【摘要】：自全球金融危機(jī)爆發(fā)以來(lái),國(guó)際船舶市場(chǎng)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(duì)金融危機(jī)反應(yīng)滯后導(dǎo)致的產(chǎn)能過(guò)剩的問題顯得尤為突出,全球造船行業(yè)的寒冬來(lái)臨。在金融危機(jī)的洗禮下,國(guó)內(nèi)各行各業(yè)都在與經(jīng)濟(jì)危機(jī)苦苦抗?fàn)?電子商務(wù)成為國(guó)民經(jīng)濟(jì)發(fā)展中最大的亮點(diǎn)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(yíng)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(guó)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(duì)象,結(jié)合船舶市場(chǎng)、童裝市場(chǎng)、B2C電商市場(chǎng)和機(jī)器人市場(chǎng)分析,與兩家公司內(nèi)部環(huán)境相結(jié)合,制定出經(jīng)營(yíng)發(fā)展戰(zhàn)略,實(shí)現(xiàn)兩家同胞公司的聯(lián)動(dòng)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(guó)的船舶配套已經(jīng)變成我國(guó)造船工業(yè)升級(jí)轉(zhuǎn)型的瓶頸,疲軟的外部經(jīng)濟(jì)環(huán)境使產(chǎn)能過(guò)剩的現(xiàn)狀“雪上加霜”。與此同時(shí),制造業(yè)“數(shù)字化、網(wǎng)絡(luò)化、智能化”的發(fā)展趨勢(shì)逐步加深,我國(guó)船舶工業(yè)正向設(shè)計(jì)智能化、產(chǎn)品智能化、管理精細(xì)化和信息集成化的方向發(fā)展。未來(lái)將有更多機(jī)器人投入到造船工序,造船業(yè)對(duì)機(jī)器人的廣泛使用勢(shì)在必行。為了擺脫企業(yè)外部和內(nèi)部劣勢(shì),ZD船舶工程公司應(yīng)在船舶電氣與輪機(jī)安裝業(yè)務(wù)的基礎(chǔ)上,通過(guò)與各船舶機(jī)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(duì)產(chǎn)品的全生命周期服務(wù)。通過(guò)將企業(yè)重心逐步轉(zhuǎn)移至船舶機(jī)器人的代理與售后方向,形成多元化發(fā)展態(tài)勢(shì)。(2)強(qiáng)化ZD貿(mào)易公司輕資產(chǎn)運(yùn)營(yíng)模式的應(yīng)用。童裝市場(chǎng)在漸入佳境的同時(shí),從“數(shù)量消費(fèi)”轉(zhuǎn)向“品牌消費(fèi)”階段。隨著經(jīng)濟(jì)發(fā)展和文化發(fā)展的相互交融,未來(lái)國(guó)內(nèi)的童裝市場(chǎng)必然呈現(xiàn)更加多元化的局面。為了在激烈的市場(chǎng)競(jìng)爭(zhēng)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(yùn)用在品牌建設(shè)、營(yíng)銷渠道和客戶管理等重點(diǎn)領(lǐng)域。通過(guò)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(yùn)作的整體效率,提升品牌運(yùn)作的市場(chǎng)空間。(3)加強(qiáng)ZD船舶公司和ZD貿(mào)易公司運(yùn)營(yíng)交叉點(diǎn)——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(xiǎn)能力和盈利能力。針對(duì)不同的項(xiàng)目,ZD公司需要站在創(chuàng)新的角度上積極迎合市場(chǎng)變化,在產(chǎn)品結(jié)構(gòu)、業(yè)務(wù)模式和營(yíng)銷手段等方面進(jìn)行創(chuàng)新,屆時(shí)資金流量越大,流速越快,公司的財(cái)務(wù)實(shí)力越強(qiáng),抗風(fēng)險(xiǎn)能力也就越強(qiáng),ZD公司的資金運(yùn)轉(zhuǎn)能力將進(jìn)一步提高。在優(yōu)化的輕資產(chǎn)模式下擴(kuò)大投融資規(guī)模,利用重組和兼并等手段提升市場(chǎng)占有率,形成規(guī)模經(jīng)濟(jì),使產(chǎn)品結(jié)構(gòu)趨于合理,提升市場(chǎng)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(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F426.474;F272

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