信息技术新形势下ABC公司转型战略研究

发布时间：2018-04-04 14:54

本文选题：信息技术服务　切入点：转型研究　出处：《上海交通大学》2012年硕士论文

【摘要】：笔者供职于一家以信息技术服务为主要业务的小型企业 ABC公司。该企业于2009年创立,仅仅3年多的时间里,企业营业收入连年翻番,企业规模连上台阶,2012年预计销售额可达到1亿以上,虽然历史不长,但却收获了诸多社会奖励,包括国家创新基金的扶持、上海市高新技术企业、上海市虹口区明星企业称号等等。但是今年以来,国家宏观经济的下滑影响了企业的销售业绩,同时企业经过创业初期的高速发展之后,也出现了诸多隐忧,具体包括企业的收益率偏低(与同行业企业相比),企业客户过于集中风险较大,各分支业务发展不均衡,企业发展偏离创设之初的愿景等问题。在这样的形势下,企业是继续按照以往节奏漫无目的向前冲,还是放慢脚步明确方向,稳步推动企业发展呢?笔者通过两年多MBA知识的学习,特别是对于战略理论知识的学习,明白对于企业来说,若想基业常青,短期的业绩、无关的虚名都不重要,最重要的是制订一个正确、合理、可行的战略,引导企业长期坚持、稳步地沿着正确的轨迹向前发展。战略不是一年两年的计划,而是要贯穿企业相当长一段时间的指导原则和长远规划。因此,联想到ABC公司目前的现状,我希望利用MBA课本上学到的知识,特别是利用战略理论知识,重新规划企业的发展方向,规范企业的运营行为,解决企业当前遇到的实际问题。本论文就以制订ABC公司战略为出发点,通过综合分析当前国家面临的经济形势和信息技术服务业面临的客观现状,对企业的优劣势、人力资源、管理能力等各方面的情况,利用SWOT、波特五力、组织架构以及企业价值链等多种分析方法,进行了详尽的剖析。进而对于剖析结果主要是企业面临的困境和发展瓶颈等问题的研究,得出了企业必须全面改变当前的格局,对用户对象、行业分布、管理模式、考核方式等进行全方位的重新战略规划,以及企业发展必须转型的结论。论文中针对ABC公司制订战略规划的理论基础是战略地图理论,根据该理论,企业只有通过运用人力资本、信息资本和组织资本等无形资产(学习与成长),才能创新和建立战略优势和效率(内部流程),进而使公司把特定价值带给市场(客户),从而实现股东价值(财务)。因此,在论文当中,笔者依据战略地图理论,试图从财务、客户、流程和人员与发展等四个要素层面描述公司战略,提出了“行业为王,价值取胜”的战略制订指导原则,并给出了“聚焦行业与挖掘客户长尾价值”的战略内容,具体的战略兼顾短期与长期目标之间的平衡、财务和非财务量度之间的平衡、落后和领先指标之间的平衡,以及外界和内部的绩效之间的平衡等因素。期待战略的制订,能够得到ABC公司其他同事的认可,能够成为公司未来行动的航标和准绳。
[Abstract]:I work for a small business with information technology services as the main business ABC.The company was founded in 2009. In just over three years, the company's operating income has doubled year after year, and its business scale has reached an even higher level, with sales expected to reach more than 100 million in 2012. Although it has a short history, it has received many social rewards.Including the support of the National Innovation Fund, Shanghai high-tech enterprises, Shanghai Hongkou District Star Enterprise title and so on.However, since the beginning of this year, the decline in the national macroeconomic has affected the sales performance of enterprises. At the same time, after the rapid development of enterprises in the early stages of entrepreneurship, there have also been many hidden worries.The specific problems include the low rate of return of enterprises (compared with the same industry enterprises, enterprise customers are too concentrated risk, the development of branches of business is not balanced, the development of enterprises deviates from the original vision and so on.In such a situation, enterprises continue to according to the past rhythm aimlessly forward, or slow down a clear direction, steadily promote the development of enterprises?Through the study of MBA knowledge for more than two years, especially the study of strategic theory knowledge, the author understands that it is not important for an enterprise to think of evergreen industry, short-term performance, irrelevant false name, and the most important thing is to formulate a correct and reasonable.Feasible strategy, guide enterprise long-term persevere, develop along correct track steadily.Strategy is not a two-year plan, but a long-term guiding principle and long-term plan.Therefore, considering the current situation of ABC, I hope to make use of the knowledge learned from MBA textbooks, especially the knowledge of strategic theory, to replan the development direction of the enterprise and standardize the operation behavior of the enterprise.To solve the actual problems encountered by enterprises.This paper takes the strategy of ABC as the starting point, through the comprehensive analysis of the current national economic situation and the information technology service industry facing the objective situation, the advantages and disadvantages of the enterprise, human resources, management capabilities and other aspects of the situation.Using SWOT, Porter five forces, organizational structure and enterprise value chain and other analytical methods, detailed analysis.Then the research on the analysis result is mainly the dilemma and the bottleneck of the development of the enterprise. It is concluded that the enterprise must completely change the current pattern, the user object, the industry distribution, the management mode, etc.The assessment method and so on carries on the omnidirectional strategic plan, as well as the enterprise development must transform the conclusion.The strategic map theory is the theoretical basis of strategic planning for ABC Company. According to this theory, enterprises can only use human capital.Intangibles such as information capital and organizational capital (learning and growing up) can innovate and establish strategic advantages and efficiency (internal processes, and then enable companies to bring specific values to the market (customers), thus realizing shareholder value (finance).Therefore, according to the theory of strategic map, the author tries to describe the company strategy from the aspects of finance, customer, process and personnel and development, and puts forward the guiding principle of "industry is king and value wins".The strategic content of "focusing on industry and mining customer's long tail value" is given. The specific strategy takes into account the balance between short-term and long-term objectives, the balance between financial and non-financial measures, and the balance between backward and leading indicators.And external and internal performance balance and other factors.Looking forward to the development of strategy, can be recognized by other colleagues of ABC, can become the company's future action navigation mark and yardstick.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F272

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