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论文编号：	12737
作者编号：	2320190368
上传时间：	2021/12/7 13:42:26
中文题目：	FX公司中国市场的发展战略研究
英文题目：	Research on development strategy of FX Inc. in China
指导老师：	石鉴
中文关键字：	FX公司；中国市场；发展战略；竞争战略；品牌战略
英文关键字：	FX Inc.；Chinese market；Development strategy；Competitive strategy；Brand strategy
中文摘要：	FX公司是一家专注于提供PDF电子文档技术解决方案，在全球范围内仅次于Adobe的高新技术企业。长期以来，FX公司的境外收入一直是其中国市场收入的十倍以上，她需要不断审视和重新制定其在中国市场的发展战略，更好地吸引和服务于中国用户，实现在中国市场的营收增长和盈利能力的提升。公司发展战略是对公司发展的战略目标、发展方向、发展方式和发展点的规划和谋略。主要包括三个层面：公司层战略、业务层战略和职能层战略。用发展的思想、理念及方法论来制定公司发展战略，可以避免陷入价格战、广告战、功能战和服务战等恶性竞争循环，摆脱片面运用竞争战略诱发的内卷现象，解决公司长期的成长问题。 本文运用发展战略理论框架，综合使用多种战略分析工具（PEST、五力、SWOT、EFE、VRIO、价值链、IFE等）对FX公司的内外部环境进行分析，制定出FX公司中国市场的发展战略。在公司层战略上，通过愿景、使命和价值观来培养公司的企业文化，表述、解释和传达公司的战略目标；在业务层战略上，既注重竞争，也强调合作，使用迈克尔波特的竞争战略理论提出FX公司中国市场的业务竞争战略，通过建立纵横向战略联盟提出FX公司中国市场的业务合作战略；在职能层战略上，通过对市场营销、技术研发、运营支持等不同职能领域的研究，分别提出FX公司中国市场的产品战略、营销战略、服务战略和品牌战略。为便于该发展战略的有效实施，本文还运用战略地图工具细化执行事项和任务指标，提出了战略地图与发展战略匹配矩阵；并且从因果关系的角度分析了在战略实施过程中可能会遇到的问题并提出了战略实施保障措施。 本文立足于中国市场，采用了专家访谈、问卷调研、案头资料整理分析、对比参照等多种研究方法，力图避免单一战略理论的片面性和局限性，全方位、多角度地为FX公司中国市场发展战略的制定提供理论依据。结果表明，FX公司应该积极响应中国政府的政策，竖起国产化PDF软件的旗帜，深耕各个垂直行业的扩展应用，建立自己在版式文档处理工具领域的品牌优势，贯彻执行发展战略。
英文摘要：	FX Inc. is a high-tech enterprise focusing on providing PDF electronic document technology solutions, second only to Adobe in the world. For a long time, the overseas revenue of FX has been more than ten times of its revenue in the Chinese market. She needs to constantly review and re-formulate its development strategy in the Chinese market, better attract and serve Chinese users and achieve revenue growth in the Chinese market. The company's development strategy is the planning and tactics for the company's strategic objectives, development direction, development methods and development points. It mainly includes three levels: company level strategy, business level strategy and function level strategy. Using development ideology and methodology to formulate the company's development strategy can avoid falling into vicious competition cycles such as price competition, advertising competition, function competition and service competition, get rid of the involution phenomenon induced by one-sided use of competitive strategy, and solve the long-term growth problem of the company. Using the theoretical framework of development strategy, this thesis comprehensively uses a variety of strategic analysis tools (PEST, Five Forces Model, SWOT, EFE, VRIO, Value Chain, IFE, etc.) to analyze the internal and external environment of FX Inc., and formulate the development strategy of FX Inc. in China. In terms of company level strategy, convey the company's strategic objectives through vision, mission and values; In terms of business level strategy, it not only pays attention to competition, but also emphasizes collaboration. Using Michael Porter's competitive strategy theory, it puts forward the business competition strategy of FX Inc. in China market, and puts forward the business collaboration strategy of FX Inc. in China market through the establishment of vertical and horizontal strategic alliance; In terms of functional level strategy, through the research on different functional areas such as marketing, technology, R&D and operation support, this thesis puts forward the product strategy, marketing strategy, service strategy and brand strategy of FX Inc. in China. In order to facilitate the effective implementation of the development strategy, this paper uses the strategic map to refine the implementation items and task indicators, and puts forward the matching matrix between the strategic map and the development strategy; It also analyzes the problems that may be encountered in the process of strategy implementation from the perspective of causality, and puts forward the guarantee measures for strategy implementation. Based on the Chinese market, this thesis adopts a variety of research methods, such as expert interview, questionnaire survey, desk data sorting and analysis, comparison and reference, trying to avoid the one sidedness and limitations of a single strategy theory, and provide a theoretical basis for the formulation of FX's Chinese market development strategy in an all-round and multi angle way. Research results shown that, FX should actively respond to the policies of the Chinese government, set up the banner of domestic PDF software, deeply cultivate the extended application of various vertical industries, establish its own brand advantages in the field of format document processing tools, and implement the development strategy.
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