本文關(guān)鍵詞： 中小企業(yè) 電子行業(yè) 經(jīng)營案例 企業(yè)戰(zhàn)略　出處：《大連理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：改革開放以來,電子行業(yè)在我國不斷快速發(fā)展,取得了長足的進(jìn)步。同時,行業(yè)競爭比較激烈,市場需求增長逐漸開始放緩,導(dǎo)致企業(yè)的競爭加劇,中小企業(yè)尤其是民營中小型電子企業(yè)面臨著企業(yè)產(chǎn)品研發(fā)壓力、資金壓力、市場營銷壓力等實際問題。在種條件下,有些企業(yè)暴露出經(jīng)濟(jì)效益水平低、資金運用能力差、技術(shù)管理水平不到位、營銷策略失敗等弱點,很難與其他企業(yè)競爭,這樣的企業(yè)不是在市場的夾縫中艱難地生存,就是難逃破產(chǎn)關(guān)門的命運。那么,如何使企業(yè)尋找出一條新的發(fā)展戰(zhàn)略思路,采用合理的方法步驟,使得企業(yè)能夠順利轉(zhuǎn)型,從而健康成長壯大就成為當(dāng)前重要的課題。大連洪睿信息科技有限公司是一家有著十多年歷史的研發(fā)型電子科技企業(yè),近年來市場及經(jīng)營戰(zhàn)略等多種原因使卻使公司發(fā)展步履維艱。本文以大連洪睿信息科技有限公司為例,采用案例分析的研究方法,針對公司內(nèi)部出現(xiàn)的產(chǎn)品滯銷、效益下滑、骨干員工離職等突出現(xiàn)象,通過調(diào)查案例企業(yè)行業(yè)背景、市場變化及主要競爭對手的外部環(huán)境,借鑒安索夫管理理論及佩蒂格魯變革理論,從營銷策略、戰(zhàn)略目標(biāo)、職能建設(shè)三個方面具體分析了影響公司發(fā)展轉(zhuǎn)型的瓶頸問題,分析了企業(yè)面臨的外部機(jī)遇和威脅,以及企業(yè)的內(nèi)部優(yōu)勢與劣勢,并以此為著手點,對大連洪睿信息科技有限公司未來的發(fā)展戰(zhàn)略提出了切實可行的對策建議,強(qiáng)化核心競爭力,進(jìn)而實現(xiàn)企業(yè)可持續(xù)發(fā)展。
[Abstract]:Since the reform and opening up, the electronic industry has been developing rapidly and has made great progress in our country. At the same time, the competition in the industry is more intense, and the growth of market demand is gradually slowing down, which leads to the intensification of competition among enterprises. Small and medium-sized enterprises, especially private small and medium-sized electronic enterprises, are facing practical problems such as product development pressure, capital pressure, marketing pressure, etc. Under these conditions, some enterprises have exposed low level of economic benefits and poor ability to use funds. It is difficult for such enterprises to compete with other enterprises because of weaknesses such as inadequate technical management and failed marketing strategies. Such enterprises are either struggling to survive in the middle of the market, or they cannot escape the fate of bankruptcy and shutdown. How to make the enterprise find out a new development strategy thinking, adopt reasonable method and step, make the enterprise to be able to transform smoothly, Dalian Hongrui Information Technology Co., Ltd. is a R & D electronic technology enterprise with a history of more than 10 years. In recent years, the market and management strategy have made the development of the company difficult. This paper takes Dalian Hongrui Information Technology Co., Ltd as an example, adopts the case study method, aiming at the products which appear within the company are unsalable and the benefit is declining. By investigating the industry background, market changes and the external environment of the main competitors, using Ansov management theory and Pettigrew transformation theory for reference, from the marketing strategy, strategic objectives, and so on, the key staff turnover and so on prominent phenomenon, through the investigation case enterprise industry background, the market change and the main competitor's external environment, This paper analyzes the bottleneck problems that affect the development and transformation of the company in three aspects of function construction, analyzes the external opportunities and threats faced by the enterprises, as well as the internal strengths and weaknesses of the enterprises, and takes this as the starting point. This paper puts forward some feasible countermeasures and suggestions for the future development strategy of Dalian Hongrui Information Technology Co., Ltd., strengthens the core competitiveness, and realizes the sustainable development of the enterprise.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F272.3;F426.6

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