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论文编号：	11935
作者编号：	2120162893
上传时间：	2020/8/13 14:28:48
中文题目：	HL公司发展战略研究
英文题目：	Study on Development Strategy of HL Company Limited
指导老师：	马连福 教授
中文关键字：	传统零售企业；发展战略；战略目标；SWOT 分析；战略实施
英文关键字：	Traditional retail companies；Development strategy；Strategic objective； SWOT analysis；7Strategy implementation
中文摘要：	基于国家“互联网+”的政策背景以及商圈生态的发展趋势，在新冠疫情的影响下，国内的百货行业面临着巨大的发展压力。本文以传统零售企业HL公司为研究对象，通过战略分析战略选择，构建HL公司的发展战略，并提出发展战略的具体实施和保障措施。 本文首先通过问卷调查法对HL公司的现状和存在问题进行了剖析，并分析了HL公司所处的战略环境。随后，结合HL公司的愿景分析了其战略目标。在此基础上，采用了SWOT分析，明确HL公司的优势与劣势、机会与威胁。然后，采用定量化的QSPM分析方法将SWOT分析的结果进行了量化分析，为后文制定发展战略具体内容奠定基础。基于战略分析与战略目标，制定了包括餐饮业、休闲娱乐业和电子商务业务的多元化发展战略。最后，本文从组织保障、人员保障和制度保障三个方面来为战略的实施提供保障措施，促进公司发展战略的顺利实施。在组织保障方面，通过对外公开招聘职业经理人，增加大数据分析中心；人员保障方面设计了符合企业实际情况的激励机制，制度保障方面，通过平衡记分卡来进行绩效评价以保障战略的顺利实施。本文的创新点在于在战略制定上除了运用传统的SWOT分析方法外，创新性的引入战略吸引力的概念，运用定量的QSPM方法将各种战略予以量化，为后文的战略制定提供了参考。通过本文的研究，一方面为HL公司的发展战略转型提供理论支持和政策建议；另一方面为类似的其他线下零售业企业的发展战略变革提供了借鉴。
英文摘要：	Based on the national "Internet +" policy background and the development trend of the business cluster ecology, under the impact of COVID-19 pandemic, the general merchandise industry in China is under great pressure now. This paper takes HL Company as the research object and constructs HL Company's development strategy through carrying out strategic analysis and strategic selection, and then puts forward specific implementation measures of the development strategy. By using questionnaire survey, this paper first analyzes the current status of HL company, and then analyzes the strategic environment of HL company based on the macro environment and the development trend of the retail industry. Subsequently, combined with the vision of HL company, its strategic objectives were analyzed. On this basis, SWOT analysis was adopted to clarify the advantages and disadvantages, opportunities and threats of HL Company. Then, the quantitative QSPM analysis method was used to quantify the results of the SWOT analysis, which laid the foundation for formulating the specific content of the development strategy later. Further, based on strategic analysis and strategic objectives, this paper makes the company's development strategy. Finally, this paper provides guarantee measures for the implementation of the strategy from three aspects: organizational guarantee, personnel guarantee and system guarantee to promote smooth implementation of the companies’ development strategy. For organizational guarantee measures, HL company will pucblicly recruit professional manager to establish a big data analysis center. For personnel guarantee measures,an incentive mechanism compatible with the actual situation of the company is designed. For system guarantee measures, staff performance will be evaluated through balanced scorecards to ensure smooth implementation of the strategy. The innovation of this paper is that in addition to the use of the traditional SWOT analysis method in strategy formulation, the concept of strategic attraction is introduced innovatively, and various strategies are quantified by using QSPM analysis methods, which provides a reference for strategy formulation later. On the one hand the research in this paper provides theoretical support and policy suggestions for HL company's development strategy transformation, on the other hand it provides a reference of development strategy reform for other similar offline retail companies.
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