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论文编号：	10548
作者编号：	2120162901
上传时间：	2018/12/6 21:31:38
中文题目：	TWJJ公司经营战略制定及实施研究
英文题目：	Research On Business Strategy Formulation and Implementation Of TWJJ Company
指导老师：	牛芳
中文关键字：	商贸流通企业，战略制定，核心竞争力战略，相关多元化战略，实施措施
英文关键字：	Business trading company, Strategy formulation,Core competitiveness strategy, Related diversification strategy,Implementing measures
中文摘要：	自金融危机以来，世界经济受到不同程度的冲击，经济增速开始减慢，对商品的采购量也随之下降，为了保护本国企业的商业利益，各国采取贸易保护措施，这些因素都对我国商贸流通企业的业务运营产生了极大的影响。随着中国经济发展进入新常态，国内经济增长速度的放缓，基础设施投资的减少，钢铁行业首当其冲，而以大宗商品贸易为主营业务的企业，其经营状况也收到了直接的影响。面对复杂的内外部环境，大型商贸流通企业急需找到一条全新的发展战略。 本文以大型商贸流通企业天津物产集团有限公司下属二级公司TWJJ为研究对象，坚持理论联系实际，遵循由外及里，由浅到深的研究方式，结合企业战略管理理论和TWJJ公司的内外部环境，运用SWOT模型、PEST模型等，对TWJJ公司经营战略问题进行全面的分析研究。并提出了TWJJ公司战略制定的四个关键要点：首先，采取多种方式来实现商品产业链的延伸；其次，加强现有的渠道和市场优势，在运营和产品系列领域实现业务扩张；再次，改善研发、风险管理和人力资源管理的功能，以促进业务发展；最后，开展资本运营，实现快速发展，获得行业领先地位。 在确定TWJJ公司发展战略规划关键点的理论基础上，本人对TWJJ公司的愿景及经营目标进行了梳理，提出了 TWJJ公司将发展为“综合型国际大宗商品流通企业，涵盖投资、生产、贸易、物流和融资服务”的战略定位。为了实现这一战略规划，本人对TWJJ的战略举措进行了系统的梳理，主要包括三方面的内容：（一）建立大宗商品业务全产业链、多赢利点的业务经营模式；（二）面向全球拓展业务；（三）打造健全的运营体系，做好风险防控。 通过SWOT模型和PEST模型的分析，对TWJJ公司所面对的整体的优劣势机会不足有了更加全面的认识，对公司所面临的内外部的客观环境和资源认识更加清楚。TWJJ确定核心竞争力战略和相关多元化战略相结合的经营战略，核心竞争力战略是相关多元化战略的基础和前提，在核心竞争力战略实施期间，公司要在经营管理、人才储备、组织架构、风控体系等方面进行准备和提升，在将现有主营业务做大做强的同时，为下一阶段进行的相关多元化战略奠定基础；而相关多元化战略与核心竞争力战略是相互协同、相互配合的，相关多元化是以现有主营业务为中心的，进行上下游资源拓展的经营战略，相关多元的实施可以降低核心主营业务的成本，分散公司经营的风险。 本文虽然是基于TWJJ公司为研究对象提出适合该公司未来发展、切实可行的经营战略选择与实施措施建议。但希望该研究对于当前形势下，类似的大型商贸流通企业的经营思路及理念创新，有一定的借鉴意义。
英文摘要：	Since the financial crisis, the world economy has been affected to varying degrees, the economic growth rate has begun to slow down, and the purchase of goods has also declined. In order to protect the commercial interests of domestic enterprises, countries have adopted trade protection measures. These factors are all for China's trade. The business operations of circulation companies have had a great impact.Besides,China's economic development enters the new normal,the domestic economic growth rate slowing down and the investment in infrastructure decreasing,the iron and steel industry bear the brunt.and commodity trade as the main business of enterprises, their operating conditions have also been directly affected. Faced with complex internal and external environment, large commercial and trading enterprises urgently need to find a brand new development strategy. This paper takes TWJJ, a secondary company of TEWOO Group Co., Ltd. as the research object.to integrate theory with practice, followed by the outside and, from shallow to deep study of the way. Combining with the theory of enterprise strategic management and the internal and external environment of TWJJ company, this paper makes a comprehensive analysis and Research on the management strategy of TWJJ company by using SWOT model and PEST model, and puts forward feasible management strategy selection and implementation measures suitable for the company's future development. And put forward four key points of TWJJ company's strategy formulation. first, Adopt a variety of ways to achieve the extension of the commodity industry chain; Second, Strengthen existing channel and market advantages, and achieve business expansion in operation and product range;Third,Improve R&D,risk management and human resource management to promote business development.Fourth, Carry out capital operation, achieve rapid development and gain the leading position in the industry. On the basis of determining the key points of TWJJ company's development strategic planning, I comb the vision and business objectives of TWJJ company, and put forward the strategic position that TWJJ company will develop into a comprehensive international commodity circulation enterprise, covering investment, trade, logistics and financing services. In order to achieve this strategic plan, I made a systematic review of TWJJ's strategic initiatives, including concretely: (1) Establish a business model of the whole industry chain of the commodity business and more profitable points (2) Expanding business globally (3) Create a sound operating system and prevent risks. Through the analysis of SWOT model and PEST model, we have a more comprehensive understanding of the overall advantages and disadvantages faced by TWJJ, and we have a clearer understanding of the internal and external objective environment and resources faced by the company. TWJJ determines the business strategy of combining core competitiveness strategy and related diversification strategy. The core competitiveness strategy is the basis and premise of relevant diversification strategy. During the implementation of core competitiveness strategy, the company must be in management, talent reserve and organizational structure. Prepare and upgrade the risk control system, and lay the foundation for the next stage of the relevant diversification strategy while making the existing main business bigger and stronger;and the relevant diversification strategy and core competitiveness strategy are mutual Collaboration and mutual cooperation, related diversification is based on the existing main business, the business strategy of upstream and downstream resources expansion,the implementation of relevant diversification can reduce the cost of core business, and diversify the risk of business operations. Although this article is based on the TWJJ company as the research object to put forward suitable for the company's future development, feasible business strategy choice and implementation measures. It is hoped that this study can be used as a reference for similar large-scale commercial circulation enterprises in the current situation.
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