V公司國(guó)際化發(fā)展戰(zhàn)略研究
發(fā)布時(shí)間：2018-07-29 18:06
【摘要】：軌道裝備制造業(yè)作為我國(guó)的支柱產(chǎn)業(yè)近幾年取得了長(zhǎng)足發(fā)展，，受惠于“十一五”期間鐵路跨越式發(fā)展的國(guó)家政策和“十二五”期間國(guó)家繼續(xù)加大鐵路領(lǐng)域投資政策，V公司的綜合能力和經(jīng)營(yíng)水平得到了大幅提升，產(chǎn)品線已覆蓋到整個(gè)鐵路內(nèi)裝領(lǐng)域。但隨著國(guó)內(nèi)市場(chǎng)逐步飽和以及行業(yè)競(jìng)爭(zhēng)加劇，V企業(yè)為了尋求長(zhǎng)期發(fā)展，就必須要制定國(guó)際化發(fā)展戰(zhàn)略。 本文綜合運(yùn)用企業(yè)戰(zhàn)略管理理論以及PEST、SWOT分析方法和工具，從外部環(huán)境和內(nèi)部環(huán)境對(duì)企業(yè)進(jìn)行分析研究。一方面，通過(guò)對(duì)V公司所處的政策環(huán)境進(jìn)行分析，指出國(guó)家在鐵路建設(shè)領(lǐng)域持續(xù)政策扶持；通過(guò)對(duì)V公司所處的經(jīng)濟(jì)環(huán)境進(jìn)行分析，指出目前世界經(jīng)濟(jì)仍處于緩慢復(fù)蘇中，國(guó)內(nèi)經(jīng)濟(jì)趨于穩(wěn)定并持續(xù)向好，但處于十分關(guān)鍵的調(diào)整階段；通過(guò)對(duì)V公司所處的社會(huì)與文化環(huán)境進(jìn)行分析，指出走環(huán)保和可持續(xù)發(fā)展是V公司的必然選擇；通過(guò)對(duì)V公司所處的技術(shù)環(huán)境進(jìn)行分析，指出高效低耗、綠色制造是未來(lái)發(fā)展趨勢(shì)；通過(guò)對(duì)V公司所處的行業(yè)現(xiàn)狀及趨勢(shì)進(jìn)行分析，指出軌道裝備行業(yè)未來(lái)發(fā)展趨勢(shì)良好，V公司應(yīng)與國(guó)內(nèi)外客戶開(kāi)展廣泛合作以獲取更大的發(fā)展空間。另一方面，通過(guò)對(duì)V公司的研發(fā)、制造、運(yùn)營(yíng)、營(yíng)銷(xiāo)、售后服務(wù)和項(xiàng)目管理共計(jì)六個(gè)維度的內(nèi)部環(huán)境進(jìn)行分析，指出V公司在研發(fā)層面盡管技術(shù)力量較為雄厚，但是原創(chuàng)性技術(shù)較少；在制造層面能力充足，能夠滿足客戶多樣化需求；在運(yùn)營(yíng)層面總體持續(xù)向好，交付及時(shí)率需關(guān)注；在營(yíng)銷(xiāo)層面維持現(xiàn)有客戶及市場(chǎng)，國(guó)際網(wǎng)絡(luò)逐步鋪開(kāi)；在售后服務(wù)層面海外站點(diǎn)已初步建立，人員素質(zhì)及聯(lián)絡(luò)配合需提升；在項(xiàng)目管理層面實(shí)行項(xiàng)目經(jīng)理負(fù)責(zé)制。 建立在這些分析的基礎(chǔ)上，應(yīng)用SWOT分析方法，指出V企業(yè)發(fā)展所面臨的優(yōu)勢(shì)是產(chǎn)品多元化、核心制造能力強(qiáng)、國(guó)內(nèi)客戶穩(wěn)定；劣勢(shì)是生產(chǎn)效率偏低、國(guó)外物流配送和售后服務(wù)能力不強(qiáng)、品牌知名度不高；機(jī)遇是國(guó)家政策持續(xù)扶持和低成本規(guī)模優(yōu)勢(shì)；挑戰(zhàn)是產(chǎn)品成本上漲迅速、競(jìng)爭(zhēng)加劇、利潤(rùn)降低�；谶@些分析，V企業(yè)最優(yōu)戰(zhàn)略選擇是WO戰(zhàn)略，即尋求國(guó)際知名企業(yè)，開(kāi)展國(guó)際項(xiàng)目合作，提升品牌知名度及認(rèn)可度；根據(jù)市場(chǎng)需求，研究新技術(shù)；提高投入產(chǎn)出比，優(yōu)化成本；提升國(guó)外物流及售后服務(wù)配套，追求客戶滿意度； 根據(jù)戰(zhàn)略選擇結(jié)果，明確V企業(yè)國(guó)際化發(fā)展戰(zhàn)略總體目標(biāo)和階段性目標(biāo)，識(shí)別并發(fā)展相關(guān)核心戰(zhàn)略，主要包括品牌國(guó)際化戰(zhàn)略、市場(chǎng)開(kāi)拓戰(zhàn)略、人力資源戰(zhàn)略，其中市場(chǎng)開(kāi)拓戰(zhàn)略又細(xì)分成技術(shù)領(lǐng)先戰(zhàn)略、成本領(lǐng)先戰(zhàn)略和服務(wù)領(lǐng)先戰(zhàn)略，這些戰(zhàn)略構(gòu)建了V公司一個(gè)比較完整的國(guó)際化發(fā)展戰(zhàn)略體系，最后就V公司國(guó)際化發(fā)展戰(zhàn)略制定出相應(yīng)的四點(diǎn)戰(zhàn)略保障措施，主要包括加強(qiáng)員工人才隊(duì)伍建設(shè)、推進(jìn)V公司國(guó)際化經(jīng)營(yíng)體系建設(shè)、建立適應(yīng)V公司國(guó)際化戰(zhàn)略的企業(yè)文化以及建立適應(yīng)V公司國(guó)際化運(yùn)營(yíng)的售后服務(wù)體系，以增強(qiáng)其現(xiàn)實(shí)意義。
