ATP公司发展战略研究

发布时间：2018-01-05 14:18

本文关键词：ATP公司发展战略研究　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着运营商开始掌控终端市场，电子商务浪潮的到来，作为手机国代商的ATP公司在公司的发展历程中遇到了前所未有的挑战。在公司库存增加利润下滑的情况下，只有主动积极的应对挑战，，寻找战略发展新的突破口，才能让公司走出困境。本文在总结国内外关于战略管理和市场营销相关研究的基础上，对ATP公司发展的外部环境（包括：政治、经济、社会文化及技术等）以及公司作为手机渠道商的行业环境（包括：ATP公司所面临的同类国代商、电商平台公司及运营商的终端公司三类竞争对手等）与竞争态势的五力模型进行了系统分析。对ATP公司的发展历程进行了梳理，对公司未来发展的内部条件进行了系统分析与评价。包括：销售渠道、资金和产品等，对ATP公司的社会分销渠道和终端管理能力两个核心竞争优势进行了阐述。基于上述研究，运用SWOT分析，研究提出了ATP公司未来发展战略选择与战略框架，以及战略实施的保障条件与对策措施。包括：扩充公司手机代理品牌、发展电子商务B2C在线销售网络、大力开拓零售业务、转型为运营商终端公司的分销商和服务商等战略措施。最后论文提出了调整组织结构、重视企业文化建设、完善人力资源管理体系、加强销售团队建设及加强风险管理等。本文的相关研究对处于转型期的手机渠道代理商进行战略转型有一定参考意义，同时对同类型的国有企业的战略管理也有实用价值。
[Abstract]:As operators begin to control the terminal market, the arrival of e-commerce wave. As a state representative of mobile phone company, ATP has encountered unprecedented challenges in the development of the company. In the case of the decline of the company's inventory increase profit, only to take the initiative to deal with the challenge. Look for a new breakthrough in strategic development to get the company out of its predicament. On the basis of summarizing the domestic and foreign research on strategic management and marketing, this paper analyzes the external environment of ATP's development (including: politics, economy). Social culture and technology) as well as the company's industry as a mobile phone channel environment (including the same kind of business facing the company: ATP). E-commerce platform company and operator's terminal company's three kinds of competitors) and the five-force model of the competition situation are analyzed systematically. The development course of ATP company is sorted out. The internal conditions of the company's future development are systematically analyzed and evaluated, including: sales channels, funds and products. This paper expounds the two core competitive advantages of social distribution channel and terminal management ability of ATP Company. Based on the above research, SWOT analysis is used. This paper puts forward the choice and framework of ATP company's future development strategy, as well as the guarantee conditions and countermeasures for the implementation of the strategy, including: expanding the company's mobile phone agent brand. Developing B2C online sales network of e-commerce, vigorously developing retail business, transforming into distributor and service provider of operator terminal company, etc. Finally, the paper proposes to adjust the organizational structure. Attach importance to the construction of enterprise culture, perfect human resource management system, strengthen sales team construction and strengthen risk management. The relevant research in this paper has some reference significance for the strategic transformation of mobile channel agents in the transition period, and also has practical value for the strategic management of the same type of state-owned enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.63;F272

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