本文選題：新疆北斗駝鈴紡織有限責(zé)任公司 + 發(fā)展戰(zhàn)略��； 參考：《石河子大學(xué)》2014年碩士論文

【摘要】：在當(dāng)前信息化、經(jīng)濟(jì)全球化深入發(fā)展的背景下，企業(yè)的發(fā)展不僅受到外部宏觀經(jīng)濟(jì)環(huán)境和行業(yè)環(huán)境的影響，還受到企業(yè)自身經(jīng)營戰(zhàn)略的影響，研究企業(yè)的經(jīng)營戰(zhàn)略對(duì)企業(yè)經(jīng)營業(yè)績的提高和企業(yè)壽命的提高具有重要意義。本文在分析研究背景及意義、國內(nèi)外研究綜述的基礎(chǔ)上，運(yùn)用調(diào)查研究方法、訪談方法和定性研究與定量研究相結(jié)合的方法，分析了新疆北斗駝鈴紡織有限責(zé)任公司發(fā)展概況和主營業(yè)務(wù)情況，同時(shí)還對(duì)新疆北斗駝鈴紡織有限責(zé)任公司外部環(huán)境、內(nèi)部資源，公司戰(zhàn)略意圖、目標(biāo)、定位以及戰(zhàn)略選擇和公司經(jīng)營戰(zhàn)略實(shí)施的保障措施進(jìn)行了研究，研究發(fā)現(xiàn)： 一是在新疆北斗駝鈴紡織有限責(zé)任公司面臨的外部環(huán)境方面，分析了當(dāng)前宏觀環(huán)境對(duì)棉紡織產(chǎn)品市場的影響，同時(shí)還采用波特的五力模型對(duì)產(chǎn)業(yè)的競爭環(huán)境進(jìn)行了系統(tǒng)分析。從宏觀環(huán)境分析的結(jié)果看，新疆北斗駝鈴紡織有限責(zé)任公司面臨的外部環(huán)境，整體上有利于棉紡織產(chǎn)業(yè)的發(fā)展；行業(yè)環(huán)境分析顯示，在棉紡織產(chǎn)業(yè)，潛在競爭者對(duì)公司存在威脅，行業(yè)內(nèi)的替代品替代效應(yīng)較明顯，企業(yè)原料供應(yīng)商具有較弱的議價(jià)能力，購買者的議價(jià)能力較強(qiáng)，新疆北斗駝鈴紡織有限責(zé)任公司應(yīng)充分利用自身優(yōu)勢，爭取在行業(yè)競爭中處于有利地位。在新疆北斗駝鈴紡織有限責(zé)任公司內(nèi)部資源與條件方面，本文主要分析了新疆北斗駝鈴紡織有限責(zé)任公司的內(nèi)部資源以及公司所具有的能力，分析結(jié)果顯示，新疆北斗駝鈴紡織有限責(zé)任公司擁有較強(qiáng)的技術(shù)設(shè)備資源、聲譽(yù)資源和市場營銷資源；公司在生產(chǎn)能力、產(chǎn)品能力和營銷能力方面具有一定的優(yōu)勢，新疆北斗駝鈴紡織有限責(zé)任公司規(guī)模相對(duì)較小，公司的融資能力較弱，企業(yè)發(fā)展因缺少資金而受到限制，這成為公司的主要劣勢。 二是運(yùn)用SWOT分析方法分析了公司內(nèi)部優(yōu)勢和劣勢，以及公司面臨的外部機(jī)會(huì)和威脅，畫出了新疆北斗駝鈴紡織有限責(zé)任公司的SWOT矩陣。明確了新疆北斗駝鈴紡織有限責(zé)任公司的戰(zhàn)略意圖和戰(zhàn)略目標(biāo)，確立了新疆北斗駝鈴紡織有限責(zé)任公司發(fā)展戰(zhàn)略的近期、中期和長期目標(biāo)；運(yùn)用SWOT矩陣分析法對(duì)新疆北斗駝鈴紡織有限責(zé)任公司進(jìn)行戰(zhàn)略匹配，并對(duì)新疆北斗駝鈴紡織有限責(zé)任公司的發(fā)展戰(zhàn)略進(jìn)行了定位和選擇。在業(yè)務(wù)定位方面：未來新疆北斗駝鈴紡織有限責(zé)任公司的核心業(yè)務(wù)仍然是棉紡織，要進(jìn)一步擴(kuò)大生產(chǎn)規(guī)模，提高產(chǎn)品質(zhì)量，進(jìn)一步擴(kuò)大市場份額；在市場定位方面：新疆北斗駝鈴紡織有限責(zé)任公司未來的市場定位應(yīng)立足于國內(nèi)市場；在競爭優(yōu)勢定位方面：新疆北斗駝鈴紡織有限責(zé)任公司的競爭優(yōu)勢主要定位于靠近原料產(chǎn)地，，原料優(yōu)質(zhì)價(jià)低、生產(chǎn)成本較低，可以利用山東淄博北龍紡織有限公司技術(shù)設(shè)備和營銷資源；在戰(zhàn)略選擇方面，新疆北斗駝鈴紡織有限責(zé)任公司選擇營銷戰(zhàn)略、人力資源戰(zhàn)略和資本運(yùn)營戰(zhàn)略。 三是本文提出新疆北斗駝鈴紡織有限責(zé)任公司實(shí)施經(jīng)營戰(zhàn)略的具體保障措施，即明確公司股權(quán)結(jié)構(gòu)和完善法人治理結(jié)構(gòu)、強(qiáng)化成本管理、加強(qiáng)設(shè)備改造和技術(shù)創(chuàng)新、強(qiáng)化人力資源管理體系、為戰(zhàn)略實(shí)施提供強(qiáng)有力的企業(yè)文化支撐和強(qiáng)化戰(zhàn)略控制。 另外，本研究是基于通信行業(yè)高新技術(shù)企業(yè)的研究，本研究所得結(jié)論對(duì)我國同類型的企業(yè)的經(jīng)營與發(fā)展也有一定的參考價(jià)值。
[Abstract]:Under the background of current information and economic globalization , the development of enterprises is not only influenced by external macro - economic environment and industry environment , but also influenced by the strategy of enterprise ' s own management .

