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论文编号：	3640
作者编号：	2220090984
上传时间：	2011/11/4 15:42:05
中文题目：	普飞公司成长战略研究
英文题目：	The Growth Strategy Research of Pufei Company
指导老师：	张玉利
中文关键字：	关键词：商业模式;成长战略;战略实施;风险控制
英文关键字：	Key Words: Business Model ;Growth Strategy ;Strategy Actualization;
中文摘要：	本文是针对普飞公司所做的企业成长战略研究，旨在通过对普飞公司的战略环境、企业现状和竞争力的分析，应用企业成长理论，选择公司的成长战略，制定战略实施方案，并通过对企业战略形成逻辑的总结，归纳小企业战略形成的一般方法。 文中用PEST分析法分析了企业战略环境，使用企业竞争力九力分析模型和李克特量表法研究了企业的竞争力，通过马斯洛需求层次理论在企业发展中的延伸研究了企业成长中的需求和需求障碍，以SWOT分析的方法总结转型战略的思路，并以用战略思路克服成长障碍的逻辑得出了该公司的具体战略，根据战略制定了战略实施方案，提出了战略实施中的风险及应对预案；最后归纳了小企业战略转型的一般逻辑。 通过研究和分析，普飞公司是一家处在变化的成长型市场中的企业，企业自身竞争力良好，企业的成长障碍在于其商业模式，企业可以通过创造性的资源整合从此前的代理商转变为品牌商，这一商业模式的战略性转变可以为企业拓展良好的成长空间。同时，小企业的成长战略转型存在一般性规律，通过这种一般性规律的应用可以为小企业寻找战略转型思路。
英文摘要：	This paper is growth strategy research of Pufei Company,its target is to form a growth strategy for Pufei and make a detail plan to carry out it. To reach the target, we will analyse and research the strategy environment, the current situation and competitive power of Pufei company by using enterprise growth theory. Then, we want to sum up the general logic of strategy transformation of small companies by summarizing our research process. We analyse company strategy environment by PEST, research the company competitive power by Nine-Power model and Likert type-scale, find the growing company’s requirement and the obstacle against fulfilling its requirement, summarize the thought to form a detail strategy for Pufei. Based on the formed strategy, we lay down a plan to carry out the strategy, point out the risk in the process and how to solve. In the end, we sum up the general logic of strategy transformation of small companies. By our analyzing and researching, Pufei is in a market which is in the process of growing and changing, Pufei has good competitive power, its growth obstacle is its business model. Pufei has great possibility to shift from agent business model to branded business model. The changeover will take Pufei into the channel of growth. In fact, we find there is general regularity in the strategy transformation of small company and the regularity is a method when small companies have to change their strategy.
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