發(fā)布時(shí)間：2018-08-07 17:44

【摘要】：隨著國(guó)家經(jīng)濟(jì)的發(fā)展、國(guó)民收入水平的提升、電子產(chǎn)品消費(fèi)理念的改變和生產(chǎn)制造工藝革新、自動(dòng)化生產(chǎn)的推進(jìn)等,近年來(lái)膠粘劑在電子產(chǎn)品裝配和薄膜涂布行業(yè)有著更廣泛的應(yīng)用,市場(chǎng)用量需求也在迅速增長(zhǎng),行業(yè)發(fā)展前景看好。但是在當(dāng)今互聯(lián)網(wǎng)技術(shù)日趨成熟、移動(dòng)互聯(lián)網(wǎng)普遍應(yīng)用的環(huán)境下,各種行業(yè)網(wǎng)站、電子商務(wù)平臺(tái)等新興互聯(lián)網(wǎng)形態(tài)如雨后春筍般涌現(xiàn),以往貿(mào)易商通過(guò)信息不對(duì)稱贏利的業(yè)務(wù)模式已變得不可持續(xù),終端客戶在執(zhí)行采購(gòu)之前,更多開(kāi)始在網(wǎng)絡(luò)收集資訊尋找價(jià)格更低的貿(mào)易商甚至直接繞過(guò)貿(mào)易商向原廠采購(gòu),再加上行業(yè)內(nèi)部競(jìng)爭(zhēng)環(huán)境變得更加激烈,CNW公司的業(yè)務(wù)發(fā)展既有良好的機(jī)會(huì),也面臨著嚴(yán)峻的挑戰(zhàn)和威脅。在這種局勢(shì)下,如何有效的方式和途徑突破瓶頸和應(yīng)對(duì)競(jìng)爭(zhēng),實(shí)現(xiàn)企業(yè)的轉(zhuǎn)型發(fā)展對(duì)于CNW公司而言迫在眉睫,也有著極其重要的意義。本文應(yīng)用了戰(zhàn)略管理的相關(guān)理論,先采用了GPEST法、波特五力模型、外部因素矩陣EFE等戰(zhàn)略管理分析方法對(duì)企業(yè)的外部環(huán)境進(jìn)行詳細(xì)分析;接著采用了波特價(jià)值鏈法、微笑理論、核心能力分析法、內(nèi)部因素矩陣IFE等分析方法對(duì)企業(yè)的內(nèi)部環(huán)境進(jìn)行分析;然后進(jìn)一步采取SWOT分析法,針對(duì)外部環(huán)境的威脅和機(jī)會(huì)、內(nèi)部環(huán)境的優(yōu)勢(shì)和劣勢(shì)制定SO、ST、WO和WT備選戰(zhàn)略,并結(jié)合公司的資源和優(yōu)勢(shì)以及高層意愿和決心,選擇構(gòu)建自有品牌的SO戰(zhàn)略作為CNW公司的轉(zhuǎn)型期發(fā)展戰(zhàn)略。最后結(jié)合公司的實(shí)際情況,提出品牌戰(zhàn)略實(shí)施過(guò)程中如何運(yùn)營(yíng)自有品牌、打造差異化產(chǎn)品和服務(wù)、發(fā)展合作伙伴、利用互聯(lián)網(wǎng)推廣品牌、調(diào)整組織架構(gòu)以及引進(jìn)專業(yè)人才等關(guān)鍵問(wèn)題和措施。本文分析了膠粘劑行業(yè)在電子產(chǎn)品裝配領(lǐng)域及涂布領(lǐng)域的應(yīng)用前景,為CNW公司制定了轉(zhuǎn)型期發(fā)展戰(zhàn)略并提出戰(zhàn)略實(shí)施中的關(guān)鍵問(wèn)題,為CNW公司指明了未來(lái)的發(fā)展方向,研究結(jié)果具有實(shí)際應(yīng)用價(jià)值。同時(shí)隨著國(guó)家“大眾創(chuàng)業(yè)、萬(wàn)眾創(chuàng)新”熱潮的到來(lái),本文的研究對(duì)于同樣身處創(chuàng)業(yè)初期的中小型企業(yè)有一定的借鑒參考價(jià)值。
[Abstract]:With the development of national economy, the improvement of national income, the change of consumption concept of electronic products, the innovation of manufacturing technology and the promotion of automatic production, etc. In recent years, adhesive has been widely used in electronic product assembly and film coating industry. However, in the environment where Internet technology is becoming more and more mature and mobile Internet is widely used, emerging Internet forms such as various industry websites, e-commerce platforms and so on have sprung up. In the past, the business model in which traders made profits through asymmetric information has become unsustainable. Before executing their purchases, end customers began to collect information on the Internet and look for traders with lower prices, even bypassing traders directly to purchase from the original factory. In addition, the competitive environment in the industry has become more intense. CNW's business development has not only good opportunities, but also facing severe challenges and threats. In this situation, how to effectively break through the bottleneck and deal with the competition, and realize the transformation and development of the enterprise is urgent for CNW company, also has the extremely important significance. In this paper, the relevant theories of strategic management are applied to analyze the external environment of enterprises in detail, such as GPEST method, Porter's five-force model and external factor matrix EFE, then the Porter value chain method, smile theory, etc. Core competence analysis, internal factor matrix IFE and other analysis methods to analyze the internal environment of the enterprise, and then further adopt the SWOT analysis method, aiming at the threats and opportunities of the external environment, The advantages and disadvantages of the internal environment make the alternative strategies of SOSTT WO and WT. Combined with the resources and advantages of the company as well as the high-level will and determination, we choose to construct the SO-brand so strategy as the development strategy of CNW during the transition period. Finally, combined with the actual situation of the company, the paper puts forward how to operate the brand in the process of implementing the brand strategy, create differentiated products and services, develop partners, and use the Internet to promote the brand. Adjust the organizational structure and introduce professional personnel and other key issues and measures. This paper analyzes the application prospect of adhesive industry in the field of electronic product assembly and coating, formulates the development strategy for CNW during the transition period and puts forward the key problems in the implementation of the strategy, and points out the future development direction for CNW company. The results have practical application value. At the same time, with the arrival of the "mass entrepreneurship, mass innovation" boom, the research of this paper has some reference value for the small and medium-sized enterprises which are also in the initial stage of entrepreneurship.
【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】：2015
【分類號(hào)】：F272;F426.7

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