AK公司战略转型研究

发布时间：2018-03-05 01:01

本文选题：战略　切入点：转型　出处：《浙江理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着外贸经济的发展,外贸交易中的矛盾和问题日益凸显,具体表现在龙头企业少、产品提升慢,缺少国际市场的定价权等方面。此外,近年来我国贸易壁垒加大,国家连续调低外贸退税的比例,导致外贸市场上的原材料价格上涨、劳动力成本上升,这就使得以制造为主的我国大部分外贸企业利润收益被压缩。在此背景下,研究外贸企业战略转型,实现外贸经营的可持续发展迫在眉睫。研究认为企业成功的转型和升级并非一蹴而就的,它既需要研究企业所处的外部环境,了解外部环境中存在哪些机遇可以为我所用,哪些挑战需要去克服;它也需要分析企业内部的既定的战略目标、运营方式和资源配置能力等要素,在充分发挥自身特点的情况下实现转型。本研究以AK公司的战略转型为例展开探讨。首先,通过对AK公司现行战略的描述与分析,指出其现行战略存在经营方式单一,发展模式封闭等问题,并由此强调AK公司进行战略转型的必要性;其次,通过AK公司所在生物技术行业的发展分析,明确科研创新的持续强调以及科研成果快速转化是行业的发展趋势,为AK公司战略转型方向的选择提供参考。同时运用SWOT分析工具,详细描述和分析AK公司的优势、劣势、机会和威胁,并结合现行战略问题、行业发展趋势指出AK进行战略转型的四大方向,包括:延伸产业链、创新管理模式、创新经营方式以及推动多元化经营;第三,以AK公司的实际情况为基础,紧紧围绕四大战略转型方向,提出6条参考策略,分别为:优化产品结构,向高附加值环节延伸;调整经营结构,实施内外销市场并举;加大投资力度,推动国际化扩张;重视优势互补,强化企业战略合作;完善自主研发管理,强化自主品牌建设;深化管理创新,实现管理精细化;最后,为确保策略得以有效落地,本研究从思想观念、组织管理、资源配置等方面明确具体的实施措施,表现为:强化组织学习,提升动态能力;健全组织管理建设,助推战略有效落地;强化队伍机制建设,打造创新文化;加强资金管理,提升资金价值最大化;优化资源配置,实现业务突破;提升营销服务能力,开拓国内外市场等。
[Abstract]:With the development of foreign trade economy, the contradictions and problems in foreign trade transactions are becoming increasingly prominent, which are manifested in the small number of leading enterprises, the slow promotion of products, the lack of pricing power in the international market, etc. In addition, in recent years, China's trade barriers have increased. The state has continuously reduced the proportion of tax rebates on foreign trade, which has led to the rise in the prices of raw materials and the rise in labor costs in the foreign trade market. This has resulted in the reduction of profits of most foreign trade enterprises in our country, which is mainly manufacturing. In this context, It is urgent to study the strategic transformation of foreign trade enterprises and realize the sustainable development of foreign trade management. Understand what opportunities are available in the external environment and what challenges need to be overcome; it also needs to analyze the elements of the enterprise's established strategic objectives, operating methods, and resource allocation capabilities, This study takes AK Company's strategic transformation as an example. Firstly, through the description and analysis of AK company's current strategy, it points out that its current strategy exists in a single way. The development model is closed, and the necessity of strategic transformation of AK Company is emphasized. Secondly, through the analysis of the development of AK company's biotechnology industry, The continuous emphasis of scientific research innovation and the rapid transformation of scientific research achievements are the development trend of the industry, which provides a reference for the selection of strategic transformation direction of AK Company. At the same time, using SWOT analysis tools, the advantages and disadvantages of AK Company are described and analyzed in detail. Opportunities and threats, and combined with the current strategic issues, industry development trends point out the four major directions of strategic transformation of AK, including: extending the industrial chain, innovative management model, innovative management and promoting diversification; third, Based on the actual situation of AK Company, six reference strategies are proposed: optimizing the product structure, extending to the high value-added link, adjusting the management structure, implementing the domestic and foreign marketing market, and focusing on the four strategic transformation directions. Increase investment to promote international expansion; pay attention to complementary advantages, strengthen strategic cooperation; improve independent R & D management, strengthen independent brand building; deepen management innovation, achieve management refinement; finally, In order to ensure the effective landing of the strategy, this study made clear and specific implementation measures from the aspects of ideology, organizational management, resource allocation, and so on, which showed as follows: strengthening organizational learning, enhancing dynamic ability, perfecting the construction of organizational management, and so on. Promote the effective landing of strategy; strengthen the construction of team mechanism to create an innovative culture; strengthen the management of funds to enhance the maximum value of funds; optimize the allocation of resources to achieve business breakthrough; enhance the ability of marketing services to open up domestic and foreign markets.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F752.6

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