本文選題：沙市日化 + 衰敗原因　； 參考：《華中師范大學(xué)》2017年碩士論文

【摘要】：城市發(fā)展進(jìn)程中,企業(yè)乃至相關(guān)行業(yè)的發(fā)展占據(jù)主導(dǎo)因素。中國企業(yè)的持續(xù)發(fā)展,十年是一個(gè)門檻,有信心進(jìn)入世界500強(qiáng)的明珠企業(yè),還未在本國發(fā)展壯大,就在踏出國門時(shí)受挫。這一現(xiàn)象在中小城市企業(yè)的發(fā)展中顯得尤為廣泛。本文選擇處于我國中部地區(qū)的中小城市荊州市的昔日明珠企業(yè)——沙市日化作為案例研究對象,分析荊州市沙市日化逐漸衰落的原因。本文采用案例研究法、文獻(xiàn)研究法對已有的有關(guān)沙市日化的文獻(xiàn)進(jìn)行梳理,依照縱向的年代順序理清其發(fā)展之路,利用PEST、SWOT方法的分析框架分別從外部環(huán)境、內(nèi)部條件剖析沙市日化衰敗的原因;采用規(guī)范分析法與描述性統(tǒng)計(jì)分析等方法,從沙市日化的企業(yè)視角出發(fā),分析荊州城市社會(huì)發(fā)展中沙市日化企業(yè)發(fā)展衰敗的原因,得出沙市日化案例的啟示,提出荊州市企業(yè)乃至同類型企業(yè)持續(xù)發(fā)展的參考建議。首先,作者的研究依據(jù)企業(yè)戰(zhàn)略環(huán)境分析理論、企業(yè)品牌理論中的品牌戰(zhàn)略理論和品牌營銷理論、彭羅斯的企業(yè)成長論與愛迪斯的企業(yè)生命周期理論、企業(yè)核心能力理論與熊彼特的創(chuàng)新理論等奠定本文的理論基礎(chǔ)。通過梳理有關(guān)沙市日化的相關(guān)史實(shí)、文獻(xiàn),理清了沙市日化發(fā)展的歷史沿革,按照創(chuàng)立、發(fā)展、興盛、衰敗四個(gè)階段對沙市日化的歷史發(fā)展進(jìn)行了回顧。其次,作者分別通過PEST、SWOT分析方法分別對沙市日化的外部環(huán)境、內(nèi)部條件進(jìn)行了剖析,由此分析沙市日化衰敗的成因:由于因循守舊的營銷策略、劍走偏鋒的品牌戰(zhàn)略以及忽視品牌運(yùn)營導(dǎo)致沙市日化錯(cuò)失品牌發(fā)展機(jī)遇;由于畸形的政企關(guān)系導(dǎo)致政府干預(yù)不當(dāng)以及企業(yè)非理性戰(zhàn)略擴(kuò)張;由于安逸保守的社會(huì)文化與僵化的企業(yè)內(nèi)部文化形成散漫的企業(yè)文化氛圍;由于企業(yè)家頻繁更換與人才資源渙散導(dǎo)致企業(yè)人才建設(shè)薄弱;由于企業(yè)落后的設(shè)備與技術(shù),又缺乏新產(chǎn)品的研發(fā)導(dǎo)致企業(yè)核心能力——品牌與產(chǎn)品的維持、改進(jìn)遭到忽視。最后,作者依據(jù)前述分析,分別從企業(yè)的視角、政府的視角、社會(huì)的視角得出沙市日化案例對類似企業(yè)發(fā)展的啟示。從企業(yè)層面來看,合理制定企業(yè)戰(zhàn)略、適時(shí)實(shí)施組織變革、積極開展研發(fā)與創(chuàng)新,同時(shí)加強(qiáng)人才培育建設(shè)是必要的;從政府層面來看,政府需要充分利用城市歷史資源稟賦、制定有利于企業(yè)發(fā)展的政策法規(guī),正確引導(dǎo)企業(yè)健康快速發(fā)展;從社會(huì)層面來看,創(chuàng)造穩(wěn)定發(fā)展的經(jīng)濟(jì)環(huán)境、促進(jìn)良好的城市文化建設(shè)、拓展融資渠道,給予企業(yè)資金扶持。由此為中小城市企業(yè)發(fā)展乃至中小城市發(fā)展提供啟示性參考。
[Abstract]:In the process of urban development, the development of enterprises and even related industries occupies the leading factor. The sustained development of Chinese enterprises, ten years is a threshold, confident to enter the world's top 500 pearl enterprises, not in the country to grow, when stepping out of the country frustrated. This phenomenon appears to be particularly extensive in the development of small and medium-sized city enterprises. In this paper, the author chooses the former pearl enterprise in Jingzhou City, Jingzhou City in the middle of China, as the case study object, and analyzes the reasons for the gradual decline of Shahua in Jingzhou City. This article uses the case study method, the literature research method to carry on the comb to the existing literature about the sand city daily chemistry, according to the longitudinal chronological sequence to clear its development path, uses the analysis frame of the PEST-SWOT method respectively from the external environment, This paper analyzes the causes of daily chemical decline in Sha City under internal conditions, and analyzes the reasons for the decline of daily chemical enterprises in Sha City in the social development of Jingzhou by using the methods of normative analysis and descriptive statistical analysis, and from the perspective of daily chemical enterprises in Sha City. The enlightenment of daily chemical case in Shashi City is obtained, and the reference suggestions for the sustainable development of Jingzhou enterprises and even the same type enterprises are put forward. First of all, the author's research is based on the enterprise strategic environment analysis theory, brand strategy theory and brand marketing theory in enterprise brand theory, Penrose's enterprise growth theory and Edith's enterprise life cycle theory. The theory of enterprise core competence and Schumpeter's innovation theory lay the theoretical foundation of this paper. By combing the relevant historical facts and documents of daily chemical industry in Shashi city, the historical evolution of daily chemical development in Shashi city is clarified, and the historical development of daily chemistry in Shashi city is reviewed according to the four stages of establishment, development, prosperity and decline. Secondly, the author analyzes the external environment and internal conditions of daily chemical industry in Sha City by using the method of PEST-SWOT analysis, so as to analyze the causes of the decline of daily chemical industry in Shashi City: due to the conformist marketing strategy, The brand strategy and neglect of brand operation lead to the loss of brand development opportunities, the improper government intervention and the irrational expansion of enterprise strategy due to the abnormal relationship between government and enterprise. Because of the relaxed and conservative social culture and the rigid enterprise internal culture, the loose enterprise culture atmosphere, the enterprise talent construction is weak due to the frequent turnover of entrepreneurs and the lack of talent resources; because of the backward equipment and technology of the enterprise, The lack of R & D of new products leads to the maintenance of brand and product, and the improvement is ignored. Finally, according to the above analysis, the author draws the enlightenment of the case of Shashi Daily Chemical Corporation from the perspective of enterprise, government and society. From the enterprise level, it is necessary to rationally formulate the enterprise strategy, implement the organizational change in time, carry out research and development and innovation actively, and strengthen the talent cultivation and construction at the same time; from the government level, the government needs to make full use of the urban historical resource endowment, It is necessary to formulate policies and regulations conducive to the development of enterprises, correctly guide enterprises to develop healthily and rapidly, create a stable economic environment for development, promote good urban cultural construction, expand financing channels, and give financial support to enterprises. From this for the small and medium-sized city enterprise development and even the small and medium-sized city development provides the enlightenment reference.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.72

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