【摘要】：自全球金融危機爆發(fā)以來,國際船舶市場急轉(zhuǎn)直下,新船定單量急劇減少,直接波及船舶配套行業(yè)。2012年后,行業(yè)對金融危機反應(yīng)滯后導(dǎo)致的產(chǎn)能過剩的問題顯得尤為突出,全球造船行業(yè)的寒冬來臨。在金融危機的洗禮下,國內(nèi)各行各業(yè)都在與經(jīng)濟危機苦苦抗爭,電子商務(wù)成為國民經(jīng)濟發(fā)展中最大的亮點之一。ZD船舶工程公司與ZD貿(mào)易公司均為作者創(chuàng)立并經(jīng)營的兩家公司,除了資金需要分配之外,其余資源全部共享,屬于“同胞企業(yè)”。本文以分別經(jīng)歷了我國造船業(yè)寒冬和電子商務(wù)發(fā)展黃金加速期的ZD船舶工程公司和ZD貿(mào)易公司為研究對象,結(jié)合船舶市場、童裝市場、B2C電商市場和機器人市場分析,與兩家公司內(nèi)部環(huán)境相結(jié)合,制定出經(jīng)營發(fā)展戰(zhàn)略,實現(xiàn)兩家同胞公司的聯(lián)動式發(fā)展。本文得出的結(jié)論如下:(1)積極轉(zhuǎn)移ZD船舶工程公司的業(yè)務(wù)重心。中國的船舶配套已經(jīng)變成我國造船工業(yè)升級轉(zhuǎn)型的瓶頸,疲軟的外部經(jīng)濟環(huán)境使產(chǎn)能過剩的現(xiàn)狀“雪上加霜”。與此同時,制造業(yè)“數(shù)字化、網(wǎng)絡(luò)化、智能化”的發(fā)展趨勢逐步加深,我國船舶工業(yè)正向設(shè)計智能化、產(chǎn)品智能化、管理精細化和信息集成化的方向發(fā)展。未來將有更多機器人投入到造船工序,造船業(yè)對機器人的廣泛使用勢在必行。為了擺脫企業(yè)外部和內(nèi)部劣勢,ZD船舶工程公司應(yīng)在船舶電氣與輪機安裝業(yè)務(wù)的基礎(chǔ)上,通過與各船舶機器人品牌建立合作關(guān)系,建立完善的代理銷售網(wǎng)絡(luò),形成對產(chǎn)品的全生命周期服務(wù)。通過將企業(yè)重心逐步轉(zhuǎn)移至船舶機器人的代理與售后方向,形成多元化發(fā)展態(tài)勢。(2)強化ZD貿(mào)易公司輕資產(chǎn)運營模式的應(yīng)用。童裝市場在漸入佳境的同時,從“數(shù)量消費”轉(zhuǎn)向“品牌消費”階段。隨著經(jīng)濟發(fā)展和文化發(fā)展的相互交融,未來國內(nèi)的童裝市場必然呈現(xiàn)更加多元化的局面。為了在激烈的市場競爭中持續(xù)發(fā)展,提高品牌盈利能力,ZD貿(mào)易公司應(yīng)將HY童裝供應(yīng)鏈上的非核心業(yè)務(wù)外包,將核心資源運用在品牌建設(shè)、營銷渠道和客戶管理等重點領(lǐng)域。通過效率資源和資本資源的優(yōu)化配置,減少公司在固定資產(chǎn)上的投資和管理成本,提高品牌運作的整體效率,提升品牌運作的市場空間。(3)加強ZD船舶公司和ZD貿(mào)易公司運營交叉點——現(xiàn)金流的管理,合理分配兩家公司的資金比例,提高公司的抗風(fēng)險能力和盈利能力。針對不同的項目,ZD公司需要站在創(chuàng)新的角度上積極迎合市場變化,在產(chǎn)品結(jié)構(gòu)、業(yè)務(wù)模式和營銷手段等方面進行創(chuàng)新,屆時資金流量越大,流速越快,公司的財務(wù)實力越強,抗風(fēng)險能力也就越強,ZD公司的資金運轉(zhuǎn)能力將進一步提高。在優(yōu)化的輕資產(chǎn)模式下擴大投融資規(guī)模,利用重組和兼并等手段提升市場占有率,形成規(guī)模經(jīng)濟,使產(chǎn)品結(jié)構(gòu)趨于合理,提升市場影響力。
[Abstract]:Since the outbreak of the global financial crisis, the international ship market has turned sharply down, the number of new ship orders has sharply decreased, directly affecting the ship matching industry. After 2012, the problem of overcapacity caused by the delayed response of the industry to the financial crisis appears particularly prominent. The cold winter of the global shipbuilding industry is coming. Under the baptism of the financial crisis, all kinds of domestic industries are struggling with the economic crisis, e-commerce has become the biggest bright spot in the development of the national economy. ZD ship Engineering Company and ZD Trading Company are the two companies founded and operated by the author. In addition to the need to allocate funds, the rest of the resources are all shared, belong to the "compatriots enterprises." This paper takes ZD ship Engineering Company and ZD Trading Company, which have experienced the golden acceleration period of shipbuilding industry and electronic commerce development in China respectively, as the research object, combined with the analysis of ship market, children's clothing market, B2C e-commerce market and robot market. Combined with the internal environment of the two companies, a business development strategy is drawn up to realize the joint development of the two compatriots' companies. The conclusions of this paper are as follows: (1) actively shift the business focus of ZD Shipbuilding Engineering Company. China's ship matching has become the bottleneck of the upgrading