LXDD公司市場化戰(zhàn)略管理研究
發(fā)布時間：2018-07-23 13:09
【摘要】：近年來,隨著全球后經(jīng)濟危機時期大蕭條影響的持續(xù)深入,世界經(jīng)濟疲軟,復蘇乏力。受此波及,我國經(jīng)濟增速放緩,正處于結(jié)構(gòu)性調(diào)整的關(guān)口。2014年,我國經(jīng)濟依然呈現(xiàn)“底端波動”、“復蘇遲緩”的局面,經(jīng)濟增長模式依賴“信貸——投資驅(qū)動型”,因此,宏觀經(jīng)濟層面“產(chǎn)能過剩”、“流動性泛濫”等問題給國家探索經(jīng)濟發(fā)展新出路帶來了嚴峻考驗。目前,我國正在進行自上而下的經(jīng)濟結(jié)構(gòu)調(diào)整,抑制傳統(tǒng)經(jīng)濟對于信貸與投資的過度依賴,大力扶持并重點發(fā)展戰(zhàn)略性新興產(chǎn)業(yè),搶占高新技術(shù)行業(yè)的制高點,以此作為國民經(jīng)濟新的增長極,帶動國家宏觀經(jīng)濟的復蘇。面對這樣的時代背景,如何在調(diào)整與變革中找準新的發(fā)展方向,把握新的市場需求成為了我國企業(yè)目前亟待解決的戰(zhàn)略性課題。LXDD公司經(jīng)過多年發(fā)展,歷經(jīng)市場競爭的殘酷考驗,逐漸形成了特色鮮明、符合企業(yè)實際的一套市場化戰(zhàn)略,為企業(yè)的發(fā)展壯大提供了強大的助力。然而,身處目前劇烈變化的經(jīng)濟環(huán)境中,LXDD公司的生存與發(fā)展同樣遇到了嚴峻的挑戰(zhàn)。面對結(jié)構(gòu)調(diào)整與戰(zhàn)略變革的大勢,LXDD公司必須要把握時代經(jīng)濟脈絡(luò),著眼市場需求,在強化核心競爭力的基礎(chǔ)上,進一步優(yōu)化市場化戰(zhàn)略,力爭保持和增強競爭優(yōu)勢,為企業(yè)的進一步發(fā)展注入新的力量。本文以LXDD公司為研究對象,結(jié)合我國經(jīng)濟發(fā)展大環(huán)境與化工行業(yè)整體走勢,分析企業(yè)所具有的內(nèi)部的資源與能力、外部的環(huán)境與市場狀況,尋求LXDD公司所具備的優(yōu)勢與潛在的市場機會,指出公司目前的劣勢與所面對的威脅,利用EFE與IFE矩陣,測算具體因素得分,考評公司內(nèi)外部環(huán)境情況。在此基礎(chǔ)上概括出公司目前所實行的是“提高產(chǎn)能、擴大銷售量”的市場化戰(zhàn)略。通過分析公司現(xiàn)有市場化戰(zhàn)略中核心產(chǎn)品的競爭力,對核心產(chǎn)品未來的銷售收入進行預測,根據(jù)預測結(jié)果,為公司戰(zhàn)略優(yōu)化提供參考依據(jù)。再將定性分析與定量分析相結(jié)合,運用戰(zhàn)略地位與行動評價矩陣(SPACE)為公司提供符合實際的三個候選市場化戰(zhàn)略,再利用定量戰(zhàn)略計劃矩陣(QSPM)對這三個候選戰(zhàn)略進行評價分析,用準確的數(shù)據(jù)與科學的方法,測算出優(yōu)化后可采用縱向一體化的市場化戰(zhàn)略。最后對該公司提出建議性的保障戰(zhàn)略優(yōu)化實施的具體措施,并得出結(jié)論,以“市場-技術(shù)-產(chǎn)品”為發(fā)展思路,在保持現(xiàn)有核心產(chǎn)品競爭能力的同時,大力推行縱向一體化戰(zhàn)略,實現(xiàn)產(chǎn)業(yè)鏈上下游的銜接。
[Abstract]:In recent years, as the impact of the Great Depression continues to deepen during the global post-economic crisis, the world economy is weak and recovery is weak. Affected by this, China's economic growth rate is slowing and is at the threshold of structural readjustment. In 2014, China's economy continued to exhibit "bottom fluctuations" and "slow recovery", and the economic growth model relied on "credit-investment driven", so, The problems of "overcapacity" and "flood of liquidity" on the macroeconomic level have brought a severe test to the country in exploring new ways of economic development. At present, China is carrying out top-down economic restructuring to curb the excessive reliance of traditional economy on credit and investment, vigorously support and focus on the development of strategic emerging industries, and seize the commanding heights of high-tech industries. Take this as the new growth pole of national economy, drive the recovery of national macroscopical economy. In the face of this background, how to find a new direction of development in the process of adjustment and change, and how to grasp the new market demand has become a strategic task to be solved urgently. LXDD company has experienced the cruel test of market competition after years of development. Gradually formed a distinctive characteristics, in line with the actual enterprise set of market-oriented strategy, for the development of enterprises to provide a strong help. However, the survival and development of LXDD in the current dramatically changing economic environment has also encountered severe challenges. In the face of the trend of structural adjustment and strategic change, LXDD Company must grasp the economic context of the times, focus on the market demand, further optimize the market-oriented strategy on the basis of strengthening the core competitiveness, and strive to maintain and enhance the competitive advantage. Inject new strength into the further development of the enterprise. In this paper, LXDD Company is taken as the research object, combined with the economic development environment of our country and the overall trend of chemical industry, the paper analyzes the internal resources and capability, the external environment and the market situation of the enterprises. This paper seeks for the advantages and potential market opportunities of LXDD Company, points out the current disadvantages and threats faced by the company, calculates the specific factors' scores by using EFE and IFE matrix, and evaluates the internal and external environment of the company. On this basis, it summarizes the market-oriented strategy of increasing production capacity and expanding sales volume. By analyzing the competitiveness of the core products in the company's current market-oriented strategy, this paper forecasts the future sales income of the core products, and provides a reference basis for the optimization of the company's strategy according to the forecast results. Then combining qualitative analysis with quantitative analysis, using strategic position and action evaluation matrix (SPACE) to provide the company with three candidate market-oriented strategies in line with the reality, and then using quantitative strategic planning matrix (QSPM) to evaluate and analyze these three candidate strategies. With accurate data and scientific method, the market strategy of vertical integration can be adopted after optimization. Finally, the author puts forward the concrete measures to optimize the implementation of the company's proposed safeguard strategy, and draws a conclusion that "Market-Technology-Product" is taken as the development idea, while maintaining the competitive ability of the existing core products. Vigorously implement the vertical integration strategy to achieve the upstream and downstream of the industrial chain.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F426.7
