發(fā)布時間：2018-04-13 08:31

  本文選題：科技型中小企業(yè) + 企業(yè)“初創(chuàng)期”��； 參考：《華北電力大學(xué)(北京)》2017年碩士論文

【摘要】：本文選取了一家處于初創(chuàng)階段從事移動智能互聯(lián)網(wǎng)+教育行業(yè)的科技型中小公司,對其代表性產(chǎn)品X科技公司“E線牽”產(chǎn)品項目實踐的典型案例展開了分析研究。研究前期的工作包括查閱國內(nèi)外關(guān)于企業(yè)戰(zhàn)略管理的資料,了解比較成熟的研究方法和成果,掌握企業(yè)戰(zhàn)略運作模式發(fā)展的最新動向。其次,從企業(yè)及業(yè)務(wù)出發(fā),分析了企業(yè)的成立背景,接著對其X科技公司“E線牽”產(chǎn)品項目及市場渠道進行了分析,總體上對企業(yè)在進行產(chǎn)品市場開發(fā)戰(zhàn)略決策的內(nèi)部環(huán)境有了個定性的認識。再次,采用PEST分析法,從政治因素、經(jīng)濟因素、社會因素和技術(shù)因素等四個方面分析了企業(yè)創(chuàng)業(yè)、生存等外部環(huán)境。最后,采用波特五力模型分別從買方議價能力、競爭對手分析、潛在進入者威脅、替代產(chǎn)品的威脅和供應(yīng)商的議價能力等五個方面對移動智能互聯(lián)網(wǎng)行業(yè)競爭環(huán)境分析,為后文的產(chǎn)品市場開發(fā)戰(zhàn)略選擇和實施做了鋪墊。在X科技公司“E線牽”產(chǎn)品項目市場開發(fā)戰(zhàn)略選擇和實施方面,本文站在公司的角度論證了公司現(xiàn)階段及未來的發(fā)展戰(zhàn)略并從幾個角度提出了其戰(zhàn)略實施的其他相關(guān)重要因素。首先,論證了X科技公司“E線牽”產(chǎn)品項目戰(zhàn)略的選擇和形成,通過對企業(yè)產(chǎn)品市場進行SWOT分析來判斷其目標(biāo)市場,認識到企業(yè)目前所處產(chǎn)品市場競爭環(huán)境中存在的優(yōu)勢、劣勢、外部機會和威脅。然后,從融資策略、人力資源建設(shè)、產(chǎn)品的研發(fā)、產(chǎn)品定價和市場營銷等四個方面分析了影響X科技公司“E線牽”產(chǎn)品項目戰(zhàn)略制定的其他相關(guān)的重要因素。隨后,通過前文的分析最終形成了X科技公司“E線牽”產(chǎn)品項目市場開發(fā)的四個基本戰(zhàn)略,即功能創(chuàng)新戰(zhàn)略、輕資產(chǎn)戰(zhàn)略、低成本戰(zhàn)略和企業(yè)聯(lián)盟戰(zhàn)略。最后,對X科技公司“E線牽”產(chǎn)品項目市場開發(fā)戰(zhàn)略實施步驟、實施效果和實施風(fēng)險預(yù)估及應(yīng)對措施等都做了相應(yīng)安排。通過論文的研究,指明企業(yè)不僅要重公益,還需創(chuàng)品牌;積極開展試點工作,提升數(shù)據(jù)精細化管理水平,并不斷加大項目宣傳力度;加強對競爭者的對比分析,不斷提升公司的創(chuàng)新和盈利能力,努力成為行業(yè)引領(lǐng)者。
[Abstract]:This article selects one at the start-up stage in mobile intelligent Internet plus education industry in small and medium sized companies, carried out analysis and Study on its representative products of X technology, E product line led by the "project practice typical case. Previous research work includes the literature at home and abroad on strategic management of enterprise information, understand the research methods and the results are relatively mature, the new trend of development of master enterprise strategic operation mode. Secondly, from the perspective of enterprise and business, analyzes the background of the establishment of the enterprise, and then analyzes the X technology company" E line led by the "product project and market channel, on the whole enterprises understand the qualitative in making product market development strategy of the internal environment. Thirdly, using PEST analysis method, from political factors, economic factors, the four aspects of social factors and technical factors of enterprise survival, etc. The external environment. Finally, using the Potter fiveforces model respectively from the buyer bargaining power, analysis of competitors, the threat of potential entrants, analysis of five aspects of the threat of substitute products and suppliers bargaining ability of intelligent mobile Internet industry competition environment for the product market development strategy selection and implementation in X technology to do the groundwork. The company "E line led by the" product market development strategy and the implementation of the project selection, this paper stands in the angle of the company demonstrated the company at the present stage and future development strategy and other related important factors for the implementation of the strategy put forward from several angles. First of all, proves that X technology company "E line led by the" product strategy and, to determine the target market through SWOT analysis of enterprise product market, realize the enterprise product market competition advantage, inferior position, external machine And threats. Then, from the financing strategy, human resources construction, product development, four aspects of product pricing and marketing to analyze the influence of X science and technology company "E line led by the" develop product project strategy of other important factors. Then, through the foregoing analysis resulting in the formation of X science and technology company E line led by the "product market development project of the four basic functional strategy, innovation strategy, asset light strategy, low cost strategy and alliance strategy. Finally, the X technology company" E line led by the "market development strategy project implementation steps, implementation effect and implementation of risk assessment and response measures have made the corresponding arrangements. This thesis pointed out the enterprise should not only heavy public, still need a brand; actively carry out pilot work, enhance the data management level, and constantly increase project publicity; strengthen the comparative analysis on the competition, Constantly improve the company's innovation and profitability, and strive to be the industry leader.

【學(xué)位授予單位】：華北電力大學(xué)(北京)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49

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