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论文编号：	2715
作者编号：	2120082496
上传时间：	2010/11/24 22:58:24
中文题目：	大客户断档危机下的企业应对策略研究
英文题目：	The Research of Industries’ strategy in Key Account shortage crisis
指导老师：	张金成
中文关键字：	客户端档，断档危机，运营策略，资源调整
英文关键字：	Customer shortage, Crisis of customer shortage, Operation strategy, Resource adjustment
中文摘要：	摘 要 在跌宕起伏，竞争激烈的市场，即使是像摩托罗拉这样曾经辉煌一时的手机巨头，也因一着不慎而败走麦城，在巨头受挫的同时，其产业链条上的大部分供应商在还没有来得及寻找新的大客户的时候都纷纷受到影响；再加上全球爆发的次贷金融危机，企业的处境就更是雪上加霜。 那么，那些策略能够帮助企业安全的度过企业所面对的危机？又有那些策略能够使企业在缓慢的复苏阶段中脱颖而出，并且能够帮助公司在危机中做好相应的准备，在经济上扬的时候能够强势胜出？目前，根据某研究机构对4700家公司的调查与统计：对三次全球经济衰退时期的前三年和后三年做研究，发现只有一小部分公司，大约是占样本总数的9%能够在衰退之后又强势崛起。因此，企业要想做到在危机中处于不败地位，管理层们需要对企业的运营策略作一很大的调整。根据这样的研究，我们可以看出：那些能够在削减成本与大胆投资之间找到了微妙平衡的公司，就能够在很大程度上是最后的赢家。所以，一个好的企业运营策略在一定程度上直接决定了企业的沉浮！ 本文作者根据自己所在企业面临的客户断档危机为引线，在导师的指引下进而萌发了研究此课题的想法。通过观察企业的相似危机，进而总结出了大客户断档危机对企业的影响，希望从影响中找出企业运营所采取的应对策略。文章在开始阶段对一些名词进行了相应的解释，同时回顾了与运营管理的相关理论，在此理论的基础上配合相应案例的研究，总结出了一套针对当前的中小企业，在大客户断档危机下的企业运营策略。策略主要从市场角度，成本角度，质量角度，技术创新角度，库存管理及企业文化角度考虑，共同触发，最终使企业走出困境，进入良性循环的状态。 本研究的主要创新点是对企业在面对危机时所采取的策略，主要同时从采取资本减少和投资加大来度过企业的危机，而不是一味的减低成本，企图度过危机而最终导致经济更加萎缩；也不是盲目加大投资，最后血本无归来研究。这种采取了多管齐下的方式，能够帮助企业全面提高，在减少压力的同时给自己创造更多的机会。 关键词：客户端档，断档危机，运营策略，资源调整
英文摘要：	Abstract: In current ups & downs and competitive market, even as a Motorola who has been glorious in cell phone area also met the great frustrations to fall into poor financial situation because of the oppressive market. At the same time, most of the vendors in the supplier chain which do not find big customer as their customer backup before this situation happened are affected; what’s more, the global financial crisis from 2007 year started caused more industries into more serious situation. Enterprises situation in crisis and the strategy of the leaders decide the industries fate, which is like a outstanding commander in a battlefield direct the war, the method of the commander will affect the victory or not. When we met the lots of challenges which is caused by 2007 year poor economy, although the top management of the companies took many times to solve these problems, but all of them have no strong confidence to take a good strategy to avoid industries’ crisis. Almost all enterprises leaders have to admit that the current crisis is also a turning point of global economy： after this global financial crisis; the world economy would not be restored as before in a short period. We must recast the industries’ organization after a short breath. Then, what are types of strategies can help the company pass through the crisis which the enterprises are facing? Which of the strategy will be able to make the company to stand out in the slow recovery stage, and help the company to do a good preparation and get a strong win met an upward economy? Based on one research institute to 4700 company does one statistics：Three years before and after the recession period, there are only a small number of companies, at about 9% of the total number of samples, rise suddenly after fail. So, all of the enterprises want to win again after the crisis should take a big change on the operational strategy. Research shows that those industries who can find a delicate balance point between reducing cost and bold investment are the winner. So, a good operation strategy decides the companies’ winning or not to some extent. The main points of this study is both to reduce the operation cost and also increase investment to pass through the crisis, not only reducing costs to hope pass economic crisis but actually lead the company more lean；and also is not blind to increase investment to cause more trouble, and finally get nothing except debt. So any good enterprises must work in parallel to improve and reduce the pressure to create more opportunities for the company. Firstly, this paper mainly introduces some theory, and then use one sample to verify it. Aim at current small and medium-sized enterprises in the crisis situation, how to take right operation strategy to spend the crisis is very important whatever from cost reduction, technical innovation, quality management and inventory management to trigger the companies to go into a virtuous circle. Key words ：Customer shortage, Crisis of customer shortage, Operation strategy, Resource adjustment
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