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论文编号：	3638
作者编号：	2220091931
上传时间：	2011/11/4 15:39:14
中文题目：	上海德烜科技公司经营战略问题研究
英文题目：	Research on Operating Strategies of Shanghai Dexuan Corporation
指导老师：	李莉
中文关键字：	关键词：经营战略;上海德烜;SWOT分析
英文关键字：	Key Words: Operating Strategy;Shanghai Dexuan Corporation;SWOT
中文摘要：	随着全球经济一体化的持续发展和市场竞争的日趋激烈，中小科技企业将面临更加严峻的机遇和挑战。如何在日益激烈、多变的市场竞争中生存与发展是摆在我国中小科技企业面前的一个重要课题。对于中小企业来说，其竞争已经逐渐激烈，每个企业不管其规模有多大，地位有多稳固，如果它对其所处的环境没有进行深入的研究，没有为未来的发展制定明确的方向，都将在大变革中失去生存空间。目前世界正在经历金融风暴，已造成大量知名企业倒闭，正是由于这些企业没有选择正确的经营发展战略，错误估计经济环境的结果。上海德烜作为中小科技企业的代表之一要在激烈的竞争环境中生存与发展，必须重视经营战略的选择。本文采用理论和实践相结合的方法，对我国中小企业的经营战略管理进行研究。本文首先分别对企业战略管理理论、经营战略理论以及经营战略相关理论进行综述，为本文后续的研究提供理论基础；其次，本文对上海德烜的基本情况进行介绍，概述了上海德烜的经营战略，包括战略管理对上海德烜的作用以及必要性，并对上海德烜的经营战略特点以及存在主要问题进行研究；再次，本文对上海德烜经营战略环境进行分析，包括上海德烜的外部宏观环境以及内部环境，外部环境分析时主要采用五力模型，内部环境分析应用内部价值链，并应用SWOT分析技术对上海德烜的优势、劣势、机会和威胁进行分析，加强了对上海德烜的行业特点以及自身情况的了解；在此基础上，论述了上海德烜构建经营战略系统的必要性和可行性，提出了上海德烜的公司使命及战略目标，给出了上海德烜的总体战略观念和内容，提出了上海德烜经营战略系统的构建方案，包括上海德烜的营销战略系统构建方案、人力资源战略系统构建方案以及企业文化战略系统构建方案；接下来，对上文提出的上海德烜经营战略系统构建方案进行了具体的实施；最后对全文进行了归纳和总结，提出本文的研究不足。本论文以上海德烜为例，从营销战略、人力资源战略、企业文化战略三个方面构建了上海德烜的经营战略系统，提出了具体的方案，并进行了实施，试图为我国中小科技企业实施经营战略管理提供建议和参考，帮助我国中小科技企业寻找新的发展优势，以促进企业在日益激烈的市场竞争中健康发展。
英文摘要：	With the global economic integration, sustainable development and the increasingly fierce market competition, small and medium sized technology companies will face more severe challenges and opportunities. How to survive and develop in the increasingly fierce competition in the market is placed in front of small and medium sized technology companies. For SMEs, competition has been increasingly fierce, so every enterprise regardless of scale and position, if it doesn’t deeply research the environment, or hasn’t made clear direction for future development, it will be lost in the large living space. The world is going through financial turmoil, and this has resulted in a large number of well-known business failures. It is because these companies do not choose the right business development strategy, and the result of miscalculation economic environment. Shanghai Dexuan Corporation as one of the representatives in the fierce competitive environment survive and develop, we must attach importance to the choice of business strategy. In this paper, we use the method of the combination of theory and practice to study the operation of the strategic management of SMEs in China. First, this paper reviews the strategic management theory, especially theory of business strategy; Second, the paper introduces the basic situation of Shanghai Dexuan Corporation and an overview of the Shanghai Dexuan Corporation business strategy, including the necessity and function of strategic management to Shanghai Dexuan Corporation, and the characteristics of the business strategy of Shanghai Dexuan Corporation and the existence of the main issues. In this paper, we analysis the external macro environment of Shanghai Dexuan Corporation of developing operations strategies, using five forces model, SWOT analysis, etc. on the Shanghai Dexuan Corporation business strategy analysis, and strengthen the understanding of Shanghai Dexuan Corporation’s industry characteristics and its own situation; Based on this, this paper discusses the necessity and feasibility of building business strategy systems of Shanghai Dexuan Corporation, and explore the corporate marketing strategy and human resources strategy. Through the analysis on the Shanghai Dexuan Corporation, it also explored cultural strategy of enterprise on the aspects of marketing strategy system, human resources strategy system and Corporation Culture strategy system. This is written according to the situation of our small and medium enterprises, trying to provide advices and preferences for the employment of operating strategy management in the enterprises, so as to help the enterprises find new advantages for development, and develop healthily in the ever-intensifying market competition.
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