江苏大江木业有限公司发展战略研究

发布时间：2018-03-05 10:03

本文选题：木业　切入点：发展战略　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,随着我国经济发展方式的转变及创新型社会的建设,经济发展如何实现高效率、低能耗和可持续已经成为各方关注和研究的重点。作为工业的重要组成部分,我国木材加工行业经过多年的发展已跃居世界前列,在这一大环境下,该行业同样需要产业升级转型,以往所采用的同质化竞争、低成本战略迫切需要调整,产业集中度提高、由规模扩张向质量提升发展将是行业未来整体发展方向。本文在对研究背景、研究意义进行分析,明确了研究思路和方法。基于战略管理的基本理论和国内外研究动态,以江苏大江木业有限公司为研究对象,在分析内外部环境的基础上,运用PEST、SWOT等分析方法对公司发展战略进行了系统分析和研究。基于公司目前面临的外部机遇和挑战、内部优势和劣势,提出公司的战略定位:借助于经济发展转型升级的大环境,充分利用自身优势资源,通过技术创新、管理创新将公司打造成为国内木材加工行业知名品牌,成为市场领先、技术领先的一流企业。同时提出了三步走的战略路径,明确了成本领先与差异化整合竞争战略,最后提出了人力资源、营销、生产运作、财务、研发五个层面的职能战略,通过上述保障战略的实施,最终确保公司战略目标的实现。人力资源战略包括组织结构调整、加强人力资源规划和制定完善人力资源管理体系;营销战略主要体现在重视新产品的研发和现有产品质量、性能的改进,不同层面的产品确定采用不同的定价策略,低端产品基于产品成本、行业利润进行定价,而对于中高端附加价值高的密度板产品,主要基于消费者所愿意付出的代价、品牌价值进行定价,营销渠道应和促销方式都应进一步的拓宽;生产运作战略包括产品生产标准化建设、混合的生产策略和技术领先型的产品定位;财务战略包括加强财务核算、加强成本控制和科学的融资管理;研发战略包括加强外部合作、明确激励机制和强化产权管理。
[Abstract]:In recent years, with the transformation of the mode of economic development and the construction of an innovative society, how to achieve high efficiency, low energy consumption and sustainability has become the focus of attention and research. As an important part of industry, economic development has become an important part of industry. After years of development, China's wood processing industry has leapt to the forefront of the world. Under this environment, the industry also needs to be upgraded and transformed. In the past, the homogeneous competition, the low cost strategy and the improvement of industrial concentration are urgently needed. The development from scale expansion to quality improvement will be the overall development direction of the industry in the future. This paper analyzes the research background and significance, and clarifies the research ideas and methods, based on the basic theory of strategic management and research trends at home and abroad. Taking Jiangsu Dajiang Wood Industry Co., Ltd. as the research object, based on the analysis of the internal and external environment, this paper makes a systematic analysis and research on the development strategy of the company by using the methods of PEST-SWOT, etc. Based on the external opportunities and challenges facing the company at present, Internal advantages and disadvantages, the strategic positioning of the company: with the help of the economic development transformation and upgrading environment, fully utilize its own advantages and resources, through technological innovation, management innovation to build the company into a well-known brand in the domestic wood processing industry, At the same time, it puts forward a three-step strategic path, defines the competitive strategy of cost leading and differentiation integration, and finally puts forward human resources, marketing, production operation, finance, Research and development of five levels of functional strategy, through the implementation of the above security strategy, ultimately ensure the realization of the strategic objectives of the company. Human resources strategy includes organizational structure adjustment, strengthen human resource planning and establish and improve human resources management system; The marketing strategy is mainly reflected in the emphasis on the research and development of new products and the improvement of the quality and performance of existing products. Different pricing strategies are adopted for different levels of products. Low end products are priced on the basis of product cost and industry profits. However, for the high value added medium and high value density board products, mainly based on the price consumers are willing to pay, brand value pricing, marketing channels and promotion methods should be further broadened; The production operation strategy includes product production standardization construction, mixed production strategy and technology leading product positioning, financial strategy includes strengthening financial accounting, strengthening cost control and scientific financing management. Research and development strategy includes strengthening external cooperation, clarifying incentive mechanism and strengthening property right management.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.88;F272

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