本文編號：2139510
[Abstract]:In recent years, as the impact of the Great Depression continues to deepen during the global post-economic crisis, the world economy is weak and recovery is weak. Affected by this, China's economic growth rate is slowing and is at the threshold of structural readjustment. In 2014, China's economy continued to exhibit "bottom fluctuations" and "slow recovery", and the economic growth model relied on "credit-investment driven", so, The problems of "overcapacity" and "flood of liquidity" on the macroeconomic level have brought a severe test to the country in exploring new ways of economic development. At present, China is carrying out top-down economic restructuring to curb the excessive reliance of traditional economy on credit and investment, vigorously support and focus on the development of strategic emerging industries, and seize the commanding heights of high-tech industries. Take this as the new growth pole of national economy, drive the recovery of national macroscopical economy. In the face of this background, how to find a new direction of development in the process of adjustment and change, and how to grasp the new market demand has become a strategic task to be solved urgently. LXDD company has experienced the cruel test of market competition after years of development. Gradually formed a distinctive characteristics, in line with the actual enterprise set of market-oriented strategy, for the development of enterprises to provide a strong help. However, the survival and development of LXDD in the current dramatically changing economic environment has also encountered severe challenges. In the face of the trend of structural adjustment and strategic change, LXDD Company must grasp the economic context of the times, focus on the market demand, further optimize the market-oriented strategy on the basis of strengthening the core competitiveness, and strive to maintain and enhance the competitive advantage. Inject new strength into the further development of the enterprise. In this paper, LXDD Company is taken as the research object, combined with the economic development environment of our country and the overall trend of chemical industry, the paper analyzes the internal resources and capability, the external environment and the market situation of the enterprises. This paper seeks for the advantages and potential market opportunities of LXDD Company, points out the current disadvantages and threats faced by the company, calculates the specific factors' scores by using EFE and IFE matrix, and evaluates the internal and external environment of the company. On this basis, it summarizes the market-oriented strategy of increasing production capacity and expanding sales volume. By analyzing the competitiveness of the core products in the company's current market-oriented strategy, this paper forecasts the future sales income of the core products, and provides a reference basis for the optimization of the company's strategy according to the forecast results. Then combining qualitative analysis with quantitative analysis, using strategic position and action evaluation matrix (SPACE) to provide the company with three candidate market-oriented strategies in line with the reality, and then using quantitative strategic planning matrix (QSPM) to evaluate and analyze these three candidate strategies. With accurate data and scientific method, the market strategy of vertical integration can be adopted after optimization. Finally, the author puts forward the concrete measures to optimize the implementation of the company's proposed safeguard strategy, and draws a conclusion that "Market-Technology-Product" is taken as the development idea, while maintaining the competitive ability of the existing core products. Vigorously implement the vertical integration strategy to achieve the upstream and downstream of the industrial chain.
【學位授予單位】：山東理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F272;F426.7
【共引文獻】
相關(guān)期刊論文 前2條
1 楊毓;;現(xiàn)代商業(yè)銀行管理中的“人本管理理念”思考[J];金融理論與實踐;2006年02期
2 宋濤;;淺論商業(yè)銀行的人事風險[J];焦作師范高等專科學校學報;2012年02期
，本文編號：2139510
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