LXDD公司市场化战略管理研究
发布时间：2018-07-23 13:09
【摘要】：近年来,随着全球后经济危机时期大萧条影响的持续深入,世界经济疲软,复苏乏力。受此波及,我国经济增速放缓,正处于结构性调整的关口。2014年,我国经济依然呈现“底端波动”、“复苏迟缓”的局面,经济增长模式依赖“信贷——投资驱动型”,因此,宏观经济层面“产能过剩”、“流动性泛滥”等问题给国家探索经济发展新出路带来了严峻考验。目前,我国正在进行自上而下的经济结构调整,抑制传统经济对于信贷与投资的过度依赖,大力扶持并重点发展战略性新兴产业,抢占高新技术行业的制高点,以此作为国民经济新的增长极,带动国家宏观经济的复苏。面对这样的时代背景,如何在调整与变革中找准新的发展方向,把握新的市场需求成为了我国企业目前亟待解决的战略性课题。LXDD公司经过多年发展,历经市场竞争的残酷考验,逐渐形成了特色鲜明、符合企业实际的一套市场化战略,为企业的发展壮大提供了强大的助力。然而,身处目前剧烈变化的经济环境中,LXDD公司的生存与发展同样遇到了严峻的挑战。面对结构调整与战略变革的大势,LXDD公司必须要把握时代经济脉络,着眼市场需求,在强化核心竞争力的基础上,进一步优化市场化战略,力争保持和增强竞争优势,为企业的进一步发展注入新的力量。本文以LXDD公司为研究对象,结合我国经济发展大环境与化工行业整体走势,分析企业所具有的内部的资源与能力、外部的环境与市场状况,寻求LXDD公司所具备的优势与潜在的市场机会,指出公司目前的劣势与所面对的威胁,利用EFE与IFE矩阵,测算具体因素得分,考评公司内外部环境情况。在此基础上概括出公司目前所实行的是“提高产能、扩大销售量”的市场化战略。通过分析公司现有市场化战略中核心产品的竞争力,对核心产品未来的销售收入进行预测,根据预测结果,为公司战略优化提供参考依据。再将定性分析与定量分析相结合,运用战略地位与行动评价矩阵(SPACE)为公司提供符合实际的三个候选市场化战略,再利用定量战略计划矩阵(QSPM)对这三个候选战略进行评价分析,用准确的数据与科学的方法,测算出优化后可采用纵向一体化的市场化战略。最后对该公司提出建议性的保障战略优化实施的具体措施,并得出结论,以“市场-技术-产品”为发展思路,在保持现有核心产品竞争能力的同时,大力推行纵向一体化战略,实现产业链上下游的衔接。
[Abstract]:In recent years, as the impact of the Great Depression continues to deepen during the global post-economic crisis, the world economy is weak and recovery is weak. Affected by this, China's economic growth rate is slowing and is at the threshold of structural readjustment. In 2014, China's economy continued to exhibit "bottom fluctuations" and "slow recovery", and the economic growth model relied on "credit-investment driven", so, The problems of "overcapacity" and "flood of liquidity" on the macroeconomic level have brought a severe test to the country in exploring new ways of economic development. At present, China is carrying out top-down economic restructuring to curb the excessive reliance of traditional economy on credit and investment, vigorously support and focus on the development of strategic emerging industries, and seize the commanding heights of high-tech industries. Take this as the new growth pole of national economy, drive the recovery of national macroscopical economy. In the face of this background, how to find a new direction of development in the process of adjustment and change, and how to grasp the new market demand has become a strategic task to be solved urgently. LXDD company has experienced the cruel test of market competition after years of development. Gradually formed a distinctive characteristics, in line with the actual enterprise set of market-oriented strategy, for the development of enterprises to provide a strong help. However, the survival and development of LXDD in the current dramatically changing economic environment has also encountered severe challenges. In the face of the trend of structural adjustment and strategic change, LXDD Company must grasp the economic context of the times, focus on the market demand, further optimize the market-oriented strategy on the basis of strengthening the core competitiveness, and strive to maintain and enhance the competitive advantage. Inject new strength into the further development of the enterprise. In this paper, LXDD Company is taken as the research object, combined with the economic development environment of our country and the overall trend of chemical industry, the paper analyzes the internal resources and capability, the external environment and the market situation of the enterprises. This paper seeks for the advantages and potential market opportunities of LXDD Company, points out the current disadvantages and threats faced by the company, calculates the specific factors' scores by using EFE and IFE matrix, and evaluates the internal and external environment of the company. On this basis, it summarizes the market-oriented strategy of increasing production capacity and expanding sales volume. By analyzing the competitiveness of the core products in the company's current market-oriented strategy, this paper forecasts the future sales income of the core products, and provides a reference basis for the optimization of the company's strategy according to the forecast results. Then combining qualitative analysis with quantitative analysis, using strategic position and action evaluation matrix (SPACE) to provide the company with three candidate market-oriented strategies in line with the reality, and then using quantitative strategic planning matrix (QSPM) to evaluate and analyze these three candidate strategies. With accurate data and scientific method, the market strategy of vertical integration can be adopted after optimization. Finally, the author puts forward the concrete measures to optimize the implementation of the company's proposed safeguard strategy, and draws a conclusion that "Market-Technology-Product" is taken as the development idea, while maintaining the competitive ability of the existing core products. Vigorously implement the vertical integration strategy to achieve the upstream and downstream of the industrial chain.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.7
