CNW公司转型期的战略研究

发布时间：2018-08-07 17:44

【摘要】：随着国家经济的发展、国民收入水平的提升、电子产品消费理念的改变和生产制造工艺革新、自动化生产的推进等,近年来胶粘剂在电子产品装配和薄膜涂布行业有着更广泛的应用,市场用量需求也在迅速增长,行业发展前景看好。但是在当今互联网技术日趋成熟、移动互联网普遍应用的环境下,各种行业网站、电子商务平台等新兴互联网形态如雨后春笋般涌现,以往贸易商通过信息不对称赢利的业务模式已变得不可持续,终端客户在执行采购之前,更多开始在网络收集资讯寻找价格更低的贸易商甚至直接绕过贸易商向原厂采购,再加上行业内部竞争环境变得更加激烈,CNW公司的业务发展既有良好的机会,也面临着严峻的挑战和威胁。在这种局势下,如何有效的方式和途径突破瓶颈和应对竞争,实现企业的转型发展对于CNW公司而言迫在眉睫,也有着极其重要的意义。本文应用了战略管理的相关理论,先采用了GPEST法、波特五力模型、外部因素矩阵EFE等战略管理分析方法对企业的外部环境进行详细分析;接着采用了波特价值链法、微笑理论、核心能力分析法、内部因素矩阵IFE等分析方法对企业的内部环境进行分析;然后进一步采取SWOT分析法,针对外部环境的威胁和机会、内部环境的优势和劣势制定SO、ST、WO和WT备选战略,并结合公司的资源和优势以及高层意愿和决心,选择构建自有品牌的SO战略作为CNW公司的转型期发展战略。最后结合公司的实际情况,提出品牌战略实施过程中如何运营自有品牌、打造差异化产品和服务、发展合作伙伴、利用互联网推广品牌、调整组织架构以及引进专业人才等关键问题和措施。本文分析了胶粘剂行业在电子产品装配领域及涂布领域的应用前景,为CNW公司制定了转型期发展战略并提出战略实施中的关键问题,为CNW公司指明了未来的发展方向,研究结果具有实际应用价值。同时随着国家“大众创业、万众创新”热潮的到来,本文的研究对于同样身处创业初期的中小型企业有一定的借鉴参考价值。
[Abstract]:With the development of national economy, the improvement of national income, the change of consumption concept of electronic products, the innovation of manufacturing technology and the promotion of automatic production, etc. In recent years, adhesive has been widely used in electronic product assembly and film coating industry. However, in the environment where Internet technology is becoming more and more mature and mobile Internet is widely used, emerging Internet forms such as various industry websites, e-commerce platforms and so on have sprung up. In the past, the business model in which traders made profits through asymmetric information has become unsustainable. Before executing their purchases, end customers began to collect information on the Internet and look for traders with lower prices, even bypassing traders directly to purchase from the original factory. In addition, the competitive environment in the industry has become more intense. CNW's business development has not only good opportunities, but also facing severe challenges and threats. In this situation, how to effectively break through the bottleneck and deal with the competition, and realize the transformation and development of the enterprise is urgent for CNW company, also has the extremely important significance. In this paper, the relevant theories of strategic management are applied to analyze the external environment of enterprises in detail, such as GPEST method, Porter's five-force model and external factor matrix EFE, then the Porter value chain method, smile theory, etc. Core competence analysis, internal factor matrix IFE and other analysis methods to analyze the internal environment of the enterprise, and then further adopt the SWOT analysis method, aiming at the threats and opportunities of the external environment, The advantages and disadvantages of the internal environment make the alternative strategies of SOSTT WO and WT. Combined with the resources and advantages of the company as well as the high-level will and determination, we choose to construct the SO-brand so strategy as the development strategy of CNW during the transition period. Finally, combined with the actual situation of the company, the paper puts forward how to operate the brand in the process of implementing the brand strategy, create differentiated products and services, develop partners, and use the Internet to promote the brand. Adjust the organizational structure and introduce professional personnel and other key issues and measures. This paper analyzes the application prospect of adhesive industry in the field of electronic product assembly and coating, formulates the development strategy for CNW during the transition period and puts forward the key problems in the implementation of the strategy, and points out the future development direction for CNW company. The results have practical application value. At the same time, with the arrival of the "mass entrepreneurship, mass innovation" boom, the research of this paper has some reference value for the small and medium-sized enterprises which are also in the initial stage of entrepreneurship.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272;F426.7

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