APT公司战略转型研究

发布时间：2018-08-28 20:36

【摘要】：机械式硬盘作为计算机的二级存储设备，一直在电脑存储设备市场占据重要地位。直到上世纪八十年代，东芝发明了闪存(固态硬盘主要零件)后，随着固态硬盘技术的发展以及机械式硬盘的新兴市场----便携式电子产品比如智能手机，平板电脑等对产品更轻，更薄，及抗跌落性能的要求，固态硬盘逐渐取代了机械式硬盘的在该类新兴市场的垄断地位；随着固态硬盘存储技术的发展，云计算，物联网的兴起，固态硬盘将进一步蚕食传统机械式硬盘的市场。 APT公司作为机械式硬盘的零配件供应商，面临着市场需求减少，产品销售价格下降，原材料成本增加，人力成本上升的各种压力。APT现在面临战略抉择:是继续停留在机械式硬盘供应链市场，并通过降低成本等各种方式来维持成本领先，，驱逐其他的竞争对手；还是通过技术革新来实现产品转型，跟上技术的发展，继续作为数据存储的主流供应商而存在；或者两者同时抓，通过保持传统机械式硬盘市场赢得的利润来做出技术革新进入新兴固态硬盘市场。本文通过企业战略管理研究，对APT公司所处的外部环境做了PEST，五力模型分析，得出企业所处的市场机会与市场威胁，得出企业现有战略与外部环境不匹配，需要实行战略转型；然后通过对企业内部环境作了分析，探讨了公司所拥有的资源和能力，得出企业的优势和劣势；并作出企业有能力实现战略转型的结论；最后通过对战略转型的实施手段和实施保证的研究，确保企业能成功实现转型。本文希望能够对面临同样问题的企业提供一些参考。
[Abstract]:Mechanical hard disks, as secondary storage devices for computers, have been playing an important role in the computer storage market. Until the 1980s, when Toshiba invented flash memory (the main part of solid-state disk), along with the development of solid-state disk technology and the emerging market of mechanical hard disks, portable electronic products such as smartphones, flat With the development of solid-state hard disk storage technology, cloud computing and the rise of Internet of Things, solid-state hard disk will further encroach on the market of traditional mechanical hard disk.
APT, as a supplier of spare parts for mechanical hard disks, is facing various pressures such as reduced market demand, lower product sales prices, higher raw material costs and higher labor costs. To compete with other competitors, to transform products through technological innovation, to keep up with technological development, and to continue to exist as the mainstream supplier of data storage; or both, to make technological innovations into the emerging solid-state disk market by maintaining the profits earned by the traditional mechanical hard disk market.
Through the study of enterprise strategic management, this paper analyzes the external environment of APT company by PEST and Five Force Model, concludes that the market opportunity and market threat of APT company, and concludes that the enterprise's existing strategy does not match the external environment, and needs to carry out strategic transformation; and then through the analysis of the internal environment of the enterprise, discusses the company's own. Finally, through the study of the implementation means and implementation guarantee of the strategic transformation, we can ensure that the enterprise can successfully achieve the transformation.
This article hopes to provide some reference for enterprises that are facing the same problem.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F416.671

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