[Abstract]:As the pillar industry of our country, the rail equipment manufacturing industry has made great progress in recent years. It has benefited from the national policy of the railway leap forward development during the "11th Five-Year" period and the country continued to increase the investment policy in the railway field during the "12th Five-Year" period. The comprehensive ability and management level of V company have been greatly improved, and the product line has covered the whole. With the gradual saturation of the domestic market and the intensification of industry competition, V enterprises must formulate an international development strategy in order to seek long-term development.
This paper uses the theory of enterprise strategic management and the PEST, SWOT analysis methods and tools to analyze the enterprise from the external environment and the internal environment. On the one hand, through the analysis of the policy environment of the V company, it points out that the country continues to support the policy in the field of Railway construction, and points out the economic environment of the V company. It points out that the world economy is still in a slow recovery, the domestic economy tends to be stable and continues to be good, but at a very critical stage of adjustment. Through the analysis of the social and cultural environment of V company, it is pointed out that environmental protection and sustainable development are the inevitable choice of V company, and the technical environment in which V company is located is divided. Analysis, pointed out that high efficiency and low consumption, green manufacturing is the future development trend. Through the analysis of the current situation and trend of the industry of V company, it points out that the future development trend of the rail equipment industry is good. V company should carry out extensive cooperation with domestic and foreign customers in order to obtain greater development space. On the other hand, through the R & D, manufacturing and operation of V company, Marketing, after-sales service and project management in the total six dimensions of the internal environment of the analysis, V company in the R & D level, although the technical strength is relatively strong, but the original technology is less; in the manufacturing level of sufficient capacity to meet the diversified needs of customers; in the overall operation level, the delivery rate needs attention; The marketing level maintains the existing customers and the market, the international network is gradually spread out; the overseas site has been initially established at the after-sales service level, and the personnel quality and liaison coordination need to be promoted; the project manager is responsible for the project management.
