本文關(guān)鍵詞：KB（中國）公司發(fā)展戰(zhàn)略研究　出處：《西南交通大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： KB公司 挖掘機行業(yè) SWOT分析 穩(wěn)定型戰(zhàn)略 競爭戰(zhàn)略

【摘要】：挖掘機行業(yè)是經(jīng)濟先導(dǎo)型行業(yè),也是投資拉動型產(chǎn)業(yè),宏觀經(jīng)濟環(huán)境的波動驅(qū)動著挖掘機需求的上下起伏。國家對房地產(chǎn)的調(diào)控,降低了20T級的比重；能源建設(shè)、礦山開采的興盛與低迷影響著礦山型挖掘機需求的高與低；新一屆政府執(zhí)行“不刺激、去杠桿”,以調(diào)整經(jīng)濟增長結(jié)構(gòu)為目標的導(dǎo)向性政策,加之前期執(zhí)行的4萬億投資刺激政策拉抬了挖掘機需求達到歷史高點,一正一反的力量更使挖掘機市場一片哀鴻。挖掘機需求如高臺跳水,整個市場出現(xiàn)逆轉(zhuǎn),由賣方市場轉(zhuǎn)為買方市場,產(chǎn)能過大,市場存量龐大,大量設(shè)備閑置,部分企業(yè)已倒閉,部分卻掙扎在生死存亡的邊緣。在挖掘機行業(yè)發(fā)展的二十年間,客戶經(jīng)歷了巨大的變化,由不成熟和非理性走向了成熟與理性,群體結(jié)構(gòu)在發(fā)生變化,需求更趨于多元化,這時的企業(yè)要生存和發(fā)展,必然要求變,方能適應(yīng)這種變化,怎么變,哪些變,哪些不變,就須重新審視環(huán)境變化,制定企業(yè)的發(fā)展戰(zhàn)略,以引領(lǐng)客戶需求,使企業(yè)更好地發(fā)展,這就是本論文的初衷所在,希望能籍此對筆者服務(wù)的KB公司有所幫助。全文共分為五個部分,第1章是緒論,介紹了本文的選題背景、研究的目的和意義、以及本文的研究思路和研究方法。第2章是KB公司簡介,對KB公司的人員狀況、組織結(jié)構(gòu)、發(fā)展沿革和發(fā)展現(xiàn)狀等基本情況進行了介紹。第3章是企業(yè)內(nèi)外部環(huán)境分析,具體分析了KB公司的宏觀環(huán)境、行業(yè)環(huán)境、競爭與客戶變動情況,以及公司的內(nèi)部環(huán)境,具體包括企業(yè)管理能力分析、企業(yè)營銷能力分析、企業(yè)文化分析和企業(yè)人力資源分析,然后采用SWOT分析方法,對企業(yè)的優(yōu)勢、劣勢,機會和威脅,以及四種備選戰(zhàn)略進行了具體地分析和闡述。第4章是KB公司發(fā)展戰(zhàn)略的制定,提出了KB公司的使命與愿景,并明確了公司的戰(zhàn)略目標和戰(zhàn)略選擇,即采取穩(wěn)定型戰(zhàn)略的發(fā)展思路,并提出企業(yè)戰(zhàn)略的實現(xiàn)方式為戰(zhàn)略聯(lián)盟,最后分析了公司的競爭戰(zhàn)略及其實現(xiàn)方式。第5章列出了公司戰(zhàn)略實施所需要的具體資源與保障措施。
[Abstract]:Pilot type excavator industry is the economic industry, is the investment industry, the macroeconomic environment fluctuation of driving excavator demand ups and downs. The state regulation of the real estate, reduce the proportion of grade 20T; energy construction, mining prosperity and downturn affecting the mine excavator demand of high and low; new a government does not stimulate, deleveraging, oriented policy to adjust the structure of economic growth as the goal, coupled with the early implementation of the 4 trillion policies to stimulate investment in its excavator demand reached a record high, a reverse force makes a Aihong. Excavator excavator market demand such as diving, the entire market downturn, from a seller's market to a buyer's market, the capacity is too large, the stock market is huge, a large number of idle equipment, some enterprises have been closed down, some are struggling in the edge of the excavator industry of vital importance. The development of twenty years, customers have experienced great changes, from irrational and immature to mature and rational population structure change, demand diversification, the enterprise to survive and development, must change, in order to adapt to this change, how to change, what changes, which will be unchanged. A survey on the environmental changes, formulate the development strategy of the enterprise, leading to customer demand, to enable enterprises to better development, this is the original intention, hope to take this to the KB service to help. The text is divided into five parts, the first chapter is the introduction, introduces the background, purpose and the significance of the study, and research ideas and research methods. The second chapter is the brief introduction of KB company, the KB company staff, the organization structure, the basic situation of development history and current status are introduced. The third chapter is the enterprise internal and external Environmental analysis, a detailed analysis of the macro environment, KB, industry environment, competition and customer changes, and the company's internal environment, including the analysis of the enterprise management ability, marketing ability analysis, analysis of enterprise culture and the analysis of enterprise human resources, and then collected with SWOT analysis of business advantages, disadvantages, opportunities and the threat, as well as four kinds of strategies are analyzed and discussed. The fourth chapter is the formulation of the development strategy of KB company, put forward the mission and vision of KB company, and the company's strategic objectives and strategic choice, development ideas that take stable strategy, and put forward the implementation strategy for enterprise strategy the final analysis of the alliance, the company's competitive strategy and its implementation. The fifth chapter lists the specific strategic resources and security measures are required.

【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272;F426.4

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