TCL多媒体业务发展战略探究

发布时间：2018-05-26 04:17

本文选题：TCL集团 + TCL多媒体　；参考：《大连理工大学》2015年硕士论文

【摘要】：TCL集团是伴随着改革开放而诞生并不断发展的中国著名家电企业。从最初生产磁带、电话机,到现在生产LED彩色电视和智能手机,TCL的经营战略在中国经济发展大背景下、在企业发展的不同阶段,进行过多次重大调整。而每次战略的重大调整,都抓住了重要的市场机遇,促进了企业的转型和成长。2012年以来,TCL在经历了国际化转型的艰辛探索之后实现了“鹰的重生”,经营规模和经济效益再次迈上发展的良性轨道。而此时的世界经济已经从国际金融危机中逐渐复苏,中国政治经济社会也步入新的时代,与TCL集团业务领域密切相关的消费市场和产品技术也出现了很多重大变化。因此,TCL集团及其主导产业领域TCL多媒体的发展战略是否需要调整、如何进行调整,就成为企业发展的一项重要研究课题与重大决策。依据战略管理理论中的PEST宏观环境分析范式、波特五力竞争模型和市场调研中的消费洞察,结合TCL的内部环境、领导层的战略思维、TCL发展历史的经验教训以及TCL企业的文化基因和产业优势,结合TCL集团的“双+战略”,对TCL多媒体的发展战略进行了梳理,形成了TCL多媒体产业“TV+战略”的定位,并提出了战略实施保障措施。
[Abstract]:TCL Group is with the reform and opening up and the birth and continuous development of China's famous home appliance enterprises. From the initial production of tapes and telephones to the production of LED color TV and smart phone TCL business strategy has been adjusted many times in different stages of enterprise development under the background of China's economic development. However, every major strategic adjustment has seized the important market opportunities and promoted the transformation and growth of enterprises. Since 2012, TCL has realized "Eagle's Rebirth" after experiencing the arduous exploration of international transformation. Business scale and economic benefits are once again on the right track of development. At this time, the world economy has gradually recovered from the international financial crisis, China's political and economic society has entered a new era, and the consumer market and product technology, closely related to the business field of TCL Group, have also undergone many major changes. Therefore, whether or not the development strategy of TCL multimedia needs to be adjusted and how to adjust it has become an important research topic and important decision in the development of enterprises. According to the PEST macro-environment analysis paradigm in strategic management theory, Porter's five-force competition model and consumption insight in market research, combined with the internal environment of TCL, The strategic thinking of the leadership and the experiences and lessons of the development history of TCL, as well as the cultural genes and industrial advantages of the TCL enterprises, combined with the "double strategy" of the TCL Group, have combed the development strategy of TCL Multimedia. Forming the TCL multimedia industry "TV strategy" positioning, and put forward the implementation of the strategy protection measures.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.6

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