瑞林培训中心发展战略研究

发布时间：2018-05-13 01:28

本文选题：服务型小微企业 + 发展战略　；参考：《南华大学》2015年硕士论文

【摘要】：小微企业包括小型企业、微型企业、家庭作坊式企业、个体工商户等,是提供新增就业岗位的生力军,为企业家创业成长提供平台,并推动科技创新的发展。然而小微企业的生存状态令人堪忧,我国小微企业规模相对来说比较小,实力弱,特别是在第三产业。随着市场竞争变得日益激烈,小微企业在自身发展战略问题上缺乏足够的认知高度、缺乏长远发展目标的制定,其战略方式过于简单。因此,小微企业如何制定合适的发展战略,这成为了现阶段亟待解决的现实问题。本文的研究对象——瑞林培训中心是一家典型的服务型小微企业。瑞林培训中心创办之初,致力于电脑软硬件技术以及自动化系列课程的培训,随后先后开设了会计、英语、平面设计等系列培训项目。经过数年的发展已经在业内具有了一定的地方性口碑,品牌价值得到了区域市场的肯定。但是企业尚没有明确的未来发展战略,这导致企业在面临激烈的市场竞争时往往会处于弱势地位。因此,当企业没有制定明确的发展战略时,企业就会面临危险,甚至会有破产的危机。本文以瑞林培训中心的案例分析为研究对象,通过对相关文献的大范围阅读与整理,明确本文研究相关的概念、内涵、类别、特征等理论基础。利用已有文献的研究成果,对影响小微企业发展战略的各类因素进行了梳理与归纳;利用PEST分析方法分别对案例目标企业——瑞林培训中心的内外部环境分析进行定性分析。结合前述定量分析和定性分析的结果,对瑞林培训中心进行全面的SWOT分析,并以此为据,提出相对应的战略目标、总体战略以及战略实施的保障措施。本文认为,瑞林培训中心目前面临着巨大的市场机遇,内部也有较大的竞争优势。因此,根据SWOT分析法可以发现,目前瑞林培训中心应该采用增长型战略。具体来讲,应采用集中型战略中的市场渗透战略。同时,应该在组织结构重构、员工队伍建设和内部营销、市场营销推广等方面制定具体的发展配套战略。
[Abstract]:Small and micro enterprises, including small enterprises, micro enterprises, family workshop enterprises, individual business households, are the new forces to provide new jobs, provide a platform for the growth of entrepreneurs, and promote the development of scientific and technological innovation. However, the survival state of small and micro enterprises is worrying, small and micro enterprises in China are relatively small, weak and special. It is not in the third industry. As the market competition becomes increasingly fierce, small and micro enterprises lack sufficient cognitive height on their own development strategy and lack the formulation of long-term development goals. Their strategic ways are too simple. Therefore, how to formulate appropriate development strategies for small and micro enterprises has become a realistic problem to be solved at the present stage. The research object - the Rui Lin training center is a typical service small micro enterprise. At the beginning of the establishment of the Rulin training center, it devoted to computer software and hardware technology and the training of automation series, followed by a series of training programs, such as accounting, English, graphic design and so on. After several years of development, it has already been in the industry. The brand value has been affirmed in the regional market. However, the enterprise has no definite future development strategy, which causes the enterprise to be in a weak position in the face of fierce market competition. Therefore, when the enterprise does not formulate a clear development strategy, the enterprise will face danger, even there will be a bankruptcy crisis. Taking the case analysis of the training center of Rulin as the research object, through the extensive reading and sorting of relevant literature, the theoretical basis of the related concepts, connotations, categories and characteristics is clarified. The various factors affecting the development strategy of small and micro enterprises are combed and summarized by using the research results of the existing literature, and the PEST analysis is used. This paper makes a qualitative analysis on the internal and external environment analysis of the case target enterprise, rlin training center, and combines the results of the previous quantitative analysis and qualitative analysis to carry out a comprehensive SWOT analysis of the rrin training center. On this basis, the corresponding strategic objectives, the overall strategy and the safeguard measures of the strategic implementation are put forward. At present, the Relin training center is faced with huge market opportunities and has great competitive advantages. Therefore, according to the SWOT analysis, it is found that the training center should adopt the growth strategy. In particular, the market penetration strategy in the centralized strategy should be adopted. In the same time, the restructuring of the organization structure, the construction of the staff team and the construction of the staff should be made. Internal marketing, marketing and other aspects of the development of specific development supporting strategy.

【学位授予单位】：南华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F719;F272

【参考文献】