本文關(guān)鍵詞：D公司發(fā)展戰(zhàn)略選擇與實(shí)施　出處：《廣東財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著我國全面建成小康社會的快速推進(jìn),供給側(cè)改革的有效實(shí)施,人們的消費(fèi)水平和生活質(zhì)量不斷提升,對住房及與住房相關(guān)的裝飾、裝修和建筑材料的需求也隨之增加,進(jìn)而帶動了家居建材行業(yè)的快速發(fā)展。相關(guān)企業(yè)為了提升競爭力,搶占市場份額,紛紛選擇以定制禮品的方式作為營銷手段,幫助企業(yè)做大做強(qiáng)。本文研究的D公司就是一家專注家居建材行業(yè)的禮品公司,該公司在發(fā)展過程中遇到如何利用自身優(yōu)勢與能力,制定公司發(fā)展戰(zhàn)略等問題和挑戰(zhàn),本研究旨在運(yùn)用相關(guān)理論等方法提出公司的發(fā)展戰(zhàn)略選擇和實(shí)施路徑,為公司決策提供參考,對其他相關(guān)公司形成借鑒。本文分六個部分對D公司進(jìn)行研究。第一部分為緒論,通過文獻(xiàn)研究法研究企業(yè)戰(zhàn)略管理的發(fā)展進(jìn)程、禮品行業(yè)發(fā)展歷程以及常用的戰(zhàn)略分析工具,提出本文的研究思路和方法;第二部分運(yùn)用實(shí)地調(diào)研等方法,分析了D公司的發(fā)展現(xiàn)狀,闡述了存在的主要問題有:銷售渠道單一、產(chǎn)品同質(zhì)化嚴(yán)重、物流配送服務(wù)質(zhì)量不高效率低下、缺乏高端人才、資金流動性不足等;第三部分運(yùn)用五力模型等分析工具對D公司的外部環(huán)境和內(nèi)部因素進(jìn)行分析,分析現(xiàn)階段D公司的外部機(jī)會與威脅、優(yōu)勢與劣勢;第四部分運(yùn)用SWOT矩陣分析工具,得出選擇集中型戰(zhàn)略作為D公司的發(fā)展戰(zhàn)略,即集中于市場滲透、產(chǎn)品開發(fā)和市場開發(fā);第五部分對D公司集中型發(fā)展戰(zhàn)略的實(shí)施制定具體措施,即專注家居建材禮品定制市場,并通過加快市場開發(fā)、提高產(chǎn)品競爭力、完善信息系統(tǒng)、加強(qiáng)團(tuán)隊(duì)建設(shè)、提高生產(chǎn)配送能力以及創(chuàng)新營銷方式等措施來提高企業(yè)核心競爭力;第六部分提出D公司戰(zhàn)略實(shí)施控制的三種方式,即事前控制、事后控制、過程控制三種方式,以保障公司戰(zhàn)略的有效實(shí)施,保證企業(yè)的健康成長。
[Abstract]:With the rapid development of a well-to-do society and the effective implementation of supply-side reform, people's consumption level and quality of life have been continuously improved, and housing and housing-related decoration. The demand for decoration and building materials also increased, which led to the rapid development of the household building materials industry. Related enterprises in order to enhance the competitiveness of the market share. Choose custom-made gifts as a marketing means to help enterprises become bigger and stronger. The D company studied in this paper is a gift company focusing on the home building materials industry. In the process of development, the company encountered the problems and challenges, such as how to make use of its own advantages and abilities, and how to formulate the development strategy of the company. The purpose of this study is to use relevant theories and other methods to put forward the choice and implementation of the development strategy of the company. This paper is divided into six parts to study the D company. The first part is the introduction, through the literature research method to study the development process of corporate strategic management. The development of the gift industry and the commonly used strategic analysis tools, this paper puts forward the research ideas and methods; The second part uses the field investigation and other methods, analyzes the development status of D company, expounds the main problems: single sales channel, serious homogenization of products, low efficiency of logistics distribution service quality. Lack of high-end talents, lack of liquidity, and so on; The third part analyzes the external environment and internal factors of company D by using five forces model and other analysis tools, analyzes the external opportunities and threats, strengths and weaknesses of D company at present. Part 4th uses SWOT matrix analysis tool to select the centralized strategy as D company's development strategy, that is, focus on market penetration, product development and market development; 5th part of the D company focused on the implementation of the development strategy to formulate specific measures, that is, focusing on the home building materials gift customization market, and through speeding up the market development, improve product competitiveness, improve the information system. Strengthen the team building, improve the production and distribution capacity and innovative marketing methods to improve the core competitiveness of enterprises; In the 6th part, the author puts forward three ways to control the strategy of company D, that is, prior control, ex post control and process control, in order to ensure the effective implementation of the company strategy and the healthy growth of the enterprise.
【學(xué)位授予單位】：廣東財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F426.92;F272

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