本文選題：多元化戰(zhàn)略 + 戰(zhàn)略管理��； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：隨著全球化的深化以及經(jīng)濟(jì)的飛速發(fā)展，市場(chǎng)競(jìng)爭(zhēng)進(jìn)一步加劇，企業(yè)為保證自身的可持續(xù)發(fā)展，紛紛制定或調(diào)整發(fā)展戰(zhàn)略。PH信息技術(shù)公司是一家面向汽車(chē)制造行業(yè)提供汽車(chē)電子產(chǎn)品、管理軟件產(chǎn)品、以及相關(guān)數(shù)據(jù)集成服務(wù)的高新技術(shù)企業(yè)。公司自成立以來(lái)，規(guī)模不斷發(fā)展壯大，在全國(guó)范圍內(nèi)先后成立了十三家分子公司；其經(jīng)營(yíng)范圍和產(chǎn)品線也隨之不斷擴(kuò)張，由公司成立初期的專(zhuān)注于汽車(chē)制造業(yè)管理軟件的研發(fā)，發(fā)展到目前以汽車(chē)電子、管理軟件、數(shù)據(jù)中心運(yùn)維、系統(tǒng)集成四大業(yè)務(wù)板塊為主，同時(shí)涉足安防工程施工建設(shè)、實(shí)驗(yàn)室設(shè)備銷(xiāo)售租賃、房屋租賃物業(yè)管理等非相關(guān)多元化領(lǐng)域。 隨著近年來(lái)多元化經(jīng)營(yíng)的推進(jìn)，公司高速發(fā)展的勢(shì)頭明顯放緩，曝露出當(dāng)前多元化戰(zhàn)略存在的問(wèn)題。一是在戰(zhàn)略制定過(guò)程中，對(duì)企業(yè)內(nèi)外條件的認(rèn)識(shí)不夠充分，導(dǎo)致過(guò)度多元化；二是對(duì)多元化戰(zhàn)略本身存在的風(fēng)險(xiǎn)估計(jì)不足；三是由于多元化業(yè)務(wù)的擴(kuò)張導(dǎo)致企業(yè)資源配置過(guò)度分散；四是多元化發(fā)展過(guò)程中，多個(gè)新領(lǐng)域的進(jìn)入，新業(yè)務(wù)的開(kāi)展導(dǎo)致經(jīng)營(yíng)運(yùn)作費(fèi)用過(guò)高。所以根據(jù)企業(yè)實(shí)際，重新思考制定多元化戰(zhàn)略，是企業(yè)擺脫目前困境、回歸良性發(fā)展的前提和保證。 根據(jù)對(duì)PH信息技術(shù)公司的內(nèi)外部環(huán)境開(kāi)展分析，，我們可以看到，政府對(duì)高新技術(shù)及軟件行業(yè)的政策支持，以及汽車(chē)行業(yè)的持續(xù)發(fā)展對(duì)汽車(chē)電子產(chǎn)品市場(chǎng)帶來(lái)的提振效應(yīng)，都為公司的發(fā)展壯大帶來(lái)充分的機(jī)會(huì)；公司在汽車(chē)電子、管理軟件領(lǐng)域多年積累的研發(fā)、生產(chǎn)、營(yíng)銷(xiāo)、服務(wù)等方面的能力，也成為公司發(fā)展的優(yōu)勢(shì)所在；但同時(shí)我們也要看到目前市場(chǎng)競(jìng)爭(zhēng)日益激烈，市場(chǎng)形勢(shì)瞬息萬(wàn)變，此種情況下需要PH公司面臨與國(guó)外知名企業(yè)同臺(tái)競(jìng)技爭(zhēng)奪市場(chǎng)的威脅；目前PH公司自主產(chǎn)品品牌影響力、產(chǎn)品競(jìng)爭(zhēng)力均處于暫時(shí)的劣勢(shì)。 據(jù)此，PH信息公司制訂了“核心產(chǎn)業(yè)做強(qiáng)，相關(guān)產(chǎn)業(yè)做大”的戰(zhàn)略目標(biāo)，聚焦汽車(chē)制造業(yè)，在提供汽車(chē)產(chǎn)品全生命周期的數(shù)字化解決方案基礎(chǔ)上，把服務(wù)產(chǎn)品再擴(kuò)展到汽車(chē)制造全產(chǎn)業(yè)鏈。確定了以汽車(chē)電子產(chǎn)業(yè)為核心的相關(guān)多元化戰(zhàn)略選擇。公司核心發(fā)展方向?yàn)槠?chē)電子產(chǎn)業(yè)，通過(guò)強(qiáng)化產(chǎn)品研發(fā)，掌握行業(yè)的核心技術(shù)，實(shí)現(xiàn)占據(jù)市場(chǎng)重要地位的目標(biāo)；同時(shí)圍繞汽車(chē)電子產(chǎn)業(yè)，發(fā)展汽車(chē)制造業(yè)管理軟件及車(chē)載信息服務(wù)業(yè)務(wù)，實(shí)現(xiàn)相關(guān)多元化；對(duì)于目前與汽車(chē)電子、汽車(chē)信息化業(yè)務(wù)相關(guān)性不強(qiáng)、盈利能力較弱的非相關(guān)多元化業(yè)務(wù)，維持或者縮小其規(guī)模。PH信息技術(shù)公司將通過(guò)加大技術(shù)創(chuàng)新投入、強(qiáng)化產(chǎn)品研發(fā)生產(chǎn)、優(yōu)化供應(yīng)鏈及營(yíng)銷(xiāo)網(wǎng)絡(luò)等幾方面開(kāi)展戰(zhàn)略的實(shí)施，同時(shí)PH信息技術(shù)公司還將從財(cái)務(wù)融資、管理制度完善、組織架構(gòu)優(yōu)化、人才培育培養(yǎng)幾方面制定保障措施，確保多元化戰(zhàn)略的有效實(shí)施。
[Abstract]:With the deepening of globalization and the rapid development of economy, the market competition is becoming more and more serious. In order to ensure their sustainable development, Ph Information Technology Corporation is a high-tech enterprise that provides automotive electronics products, management software products, and related data integration services for the automotive manufacturing industry. Since its establishment, the company has continuously developed and expanded on a scale, and has successively set up 13 sub-subsidiaries throughout the country. Its business scope and product line have also been continuously expanded, with the company focusing on the R & D of management software for the automobile manufacturing industry in the early years of its existence. At present, four major business sectors, such as automobile electronics, management software, data center operation and maintenance, system integration, are mainly involved in the construction of security engineering, laboratory equipment sales and leasing, housing rental property management and other non-related diversified fields. With the development of diversification in recent years, the rapid development of the