本文選題：郴州賽格車圣導(dǎo)航科技有限公司 + 發(fā)展戰(zhàn)略��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：郴州賽格車圣導(dǎo)航科技有限公司是湖南省郴州市一家民營(yíng)全球衛(wèi)星定位運(yùn)營(yíng)商企業(yè),經(jīng)過幾年快速發(fā)展,其綜合實(shí)力大幅提高。目前,郴州賽格車圣面臨選擇發(fā)展方向、如何繼續(xù)發(fā)展等諸多問題,研究發(fā)展戰(zhàn)略對(duì)公司的生存與發(fā)展具有十分重要的意義。本文運(yùn)用現(xiàn)代企業(yè)戰(zhàn)略理論和分析工具,對(duì)郴州賽格車圣公司內(nèi)外部環(huán)境、自身優(yōu)勢(shì)和劣勢(shì)進(jìn)行了較深入的分析。通過建立五種競(jìng)爭(zhēng)力模型,分析郴州賽格車圣公司發(fā)展過程中公司與主要競(jìng)爭(zhēng)對(duì)手、潛在競(jìng)爭(zhēng)對(duì)手、行業(yè)新入者、供應(yīng)商和顧客之間的相互作用關(guān)系和力量,明確了公司的競(jìng)爭(zhēng)態(tài)勢(shì)。在上述分析的基礎(chǔ)上,制定了郴州賽格車圣的發(fā)展戰(zhàn)略。本文采用理論與實(shí)際結(jié)合的研究方法,以郴州賽格車圣為研究對(duì)象,以制定公司的發(fā)展戰(zhàn)略為目標(biāo),針對(duì)企業(yè)實(shí)際情況進(jìn)行實(shí)地調(diào)研,并通過文獻(xiàn)檢索等方法進(jìn)行相關(guān)資料的收集,選擇并運(yùn)用科學(xué)理論指導(dǎo)實(shí)踐,對(duì)公司的發(fā)展戰(zhàn)略進(jìn)行了詳細(xì)的探討。通過SWOT分析,提出戰(zhàn)略方向選擇,在分析公司遠(yuǎn)景與發(fā)展目標(biāo)的基礎(chǔ)上制定了公司的戰(zhàn)略定位,包括產(chǎn)品定位、品牌定位和服務(wù)定位,制定了公司競(jìng)爭(zhēng)戰(zhàn)略,即在選擇橫向一體化增長(zhǎng)型戰(zhàn)略后,選擇差異化為主結(jié)合集中化的組合競(jìng)爭(zhēng)戰(zhàn)略。最后,制定了公司戰(zhàn)略實(shí)施及評(píng)價(jià)措施,包括目標(biāo)考核機(jī)制和目標(biāo)管理責(zé)任制的建立、戰(zhàn)略實(shí)施的保障措施、實(shí)施效果的評(píng)價(jià)以及戰(zhàn)略調(diào)整與優(yōu)化機(jī)制的建立,即完善公司戰(zhàn)略實(shí)施效果評(píng)價(jià),建立公司發(fā)展戰(zhàn)略偏差識(shí)別機(jī)制,完善優(yōu)化機(jī)制。本文在研究過程中運(yùn)用了相關(guān)戰(zhàn)略管理理論,采用相應(yīng)的戰(zhàn)略分析工具,為郴州賽格車圣公司進(jìn)行了整體發(fā)展戰(zhàn)略設(shè)計(jì)和實(shí)施規(guī)劃,具有較強(qiáng)的可操作性。同時(shí),該研究對(duì)本行業(yè)其他企業(yè)也具有一定的參考價(jià)值。
[Abstract]:Chenzhou Che Sheng Navigation Technology Co., Ltd. is a private global satellite positioning operator in Chenzhou, Hunan Province. After several years of rapid development, its comprehensive strength has been greatly improved. At present, there are many problems such as choosing the direction of development and how to continue to develop in Chenzhou. It is of great significance to study the development strategy for the survival and development of the company. By using modern enterprise strategy theory and analysis tools, this paper makes a deep analysis of the internal and external environment, advantages and disadvantages of Chenzhou Saige Cesant Company. Through the establishment of five competitiveness models, this paper analyzes the interaction and strength between the company and its main competitors, potential competitors, industry newcomers, suppliers and customers during its development. It clarifies the competitive situation of the company. On the basis of the above analysis, the development strategy of Chenzhou Saige Che Saint is formulated. This article adopts the research method of combining theory with practice, taking Chenzhou Saige Cesant as the research object, taking the formulation of the company's development strategy as the goal, carries on the field investigation according to the actual situation of the enterprise. Through literature retrieval and other methods to collect relevant materials, select and use scientific theory to guide the practice, the development strategy of the company is discussed in detail. Through SWOT analysis, it puts forward the choice of strategic direction. On the basis of analyzing the company's future and development objectives, it formulates the strategic positioning of the company, including product positioning, brand positioning and service positioning, as well as the competitive strategy of the company. That is to say, after choosing the horizontal integration growth strategy, we choose the combination competition strategy of differentiation and centralization. Finally, the company strategy implementation and evaluation measures are formulated, including the establishment of target assessment mechanism and target management responsibility system, the safeguard measures of strategy implementation, the evaluation of implementation effect, and the establishment of strategic adjustment and optimization mechanism. That is, to perfect the evaluation of the effect of company strategy implementation, to establish the identification mechanism of the company's development strategy deviation, and to perfect the optimization mechanism. In the course of the research, this paper uses the relevant strategic management theory and the corresponding strategic analysis tools to carry out the overall development strategy design and implementation planning for Chenzhou Saige Chesheng Company, which has strong maneuverability. At the same time, this research also has certain reference value to other enterprises in this industry.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.6;F272

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