WINSUN集团企业战略管理研究

发布时间：2018-05-19 06:38

本文选题：困难 + 政策　；参考：《武汉纺织大学》2017年硕士论文

【摘要】：当前我国外贸发展面临诸多错综复杂的形势,不确定、不稳定因素增多,外贸竞争优势减弱,下行压力增大。三方面的困难依然存在:一是受金融危机影响,全球消费需求还处于低迷状态;二是中国制造优势减弱,新竞争优势尚未显现;三是贸易壁垒增多、保守趋势增强。WINSUN集团公司主动适应外贸发展新常态,积极利用国家政策,紧紧围绕“创新突破”这一主题,在外贸回稳中多措并举,明确公司发展方向和战略目标。2016年公司实现进出口总额同比2015年增长12%,实现利润同比2015年增长25%,公司核心业务保持了稳定增长。随着国内、国际经济形势的变化,新的贸易形式和竞争方式的出现,竞争优势逐渐丧失。如何使WINSUN集团公司做的更大更强,他们也一直在寻求新的突破口和发展方向。企业的长久发展需要一个长期的规划和明确的方向,因此制定配套的企业战略,并进行有效管理,对WINSUN集团公司的发展至关重要。战略关系着企业的生死存亡,很多公司因为战略选择不当已销声匿迹。企业战略就是以未来为立足点设立远景目标,并对实现企业总体目标进行总体性、长期性谋划和分析,是企业通过对国际、国家的政治、经济、文化等对外部环境,以及人力资源等内部资源控制认识的基础上,对实现未来目标所做的指导性规划。企业战略明确了企业经营的方针和方向,赋予企业理想与活力,增强企业的战斗力和竞争力,推动企业了长期、稳定、健康的发展。进出口企业制定企业战略有利于企业避免短期行为,保障企业的长期利益;有利于企业保持稳定,长远发展;有利于企业主动适应环境变化,及时调整发展策略。企业高层管理者应把自己的主要精力放到制定和实施企业战略管理上来。通过对WINSUN集团公司面临的政治、经济、社会、文化等环境、市场竞争状况和发展趋势、国内外政策影响、现有资源及内部组织结构、人力资源等因素进行调查分析,研究其发展目标及四个战略层次的制定实施情况,提出对WINSUN集团公司企业战略管理的建议和思路。
[Abstract]:At present, the development of China's foreign trade is faced with many complicated situations, such as uncertainty, increasing unstable factors, weakening competitive advantage of foreign trade and increasing downward pressure. Three aspects of difficulties still exist: first, global consumer demand is still in the doldrums due to the financial crisis; second, China's manufacturing advantage is weakened and its new competitive advantage has not yet been revealed; and third, trade barriers have increased. WINSUN Group Company actively adapts to the new normal in the development of foreign trade, makes active use of national policies, closely revolves around the theme of "innovation breakthrough", and develops simultaneously in the process of foreign trade stability. Clear company development direction and strategic target. In 2016, the company achieved total import and export growth of 12% year on year, profit increase of 25% year on year, and steady growth of the company's core business. With the changes of domestic and international economic situation and the emergence of new forms of trade and competition, the competitive advantage is gradually lost. How to make WINSUN Group do bigger and stronger, they have been looking for new breakthrough and development direction. The long-term development of the enterprise needs a long-term plan and clear direction, so it is very important for the development of WINSUN Group to formulate the supporting enterprise strategy and carry on the effective management. Strategy is related to the survival of enterprises, many companies because of improper strategic choice has disappeared. Enterprise strategy is to set up long-term planning and analysis on the basis of the future, and to achieve the overall objectives of the enterprise. It is the enterprise's external environment through the international, national political, economic, cultural, etc. And human resources and other internal resource control on the basis of understanding, to achieve the future goals of the guiding plan. The enterprise strategy defines the policy and direction of enterprise management, endows the enterprise with ideal and vitality, strengthens the combat effectiveness and competitiveness of the enterprise, and promotes the long-term, stable and healthy development of the enterprise. The establishment of enterprise strategy for import and export enterprises is conducive to avoiding short-term behavior and protecting the long-term interests of enterprises; it is conducive to maintaining stability and long-term development of enterprises; it is beneficial for enterprises to take the initiative to adapt to changes in the environment and adjust their development strategies in time. Senior managers should focus their main energy on the formulation and implementation of corporate strategic management. Through the investigation and analysis of the political, economic, social and cultural environment, market competition and development trend, the influence of domestic and foreign policies, existing resources and internal organizational structure, human resources, etc. This paper studies the development objectives and the implementation of the four strategic levels, and puts forward some suggestions and ideas for the strategic management of the WINSUN Group Company.
【学位授予单位】：武汉纺织大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F721;F272

【参考文献】