SZT公交卡公司战略转型设计与研究

发布时间：2018-04-28 08:51

本文选题：企业生命周期 + 战略转型　；参考：《北京交通大学》2017年硕士论文

【摘要】：我国改革开放以来,城市公共交通得到迅速发展,尤其是促进了公共交通相关基础设施和配套服务发展。其中城市公交一卡通业务在公共交通领域的应用,大幅提高人们群众乘车消费的效率和体验,降低了企业的运营成本。随着社会发展和城镇化进程的加快,国家对"城市一卡通"定位及业务领域做出明确规划,指出城市一卡通实现"多领域应用、多卡合一"的指导方针。另一方面,人民银行相关政策的出台和移动支付的迅速普及,导致城市一卡通业务发展受到很大冲击。SZT公司(以下简称"SZT公司")作为深圳本地"城市公交一卡通"业务专业运营公司,面对残酷的市场环境和自身业务模式单一的情况下,企业盈利能力已呈现下滑趋势。因此,本文尝试通过对SZT公司战略转型的研究,利用自身核心业务和资源能力帮助其实现产业升级和可持续性发展。本文首先对SZT公司战略转型的研究背景、研究意义、研究理论基础进行了介绍,指出了 SZT公司需要进行战略转型的问题,从企业生命周期理论和企业战略转型理论两个方面阐述了理论基础,为SZT公司战略转型奠定理论基础。其次,运用SWOT分析发对SZT公司发展现状、市场环境、宏观政策环境等内外部环境进行分析。最后,从企业财务、业务、资源能力、市场及政策环境等多方面论述,指出企业转型的必要性和可行性,进而确定战略转型路径并提出战略转型实施方案和保障措施。本文创新点在于一方面SZT公交卡公司增强企业核心业务资源的同时,另一方面与时俱进、打破常规,积极拥抱移动互联网和移动支付等先进技术和思维模式,改变以传统实体卡、不记名的业务模式和产品形态。利用移动互联网技术,将虚拟卡、实名制身份认证、资源整合、信息共享作为SZT公司战略转型的主要方向,实现满足用户更加多元化需求的移动互联网创新模式。希望通过本文的研究,为SZT公交卡公司接下来战略转型提供具有可操作性的指导,同时,为我国各地区城市公交卡公司实现产业升级和可持续性发展提供参考以及借鉴价值,尤其是具有与SZT公交卡公司相同或相似情况的城市公交卡公司。
[Abstract]:Since China's reform and opening up, urban public transport has developed rapidly, especially promoting the development of public transport related infrastructure and supporting services. The application of urban transit card business in the field of public transportation greatly improves the efficiency and experience of people's travel consumption and reduces the operating cost of enterprises. With the acceleration of social development and urbanization, the state has made a clear plan for the orientation and business field of "Urban Card", and pointed out the guiding principle of "multi-domain application and integration of multi-card". On the other hand, with the introduction of the relevant policies of the people's Bank of China and the rapid popularization of mobile payment, As a professional operation company of "Urban Public Transport Card" in Shenzhen, SZT Company (hereinafter referred to as "SZT Company"), faced with the cruel market environment and its single business model, has suffered a great impact on the development of its urban one-card business. Corporate profitability has shown a downward trend. Therefore, this paper attempts to use its core business and resource ability to help SZT achieve industrial upgrading and sustainable development through the study of strategic transformation. Firstly, this paper introduces the background, significance and theoretical basis of the strategic transformation of SZT Company, and points out the problem that SZT Company needs to carry out the strategic transformation. This paper expounds the theoretical basis from the two aspects of enterprise life cycle theory and enterprise strategic transformation theory, which lays a theoretical foundation for the strategic transformation of SZT Company. Secondly, SWOT analysis is used to analyze the internal and external environment of SZT, such as market environment, macro policy environment and so on. Finally, from the aspects of finance, business, resource ability, market and policy environment, this paper points out the necessity and feasibility of enterprise transformation, then determines the path of strategic transformation and puts forward the implementation scheme and guarantee measures of strategic transformation. The innovation of this paper lies in: on the one hand, while SZT bus card company strengthens the core business resources of enterprises, on the other hand, it keeps pace with the times, breaks the routine, and actively embraces advanced technologies and thinking modes such as mobile Internet and mobile payment. Change to traditional entity cards, anonymous business models and product patterns. By using mobile Internet technology, virtual card, real-name identity authentication, resource integration and information sharing are regarded as the main direction of SZT company's strategic transformation, and the innovation mode of mobile Internet which meets the needs of users more diversified is realized. Through the research of this paper, I hope to provide operational guidance for the next strategic transformation of SZT bus card company, at the same time, to provide reference and reference value for the realization of industrial upgrading and sustainable development of urban transit card companies in various regions of our country. Especially the city bus card company with the same or similar situation as the SZT bus card company.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F272;F572.6

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