南昌神州数码教育软件公司经营战略优化研究

发布时间：2018-05-06 13:37

本文选题：经营战略 + BCG分析　；参考：《江西师范大学》2017年硕士论文

【摘要】：南昌神州数码教育软件公司是一家致力于应用软件、门户网站开发、计算机信息系统集成的高科技企业。为了获得持续的竞争优势和提升公司的核心竞争力,当前公司急需从战略视角制定和实施一套适应本地区教育软件客户市场需求和有助于公司长远可持续发展壮大的经营方案,从而为公司发展提供科学、正确、有效的战略指导。本文以南昌神州数码教育软件公司及其教育综合信息服务平台产品为案例分析对象,在企业战略相关理论和前人研究成果提炼的基础上,对公司的基本情况、发展历程、产品构成、治理结构与人力资源规划、商业运作模式、产品市场情况等进行了分析,并对公司采取的聚焦战略、差异化战略两个主要经营战略的现状和问题进行了分析,有针对性的提出了公司经营战略的优化措施,最后提出了公司经营战略的具体保障措施。本文研究认为,公司在聚焦战略中存在的问题表现在优势业务没有做大做强、研发人员和资金使用分散、未将中高端市场客户需求作为业务重点三个方面,公司在差异化战略中存在的问题主要体现在产品差异化程度不够、服务差异化有待改进、营销差异化能力待加强三个方面。再次,提出了公司经营战略优化的指导思想,认为应当以市场导向,以需求驱动,努力满足目标市场中客户的需求,依靠品种、质量、成本取胜,坚持技术创新和系统整体优化,做到以人为本。接着,提出了公司战略的具体优化措施,在聚焦战略方面,应当针对波士顿矩阵中的明显业务采取聚焦战略,在资源聚焦策略上要将有限的资源聚焦在优势产品的升级、服务和营销方面,做大做强一到两类明星业务,在中高端市场客户聚焦策略上要针对客户要求设计、开发和推广优质产品并努力开拓中高端客户市场;对于公司差异化战略进行了优化设计,在产品差异化策略上要采取并购和和产品横向发展模式,结合使用客户需求,横向、纵向研发高档、中档、低档有效搭配的产品;在服务差异化策略方面,要逐步建立遍布江西省乃至全国的售前售后技术支持团队,重点针对教育部门、企业、事业单位等不同使用客户的特点和对软件升级、管理的要求,推出差异化服务,培育其对软件使用的忠诚度,在营销差异化策略实施中要科学制定差异化营销策略,并对营销推广人员的业务素质、服务水平进行培训,能够针对不同客户需求提供其要求的软件产品。最后,从重视人才引进与培养、强化教育软件市场网络渠道建设、做好产品使用客户需求调查、打造符合公司战略需求的企业文化四个角度提出了公司经营战略顺利实施的保障措施。
[Abstract]:Nanchang Shenzhou Digital Education Software Co., Ltd. is a high-tech enterprise dedicated to application software, portal development and computer information system integration. In order to achieve a sustained competitive advantage and enhance the core competitiveness of the company, it is urgent for the company to formulate and implement from a strategic perspective a set of business plans that meet the needs of the local educational software customer market and contribute to the long-term sustainable development of the company. In order to provide scientific, correct and effective strategic guidance for the development of the company. This paper takes Nanchang Shenzhou Digital Education Software Company and its educational integrated information service platform as the case study object, on the basis of the related theories of enterprise strategy and the extraction of previous research results, the paper analyzes the basic situation and development course of the company. Product composition, governance structure and human resource planning, business operation model, product market situation and so on are analyzed, and the current situation and problems of the two main management strategies adopted by the company are analyzed, such as focusing strategy and differentiation strategy. The paper puts forward the optimization measures of the company's management strategy, and finally puts forward the concrete safeguard measures of the company's management strategy. This paper believes that the problems in the focus strategy of the company are that the advantage business is not bigger and stronger, the R & D personnel and funds are dispersed, and the middle and high-end market customer demand is not regarded as the business priority. The main problems in the differentiation strategy of the company are that the degree of product differentiation is not enough, the service differentiation needs to be improved, and the ability of marketing differentiation needs to be strengthened. Thirdly, the paper puts forward the guiding ideology of the optimization of the company's management strategy, which should be market-oriented, demand-driven, and strive to meet the needs of the customers in the target market, relying on the variety, quality and cost to win. Adhere to technological innovation and overall optimization of the system, so that people-oriented. Then, the specific optimization measures of corporate strategy are put forward. In focusing strategy, we should focus on the obvious business in the Boston matrix, and focus the limited resources on the upgrading of superior products in the resource focusing strategy. In the aspect of service and marketing, one or two kinds of star business should be bigger and stronger. In the middle and high end market, we should design, develop and promote high quality products according to the customers' requirements, and try our best to open up the middle and high end customer market. For the company's differentiation strategy optimization design, in product differentiation strategy to adopt M & A and product horizontal development model, combined with the use of customer demand, horizontal, vertical research and development of high-grade, mid-range, low-grade effective matching products; In terms of service differentiation strategy, we should gradually set up pre-sale and after-sales technical support teams throughout Jiangxi Province and even all over the country, focusing on the characteristics of different use customers in education departments, enterprises and institutions, and the requirements for software upgrading and management. Introducing differentiated services, cultivating their loyalty to the use of software, scientifically formulating differentiated marketing strategies in the implementation of marketing differentiation strategies, and training the business quality and service level of marketing extension personnel. Ability to provide software products for different customer needs. Finally, we should pay attention to the introduction and cultivation of talents, strengthen the construction of network channels in the educational software market, and do a good job in the investigation of the customer demand for the use of products. This paper puts forward the guarantee measures for the smooth implementation of the company's management strategy from the four angles of creating the corporate culture in line with the company's strategic needs.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F272

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