HL瓷业公司发展战略研究

发布时间：2019-07-08 14:19

【摘要】：中国经济的快速发展,给国内陶瓷企业的发展迎来巨大机遇。同时伴随市场经济的日益成熟和竞争日趋激烈,陶瓷企业面临更激烈挑战。与国际品牌陶瓷企业相比,中国陶瓷企业普遍存在发展历程短和规模实力不足的问题,不少企业过去依靠低成本、广覆盖、强销售的竞争优势获得了快速成长,但由于缺乏企业战略规划及企业战略的实施保障,往往出现发展滞后及错失发展机遇的状况。如何提升可持续的竞争力,甚至以东方陶瓷业发祥地的国际地位继续引领现代国际陶瓷业的发展,是中国企业需要思考的问题。如何更好的发展自身,进而引领世界陶瓷业的发展,是中国陶瓷企业必须面对的问题。 HL瓷业是国内最大的日用陶瓷出口企业,但是发展战略的缺失和战略实施保障的不足约束了企业的进一步发展,战略设计和选择势在必行。文章总体线索从行业外部环境入手,分析目前陶瓷行业的宏观环境和中观环境,陶瓷行业发展现状及趋势；结合HL瓷业企业基本概况和发展战略现状。制订符合自身的有效发展战略,全面部署,整合企业资源,提高企业核心竞争力,在把握机会的同时战胜困难,实现企业可持续发展企业。文章具体内容包括六大部分,首先对企业发展战略进行文献梳理,其次对HL瓷业公司外部和内部环境进行分析,通过对公司进行SWOT矩阵诊断,对公司的发展战略进行研究,最终确定公司的采用密集增长战略。并围绕如何实现HL瓷业的具体发展战略目标,就公司战略实施中市场渗透、市场开发、产品开发、品牌战略等多个方面提出了调整建议；同时,在企业组织保障、人力资源、监控整改等方面对战略有效实施的保障进行深入探讨,对存在的风险进行列举并提出防控措施,确保企业战略有效可行。论文通过HL瓷业公司战略问题的研究,帮助HL瓷业公司明晰战略目标和任务,对企业迈入健康的可持续发展道路具有应用价值；该研究对其他处于战略发展和战略转型中的陶瓷企业也具有参考价值和现实意义。
文内图片：

图片说明：中国陶瓷行业X椝儆隚DPX椝俣员鹊ノ唬海ig.3-1ChineseceramicindustrygrowthandGDPgrowthcomparison
[Abstract]:The rapid development of China's economy has a great opportunity for the development of domestic ceramic enterprises. At the same time, with the market economy becoming more and more mature and the competition is becoming more and more fierce, the ceramic enterprises face a more severe challenge. Compared with the international brand ceramic enterprises, the Chinese ceramic enterprises have the problems of short development history and insufficient scale, and many enterprises have achieved rapid growth by virtue of the competitive advantages of low cost, wide coverage and strong sales, However, due to the lack of the enterprise strategic planning and the implementation of the enterprise strategy, the development lag and the situation of missed development opportunity often occur. How to improve the sustainable competitiveness, and even continue to lead the development of the modern international ceramic industry with the international status of the oriental ceramic industry, is a problem that Chinese enterprises need to think. How to develop itself and lead the development of the world ceramic industry is a problem that Chinese ceramic enterprises must face. The HL porcelain industry is the largest domestic ceramic export enterprise in China, but the deficiency of the development strategy and the lack of the guarantee of the implementation of the strategy restrict the further development of the enterprise, and the strategic design and the selection potential will be On the basis of the external environment of the industry, the overall clue of the article is to analyze the current situation and trend of the development of the macro-environment and the medium-view environment and the ceramic industry in the current ceramic industry, and to combine the basic situation and the development strategy of the HL porcelain industry. Form. Develop effective development strategy consistent with its own, fully deploy, integrate the enterprise resources, improve the core competitiveness of the enterprise, overcome the difficulties while grasping the opportunity, and realize the enterprise sustainable development enterprise The specific content of the article includes six parts, firstly, the paper sorts out the enterprise development strategy, and then analyzes the external and internal environment of the HL porcelain industry, and the development strategy of the company is carried out through the SWOT matrix diagnosis of the company. Line study, and final determination of the company's adoption of intensive increase Long-term strategy. It also puts forward some suggestions on how to realize the specific development strategic goal of the HL porcelain industry, such as market penetration, market development, product development and brand strategy in the implementation of the company's strategy. At the same time, in the enterprise organization, the person To probe into the guarantee of the effective implementation of the strategy in the aspects of force resource, monitoring and rectification, and list the existing risks and put forward the prevention and control measures to ensure that the enterprise strategy is The paper, through the research of the strategic problems of the HL porcelain industry, has helped the HL porcelain industry to clear the strategic objectives and tasks, and to make the sustainable development of the enterprise into a healthy way. The study is of reference value to other ceramic enterprises in strategic development and strategic transformation
【学位授予单位】：广东工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272;F426.721

【共引文献】