联系我们

论文查询结果	返回搜索

论文编号：	7193
作者编号：	2220132424
上传时间：	2015/5/31 10:26:09
中文题目：	天津华源工业公司战略转型路径研究
英文题目：	Study on the Strategic Transformation Path of TianJin Huayuan Corporation
指导老师：	许晖教授
中文关键字：	战略转型；天生国际化企业；产品-市场战略；转型路径
英文关键字：	Strategic Transformation;Born Globals; Market-Product Strategy;Strategic Transformation Path
中文摘要：	钢铁行业是受金融危机的影响最严重的行业之一，我国钢铁外贸企业粗放型的生产经营模式在危机中受到了严重冲击，海外市场的疲软、劳动力和资源成本的上升也使越来越多的中国钢铁企业家明白，中国企业的转型升级不仅是宏大的国家战略，更是每个企业必须面对的现实挑战。为了更好的理解企业应如何转型，本研究选择近年来相对低迷的钢铁行业为背景，以天津华源工业公司的成功转型为案例探讨的主线，详细介绍华源集团在钢铁行业“寒冬期”的战略转型始末。2012年前后中国钢铁行业陷入全行业亏损的境地，但华源集团通过实施合理的战略转型策略，创造了经营效益的历史最高水平，另外，华源集团在提升了自身的实力的同时还带领国内其他线材企业，赢得了输美镀锌钢丝“双反”案的全面胜利，这是我国外贸企业在“双反”案中取得的又一个有历史意义的壮举。为了揭示华源集团战略成功转型的奥秘，本研究采用理论分析和案例研究的整合研究方法，对此问题进行了深入的分析。具体来讲，本研究首先回顾了天生全球化、产品-市场战略和战略转型等相关理论文献，明确了本文的理论分析视角和分析工具；其次，对全球及中国钢铁行业环境进行了深入分析，对华源集团战略转型的宏观情景有了深入的了解，同时整理了全球钢铁企业的战略转型案例，以加深对华源集团所处中观环境的了解；最后，本研究从战略转型路径和战略转型保障机制两个方面详细剖析了华源集团的转型机制，从转型战略制定和转型战略实施的双重视角揭示了华源集团成功的秘诀。本研究具有重要的理论和实践意义。本研究通过揭示中国情境下天生全球化企业的战略转型机制，极大丰富了以往基于发达国家视角的战略转型理论体系，拓展了战略管理的相关研究。实践方面，本研究提出的战略转型机制对中国制造型国际化企业有重要的借鉴意义，当前随着我国人口红利的丧失和原材料成本的飙升，传统制造型企业急需响应国家号召，向集约型的发展方向转型，华源的成功转型为其他企业提供了一个可操作的转型路径。
英文摘要：	Steel industry is one of industries which were seriously affected by the financial crisis, China steel trade enterprises' production mode suffered negative effects in the crisis, the weakness of the overseas market, the rising cost of labor resources also makes more and more Chinese steel entrepreneurs understand, transformation and upgrading of Chinese enterprises is not only a grand national strategy, but also the real challenges of every enterprise must face. In order to understand better how enterprises should transition, this study choose iron and steel industry as the background, choose TianJin HuaYuan industrial company of as a success case to explore the main line, detail huayuan company in the steel industry‘winter period’of the beginning and end of the marketing strategic transformation. In 2012, the Chinese steel industry in the industry before and after the loss, but huayuan group by implementing reasonable strategic transformation strategy (especially the marketing strategic transformation), creating the highest level of the management benefit, in addition, huayuan group in promoting its own strength at the same time also lead the other wire domestic enterprises, won the imports of galvanized steel wire 'double reverse' all-round victory in the case, this is our country foreign trade enterprise in the "double reverse" case of another historic feat. The mystery of the marketing strategy in order to reveal the huayuan group successful transformation, this research adopts the integrated research method of the theoretical analysis and case study, makes a deep analysis on this question. Specifically, this study first reviews the natural globalization, product marketing strategy and strategic transformation theory related to literature, has been clear about the theory, this paper analyses the perspective and analytical tools; Second, the global and carried on the thorough analysis of China's steel industry environment, strategic transformation of huayuan group of macro situation have in-depth understanding, at the same time the global iron and steel enterprise's strategic transformation case, to deepen our understanding of the medium environment of huayuan group; Finally, this study transition path from marketing strategy and marketing strategy transition safeguard mechanism two aspects in detail analyzed the transformation mechanism of huayuan group, transformation strategy formulation and strategy implementation from the transformation of the dual Angle of view reveals the huayuan group, the secret of success. This study has important theoretical and practical significance. In China by this study reveal naturally globalization enterprise marketing strategic transformation mechanism, greatly enriched the past based on the perspective of strategic transformation theory system in the developed countries, expand the marketing strategic management research. Practices, this study put forward strategic transformation mechanism of Chinese manufacturing internationalization enterprise has important significance, the current with the loss of China's demographic dividend and the soaring cost of raw materials, traditional manufacturing enterprise urgently needs to respond to a nation called on to intensive development direction transformation, huayuan enterprise provides a successful transition to the transformation of operational path.
查看全文：	预览  下载(下载需要进行登录)