domestic household appliance manufacturing enterprises can stand on and grow, the key lies in whether they have the most core enterprise competitiveness and whether they can form a lasting and unique competitive bright spot. Therefore, if enterprises want to maintain stable and sustainable development in the rapidly changing market environment and win repeatedly, they must grasp the current and future development direction of enterprises with a long-term strategic vision. Elaborate and effectively implement the enterprise development strategy. According to the classical strategic management theory, this paper analyzes the external environment of Hangzhou goldfish electrical appliance group co., Ltd., and makes a deep analysis from the macro environment, the competition environment and the micro-marketing environment of Hangzhou goldfish electric appliance group co., Ltd. At the same time, from the aspects of product development management, human resource management, financial management and sales management, the internal environment of Hangzhou Golden Fish Electrical Appliance Group Co., Ltd is deeply analyzed. On this basis, the advantages and disadvantages of Hangzhou goldfish electrical appliance group co., Ltd. (SWOT analysis method) are fully analyzed. By analyzing the advantages and disadvantages of Hangzhou goldfish electrical appliance group co., Ltd., the purpose of the overall strategic development of Hangzhou goldfish electrical appliance group co., Ltd is to "strengthen the main industry of household appliances and expand the leading product chain Strengthen the operation of capital to enhance the core competitiveness of enterprises ", the enterprise product competition strategy is" differentiation strategy, accompanied by focus strategy "." At the same time, in order to implement the development strategy of Hangzhou goldfish electrical appliance group, this paper makes the relevant management countermeasures from the aspects of obtaining the strategic approval, drawing up the implementation plan, improving the organization of the enterprise, implementing the PDCA cycle of the strategy, etc. It ensures the effective realization of the strategic goal of Hangzhou Golden Fish Electric Group Co., Ltd.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.6

【共引文献】