On the basis of these analysis, the SWOT analysis method is applied to point out that the advantages of V enterprise development are diversified products, strong core manufacturing ability, stable domestic customers, low production efficiency, poor logistics distribution and after-sales service ability, low brand awareness, and opportunity is the sustained support and low cost of national policy. The challenge is that the product cost is rising rapidly, the competition is aggravated and the profit is reduced. Based on these analysis, the best strategic choice of V enterprise is WO strategy, that is to seek international well-known enterprises, carry out international project cooperation, enhance brand awareness and recognition degree, research new technology according to market demand, improve input-output ratio, optimize cost; Foreign logistics and after-sales service support, to pursue customer satisfaction;
According to the results of the strategic choice, the overall objectives and stage goals of V enterprise internationalization development strategy are identified and the core strategies are identified and developed, including the brand internationalization strategy, market development strategy, and human resource strategy, in which the market development strategy is divided into technology leading strategy, cost leading strategy and service leading strategy. The strategy constructs a relatively complete international development strategy system of V company. At last, it sets up the corresponding four strategic guarantee measures for the international development strategy of V company. It mainly includes strengthening the construction of staff personnel, promoting the construction of the international business system of V company, establishing the enterprise culture adapting to the internationalization strategy of the V company, and establishing the suitable enterprise culture. The V company's international operation after-sales service system should be strengthened to enhance its practical significance.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.47;F272.3
本文編號(hào)：2153558
[Abstract]:As the pillar industry of our country, the rail equipment manufacturing industry has made great progress in recent years. It has benefited from the national policy of the railway leap forward development during the "11th Five-Year" period and the country continued to increase the investment policy in the railway field during the "12th Five-Year" period. The comprehensive ability and management level of V company have been greatly improved, and the product line has covered the whole. With the gradual saturation of the domestic market and the intensification of industry competition, V enterprises must formulate an international development strategy in order to seek long-term development.
This paper uses the theory of enterprise strategic management and the PEST, SWOT analysis methods and tools to analyze the enterprise from the external environment and the internal environment. On the one hand, through the analysis of the policy environment of the V company, it points out that the country continues to support the policy in the field of Railway construction, and points out the economic environment of the V company. It points out that the world economy is still in a slow recovery, the domestic economy tends to be stable and continues to be good, but at a very critical stage of adjustment. Through the analysis of the social and cultural environment of V company, it is pointed out that environmental protection and sustainable development are the inevitable choice of V company, and the technical environment in which V company is located is divided. Analysis, pointed out that high efficiency and low consumption, green manufacturing is the future development trend. Through the analysis of the current situation and trend of the industry of V company, it points out that the future development trend of the rail equipment industry is good. V company should carry out extensive cooperation with domestic and foreign customers in order to obtain greater development space. On the other hand, through the R & D, manufacturing and operation of V company, Marketing, after-sales service and project management in the total six dimensions of the internal environment of the analysis, V company in the R & D level, although the technical strength is relatively strong, but the original technology is less; in the manufacturing level of sufficient capacity to meet the diversified needs of customers; in the overall operation level, the delivery rate needs attention; The marketing level maintains the existing customers and the market, the international network is gradually spread out; the overseas site has been initially established at the after-sales service level, and the personnel quality and liaison coordination need to be promoted; the project manager is responsible for the project management.
On the basis of these analysis, the SWOT analysis method is applied to point out that the advantages of V enterprise development are diversified products, strong core manufacturing ability, stable domestic customers, low production efficiency, poor logistics distribution and after-sales service ability, low brand awareness, and opportunity is the sustained support and low cost of national policy. The challenge is that the product cost is rising rapidly, the competition is aggravated and the profit is reduced. Based on these analysis, the best strategic choice of V enterprise is WO strategy, that is to seek international well-known enterprises, carry out international project cooperation, enhance brand awareness and recognition degree, research new technology according to market demand, improve input-output ratio, optimize cost; Foreign logistics and after-sales service support, to pursue customer satisfaction;
According to the results of the strategic choice, the overall objectives and stage goals of V enterprise internationalization development strategy are identified and the core strategies are identified and developed, including the brand internationalization strategy, market development strategy, and human resource strategy, in which the market development strategy is divided into technology leading strategy, cost leading strategy and service leading strategy. The strategy constructs a relatively complete international development strategy system of V company. At last, it sets up the corresponding four strategic guarantee measures for the international development strategy of V company. It mainly includes strengthening the construction of staff personnel, promoting the construction of the international business system of V company, establishing the enterprise culture adapting to the internationalization strategy of the V company, and establishing the suitable enterprise culture. The V company's international operation after-sales service system should be strengthened to enhance its practical significance.
【學(xué)位授予單位】：中國(guó)海洋大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F426.47;F272.3
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