【摘要】：南京龍貞公司是一家主要從事橡膠輪胎制造設(shè)備及自動(dòng)化的民營(yíng)企業(yè),自成立到現(xiàn)在,南京龍貞公司經(jīng)歷了從創(chuàng)業(yè)、發(fā)展到再創(chuàng)業(yè)的過程,在行業(yè)內(nèi)取得了一定的認(rèn)知度。但是公司發(fā)展中的瓶頸問題已經(jīng)開始逐漸凸顯,南京龍貞公司正面臨著嚴(yán)峻的如何發(fā)展等重要戰(zhàn)略問題。因此,對(duì)南京龍貞公司發(fā)展戰(zhàn)略的研究和制定就顯得尤為重要。 本文立足于國(guó)內(nèi)外戰(zhàn)略管理相關(guān)理論,并將理論聯(lián)系實(shí)際,把南京龍貞公司的發(fā)展戰(zhàn)略作為研究重點(diǎn),著眼于整個(gè)橡膠機(jī)械行業(yè)的發(fā)展現(xiàn)狀,深入南京龍貞公司進(jìn)行調(diào)研,獲取了一系列第一手資料,為本文的撰寫提供了基礎(chǔ)。本文的分析主要遵循以下步驟：首先,論述了戰(zhàn)略管理理論的演變和我國(guó)企業(yè)戰(zhàn)略管理的發(fā)展現(xiàn)狀,為下文的研究提供了理論依據(jù)；其次,用PEST分析和波特五力模型方法明確目前公司發(fā)展戰(zhàn)略上存在的問題,并在此基礎(chǔ)上,運(yùn)用SWOT分析方法對(duì)南京龍貞公司的外部環(huán)境和內(nèi)部資源情況進(jìn)行梳理,明確公司內(nèi)部具備的優(yōu)勢(shì)和劣勢(shì),以及外部環(huán)境提供的機(jī)會(huì)與威脅,通過上述分析,確立了公司應(yīng)該采取的發(fā)展戰(zhàn)略；最后,提出南京龍貞公司戰(zhàn)略實(shí)施的具體措施和戰(zhàn)略控制方法。 通過研究得出,為提升競(jìng)爭(zhēng)優(yōu)勢(shì),實(shí)現(xiàn)企業(yè)快速發(fā)展,南京龍貞公司應(yīng)該采取扭轉(zhuǎn)型戰(zhàn)略、產(chǎn)品服務(wù)差異化戰(zhàn)略和專一化戰(zhàn)略相結(jié)合的發(fā)展戰(zhàn)略。同時(shí),要從公司的人才建設(shè)、企業(yè)文化、品牌培育、技術(shù)創(chuàng)新、組織變革、供應(yīng)鏈等方面著手,將發(fā)展戰(zhàn)略細(xì)化到企業(yè)各個(gè)層面,提高企業(yè)的競(jìng)爭(zhēng)優(yōu)勢(shì)。本研究希望能夠?qū)δ暇堌懝镜陌l(fā)展戰(zhàn)略制定提供一些建設(shè)性意見,并為我國(guó)橡膠機(jī)械行業(yè)中其他中小企業(yè)的發(fā)展提供參考依據(jù)。
[Abstract]:Nanjing Longzhen Company is a private enterprise mainly engaged in rubber tire manufacturing equipment and automation. From its establishment to now, Nanjing Longzhen Company has experienced the process of starting a business, developing to starting a business again, and has gained a certain degree of recognition in the industry. However, the bottleneck in the development of the company has been gradually highlighted, Nanjing Longzhen Company is facing severe strategic issues such as how to develop. Therefore, it is particularly important to study and formulate the development strategy of Nanjing Longzhen Company. Based on the theory of strategic management at home and abroad, and connecting the theory with practice, this paper takes the development strategy of Nanjing Longzhen Company as the research focus, focuses on the development of the whole rubber machinery industry, and carries out research and investigation in Nanjing Longzhen Company. Obtained a series of firsthand information, provided the foundation for the writing of this article. The analysis of this paper mainly follows the following steps: first, it discusses the evolution of the strategic management theory and the development of strategic management in China, which provides the theoretical basis for the following research; secondly, Using PEST analysis and Porter's five-force model method to clarify the existing problems in the company's development strategy, and on this basis, using the SWOT analysis method to sort out the external environment and internal resources of the Nanjing Longzhen Company. Identify the strengths and weaknesses within the company, as well as the opportunities and threats provided by the external environment, through the above analysis, the company should adopt the development strategy; finally, Put forward the specific measures and strategic control methods of the strategy implementation of Nanjing Longzhen Company. Through the research, in order to improve the competitive advantage and realize the rapid development of the enterprise, Nanjing Longzhen Company should adopt the development strategy of twisting strategy, product service differentiation strategy and specialization strategy. At the same time, from the aspects of talent construction, corporate culture, brand cultivation, technological innovation, organizational change, supply chain and so on, the development strategy should be refined to all levels of the enterprise to improve the competitive advantage of the enterprise. This study hopes to provide some constructive suggestions for the development strategy of Nanjing Longzhen Company and provide reference for the development of other small and medium-sized enterprises in China's rubber machinery industry.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.4;F272

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