柳州两面针公司经营战略研究

发布时间：2018-05-06 03:33

本文选题：发展战略 + 经营战略　；参考：《内蒙古财经大学》2015年硕士论文

【摘要】：经营战略是企业面对激烈变化、严峻挑战的环境,为求得长期生存和不断发展而进行的总体性谋划。它是企业战略思想的集中体现,是企业经营范围的科学规定,同时又是制定规划(计划)的基础。两面针公司有自己的战略和使命,也获得了公司发展需要的相关的资源条件,但是,实际经营效果并不理想。原因不是公司的发展战略和策略错误,而是该公司的经营战略和公司的整体战略不协调。本文肯定两面针公司的传统经营优势,也认可在此基础上提出并经过去发展经验证明的公司总体战略,以及相应的愿景和使命。并且,认为在这样的愿景和使命的引领下,实现经营层面业务战略的创新,实现公司经营战略的重新定位,两面针完全可以走出发展的低谷,再现辉煌。本文依据战略管理理论,采用定性和定量、理论和实践相结合的方法,分析两面针公司当前面临的经营战略问题。目的是为柳州两面针公司的核心牙膏业务提供一个切实可行的经营战略,指明未来的战略方向,并为类似公司或牙膏品牌的战略管理提供参考。本文的创新之处主要在于研究如何避免经营战略对总体战略的偏离,使经营战略与企业总体战略保持一致,并提出了具体的经营战略定位的核心和关键点。
[Abstract]:Management strategy is an overall plan for long-term survival and continuous development of enterprises in the face of fierce changes and severe challenges. It is the concentrated embodiment of the enterprise's strategic thought, the scientific regulation of the enterprise's business scope, and the basis of making the plan at the same time. The company has its own strategy and mission, and obtains the related resource conditions for the development of the company. However, the actual operation effect is not ideal. The reason is not that the company's development strategy and strategy are wrong, but that the company's management strategy and the company's overall strategy are not in harmony. This paper affirms the traditional management advantage of the company, and also approves the overall strategy, vision and mission of the company, which is put forward and proved by the development experience. Moreover, under the guidance of such vision and mission, the author thinks that to realize the innovation of business strategy at the management level and the reorientation of the company's management strategy, the needle can completely walk out of the valley of development and reproduce its brilliance. Based on the theory of strategic management, this paper analyzes the management strategy problems facing the company by combining qualitative and quantitative, theoretical and practical methods. The aim of this paper is to provide a practical management strategy for the core toothpaste business of Liuzhou double needle company, to point out the future strategic direction, and to provide a reference for the strategic management of similar companies or toothpaste brands. The innovation of this paper is mainly to study how to avoid the deviation of management strategy from the overall strategy, to keep the consistency between the management strategy and the overall strategy of the enterprise, and to put forward the core and key points of the specific positioning of the business strategy.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F272

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