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论文编号：	1373
作者编号：	2120072343
上传时间：	2009/11/21 21:50:52
中文题目：	乐凯胶片集团公司产品转型战略研
英文题目：	Study on the Product Strategic
指导老师：	李季
中文关键字：	乐凯集团公司;产品转型;转型战略
英文关键字：	Lucky Group;Product Transform;
中文摘要：	随着当今信息科学技术的迅速发展和全球经济一体化的到来，企业的生存竞争日益加剧，竞争环境的深刻变化对国内企业构成了巨大的挑战，如何保证企业的可持续发展，进行产品、产业结构调整是许多企业面临的一个重大问题。任何产业都处于不断发展变化的过程之中，从产生到成熟再到衰落，产业生命周期是受产品的生命周期变化影响的。近年来计算机技术的迅猛发展促进了数码影像的飞速发展，传统影像行业市场急剧萎缩，传统银盐产品制造企业只有实现企业的产品成功转型才能走出困境，实现企业的持续发展。 中国乐凯胶片集团公司是我国影像信息记录产业中规模最大、技术力量最强、产品品种最多、市场覆盖面最广、跨地区的现代化企业，但是其产品结构以银盐产品为主，因此受到数码影像技术的致命打击，从2005年开始乐凯集团实施产品转型战略，传统感光产品向数码产品转型，同时决定就是向光学薄膜和涂层材料行业进军，寻找新的利润增长点使公司进一步发展壮大。本文运用战略理论和相关分析工具，研究分析了乐凯集团的产品转型战略决策，以及产品转型战略实施的相关措施，同时分析了战略实施过程中存在的问题，总结出产品战略转型过程中的关键点，归纳出乐凯公司实现产品转型战略成功的关键因素。随着科技的发展和国际经济一体化进程的深入，越来越多的产品回随着技术的发展被淘汰，更多企业将会面临产品转型的压力，通过对乐凯公司产品转型战略的研究，希望给予面临类似产品转型压力的国内企业一定的参考。 论文共分六章，第一章介绍了选题背景、研究意义和论文的结构；第二章回顾了相关的产品战略管理理论；第三章用详实的数据对乐凯的内外部环境进行了深入的分析，阐明了公司产品转型的必要性和可行性；第四章用SWOT分析法对乐凯自身条件分析后给出了乐凯的产品转型战略，并对这一战略进行了评价；第五章分析了产品战略转型的实施与保障措施和产品战略转型过程中的风险控制问题；第六章对全文内容进行了回顾和总结。
英文摘要：	Along with the rapid development of science technology and global economic integration, the competition of enterprises has intensified day by day and the profound changes in the environment of competition constitute great challenges for domestic enterprises. How to ensure the sustainable development of enterprises and regulate the industrial structure will be a great problem that many enterprises are faced with. All industries are in the process of continuous development, from generation to maturity and then decline. The life cycle of an industry is affected by the life cycle of its products. In recent years, the swift development of computer technology has promoted the rapid growth of digital imaging, and the traditional imaging industry market sharply shrinks. Facing with this grim situation, only by successful product transconformation, can the traditional silver salt product manufacturing enterprises get out of the difficulty, and realize sustainable development. China Lucky Film Corporation regards as the largest, most powerful,most product-various, most extensively trans-regional manufacturer in Chinese image recording industries. However, mainly outputting silver-salt based products; it suffers a mortal blow by the digital imaging technology. Lucky Group begins a strategic transconformation from 2005, that is, traditional photosensitise products transfer to digital products and make a decision to enter the industry of optical thin film materials, looking for new profit growth point of the company to further development. In this paper, strategic theory and analytical tools were applied to research and analysis the decision-making of Lucky Group's transconformation strategy, as well as the strategy-related measures of implementation. Meanwhile, the strategic problems in the implementation process are also indicated and the strategic key factor is summed up for achieving a successful transconformation. Along with the rapid development of science technology and international economic integration in depth, an increasing number of products are eliminated and there will be more enterprises facing the pressure of strategic transconformation as Lucky’s. The research on Lucky’s strategy transconformation may be as a reference for domestic enterprises that face the strategic transconformation. The thesis is divided into six chapters. The first chapter introduces the topics of research background, the significance and the structure of article; The second chapter provides an overview of relative strategic management theory; The third chapter is involved in the deeper analysis of Lucky’s internal and external environment using detailed data, illustrating the the necessity and feasibility of company's transconformation; The fourth Chapter analyzes the transconformation strategy of Lucky based on its own conditions using SWOT analysis, and this strategy is evaluated; The fifth chapter proposes the practice and safeguards of strategic transconformation as well as risk-control problems in the transition process; Chapter Six reviews and summarizes the whole content.
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