【摘要】：JZ公司是一個(gè)老牌國(guó)有企業(yè),過去僅是廣電行業(yè)傳統(tǒng)的有線電視、衛(wèi)星電視機(jī)頂盒制造商,如今受到互聯(lián)網(wǎng)電視行業(yè)、通信行業(yè)介入視頻服務(wù)的壓力,面臨著跨界企業(yè)的巨大挑戰(zhàn)。在當(dāng)今新舊業(yè)態(tài)交織的產(chǎn)業(yè)背景下,面對(duì)跨界融合的行業(yè)發(fā)展趨勢(shì),如何正確的選擇發(fā)展方向,找到出路,為公司培育出新的經(jīng)濟(jì)增長(zhǎng)點(diǎn),成為當(dāng)下重要而迫切的主題,也是本文研究探討的重點(diǎn)。針對(duì)這種現(xiàn)狀,筆者采用了安索夫矩陣、PEST分析、五力分析為依據(jù),從理論上分析研究了影響機(jī)頂盒業(yè)務(wù)發(fā)展的要素。本文深度結(jié)合JZ公司機(jī)頂盒業(yè)務(wù),通過對(duì)政策、行業(yè)、經(jīng)濟(jì)、技術(shù)、市場(chǎng)、優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)、挑戰(zhàn)等主要因素的分析,進(jìn)行其業(yè)務(wù)發(fā)展方向選擇的探討。本文通篇圍繞產(chǎn)品、市場(chǎng)兩個(gè)維度,運(yùn)用安索夫矩陣,以現(xiàn)有的市場(chǎng)和產(chǎn)品為基礎(chǔ),以鞏固市場(chǎng)份額為目的,研究JZ公司機(jī)頂盒業(yè)務(wù)戰(zhàn)略發(fā)展方向的選擇問題。本文運(yùn)用PEST理論,分析政策、社會(huì)、經(jīng)濟(jì)、技術(shù)因素,從總體上把握宏觀外部環(huán)境,評(píng)價(jià)其對(duì)企業(yè)戰(zhàn)略目標(biāo)和戰(zhàn)略制定的影響,從而對(duì)企業(yè)的戰(zhàn)略目標(biāo)進(jìn)行恰當(dāng)?shù)亩ㄎ?進(jìn)而制定和調(diào)整相應(yīng)的戰(zhàn)略;通過五力分析,對(duì)JZ公司的外部環(huán)境進(jìn)行分析,對(duì)公司的發(fā)展能力與內(nèi)生動(dòng)力進(jìn)行了探討,提煉公司長(zhǎng)期發(fā)展形成的核心能力,挖掘擴(kuò)張經(jīng)營(yíng)、做強(qiáng)做大的發(fā)展基礎(chǔ)和內(nèi)生動(dòng)力;通過安索夫矩陣,提煉出企業(yè)增長(zhǎng)需要綜合平衡發(fā)展的三個(gè)階段的業(yè)務(wù),突出核心業(yè)務(wù),尋求新業(yè)務(wù)發(fā)展機(jī)遇。企業(yè)業(yè)務(wù)發(fā)展方向的選擇,對(duì)企業(yè)發(fā)展具有非常深遠(yuǎn)的意義,筆者通過分析國(guó)家相關(guān)產(chǎn)業(yè)政策,綜合分析公司內(nèi)外部環(huán)境,以及對(duì)公司主營(yíng)業(yè)務(wù)的產(chǎn)業(yè)與行業(yè)的全面系統(tǒng)分析和科學(xué)預(yù)測(cè),擬定公司戰(zhàn)略發(fā)展步驟、思路和經(jīng)營(yíng)目標(biāo),并從企業(yè)基礎(chǔ)運(yùn)營(yíng)管理保障和資源配置保障方面提出保障措施。但是本研究還存在一些不足:如本研究立足于JZ公司,由于行業(yè)界限、企業(yè)發(fā)展能力不同等因素,對(duì)該個(gè)案得出的分析不具有普遍適用性。由此可見,研究企業(yè)如何選擇業(yè)務(wù)發(fā)展方向是一項(xiàng)個(gè)性化的研究任務(wù)。
[Abstract]:JZ, a veteran state-owned enterprise that used to be a traditional cable television and satellite TV set-top box manufacturer, is under pressure from the Internet television industry and the communications industry to intervene in video services. Faced with the enormous challenges of cross-border enterprises. Under the background of the new and old industry, facing the trend of industry development, how to choose the right direction of development, find a way out and cultivate new economic growth point for the company has become an important and urgent topic. It is also the focus of this study. In view of this situation, based on Ansov matrix, PEST analysis and five-force analysis, the factors that affect the development of set-top box business are analyzed and studied theoretically. Based on the analysis of policy, industry, economy, technology, market, advantage, inferiority, opportunity, challenge and so on, this paper discusses the choice of development direction of JZ's set-top box business. This paper focuses on the two dimensions of product and market, using the Ansov matrix, based on the existing market and products, and aiming at consolidating the market share, studies the choice of the strategic development direction of JZ's set-top box business. This paper applies PEST theory to analyze the policy, social, economic and technological factors, to grasp the macro external environment in general, and to evaluate its influence on the strategic objectives and strategic formulation of enterprises, so as to position the strategic objectives of enterprises appropriately. Through the analysis of five forces, the external environment of JZ company is analyzed, the development ability and endogenous power of the company are discussed, the core ability of long-term development of the company is refined, and the expansion management is excavated. By means of Ansov matrix, the three stages of business which need to be developed in a comprehensive and balanced manner are abstracted, the core business is highlighted, and new business development opportunities are sought. The choice of the direction of business development is of great significance to the development of enterprises. By analyzing the relevant industrial policies of the country, the author comprehensively analyzes the internal and external environment of the company. It also makes a comprehensive and systematic analysis and scientific prediction of the industry and industry of the company's main business, formulates the strategic development steps, ideas and business objectives of the company, and puts forward the safeguard measures from the aspects of the basic operation management guarantee and the resource allocation guarantee of the company. However, there are still some shortcomings in this study: for example, this study is based on JZ Company, because of the industry boundaries, the ability of enterprise development is not equal, so the analysis of this case does not have universal applicability. Thus, it is a personalized research task to study how to choose the direction of business development.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F274;F426.6

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