【摘要】：LED(半導(dǎo)體照明)帶來(lái)了新的照明革命,照明行業(yè)競(jìng)爭(zhēng)格局也在悄然發(fā)生改變,老牌照明寡頭的地位受到了挑戰(zhàn)。隨著新技術(shù)的發(fā)展,老牌照明企業(yè)原所擁有的渠道、品牌、專利等也不占有如以往的明顯優(yōu)勢(shì)。這場(chǎng)變革也讓中國(guó)的照明企業(yè)看到了曙光和方向,也許有機(jī)會(huì)把那些大企業(yè)拉到同一水平線進(jìn)行競(jìng)爭(zhēng)。在LED技術(shù)變革面前,大家的起跑線幾乎是相等的。這當(dāng)中,中國(guó)的民營(yíng)中小企業(yè)最為活躍。另一方面,由于大部份中小企業(yè)成立時(shí)間短,底子薄,大都處在生存或發(fā)展期。雖有發(fā)展的急切渴望,但自也存在一些短板,如:人才的儲(chǔ)備和投資都有限、憑經(jīng)驗(yàn)和直覺(jué)進(jìn)行決策、對(duì)商業(yè)模式和戰(zhàn)略缺乏系統(tǒng)地調(diào)研和規(guī)劃等。由LED帶來(lái)了的照明革命,讓國(guó)外傳統(tǒng)照明企業(yè)所擁有的品牌、專利等壁壘正在弱化或被打破。這讓中國(guó)的照明企業(yè)看到了新的發(fā)展方向和機(jī)會(huì)。本文首先應(yīng)用六力互動(dòng)模型分析法對(duì)企業(yè)面臨的行業(yè)狀況展開(kāi)分析:主要包括企業(yè)、顧客、供應(yīng)商、新進(jìn)入者、同行廠商、互補(bǔ)廠商等六方面力量。其次應(yīng)用案例研究分析法,以一家民營(yíng)初創(chuàng)型出口企業(yè)(OEM代工廠)——廈門(mén)D公司作為案例研究對(duì)象。主要闡述如下三方面:第一介紹廈門(mén)D公司的發(fā)展歷程和概況;第二通過(guò)第三方的行業(yè)報(bào)告分析全球LED照明市場(chǎng)的格局和發(fā)展趨勢(shì);第三從戰(zhàn)略、財(cái)務(wù)報(bào)表、客戶結(jié)構(gòu)對(duì)廈門(mén)D公司進(jìn)行商業(yè)模式分析,了解企業(yè)的經(jīng)營(yíng)狀況和存在的問(wèn)題。接著,本文將運(yùn)用重構(gòu)商業(yè)模式、戰(zhàn)略管理理論等理論,結(jié)合LED照明行業(yè)的發(fā)展?fàn)顩r和D公司擁有的資源、能力,重新制定戰(zhàn)略,為商業(yè)模式的實(shí)現(xiàn)提供建議。最后,通過(guò)理論與企業(yè)實(shí)際相結(jié)合,回顧所得到的管理啟示。本文將根據(jù)商業(yè)模式、戰(zhàn)略管理和營(yíng)銷(xiāo)管理等理論,結(jié)合LED照明行業(yè)的發(fā)展?fàn)顩r和廈門(mén)D公司現(xiàn)有的資源、能力,研究廈門(mén)D公司的商業(yè)模式轉(zhuǎn)型升級(jí)之路。該公司由于良好的成長(zhǎng)性已經(jīng)獲得了5000萬(wàn)美金的A輪融資,現(xiàn)在已經(jīng)有1000萬(wàn)美金到賬,如何用好這筆資金也是一個(gè)十分重要的課題。希望以此為類似廈門(mén)D公司的中小民營(yíng)OEM代工企業(yè)的發(fā)展提供借鑒。
[Abstract]:LED (semiconductor lighting) has brought a new lighting revolution, lighting industry competition pattern is quietly changing, the status of old lighting oligarchs has been challenged. With the development of new technology, the channel, brand and patent owned by the old lighting enterprises are not as obvious as before. The change has also given Chinese lighting companies a glimpse into the dawn and direction, perhaps bringing the big ones to the same level of competition. In front of LED technology change, everybody's starting line is almost equal. Among them, China's private small and medium-sized enterprises are the most active. On the other hand, because most small and medium-sized enterprises establish time is short, the foundation is thin, mostly is in the survival or the development period. Although there is an urgent desire for development, there are also some shortcomings, such as limited reserve and investment of talents, decision-making based on experience and intuition, lack of systematic investigation and planning of business models and strategies, etc. The lighting revolution brought by LED has weakened or broken the barriers such as brands and patents owned by foreign traditional lighting enterprises. This lets the Chinese lighting enterprise see the new development direction and the opportunity. In this paper, we first use the six forces interactive model analysis method to analyze the industry situation faced by enterprises, including enterprises, customers, suppliers, new entrants, peer manufacturers, complementary manufacturers and other six forces. Secondly, using the case study method, take a private start-up export enterprise (OEM)-Xiamen D Company as the case study object. This paper mainly expounds the following three aspects: first, introduces the development history and general situation of Xiamen D Company; second, analyzes the pattern and development trend of global LED lighting market through the industry report of third party; third, from the strategy, the financial statement, Customer structure to analyze the business model of Xiamen D Company, understand the business situation and existing problems. Then, this paper will use the theory of reconstructing business model, strategic management theory, combining the development of LED lighting industry and the resources and capabilities of D company, reformulate the strategy, and provide suggestions for the realization of business model. Finally, through the combination of theory and practice, the management enlightenment is reviewed. According to the theories of business model, strategic management and marketing management, combining the development of LED lighting industry and the existing resources and capabilities of Xiamen D Company, this paper will study the road of business model transformation and upgrading of Xiamen D Company. The company has received $50 million in round A financing because of its good growth and now has $10 million in receipts. How to make good use of the funds is also a very important issue. We hope to provide reference for the development of small and medium-sized private OEM contract manufacturing enterprises similar to Xiamen D Company.
【學(xué)位授予單位】：閩江學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F426.6

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