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论文编号：	526
作者编号：	2120052257
上传时间：	2008/6/19 1:31:36
中文题目：	企业水平战略及其实施研究
英文题目：	Enterprise horizontal strategy
指导老师：	张金成
中文关键字：	企业水平战略 联合促销 异业整
英文关键字：	Enterprise horizontal strategy
中文摘要：	知识经济时代，分工越来越明确，合作越来越多，对于爆炸的信息，似乎近在咫尺却有飘忽不定的资源，我们的最好做法是不求所有，但求所用，整合和利用他方资源和优势，来补足自身的缺点和不足，或进一步强化自身的优势，发挥和创造最大价值。此乃企业明智之举。面对机遇和挑战，如果还是单枪匹马、各自为战，或仅在资源和客户层面与对手竞争，成效甚微，甚至已经力不从心了。这时候，如果我们能够开阔思维视眼，突破局限性，将自身优势放在一个更加宽广的范围里去思考，另辟溪径，实施水平战略，相信会有另一番天地。有针对性的与能满足本企业的目标消费者其它需求的企业共同合作，实施水平战略，更大程度上的满足目标消费者的需求，则退即可巩固已有的顾客和市场份额，进可蚕食竞争对手的市场份额，取得较为满意的成绩。可以说水平战略正在成为越来越多的企业的选择，并逐步受到重视，成为企业竞争的又一把利器。 本文采用案例分析的方法，通过对数家著名的公司水平战略策略的实施过程进行分析，希望这几家知名企业的经验能对国内企业在营销中有所借鉴。 本篇论文第一章是绪论主要说明了研究的背景和意义、研究的方法及内容框架。第二章是相关理论的回顾，包括企业资源观理论、战略联盟理论。第三章对企业水平战略进行了阐述。第四章对水平战略中的联合促销通过案例分析的方法进行了分析。第五章对水平战略中的异业整合通过案例分析的方法进行了分析。结论部分对全文进行了总结。
英文摘要：	The age of knowledge economy is coming, business structure is being divided exquisitely and cooperation is playing a major role instead of competition. With the boom of the information, a piece of useful intelligence is more valuable than the possession of immense useless information. The smartest development way is to make use of others resources and advantages, integrate these information and distill some valuable intelligence to produce creative achievement. It will be very hard and even cannot stand if organizations run their business in the old mode in which they compete alone or fight within the basic competition level of resource and market share. So, if we can extend our sense and break the traditional limitation, to think base on a broader macro system, and implement horizontal strategy, we believe a blue sea is just in front of your organization. We implement horizontal strategy, to meet the needs of target consumers with the more extent, then retreat that to consolidate existed customers and market share, could also erode into the market share of competitors then achieved satisfactory results. The Enterprise horizontal strategy is becoming a good choice and is heard gradually by more and more enterprises, as well, a powerful tool in business competition. We use case study technique in this passage, analysis the implement process of horizontal strategy used by a few famous companies, try to deduce some useful marketing views for domestic companies to take as reference. The first chapter is the introduction of our research, its background and the meaning, the method of research and its frame. The second chapter is the review of some relevant theories , include the theory of enterprise’s resource view, and the theory of strategic alliance. In the third chapter, we analysis the enterprise horizontal strategy. In the fourth chapter, we use case study method to analysis the use of alliance promotion within the horizontal strategy, further more, we extend our analysis of horizontal strategy to the integration of different industries in the fifth chapter. Finally, we give a summary of our research in the conclusion section.
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