company has slowed down obviously, exposing the problems existing in the current diversification strategy. First, in the process of strategy formulation, the understanding of the internal and external conditions of the enterprise is insufficient, which leads to excessive diversification, the second is that the risk of diversification strategy itself is underestimated. Third, the expansion of diversified business leads to excessive distribution of enterprise resources; fourth, in the process of diversification, the entry of many new areas, the development of new business leads to excessive operating costs. Therefore, it is the premise and guarantee for enterprises to get rid of the current predicament and return to benign development by rethinking and formulating diversification strategy according to the actual situation of enterprises. Based on an analysis of the internal and external environment of PH Information Technology Company, we can see that the government's policy support for the high-tech and software industries and the sustained development of the automotive industry have brought about a boost effect on the automotive electronics market. The company in automotive electronics, management software in the field of R & D, production, marketing, service and other aspects of capacity, also become the company's development advantage; But at the same time, we also want to see that the market competition is becoming increasingly fierce and the market situation is changing rapidly. In this case, PH Company needs to face the threat of competing with well-known foreign enterprises in the competition for the market; at present, PH Company has its own product brand influence. Product competitiveness is at a temporary disadvantage. Based on this, PH Information Company has formulated the strategic goal of "making the core industries stronger and the related industries bigger", focusing on the automobile manufacturing industry and providing a digital solution for the whole life cycle of automobile products. Service products will be extended to the automotive manufacturing industry chain. To determine the automotive electronics industry as the core of the relevant diversification strategy choice. The core development direction of the company is the automotive electronics industry. Through strengthening product research and development, mastering the core technology of the industry and achieving the goal of occupying an important position in the market, the company also revolves around the automotive electronics industry. To develop the automobile manufacturing management software and on-board information service business to realize the related diversification; for the non-related diversification business, which is not relevant to automobile electronics and automobile information business, but weak in profitability, To maintain or reduce its size. PH Information Technology Company will carry out its strategy by increasing investment in technological innovation, strengthening product development and production, optimizing supply chain and marketing network, etc. At the same time, PH Information Technology Company will also raise funds from financial sources. In order to ensure the effective implementation of the diversification strategy, the management system is perfect, the organizational structure is optimized, and the personnel cultivation and training are made to ensure the effective implementation of the diversification strategy.
【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】：2014
【分類(lèi)號(hào)】：F272;F426.6

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