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论文编号：	2179
作者编号：	2220070860
上传时间：	2010/1/19 11:11:46
中文题目：	优瑞纳斯公司经营战略研究
英文题目：	The research of Operational strategy for Uranus Corporation
指导老师：	韩经纶
中文关键字：	优瑞纳斯公司；经营战略；产业演变；战略调整；SWOT矩阵
英文关键字：	Uranus Corporation Operational strategy Industry evolvement
中文摘要：	优瑞纳斯公司是一个冶金液压缸生产企业，公司成立之时，正值冶金液压缸行业的成长期。公司伴随着行业的成长逐步发展壮大。但是现在行业开始转向成熟，行业发展速度开始放慢；行业内企业间的竞争开始加剧，企业的销售收入开始减少；企业的利润率开始降低。企业的原有战略已不能适应已经变化的环境,对此,企业必须及时做出准确的判断。 本文对优瑞纳斯公司初期的经营战略进行了回顾和总结；对优瑞纳斯公司当前的内外部环境，进行了全面深入细致的分析。本文运用企业战略管理原理，研究论证了优瑞纳斯公司开业初期正处于新兴行业的成长期，当时公司制定的经营战略适应了新兴行业发展特点，是正确和有效的，因此公司取得了很好的经济效益和长足的发展。但是由于产业的演变,现在行业已经开始进入成熟时期，企业的经营竞争环境发生了根本性变化。公司原有的经营战略已经不能适应目前的新形势。 本文根据优瑞纳斯公司的外部环境、行业竞争、内部条件、公司的核心竞争力，用波特的五力分析模型，对行业内的竞争进行了分析；在总结了公司外部机会与威胁，内部优势与劣势的基础上，并用SWOT矩阵进行了分析。通过以上的分析和研究，本文揭示了优瑞纳斯公司面临的经营战略问题；说明了公司必须及时分析识别产业演变中蕴藏的机遇与威胁，果断地实施战略调整和转变的必要性；指出了战略调整的方向；为优瑞纳斯公司制定了经营战略调整后的新目标、新战略。 本文对处于产业演变期的企业实施战略调整的研究，不仅对优瑞纳斯公司具有十分现实的战略意义,而且对冶金液压缸行业内的企业,在进行战略调整和转变时也会有一定的启发和参考价值。同时,对正处于产业演变期的国内许多企业的战略研究也能够提供一定的借鉴。
英文摘要：	Uranus is a manufacturer who specializes in producing hydraulic cylinders for metallurgy industry. It was founded at the time of hydraulic cylinder of metallurgic use growing up into prosperity. As the hydraulic cylinder industry booms, Uranus is developing larger and stronger in whatever aspect. But for now, the industry is becoming fully-fledged and the pace of the development has begun to slow down: The competition among the companies of the industry aggravates, annual turnover shrinks, and profit margin lessens. Is the old strategy still available for Uranus? What target shall we set up for future? It is high time that the company gives wise judgments. The thesis makes a retrospection and summarization on Uranus’ early business strategy: it carries out the up-to-date analysis for home and outside environment of Uranus across the board. And it also uses managing principle of business strategy to analyze and justify the business strategy which is appropriate and effective for the developing trend of the new-emerging industry when Uranus was at its early days. Therefore, Uranus has achieved great increases in turnover and progresses in development. But as the industry evolves, it has walked into maturity, because of which the business environment of the company has changed fundamentally. As a result, the old strategy is no longer appropriate for its current circumstance. The thesis uses Porter’s 5 forces model to analyze the competition of the industry in accordance with the Uranus’ outside environment,industry competition,internal qualifications and core competitive power. It also uses SWOT matrix to analyze the competition in the industry on the basis of summarizing the external opportunity and threat as well as the internal advantage and disadvantage. Through the above-mentioned analysis and researches, the thesis reveals the problems of business strategy that Uranus is facing and demonstrates the necessity of recognizing opportunities and threats contained in the evolvement of the industry and carrying out the strategic adjustments and changeover; it also points out the direction of the strategy adjustments and formulate new targets and business strategy for Uranus. The thesis works on the research of the strategic adjustments of the company. And it is not only of significant strategic sense but also has illumination and reference value on strategic adjustments and changeover to the companies of the hydraulic cylinder industry. At the same time, it can also serve as a reference for strategic research for a large number of companies in China that are still in the midst of the evolvement of the industry.
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