本文選題：安防企業(yè) + 發(fā)展戰(zhàn)略　； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：上海WSQ公司是2012年5月剛剛創(chuàng)立的一家安防企業(yè)。公司業(yè)務(wù)以自主研發(fā)、設(shè)計(jì)NVR和提供集中監(jiān)控整體技術(shù)解決方案為主，生產(chǎn)環(huán)節(jié)全部外包給上市公司XHY。公司成立伊始，奉行“技術(shù)掛帥”的原則，致力于目前存儲(chǔ)技術(shù)最領(lǐng)先的NVR視頻錄像設(shè)備的設(shè)計(jì)和研發(fā)，不可避免地會(huì)與�？低暋⒄憬笕A等國內(nèi)主流一線企業(yè)產(chǎn)生碰撞。其所提供的集中監(jiān)控整體技術(shù)解決方案又面臨著Blue star、上海天躍、成都三泰等在此領(lǐng)域浸淫多年的大公司的圍剿，雖然有國家政策的大力扶持，有廣闊的市場空間任行馳騁，但面對(duì)著激烈的市場競爭，如何定位自己的發(fā)展戰(zhàn)略、打拼出屬于自己的生存和發(fā)展空間成為上海WSQ公司迫切需要解決的問題。 本文以上海WSQ公司的企業(yè)發(fā)展戰(zhàn)略研究為出發(fā)點(diǎn)，采用理論聯(lián)系實(shí)際的方法，運(yùn)用企業(yè)戰(zhàn)略管理中的PEST分析模型、波特五力競爭模型、科特勒的市場營銷理論，深入細(xì)致地調(diào)研了中國安防行業(yè)的發(fā)展歷程和趨勢、目前安防市場現(xiàn)狀以及上海WSQ公司的產(chǎn)品特點(diǎn)和經(jīng)營狀況，形成了EFE和IFE矩陣，找到了影響公司發(fā)展的最主要因素，外部因素是政策影響、購買者議價(jià)能力和現(xiàn)有企業(yè)的競爭力以及行業(yè)技術(shù)更新的速度；內(nèi)部因素有企業(yè)自身產(chǎn)品和技術(shù)、公司的定價(jià)策略、技術(shù)和管理團(tuán)隊(duì)的忠誠度影響。在此基礎(chǔ)上，利用SWOT分析法認(rèn)真剖析上海WSQ公司內(nèi)部的優(yōu)、劣勢以及其所面臨的機(jī)遇和威脅。重點(diǎn)是依據(jù)市場需求，加大營銷力度，不斷擴(kuò)大市場占有率；依托研發(fā)集群，不斷推出新產(chǎn)品；加強(qiáng)成本管理，保持價(jià)格優(yōu)勢。突破口應(yīng)放在利用政策機(jī)遇進(jìn)行產(chǎn)品管理和價(jià)格規(guī)劃上。 在全方位的分析，并與公司主要管理人員進(jìn)行深入探討之后，總結(jié)出公司的戰(zhàn)略愿景——讓更多的人使用監(jiān)控產(chǎn)品，讓世界更安全透明。在此基礎(chǔ)上，結(jié)合安防市場發(fā)展現(xiàn)狀、發(fā)展方向和競爭趨勢，分別從四個(gè)方面提出具有相對(duì)優(yōu)勢的上海WSQ公司戰(zhàn)略發(fā)展管理策略，即：通過運(yùn)用政策權(quán)利，參與制定行業(yè)安防標(biāo)準(zhǔn)、與行業(yè)監(jiān)管部門搞好關(guān)系、參與安防工程驗(yàn)收，建立大市場營銷體系；緊跟�？岛痛笕A兩家市場領(lǐng)軍者的產(chǎn)品戰(zhàn)略，追尋他們多年來積累起來的經(jīng)驗(yàn)，拓展他們的發(fā)展思路，爭取起到事半功倍的效果；生產(chǎn)外包和貼牌促銷，使管理成本和銷售成本走近于零，為實(shí)施低價(jià)策略提供了基本保障，本著“穩(wěn)扎穩(wěn)打”的原則，先從一個(gè)地域、一個(gè)行業(yè)入手，再由點(diǎn)及面，整合銷售渠道，對(duì)于“初出茅廬”卻想要大有作為的企業(yè)來說無疑是最佳選擇；推動(dòng)企業(yè)文化建設(shè)，提高員工忠誠度，立足于長遠(yuǎn)，樹立“以人為本”理念，加強(qiáng)創(chuàng)新意識(shí)，加大培訓(xùn)力度，建立考核機(jī)制，從而形成公司自己獨(dú)特的企業(yè)文化，為持續(xù)穩(wěn)定發(fā)展奠定基礎(chǔ)。 希望上海WSQ公司能在現(xiàn)代企業(yè)戰(zhàn)略的引領(lǐng)下，緊跟主流市場，明確發(fā)展方向；充實(shí)研發(fā)力量，進(jìn)一步提高產(chǎn)品技術(shù)含量；細(xì)分安防市場、找準(zhǔn)銷售定位；加強(qiáng)成本管理，強(qiáng)化價(jià)格優(yōu)勢；從而達(dá)到搶占先機(jī)、搶占市場份額，不斷提高公司盈利能力，保持持續(xù)健康的發(fā)展勢頭。同時(shí)，本文也希望能夠?qū)ΡO(jiān)控行業(yè)的其他安防企業(yè)起到借鑒和引導(dǎo)的作用，使全行業(yè)都能認(rèn)識(shí)到戰(zhàn)略管理是企業(yè)長盛不衰的必由之路。并將企業(yè)戰(zhàn)略真正應(yīng)用到企業(yè)經(jīng)營中去，，徹底改變目前安防企業(yè)發(fā)展缺乏理論指導(dǎo)的局面。
[Abstract]:Shanghai WSQ company is a security enterprise that was founded in May 2012. The company is based on independent research and development, designs NVR and provides centralized monitoring and control overall technical solutions. The production link is completely outsourced to the listed company XHY. company. It follows the principle of "technology hang up" and is committed to the most advanced NVR video record of the current storage technology. The design and research and development of like equipment will inevitably collide with Hikvision, Zhejiang Dahua and other domestic mainstream enterprises. Its centralized monitoring and control technology solution is faced with the encirclement and suppression of large companies in this field, such as Blue star, Shanghai Tian Yue and Chengdu Santai, which have been soaked in the field for many years, despite the strong support of national policy, There is a broad market space for the ride, but facing the fierce market competition, how to locate its own development strategy and fight out its own survival and development space has become an urgent problem to be solved by the WSQ company of Shanghai.
