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论文编号：	3685
作者编号：	2120092512
上传时间：	2011/11/21 12:12:43
中文题目：	Gemalto公司市场份额导向的运营管理策略研究
英文题目：	The research on market sharing oriented operation management strategy of Gemalto Enterprise
指导老师：	张金成
中文关键字：	智能卡企业;工艺变革;工业设计;质量策略
英文关键字：	Smartcard enterprise; Process change; Industrial design; Quality strategy
中文摘要：	随着中国智能卡行业的快速发展，中国的智能卡市场已经从外资公司完全垄断市场阶段进入到了外资、民营和国企诸强纷争的完全市场竞争阶段。对于独占中国智能卡销售冠军15年之久的金雅拓公司来说，如何在残酷的市场竞争中巩固已经占有的市场份额，重新占据竞争的有利地位，成为公司战略重点。本文正是基于这个出发点，对金雅拓公司以市场份额为导向的运营管理策略进行了深入的探讨和研究。本文首先简要的描述了研究的背景和研究的目的意义，提出文章的研究思路和研究的框架，选择了研究的方法。回顾了运营管理方面的一些基本理论，追踪了这些理论的最新发展动态。总结了中国智能卡行业发展现状，通过仔细研读中国智能卡市场历年的行业竞争分析报告，比较金雅拓公司与其他竞争对手之间市场份额的变化关系，找出公司在运营方面的优势和不足。重新制定公司的运营管理策略，通过对公司的原有工艺的变革和流程再造提高公司产品的竞争力，实现大规模低成本运营的成本策略；通过工业设计研制新的产品，占领高端产品市场，赚取更多利润的新产品开拓策略，在对全面质量管理的基础上实施产品全过程自动化质量控制的质量策略，全面提高企业竞争优势。
英文摘要：	With the rapid development of China’s smart card industry, it has come to the stage of complete market competition from total monopolization by foreign companies to the competition of foreign investment, private and state-owned enterprises. It has become the company’s strategic focus to make sure how to strengthen the existing market share and reestablish advantageous position in sharp market competition when dealing with Gemalto who has been the only sales champion of smart card for 15 years in China. Based on this point, this paper deeply discussed and researched the market share- oriented operation management strategy of Gemalto Enterprise. The paper first gave a brief description of the background and purpose of this research, proposed the research idea and framework, selected the research methods. The paper reviewed some basic theories on operation and management, also tracked their latest development trend. It found out the company’s strength and weakness in operation by summarizing the present situation of China’s smart card industry, carefully studying the analysis report of industry competition of China’s smart card market throughout the years and comparing the change trend of market share between Gemalto and other competitors. It reestablished the company’s operation and management strategy and achieved the cost strategy of large-scale and low-cost operation by improving the company’s product competitiveness through process of the original ones and process reengineering. And it also proposed a new product development strategy by developing new product through industrial design to occupy the high-end market and make more profits. Besides, based on overall quality management, it preferred the quality strategy which means automatic quality control through product process to comprehensively improve the company’s competitive advantage.
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