本文選題：經(jīng)營(yíng)戰(zhàn)略 + BCG分析��； 參考：《江西師范大學(xué)》2017年碩士論文

【摘要】：南昌神州數(shù)碼教育軟件公司是一家致力于應(yīng)用軟件、門戶網(wǎng)站開發(fā)、計(jì)算機(jī)信息系統(tǒng)集成的高科技企業(yè)。為了獲得持續(xù)的競(jìng)爭(zhēng)優(yōu)勢(shì)和提升公司的核心競(jìng)爭(zhēng)力,當(dāng)前公司急需從戰(zhàn)略視角制定和實(shí)施一套適應(yīng)本地區(qū)教育軟件客戶市場(chǎng)需求和有助于公司長(zhǎng)遠(yuǎn)可持續(xù)發(fā)展壯大的經(jīng)營(yíng)方案,從而為公司發(fā)展提供科學(xué)、正確、有效的戰(zhàn)略指導(dǎo)。本文以南昌神州數(shù)碼教育軟件公司及其教育綜合信息服務(wù)平臺(tái)產(chǎn)品為案例分析對(duì)象,在企業(yè)戰(zhàn)略相關(guān)理論和前人研究成果提煉的基礎(chǔ)上,對(duì)公司的基本情況、發(fā)展歷程、產(chǎn)品構(gòu)成、治理結(jié)構(gòu)與人力資源規(guī)劃、商業(yè)運(yùn)作模式、產(chǎn)品市場(chǎng)情況等進(jìn)行了分析,并對(duì)公司采取的聚焦戰(zhàn)略、差異化戰(zhàn)略兩個(gè)主要經(jīng)營(yíng)戰(zhàn)略的現(xiàn)狀和問題進(jìn)行了分析,有針對(duì)性的提出了公司經(jīng)營(yíng)戰(zhàn)略的優(yōu)化措施,最后提出了公司經(jīng)營(yíng)戰(zhàn)略的具體保障措施。本文研究認(rèn)為,公司在聚焦戰(zhàn)略中存在的問題表現(xiàn)在優(yōu)勢(shì)業(yè)務(wù)沒有做大做強(qiáng)、研發(fā)人員和資金使用分散、未將中高端市場(chǎng)客戶需求作為業(yè)務(wù)重點(diǎn)三個(gè)方面,公司在差異化戰(zhàn)略中存在的問題主要體現(xiàn)在產(chǎn)品差異化程度不夠、服務(wù)差異化有待改進(jìn)、營(yíng)銷差異化能力待加強(qiáng)三個(gè)方面。再次,提出了公司經(jīng)營(yíng)戰(zhàn)略優(yōu)化的指導(dǎo)思想,認(rèn)為應(yīng)當(dāng)以市場(chǎng)導(dǎo)向,以需求驅(qū)動(dòng),努力滿足目標(biāo)市場(chǎng)中客戶的需求,依靠品種、質(zhì)量、成本取勝,堅(jiān)持技術(shù)創(chuàng)新和系統(tǒng)整體優(yōu)化,做到以人為本。接著,提出了公司戰(zhàn)略的具體優(yōu)化措施,在聚焦戰(zhàn)略方面,應(yīng)當(dāng)針對(duì)波士頓矩陣中的明顯業(yè)務(wù)采取聚焦戰(zhàn)略,在資源聚焦策略上要將有限的資源聚焦在優(yōu)勢(shì)產(chǎn)品的升級(jí)、服務(wù)和營(yíng)銷方面,做大做強(qiáng)一到兩類明星業(yè)務(wù),在中高端市場(chǎng)客戶聚焦策略上要針對(duì)客戶要求設(shè)計(jì)、開發(fā)和推廣優(yōu)質(zhì)產(chǎn)品并努力開拓中高端客戶市場(chǎng);對(duì)于公司差異化戰(zhàn)略進(jìn)行了優(yōu)化設(shè)計(jì),在產(chǎn)品差異化策略上要采取并購(gòu)和和產(chǎn)品橫向發(fā)展模式,結(jié)合使用客戶需求,橫向、縱向研發(fā)高檔、中檔、低檔有效搭配的產(chǎn)品;在服務(wù)差異化策略方面,要逐步建立遍布江西省乃至全國(guó)的售前售后技術(shù)支持團(tuán)隊(duì),重點(diǎn)針對(duì)教育部門、企業(yè)、事業(yè)單位等不同使用客戶的特點(diǎn)和對(duì)軟件升級(jí)、管理的要求,推出差異化服務(wù),培育其對(duì)軟件使用的忠誠(chéng)度,在營(yíng)銷差異化策略實(shí)施中要科學(xué)制定差異化營(yíng)銷策略,并對(duì)營(yíng)銷推廣人員的業(yè)務(wù)素質(zhì)、服務(wù)水平進(jìn)行培訓(xùn),能夠針對(duì)不同客戶需求提供其要求的軟件產(chǎn)品。最后,從重視人才引進(jìn)與培養(yǎng)、強(qiáng)化教育軟件市場(chǎng)網(wǎng)絡(luò)渠道建設(shè)、做好產(chǎn)品使用客戶需求調(diào)查、打造符合公司戰(zhàn)略需求的企業(yè)文化四個(gè)角度提出了公司經(jīng)營(yíng)戰(zhàn)略順利實(shí)施的保障措施。
[Abstract]:Nanchang Shenzhou Digital Education Software Co., Ltd. is a high-tech enterprise dedicated to application software, portal development and computer information system integration. In order to achieve a sustained competitive advantage and enhance the core competitiveness of the company, it is urgent for the company to formulate and implement from a strategic perspective a set of business plans that meet the needs of the local educational software customer market and contribute to the long-term sustainable development of the company. In order to provide scientific, correct and effective strategic guidance for the development of the company. This paper takes Nanchang Shenzhou Digital Education Software Company and its educational integrated information service platform as the case study object, on the basis of the related theories of enterprise strategy and the extraction of previous research results, the paper analyzes the basic situation and development course of the company. Product composition, governance structure and human resource planning, business operation model, product market situation and so on are analyzed, and the current situation and problems of the two main management strategies adopted by the company