本文選題：木業(yè)　切入點(diǎn)：發(fā)展戰(zhàn)略　出處：《華中科技大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái),隨著我國(guó)經(jīng)濟(jì)發(fā)展方式的轉(zhuǎn)變及創(chuàng)新型社會(huì)的建設(shè),經(jīng)濟(jì)發(fā)展如何實(shí)現(xiàn)高效率、低能耗和可持續(xù)已經(jīng)成為各方關(guān)注和研究的重點(diǎn)。作為工業(yè)的重要組成部分,我國(guó)木材加工行業(yè)經(jīng)過多年的發(fā)展已躍居世界前列,在這一大環(huán)境下,該行業(yè)同樣需要產(chǎn)業(yè)升級(jí)轉(zhuǎn)型,以往所采用的同質(zhì)化競(jìng)爭(zhēng)、低成本戰(zhàn)略迫切需要調(diào)整,產(chǎn)業(yè)集中度提高、由規(guī)模擴(kuò)張向質(zhì)量提升發(fā)展將是行業(yè)未來(lái)整體發(fā)展方向。本文在對(duì)研究背景、研究意義進(jìn)行分析,明確了研究思路和方法�；趹�(zhàn)略管理的基本理論和國(guó)內(nèi)外研究動(dòng)態(tài),以江蘇大江木業(yè)有限公司為研究對(duì)象,在分析內(nèi)外部環(huán)境的基礎(chǔ)上,運(yùn)用PEST、SWOT等分析方法對(duì)公司發(fā)展戰(zhàn)略進(jìn)行了系統(tǒng)分析和研究�；诠灸壳懊媾R的外部機(jī)遇和挑戰(zhàn)、內(nèi)部?jī)?yōu)勢(shì)和劣勢(shì),提出公司的戰(zhàn)略定位:借助于經(jīng)濟(jì)發(fā)展轉(zhuǎn)型升級(jí)的大環(huán)境,充分利用自身優(yōu)勢(shì)資源,通過技術(shù)創(chuàng)新、管理創(chuàng)新將公司打造成為國(guó)內(nèi)木材加工行業(yè)知名品牌,成為市場(chǎng)領(lǐng)先、技術(shù)領(lǐng)先的一流企業(yè)。同時(shí)提出了三步走的戰(zhàn)略路徑,明確了成本領(lǐng)先與差異化整合競(jìng)爭(zhēng)戰(zhàn)略,最后提出了人力資源、營(yíng)銷、生產(chǎn)運(yùn)作、財(cái)務(wù)、研發(fā)五個(gè)層面的職能戰(zhàn)略,通過上述保障戰(zhàn)略的實(shí)施,最終確保公司戰(zhàn)略目標(biāo)的實(shí)現(xiàn)。人力資源戰(zhàn)略包括組織結(jié)構(gòu)調(diào)整、加強(qiáng)人力資源規(guī)劃和制定完善人力資源管理體系;營(yíng)銷戰(zhàn)略主要體現(xiàn)在重視新產(chǎn)品的研發(fā)和現(xiàn)有產(chǎn)品質(zhì)量、性能的改進(jìn),不同層面的產(chǎn)品確定采用不同的定價(jià)策略,低端產(chǎn)品基于產(chǎn)品成本、行業(yè)利潤(rùn)進(jìn)行定價(jià),而對(duì)于中高端附加價(jià)值高的密度板產(chǎn)品,主要基于消費(fèi)者所愿意付出的代價(jià)、品牌價(jià)值進(jìn)行定價(jià),營(yíng)銷渠道應(yīng)和促銷方式都應(yīng)進(jìn)一步的拓寬;生產(chǎn)運(yùn)作戰(zhàn)略包括產(chǎn)品生產(chǎn)標(biāo)準(zhǔn)化建設(shè)、混合的生產(chǎn)策略和技術(shù)領(lǐng)先型的產(chǎn)品定位;財(cái)務(wù)戰(zhàn)略包括加強(qiáng)財(cái)務(wù)核算、加強(qiáng)成本控制和科學(xué)的融資管理;研發(fā)戰(zhàn)略包括加強(qiáng)外部合作、明確激勵(lì)機(jī)制和強(qiáng)化產(chǎn)權(quán)管理。
[Abstract]:In recent years, with the transformation of the mode of economic development and the construction of an innovative society, how to achieve high efficiency, low energy consumption and sustainability has become the focus of attention and research. As an important part of industry, economic development has become an important part of industry. After years of development, China's wood processing industry has leapt to the forefront of the world. Under this environment, the industry also needs to be upgraded and transformed. In the past, the homogeneous competition, the low cost strategy and the improvement of industrial concentration are urgently needed. The development from scale expansion to quality improvement will be the overall development direction of the industry in the future. This paper analyzes the research background and significance, and clarifies the research ideas and methods, based on the basic theory of strategic management and research trends at home and abroad. Taking Jiangsu Dajiang Wood Industry Co., Ltd. as the research object, based on the analysis of the internal and external environment, this paper makes a systematic analysis and research on the development strategy of the company by using the methods of PEST-SWOT, etc. Based on the external opportunities and challenges facing the company at present, Internal advantages and disadvantages, the strategic positioning of the company: with the help of the economic development transformation and upgrading environment, fully utilize its own advantages and resources, through technological innovation, management innovation to build the company into a well-known brand in the domestic wood processing industry, At the same time, it puts forward a three-step strategic path, defines the competitive strategy of cost leading and differentiation integration, and finally puts forward human resources, marketing, production operation, finance, Research and development of five levels of functional strategy, through the implementation of the above security strategy, ultimately ensure the realization of the strategic objectives of the company. Human resources strategy includes organizational structure adjustment, strengthen human resource planning and establish and improve human resources management system; The marketing strategy is mainly reflected in the emphasis on the research and development of new products and the improvement of the quality and performance of existing products. Different pricing strategies are adopted for different levels of products. Low end products are priced on the basis of product cost and industry profits. However, for the high value added medium and high value density board products, mainly based on the price consumers are willing to pay, brand value pricing, marketing channels and promotion methods should be further broadened; The production operation strategy includes product production standardization construction, mixed production strategy and technology leading product positioning, financial strategy includes strengthening financial accounting, strengthening cost control and scientific financing management. Research and development strategy includes strengthening external cooperation, clarifying incentive mechanism and strengthening property right management.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.88;F272

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