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论文编号：	12943
作者编号：	2320170644
上传时间：	2021/12/14 15:46:00
中文题目：	新冠疫情背景下H翻译公司竞争战略研究
英文题目：	Research on Competitive Strategy of H Translation Company under the Background of New Crown Epidemic
指导老师：	古志辉
中文关键字：	新冠疫情;语言服务行业;PEST分析;波特五力模型;SWOT分析;QSPM矩阵
英文关键字：	COVID-19; language service industry; PEST analysis; Porter''''s Five Forces; SWOT analysis; QSPM
中文摘要：	2020年初，新冠肺炎病毒毫无征兆的给全世界人民带来一场大灾难，这场疫情对全球造成巨大影响，经济活动停摆、社会活动取消、国际往来中断。中国广大的中小企业也同样深受其害，造成了多重问题上的挑战。对于原本就资源有限的中小企业在新冠疫情时期尤为艰难，需要从多个方面系统性地思考、探索企业的战略选择，从而构建出适合企业当前及未来发展的战略方向。本文立足新冠疫情时期的大环境，从服务业战略选择角度探索作为大多数属于中小服务业企业范畴的翻译公司的战略选择方法，为企业建立竞争优势，保持持久经营提供一些思路。 本文以H翻译公司为研究对象，通过对企业战略管理相关理论、企业成长理论、企业生命周期理论、服务业竞争战略理论、语言服务行业的现状、H翻公司的发展状况进行综述，重点探讨作为语言服务行业中绝大部分的中小型翻译公司在当前的市场环境和竞争关系中，如何通过正确的战略选择方法找到适合自身发展的竞争战略决策以及可行性的战略实施措施。 本文综合利用竞争战略中的外部环境分析工具即PEST和波特五力模型，分析H翻译公司所处的外部环境中的机遇与挑战。根据企业所拥有的资源与能力，用SWOT分析工具对分析H翻译公司的内部资源条件，得出公司所具有的优势和劣势。根据外部机遇和威胁，结合公司内部的优势与劣势，得到内外部因素评价矩阵（IFE/EFE矩阵）。继而使用定量战略计划矩阵（QSPM）对服务业竞争战略的三种基本可选战略进行比较，做出选择。最后，提出H翻译公司应落实的实施保障措施以确保所选出的战略得以有效实施。 本文研究结果表明，H翻译公司应根据自身的优势和特点，充分利用新冠疫情背景下外界环境中的机会与自身优势、有效规避外界环境中的挑战与自身劣势。提升自身技术能力，利用其良好的企业信誉整合行业资源、开拓新方向、突破发展瓶颈，实现长期可持续发展的战略目标，成为具有一定竞争优势的语言服务品牌。
英文摘要：	The beginning of 2020 witnessed the Covid-19 epidemic sweeping through the world without warning. Economic and social activities and international exchanges have been greatly affected, resulting in heavy losses worldwide. The vast number of small and medium-sized enterprises in China also suffered from it and were challenged by multiple problems. For small and medium-sized enterprises with insufficient resources, it is time to systematically consider and explore their own strategic choices from various aspects, so as to find the strategic direction suitable for their current and future development. Based on the current situation of the Covid-19 epidemic, this paper explores the selection strategies of most translation companies belonging to the scope of small and medium-sized enterprises from the perspective of strategic choices of service industry to provide some suggestions for enterprises to develop competitive advantages and maintain long-term operation in the epidemic era. Taking translation company H as the research object, this paper summarizes the relevant theories of enterprise strategic management, enterprise growth theory, enterprise life cycle theory, service competition strategy theory, the current situation of language service industry, and the development of H. As a key point, taking into account the current market environment and competitive relations, this paper discusses how most of the small and medium-sized translation companies in the language service industry choose and implement the correct development strategies and find feasible implementation measures. This paper comprehensively uses the external environment analysis tools in the competitive strategy, namely PEST and Porter's Five Forces to analyze the opportunities and challenges in the external environment of H. According to the resources and capabilities of the company, the SWOT analysis tool is used to analyze the condition of H’s internal resources, and the advantages and disadvantages of the company are listed. Considering the external opportunities and threats, as well as the internal advantages and disadvantages of the company, the internal and external factors evaluation matrix (IFE/EFE matrix) is obtained. Then, the quantitative strategic planning matrix (QSPM) is used to compare the three basic alternative strategies of the service competition strategy and make a choice. Finally, the measures that can be adopted by H to guarantee the implementation are proposed to ensure the effective implementation of the selected strategies. The results show that translation company H should, based on its own advantages and characteristics, make full use of the opportunities of the external environment in the epidemic era, effectively avoid the challenges of the external environment, establish the concept of personalized customer service, improve the level of customer service, and create a good enterprise image. H should also integrate industry resources, expand in a new direction, break through development bottlenecks, achieve the strategic goal of long-term sustainable development, and become a language service brand with certain competitive advantages.
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