本文選題：KNK公司 + 企業(yè)戰(zhàn)略管理��； 參考：《浙江工業(yè)大學》2015年碩士論文

【摘要】：企業(yè)的發(fā)展戰(zhàn)略是企業(yè)總體活動規(guī)劃和企業(yè)發(fā)展的綱領。本文KNK公司是一家由紡織企業(yè)轉型為生物健康產業(yè)的中小民營企業(yè)。作為一家中小企業(yè),要想抓住現有的有利市場機遇,在競爭中獲取競爭優(yōu)勢,以取得企業(yè)持久的競爭力與行業(yè)利潤,管理者必須從戰(zhàn)略上制定適合企業(yè)發(fā)展中長期發(fā)展戰(zhàn)略,明確未來的發(fā)展方向和發(fā)展目標,從而實現KNK公司做大做強的企業(yè)總目標。本文主要是以現代企業(yè)戰(zhàn)略管理以及營養(yǎng)健康產業(yè)的行業(yè)背景為理論依據,以現代戰(zhàn)略管理理論為指導,運用戰(zhàn)略的相關分析工具:如PEST分析、波特五力模型、價值鏈分析、競爭者分析、SWOT分析等分析手段,采取文獻研究法、問卷調查法、標桿企業(yè)對比研究法等研究方法,結合KNK企業(yè)的實際發(fā)展狀況,通過對KNK企業(yè)內外環(huán)境進行深入分析解刨,找出了制約KNK公司發(fā)展的戰(zhàn)略問題,然后對公司整體分析和規(guī)劃,提出了適應其企業(yè)發(fā)展短期和長期的戰(zhàn)略建議,并得出了公司以后的戰(zhàn)略決策方案,如發(fā)展方向、戰(zhàn)略目標、競爭策略、戰(zhàn)略步驟等。最后根據戰(zhàn)略決策方案,還給出了戰(zhàn)略資源配置、戰(zhàn)略管理舉措、戰(zhàn)略控制重點等重要手段,還提出了戰(zhàn)略規(guī)劃的實施保障措施和意見。在對KNK公司進行了全面的實地考察工作和調研,參考和閱讀了大量的文獻和資料,充分利用了相關理論與研究工具,對KNK公司的企業(yè)發(fā)展戰(zhàn)略進行了深入細致全面的研究與規(guī)劃,認為目前保健品研發(fā)生產銷售一體化企業(yè)的發(fā)展前景十分嚴峻,通過我們對KNK公司的人力資源,技術創(chuàng)新,優(yōu)化品種結構,市場營銷等各職能環(huán)節(jié)制定戰(zhàn)略與規(guī)劃的,相信可以引領KNK公司通過科學的企業(yè)管理和優(yōu)良的核心團隊建設,實現企業(yè)文化和業(yè)績的不斷突破。針對KNK公司內外部環(huán)境和自身特點分析了中國現在保健品行業(yè)的現狀,并對同類中小型保健品研發(fā)、生產、加工企業(yè)的發(fā)展過程中面臨的相似問題提出了應對方案和可行的管理措施,最后給出了戰(zhàn)略的實施建議。希望本文的研究對KNK公司的管理能起到指導作用,能使KNK企業(yè)管理越來越規(guī)范,逐漸發(fā)展成為國內有核心競爭力和可持續(xù)發(fā)展能力的國內一流營養(yǎng)食品企業(yè),為企業(yè)創(chuàng)造更多效益,實現企業(yè)品牌文化價值與經濟效益的利益最大化,為人類健康謀福祉。同時,本文的研究希望能對同樣轉型健康產業(yè)的中小民營企業(yè)有一定的參考和借鑒意義。
[Abstract]:The enterprise development strategy is the enterprise overall activity plan and the enterprise development program. KNK is a small and medium-sized private enterprise from textile enterprise to biological health industry. As a small and medium-sized enterprise, in order to seize the existing favorable market opportunities and gain the competitive advantage in the competition, in order to obtain the lasting competitiveness and the industry profit of the enterprise, the manager must formulate a strategy suitable for the development of the enterprise in the medium and long term. Clear the future development direction and development goal, thus realizes the KNK company to become bigger and stronger enterprise overall goal. This paper is mainly based on the background of modern enterprise strategic management and nutrition and health industry, under the guidance of modern strategic management theory, using relevant analysis tools of strategy, such as pest analysis, Porter's five-force model, value chain analysis, etc. By using the methods of literature research, questionnaire survey, benchmarking enterprise contrast research and so on, combining the actual development situation of KNK enterprises, the internal and external environment of KNK enterprises is analyzed and planed deeply by means of SWOT analysis of competitors. This paper finds out the strategic problems that restrict the development of KNK Company, and then analyzes and plans the whole company, and puts forward some strategic suggestions suitable for the short and long term development of KNK Company, and obtains the strategic decision plan of the company in the future, such as the direction of development, the strategic objective, Competitive strategy, strategic steps, etc. Finally, according to the strategic decision plan, the paper gives some important means, such as the allocation of strategic resources, the measures of strategic management and the key points of strategic control, and puts forward some measures and suggestions for the implementation of strategic planning. In the KNK company comprehensive field work and research, reference and read a large number of documents and materials, the full use of relevant theories and research tools, The development strategy of KNK company has been studied and planned in detail and comprehensively. It is considered that the development prospect of health care products R & D, production and marketing enterprises is very severe. Through our human resources, technological innovation of KNK Company, It is believed that the optimization of variety structure, marketing and other functional links can lead KNK to achieve a breakthrough in corporate culture and performance through scientific enterprise management and excellent core team building. According to the internal and external environment of KNK Company and its own characteristics, this paper analyzes the current situation of health products industry in China, and develops and produces the same small and medium-sized health products. The similar problems in the process of development of processing enterprises are put forward and the feasible management measures are put forward. Finally, some suggestions for the implementation of the strategy are given. It is hoped that the research in this paper can play a guiding role in the management of KNK Company, make the management of KNK enterprises more and more standardized, and gradually develop into the domestic first-class nutrition food enterprises with core competitiveness and sustainable development ability. To create more benefits for enterprises, to maximize the value of corporate brand culture and economic benefits, and for the well-being of human health. At the same time, the research of this paper hopes to have some reference and significance for the small and medium-sized private enterprises that also transform the health industry.
【學位授予單位】：浙江工業(yè)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F276.5

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1 茹玲玲;KNK公司發(fā)展戰(zhàn)略研究[D];浙江工業(yè)大學;2015年

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本文編號：2023697