are analyzed, such as focusing strategy and differentiation strategy. The paper puts forward the optimization measures of the company's management strategy, and finally puts forward the concrete safeguard measures of the company's management strategy. This paper believes that the problems in the focus strategy of the company are that the advantage business is not bigger and stronger, the R & D personnel and funds are dispersed, and the middle and high-end market customer demand is not regarded as the business priority. The main problems in the differentiation strategy of the company are that the degree of product differentiation is not enough, the service differentiation needs to be improved, and the ability of marketing differentiation needs to be strengthened. Thirdly, the paper puts forward the guiding ideology of the optimization of the company's management strategy, which should be market-oriented, demand-driven, and strive to meet the needs of the customers in the target market, relying on the variety, quality and cost to win. Adhere to technological innovation and overall optimization of the system, so that people-oriented. Then, the specific optimization measures of corporate strategy are put forward. In focusing strategy, we should focus on the obvious business in the Boston matrix, and focus the limited resources on the upgrading of superior products in the resource focusing strategy. In the aspect of service and marketing, one or two kinds of star business should be bigger and stronger. In the middle and high end market, we should design, develop and promote high quality products according to the customers' requirements, and try our best to open up the middle and high end customer market. For the company's differentiation strategy optimization design, in product differentiation strategy to adopt M & A and product horizontal development model, combined with the use of customer demand, horizontal, vertical research and development of high-grade, mid-range, low-grade effective matching products; In terms of service differentiation strategy, we should gradually set up pre-sale and after-sales technical support teams throughout Jiangxi Province and even all over the country, focusing on the characteristics of different use customers in education departments, enterprises and institutions, and the requirements for software upgrading and management. Introducing differentiated services, cultivating their loyalty to the use of software, scientifically formulating differentiated marketing strategies in the implementation of marketing differentiation strategies, and training the business quality and service level of marketing extension personnel. Ability to provide software products for different customer needs. Finally, we should pay attention to the introduction and cultivation of talents, strengthen the construction of network channels in the educational software market, and do a good job in the investigation of the customer demand for the use of products. This paper puts forward the guarantee measures for the smooth implementation of the company's management strategy from the four angles of creating the corporate culture in line with the company's strategic needs.
【學(xué)位授予單位】：江西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F49;F272

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