浙江万丰奥威汽轮股份有限公司发展战略选择研究

发布时间：2018-07-29 07:22

【摘要】：企业发展战略对企业来说非常重要,在激烈的市场竞争环境中,企业要想健康、持续的发展下去,必须有符合公司自身条件的发展战略规划。本文结合浙江万丰奥威汽轮股份有限公司的市场竞争环境极其自身的发展特点,在对其内外部环境的分析的基础之上,提出了适合万丰公司的发展战略规划。本文首先梳理了相关国内外文献;然后总结了文章主要采用的理论,如资源基础理论、核心能力理论、波特竞争理论等;其次,根据PEST分析法对万丰公司外部的宏观环境进行分析,采用波特的五力竞争模型剖析了万丰公司的行业环境分析,从组织机构、人员状况、资金及市场营销能力等方面分析了企业的内部资源和能力;再次,采用SWOT方法,详细分析了万丰公司的优势、劣势、面临的机会与威胁,并借助AHP方法对各关键因素进行权重赋值,使用IFE、EFE矩阵完成了SWOT矩阵的定量化,得出了万丰公司应采取SO进攻型战略的结论;并进一步结合万丰公司发展现状,提出了采用“市场开发”战略和“横向一体化”战略;在此基础上,提出了生产战略、人力资源战略、产品战略和技术创新战略等职能战略。最后,为了确保战略顺利实施,还提出了一系列保障措施,如优化组织结构、财务资金保障、提高技术储备和创新和优化人力资源体系等。通过本研究,期望对浙江万丰奥威股份有限公司未来的发展提供一定的参考价值,并有助于万丰公司提升核心竞争力,充分发挥自身优势。
[Abstract]:The enterprise development strategy is very important to the enterprise, in the fierce market competition environment, the enterprise wants to develop healthily, the sustainable development, must have the development strategy plan which conforms to the company own condition. Based on the analysis of the internal and external environment of the market competition environment of Zhejiang Wanfeng Aowei steam turbine co., Ltd., this paper puts forward the development strategy plan suitable for Wanfeng company This paper first combs the relevant domestic and foreign literature, then summarizes the main theories adopted in this paper, such as resource-based theory, core competence theory, Porter's competition theory, etc. According to the analysis of the external macro environment of Wanfeng Company by PEST analysis, this paper analyzes the industry environment of Wanfeng Company by using Porter's five-force competition model, and analyzes the situation of organization and personnel. This paper analyzes the internal resources and capabilities of the enterprise from the aspects of capital and marketing ability. Thirdly, using the SWOT method, it analyzes the strengths, weaknesses, opportunities and threats faced by Wanfeng Company in detail. With the help of the AHP method, the weights of the key factors are assigned, and the quantification of the SWOT matrix is accomplished by using the IFEE-EFE matrix, and the conclusion that Wanfeng Company should adopt the so offensive strategy is obtained, and the present situation of the development of Wanfeng Company is further combined. This paper puts forward the strategy of "market development" and "horizontal integration", on the basis of which, puts forward some functional strategies, such as production strategy, human resource strategy, product strategy and technological innovation strategy. Finally, in order to ensure the smooth implementation of the strategy, a series of safeguard measures are put forward, such as optimizing the organizational structure, financial and financial security, improving the technical reserve and innovation, and optimizing the human resource system, etc. Through this study, we hope to provide some reference value for the future development of Zhejiang Wanfeng Orway Co., Ltd., and help Wanfeng Company to enhance its core competitiveness and give full play to its own advantages.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F426.471;F272

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