【摘要】：GD公司是一家從事特種制冷研發(fā)、制造、銷售于一體的小微企業(yè)。公司成立于2012年年底,公司當(dāng)前業(yè)務(wù)的目標(biāo)市場(chǎng)主要是冶金行業(yè)。2012年底的冶金行業(yè)實(shí)際是處于國(guó)家4萬(wàn)億救市后需求再次回落的階段。也就是說(shuō)公司是在目標(biāo)市場(chǎng)不景氣的時(shí)候成立的。為什么在目標(biāo)市場(chǎng)不景氣的時(shí)候,公司還會(huì)進(jìn)入這個(gè)行業(yè)呢?一方面是我們的投資、管理團(tuán)隊(duì)在特種制冷領(lǐng)域有十多年的經(jīng)驗(yàn)積累,對(duì)這個(gè)行業(yè)很熟悉；另一方面,通過(guò)對(duì)客戶資源的仔細(xì)分析,采用差異化的策略,小規(guī)模的公司生存下來(lái)沒(méi)有問(wèn)題。公司經(jīng)營(yíng)近兩年以來(lái),雖然有盈利有發(fā)展,但公司在管理上存在不少問(wèn)題,公司的持續(xù)發(fā)展后勁不足;公司二、三季度很忙,一、四季度產(chǎn)能放空。論文系統(tǒng)地分析了GD公司當(dāng)前的狀況,篩選出適合公司發(fā)展的最佳戰(zhàn)略,同時(shí)對(duì)戰(zhàn)略實(shí)施的措施也進(jìn)行了分步落實(shí)。能夠指引GD公司的近期發(fā)展,對(duì)公司長(zhǎng)遠(yuǎn)規(guī)劃也理清了思路。首先,論文運(yùn)用企業(yè)戰(zhàn)略管理、市場(chǎng)營(yíng)銷的基本理論和分析方法,運(yùn)用PEST分析、波特五力模型等分析工具,對(duì)GD公司的外部環(huán)境從政治法律、經(jīng)濟(jì)、社會(huì)文化、技術(shù)和特種制冷行業(yè)及其目標(biāo)市場(chǎng)進(jìn)行了仔細(xì)分析。在公司的發(fā)展過(guò)程中,清楚有哪些發(fā)展機(jī)遇同時(shí)將面臨什么威脅。其次,運(yùn)用波士頓矩陣和SWOT分析等工具對(duì)GD公司自身的優(yōu)劣勢(shì)從公司內(nèi)部環(huán)境及所有資源、能力方面進(jìn)行了分析。然后運(yùn)用定量戰(zhàn)略計(jì)劃矩陣進(jìn)行了量化分析。發(fā)現(xiàn)公司現(xiàn)有產(chǎn)品組合不均衡且市場(chǎng)需求四個(gè)季度不均衡。為公司今后的發(fā)展,明確管理上需要加強(qiáng)和完善的地方；產(chǎn)品上需要培育的“幼童”,以及公司要不斷發(fā)展需要另外進(jìn)入有能力進(jìn)入的行業(yè),如新能源光伏行業(yè)。最后,明確了適合公司發(fā)展的最佳戰(zhàn)略之后,制定了與之匹配的實(shí)施策略和落實(shí)了保障措施。確保按公司短期目標(biāo)和中長(zhǎng)期規(guī)劃發(fā)展、壯大,回報(bào)社會(huì)、員工和股東。作者作為GD公司的一員,論文的研究結(jié)果對(duì)GD第一個(gè)五年規(guī)劃有很強(qiáng)的指導(dǎo)作用,為GD今后的發(fā)展指明了方向。同時(shí),對(duì)后續(xù)進(jìn)入的小微同行者戰(zhàn)略的制定和實(shí)施有一定的借鑒意義。
[Abstract]:GD is a special refrigeration R & D, manufacturing, sales in one small micro-enterprise. The company was founded at the end of 2012, the main target market for the company's current business is the metallurgical industry. The metallurgical industry at the end of 2012 is actually in the stage of falling demand after the national rescue of 4 trillion yuan. That is to say, the company was set up when the target market was depressed. Why do companies enter the industry when the target market is in the doldrums? On the one hand, our investment, management team in the field of special refrigeration has more than 10 years of experience, very familiar with the industry; On the other hand, through the careful analysis of customer resources, adopting the strategy of differentiation, small companies survive without problems. In the past two years, although the company has made a profit and developed, there are many problems in the management of the company, the company's sustained development is not strong enough; the company is very busy in the second and third quarters, and in the first and fourth quarters, the production capacity is empty. This paper systematically analyzes the current situation of GD Company, and selects the best strategy suitable for the development of the company. At the same time, the measures of implementing the strategy are carried out step by step. Can guide the GD company's recent development, the company's long-term planning is also clear ideas. First of all, using the basic theory and analysis method of enterprise strategic management, marketing, PEST analysis and Porter's five Force Model, the paper analyzes the external environment of GD Company from political law, economy, social culture, etc. Technical and special refrigeration industry and its target market were carefully analyzed. In the development of the company, know what development opportunities will be faced with what threats. Secondly, using Boston matrix and SWOT analysis tools to analyze the advantages and disadvantages of GD company from the internal environment, all the resources, capabilities. Then the quantitative strategic planning matrix is used for quantitative analysis. Found that the company's existing product portfolio is uneven and market demand is not balanced for four quarters. For the future development of the company, it is clear that the management needs to be strengthened and improved, the "young children" that need to be nurtured in the products, and that the company needs to enter other industries with ability to enter, such as the new energy photovoltaic industry. Finally, after defining the best strategy suitable for the development of the company, the corresponding implementation strategy and safeguard measures are formulated. Ensure short-term and medium-to-long-term development, growth, and return to the community, employees and shareholders. As a member of GD Company, the research results of this paper have a strong guiding effect on the first five-year plan of GD, and point out the direction for the development of GD in the future. At the same time, it has certain reference significance for the development and implementation of the small and micro peer strategy.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272;F426.3

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