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论文编号：	6983
作者编号：	2120122956
上传时间：	2014/12/9 14:47:21
中文题目：	智能手机时代诺基亚公司战略与绩效管理的研究
英文题目：	Research of the Corporate Strategy and Performance Management of Nokia in Smart Phone Time
指导老师：	齐善鸿
中文关键字：	诺基亚；战略；绩效管理；智能手机时代；数据激活
英文关键字：	Nokia; Corporate Strategy; Performance management; Smart phone; Account activation
中文摘要：	战略管理与绩效管理已经不再成为独立的两个名词，企业在制定战略管理时，已经将人力资源管理提到战略层面。作为人力资源管理中最重要的一项，绩效管理势必关系到战略管理的得失，对于市场需求或者行业变化，绩效管理的指标一直是要紧密匹配战略。诺基亚公司作为百年企业，在功能机时代创下了连续多年第一的市场份额，骄人的业绩。在功能机时代，市场需求比较简单，消费者面临选择不是很多的时候，渠道供应商成为树立品牌的最佳途径。但是，随着竞争品牌的加入，市场需求多样化，消费者认知及消费观念的多样化，曾经的合作伙伴三大运营商，也成为行业内的竞争者。诺基亚在功能手机时代创下的口碑和基础，在智能手机时代，岌岌可危，品牌重塑势在必行。不管是功能手机时代还是智能手机时代，诺基亚公司的战略几次转移，绩效管理也在不断变化，就是为了匹配战略变化。然而，透过历年的绩效管理中设定的考核指标，能够看到在这些变化的指标中，虽然也看到为了追随市场变化而改变，但是却忽略掉了，作为智能手机时代，激活才是考核智能手机持有用户的核心指标。同行业的竞争品牌抓住了这个数据，在产品推广和品牌营销上获得了成绩。本文借助文献资料，行业数据，第三方的分析数据，利用所学理论知识加入行业观点，分析诺基亚公司的战略与绩效管理。通过分析这些数据表现，找出两个层面的相关关系，对人力资源管理提出了新的创新。在制定各部门的绩效管理时，应当把制定绩效考核目标的组织部门也列入指标考核。以此更好的跟进和监督绩效考核的结果。
英文摘要：	Strategic management and performance management would not isolate from each other anymore. HR management has been strategically considered when the enterprises build the strategic management. As one of the most important part of HR management, performance management would influence inevitably the success of the strategic management. The performance KPI would support and correspond to the corporate strategy regarding market demand and industry changes. As a 100-year enterprise, Nokia ever maintained No.1 in market share for years and created remarkable achievements. In time of the feature phone, the market demand was comparatively identified and the choices available were not much to the consumers. The best way for building brands was supplier channel. However with introduction of new competitive players with new brand, the market demands became diversified. And the awareness and concept of the consumers diversified. Even the 3 telecom-operator changed from partner to be competitors. The base and reputation of Nokia established in feature phone time has been in critical situation. The brand rebuilding would be needed. Both in time of feature phone and smart phone, Nokia has adjusted strategy for several times, leading the performance management changes accordingly for corresponding and supporting the strategy adjustment. Checking with the KPI set for the performance management for the past years, we could see changes made for following the market changes. However the index for measuring ‘account activation’ has been neglected. For smart phone the ‘account activation’ has been proved to be the key index and the successful competitors put emphasis on it and further achieved success in promotion and marketing. Based on related document literature, industrial database, the third party data and analysis, and depending on theories and knowledge acquired and the industry point of view, the thesis analyzed the strategic decision making and the performance management executing of Nokia. The analysis would help to find the link between strategy and performance management, then to help to bring forth new ideas on HR management. Furthermore the HR team who formulate and organize the performance index should be included and subjected to the measurement when implementing the performance management for the purpose of smooth following up and monitoring the result of the performance management.
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