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论文编号：	8017
作者编号：	2120132796
上传时间：	2015/12/10 11:55:15
中文题目：	丹佛斯公司战略调整研究
英文题目：	Research on Danfoss'' Strategy Adjustment
指导老师：	任兵
中文关键字：	多元化;公司战略调整;产品适应性;产品重新定位
英文关键字：	Diversify;Strategy adjustment;Product adaptability;Repositioning
中文摘要：	丹佛斯是一家多元化经营的跨国性集团企业，主要从事机械、电子的零部件以及解决方案的设计、开发、制造、销售和服务，在广泛的业务领域内处于市场领导者地位。公司拥有八十多年的历史，自成立以来一直秉持家族私有化性质，坚持独立经营。2007年开始的全球性金融危机，改变了客户的需求，使公司陷入了财务困境，丹佛斯迫切需要调整公司战略以适应变化。 本文围绕如何使产品重新获得与客户需求变化相匹配的适应性这条主线，以制冷事业部为切入点，以小见大研究整个集团的公司战略调整。首先，分析外部环境和内部环境的变化，寻找实施调整的原因，描述客户需求的进化形式和内容，以及为何产品失去了适应性；其次，以获得产品适应性为目标，通过VRINE模型分析企业的资源和能力，找出公司战略调整过程中企业拥有优势的和暂时缺乏的资源和能力，探索战略调整方向；由于丹佛斯公司的战略调整已经于2010年开始进入执行阶段，因此本文并未提出具体方案，而是在战略钻石模型的结构下对调整进行解读和总结性分析；最后，通过战略调整的执行效果，评估产品适应性的达成情况，针对未得到匹配的客户进化需求，结合公司实际的优势资源和能力，探讨在多元化经营模式下，以不同的事业部产品组合来更新产品属性，实现产品的重新定位并获得差异化优势。 本文依据经典的战略管理研究思路，结合企业战略调整的实际，探讨多元化企业的客户需求进化和产品适应性问题。此研究论文属于应用性论文，对作者本人的工作实践具有很好的指导意义，同时对多元化经营的集团公司相似的探索具有参考意义。
英文摘要：	The Danfoss is a diversified global Group which plays a leading role within research, development, production, sales and service of mechanical and electronic components and solutions for a large range of sectors. Starting from the establishment of more than 80 years ago, the Group remains privately owned and financially independent. But the global financial crisis broken out in 2007 significantly changed the customer requirements and brought about financial distress. The Group urged for a necessary and imperative strategy adjustment to adapt the changes. This article studies the Group’s strategy adjustment with a breakthrough of the Cooling segment, along with a thread of how to rebuild product adaptability to align with customer requirement evolution. Firstly, it analyzes on the changes of internal and external operation environment to find out the root course of strategy adjustment, and recognizes the lack of adaptability according to customer requirements and its form of evolution; then aim for rebuilding adaptability, this article probes into potential way of adjustment in terms of investigation of VRINE model on company’s resources and capabilities, the way of developing the advanced and temporarily absent resources and capabilities essential to strategy adjusting. This article doesn’t intend to provide proposal, instead it interprets and summarizes the real adjustment, which implemented in real since 2010, under the construction of strategy diamond; finally, the evaluation’s made on adaptability based on result of adjustment, a subsequent discussion about repositioning arisen from product portfolio among segments, which brings differentiation, respecting to resources and capabilities, for a purpose of fulfilling misaligned customer requirement. This article complies with classic strategy study method on a basis of reality and discusses about solution of improving product adaptability to align with customer requirement evolution. This article has reference value to writer’s work practice and to those diversified companies who meets with similar situation.
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