本文编号：2139510
[Abstract]:In recent years, as the impact of the Great Depression continues to deepen during the global post-economic crisis, the world economy is weak and recovery is weak. Affected by this, China's economic growth rate is slowing and is at the threshold of structural readjustment. In 2014, China's economy continued to exhibit "bottom fluctuations" and "slow recovery", and the economic growth model relied on "credit-investment driven", so, The problems of "overcapacity" and "flood of liquidity" on the macroeconomic level have brought a severe test to the country in exploring new ways of economic development. At present, China is carrying out top-down economic restructuring to curb the excessive reliance of traditional economy on credit and investment, vigorously support and focus on the development of strategic emerging industries, and seize the commanding heights of high-tech industries. Take this as the new growth pole of national economy, drive the recovery of national macroscopical economy. In the face of this background, how to find a new direction of development in the process of adjustment and change, and how to grasp the new market demand has become a strategic task to be solved urgently. LXDD company has experienced the cruel test of market competition after years of development. Gradually formed a distinctive characteristics, in line with the actual enterprise set of market-oriented strategy, for the development of enterprises to provide a strong help. However, the survival and development of LXDD in the current dramatically changing economic environment has also encountered severe challenges. In the face of the trend of structural adjustment and strategic change, LXDD Company must grasp the economic context of the times, focus on the market demand, further optimize the market-oriented strategy on the basis of strengthening the core competitiveness, and strive to maintain and enhance the competitive advantage. Inject new strength into the further development of the enterprise. In this paper, LXDD Company is taken as the research object, combined with the economic development environment of our country and the overall trend of chemical industry, the paper analyzes the internal resources and capability, the external environment and the market situation of the enterprises. This paper seeks for the advantages and potential market opportunities of LXDD Company, points out the current disadvantages and threats faced by the company, calculates the specific factors' scores by using EFE and IFE matrix, and evaluates the internal and external environment of the company. On this basis, it summarizes the market-oriented strategy of increasing production capacity and expanding sales volume. By analyzing the competitiveness of the core products in the company's current market-oriented strategy, this paper forecasts the future sales income of the core products, and provides a reference basis for the optimization of the company's strategy according to the forecast results. Then combining qualitative analysis with quantitative analysis, using strategic position and action evaluation matrix (SPACE) to provide the company with three candidate market-oriented strategies in line with the reality, and then using quantitative strategic planning matrix (QSPM) to evaluate and analyze these three candidate strategies. With accurate data and scientific method, the market strategy of vertical integration can be adopted after optimization. Finally, the author puts forward the concrete measures to optimize the implementation of the company's proposed safeguard strategy, and draws a conclusion that "Market-Technology-Product" is taken as the development idea, while maintaining the competitive ability of the existing core products. Vigorously implement the vertical integration strategy to achieve the upstream and downstream of the industrial chain.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.7
【共引文献】
相关期刊论文 前2条
1 杨毓;;现代商业银行管理中的“人本管理理念”思考[J];金融理论与实践;2006年02期
2 宋涛;;浅论商业银行的人事风险[J];焦作师范高等专科学校学报;2012年02期
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