Taking the enterprise development strategy research of Shanghai WSQ company as the starting point, this paper uses the method of combining theory with practice, using the PEST analysis model in the enterprise strategic management, Potter five force competition model and Kotler's marketing theory, deeply and carefully investigating the development course and trend of China security industry, the present situation of security market and the current situation of security market. The product characteristics and management status of Shanghai WSQ company have formed the EFE and IFE matrix, and found the most important factors that affect the development of the company. The external factors are the policy influence, the bargaining power of the buyers, the competitiveness of the existing enterprises and the speed of the industrial technology renewal; the internal factors have their own products and technology, the company's pricing strategy and the technology. On this basis, the SWOT analysis method is used to analyze the advantages, disadvantages and opportunities and threats that Shanghai WSQ company is facing. The emphasis is on increasing marketing strength and expanding market share according to market demand; relying on R & D cluster, constantly introducing new products; strengthening cost management, insurance We should take advantage of the policy opportunity to carry out product management and price planning.
After a comprehensive analysis and in-depth discussion with the main managers of the company, the strategic vision of the company is summed up to make more people use monitoring products to make the world more transparent and transparent. On this basis, we put forward the relative advantages in four aspects in combination with the current situation of the security market, the direction of development and the trend of competition. The strategy development management strategy of Hai WSQ company, namely: through the use of the policy rights, participating in the formulation of industry security standards, doing well with the industry supervision department, participating in the acceptance of security project and establishing a big marketing system, follow the product strategy of the leaders of the two markets of Hai Kang and Da Hua, pursue their experience accumulated over the years and expand him The production outsourcing and the OEM promotion, making the management cost and the sales cost close to zero, provided the basic guarantee for the implementation of the low price strategy. In line with the principle of "stable and steady beating", we start from a region, an industry, and then integrate the sales channels from the point and side to the "beginning of the house". However, it is undoubtedly the best choice for the enterprises that want to make a great success; to promote the construction of the enterprise culture, to improve the loyalty of the employees, to establish a "people-oriented" concept, to strengthen the awareness of innovation, to strengthen the training and to establish the assessment mechanism, thus to form the corporate culture of the company itself, and to lay the foundation for the sustainable and stable development.
It is hoped that Shanghai WSQ company can follow the modern enterprise strategy, follow the mainstream market, make clear the direction of development, enrich the R & D force, further improve the product technology content, subdivide the security market, find the positioning of sales, strengthen the cost management, strengthen the price advantage, thus achieve the preemption, seize the market share, and constantly improve the earnings of the company. At the same time, this article also hopes to be able to draw lessons from and guide the other security enterprises in the monitoring industry, so that the whole industry can realize that strategic management is the only way for the enterprise to be prosperous, and the enterprise strategy is truly applied to the enterprise management to completely change the current security enterprises. There is a lack of theoretical guidance for development.

【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 龐偉;;2009年中國安防市場走向[J];中國公共安全(綜合版);2009年03期

本文編號(hào)：1786635