移动互联网模式下高德软件有限公司战略转型研究

发布时间：2018-11-10 17:18

【摘要】：随着3G的快速普及和4G的发展,移动互联网已成为人们日常生活的重要组成部分。移动互联网行业发展影响传统行业的生存发展,传统企业如何应对互联网冲击,拓宽企业未来发展道路、提高综合竞争能力、增强盈利能力成为企业未来研究的重点。经过十几年发展和创新,传统地图测绘行业具有一定规模的应用市场,行业发展受到信息技术、国家政策、移动互联网行业、汽车行业、用户需求等因素影响,要求企业在服务内容、形式及质量等方面有进一步的提高。本文以相关理论为基础,研究高德软件有限公司(简称高德软件)在被阿里巴巴收购前,作为一个传统地图测绘企业如何应对移动互联网行业冲击。首先,分析移动互联网背景下企业主营业务的发展状况、战略转型环境分析、互联网战略转型总体思路下的商业模式转变及具体规划等;其次,从企业财务和市场影响力评价企业战略转型成果;最后,分析高德软件战略转型对其他传统行业在移动互联网时代战略转型的借鉴作用,主要从企业管理层决策能力、文化管理与创新、人力资源管理、转型过程管理等面进行阐述。本文主要得出以下结论:(1)通过高德软件互联网战略转型的动因分析得出,在移动互联网时代企业内外部环境变化迅速,面临的竞争对手不再局限于同行业企业,还包括产业链上的其他行业企业。企业应充分正确认知自身竞争优劣势,制定适合社会大环境及企业内部小环境的发展战略。(2)通过高德软件战略转型研究得出,传统企业在移动互联网时代应积极抓住机遇,在资源整合、技术创新、应用领域扩展、人才培养及引进等措施基础上进行商业模式转变,提升企业综合竞争力。(3)在移动互联网时代,传统企业在战略转型过程中应积极引进互联网基因、提高战略领导力和执行力、正确解决内部文化冲突、制定良好的人才管理策略、进行全面准确的战略评估等。
[Abstract]:With the rapid popularization of 3G and the development of 4G, mobile Internet has become an important part of people's daily life. The development of mobile Internet industry affects the survival and development of traditional industries. How to deal with the impact of the Internet, broaden the future development of enterprises, improve comprehensive competitiveness, enhance profitability has become the focus of future research. After more than ten years of development and innovation, the traditional map mapping industry has a certain scale of application market, the industry development is affected by information technology, national policies, mobile Internet industry, automobile industry, user demand and other factors. Enterprises are required to further improve their service content, form and quality. On the basis of relevant theories, this paper studies how Gaode Software Co., Ltd (God Software), as a traditional map mapping enterprise, can cope with the impact of mobile Internet industry before being acquired by Alibaba. First of all, it analyzes the development of the main business of the enterprise under the background of mobile Internet, the analysis of the environment of strategic transformation, the transformation of business model and the concrete planning under the overall thinking of the strategic transformation of the Internet. Secondly, evaluate the achievements of strategic transformation from the perspective of financial and market influence; Finally, the paper analyzes the reference function of the strategic transformation of Gaude software to other traditional industries in the era of mobile Internet, mainly from the decision-making ability of enterprise management, cultural management and innovation, human resources management, Transformation process management and other aspects of the elaboration. The main conclusions of this paper are as follows: (1) through the motivation analysis of the strategic transformation of Gaude Software Internet, it is concluded that in the era of mobile Internet, the internal and external environment of enterprises changes rapidly, and the competitors are no longer confined to the same industry enterprises. It also includes other industry enterprises in the industrial chain. Enterprises should fully and correctly recognize their own competitive advantages and disadvantages, and formulate a development strategy suitable for the social environment and the small environment within the enterprise. (2) through the research on the strategic transformation of Gaude software, it is concluded that, In the era of mobile Internet, traditional enterprises should actively seize the opportunity to change their business models on the basis of resources integration, technological innovation, application expansion, talent training and introduction, etc. (3) in the era of mobile Internet, traditional enterprises should actively introduce Internet genes in the process of strategic transformation, improve their strategic leadership and executive power, and correctly resolve internal cultural conflicts. Make good talent management strategy, carry out comprehensive and accurate strategic evaluation, etc.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F49

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