The first is to analyze the influence of the current macro environment on cotton textile product market in the external environment faced by Xinjiang Beier Hualing Textile Co . , Ltd . , and analyze the competition environment of the industry by Porter ' s five - force model . From the results of macro - environment analysis , the external environment faced by Xinjiang Beier Hualing Textile Co . , Ltd . is beneficial to the development of cotton textile industry .
The industrial environment analysis shows that in the cotton textile industry , the potential competitors threat to the company , the substitution effect of the substitute in the industry is obvious , the enterprise material supplier has weaker bargaining power , the bargaining power of the purchaser is stronger , and the Beijiao Hualing Textile Co . , Ltd . in Xinjiang should make full use of its own advantages and strive to be in the favorable position in the competition of the industry . In the north of Xinjiang , the company has strong technical equipment resources , reputation resources and marketing resources .
The company has certain advantages in the production capacity , product ability and marketing ability , the size of Xinjiang Beier Hualing Textile Co . , Ltd . is relatively small , the financing ability of the company is weak , and the enterprise development is limited due to lack of funds , which is the main disadvantage of the company .

Second , the SWOT analysis method is used to analyze the internal advantages and disadvantages of the company , and the external opportunities and threats to the company , and draw the SWOT matrix of Xinjiang Beier Hualing Textile Co . , Ltd .
The SWOT matrix analysis method is applied to match the strategy of Xinjiang Beier Hualing Textile Co . , Ltd . , and the development strategy of Xinjiang Beier Hualing Textile Co . , Ltd . is located and selected . In terms of business positioning : the core business of Xinjiang Beier Hualing Textile Co . , Ltd . is still cotton textile , so that the production scale can be further enlarged , the product quality is improved , and the market share is further expanded ;
In the aspect of market positioning : the future market positioning of Xinjiang Beier Huolin Textile Co . , Ltd . should be based on domestic market ;
In the aspect of competitive advantage positioning : the competitive advantage of Xinjiang Beier Hualing Textile Co . , Ltd . is mainly located close to the origin of raw materials , the raw materials are low in quality and low in production cost , and can utilize the technical equipment and marketing resources of Beilong Textile Co . , Ltd . in Shandong Province ;
In the aspect of strategic choice , Xinjiang Beier Hualing Textile Co . , Ltd . chooses marketing strategy , human resources strategy and capital operation strategy .

Third , this paper puts forward the specific safeguard measures for the implementation and operation strategy of Xinjiang Beier Hualing Textile Co . , Ltd . , that is , clarify the structure of the company ' s equity structure and perfect the corporate governance structure , strengthen the cost management , strengthen the equipment transformation and technological innovation , strengthen the human resources management system , provide strong corporate culture support and strengthen strategic control for the implementation of the strategy .

In addition , this research is based on the research of high - tech enterprises in communication industry . The conclusion of this study is of reference value to the management and development of the same type of enterprises in China .
【學(xué)位授予單位】：石河子大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.81;F272

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本文編號(hào)：2074650