本文選題：發(fā)展戰(zhàn)略 + 經(jīng)營(yíng)戰(zhàn)略　； 參考：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：經(jīng)營(yíng)戰(zhàn)略是企業(yè)面對(duì)激烈變化、嚴(yán)峻挑戰(zhàn)的環(huán)境,為求得長(zhǎng)期生存和不斷發(fā)展而進(jìn)行的總體性謀劃。它是企業(yè)戰(zhàn)略思想的集中體現(xiàn),是企業(yè)經(jīng)營(yíng)范圍的科學(xué)規(guī)定,同時(shí)又是制定規(guī)劃(計(jì)劃)的基礎(chǔ)。兩面針公司有自己的戰(zhàn)略和使命,也獲得了公司發(fā)展需要的相關(guān)的資源條件,但是,實(shí)際經(jīng)營(yíng)效果并不理想。原因不是公司的發(fā)展戰(zhàn)略和策略錯(cuò)誤,而是該公司的經(jīng)營(yíng)戰(zhàn)略和公司的整體戰(zhàn)略不協(xié)調(diào)。本文肯定兩面針公司的傳統(tǒng)經(jīng)營(yíng)優(yōu)勢(shì),也認(rèn)可在此基礎(chǔ)上提出并經(jīng)過(guò)去發(fā)展經(jīng)驗(yàn)證明的公司總體戰(zhàn)略,以及相應(yīng)的愿景和使命。并且,認(rèn)為在這樣的愿景和使命的引領(lǐng)下,實(shí)現(xiàn)經(jīng)營(yíng)層面業(yè)務(wù)戰(zhàn)略的創(chuàng)新,實(shí)現(xiàn)公司經(jīng)營(yíng)戰(zhàn)略的重新定位,兩面針完全可以走出發(fā)展的低谷,再現(xiàn)輝煌。本文依據(jù)戰(zhàn)略管理理論,采用定性和定量、理論和實(shí)踐相結(jié)合的方法,分析兩面針公司當(dāng)前面臨的經(jīng)營(yíng)戰(zhàn)略問(wèn)題。目的是為柳州兩面針公司的核心牙膏業(yè)務(wù)提供一個(gè)切實(shí)可行的經(jīng)營(yíng)戰(zhàn)略,指明未來(lái)的戰(zhàn)略方向,并為類似公司或牙膏品牌的戰(zhàn)略管理提供參考。本文的創(chuàng)新之處主要在于研究如何避免經(jīng)營(yíng)戰(zhàn)略對(duì)總體戰(zhàn)略的偏離,使經(jīng)營(yíng)戰(zhàn)略與企業(yè)總體戰(zhàn)略保持一致,并提出了具體的經(jīng)營(yíng)戰(zhàn)略定位的核心和關(guān)鍵點(diǎn)。
[Abstract]:Management strategy is an overall plan for long-term survival and continuous development of enterprises in the face of fierce changes and severe challenges. It is the concentrated embodiment of the enterprise's strategic thought, the scientific regulation of the enterprise's business scope, and the basis of making the plan at the same time. The company has its own strategy and mission, and obtains the related resource conditions for the development of the company. However, the actual operation effect is not ideal. The reason is not that the company's development strategy and strategy are wrong, but that the company's management strategy and the company's overall strategy are not in harmony. This paper affirms the traditional management advantage of the company, and also approves the overall strategy, vision and mission of the company, which is put forward and proved by the development experience. Moreover, under the guidance of such vision and mission, the author thinks that to realize the innovation of business strategy at the management level and the reorientation of the company's management strategy, the needle can completely walk out of the valley of development and reproduce its brilliance. Based on the theory of strategic management, this paper analyzes the management strategy problems facing the company by combining qualitative and quantitative, theoretical and practical methods. The aim of this paper is to provide a practical management strategy for the core toothpaste business of Liuzhou double needle company, to point out the future strategic direction, and to provide a reference for the strategic management of similar companies or toothpaste brands. The innovation of this paper is mainly to study how to avoid the deviation of management strategy from the overall strategy, to keep the consistency between the management strategy and the overall strategy of the enterprise, and to put forward the core and key points of the specific positioning of the business strategy.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.72;F272

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