and transformation of China's shipbuilding industry, and the weak external economic environment has made the current situation of overcapacity "worse". At the same time, the development trend of "digitalization, network and intelligentization" of manufacturing industry is deepening step by step. China's shipbuilding industry is developing towards the direction of intelligent design, intelligent product, fine management and information integration. In the future, more robots will be put into shipbuilding process, and the extensive use of robots in shipbuilding industry is imperative. In order to get rid of the external and internal disadvantages of the enterprise, ZD Shipbuilding Engineering Company should establish a perfect agent sales network based on the marine electrical and marine engineering installation business by establishing a cooperative relationship with various ship robot brands. Form a life-cycle service for the product. By shifting the center of gravity gradually to the agent and after-sale direction of the ship robot, the diversified development situation is formed. (2) the application of light assets operation mode of ZD Trading Company is strengthened. At the same time, the children's clothing market changes from "quantity consumption" to "brand consumption". With the integration of economic development and cultural development, the future domestic children's wear market must present a more diversified situation. In order to develop continuously in the fierce market competition and improve the brand profitability, ZD Trading Company should outsource the non-core business in HY children's clothing supply chain and apply the core resources to the key areas such as brand building, marketing channels and customer management. By optimizing the allocation of efficiency resources and capital resources, the investment and management costs of the company in fixed assets will be reduced, and the overall efficiency of brand operation will be improved. Improve the market space of brand operation. (3) strengthen the management of cash flow, which is the crossing point between ZD Shipping Company and ZD Trading Company, allocate the capital ratio of the two companies reasonably, and improve the risk resistance and profitability of the company. For different projects, ZD Company needs to actively cater to market changes from the perspective of innovation, and innovate in product structure, business model and marketing means. At that time, the larger the capital flow and the faster the flow rate, the stronger the financial strength of the company, the greater the capital flow, the faster the flow rate, and the stronger the financial strength of the company will be. The stronger the anti-risk capability, ZD will further improve the capital operation capacity. Under the optimized model of light assets, the scale of investment and financing is enlarged, the market share is promoted by means of reorganization and merger, the economy of scale is formed, the product structure tends to be reasonable, and the market influence is enhanced.
【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】：2016
【分類號】：F426.474;F272

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