联系我们

论文查询结果	返回搜索

论文编号：	9123
作者编号：	2220150551
上传时间：	2017/6/7 17:50:13
中文题目：	深圳大乘科技公司经营战略研究
英文题目：	Research on the Management Strategy of SSK Corporation
指导老师：	赵伟
中文关键字：	智能移动;经营战略;用户体验;品牌延伸
英文关键字：	Smart mobile;Management strategy;Customer experience;Brand extension
中文摘要：	随着现代科技的飞速发展，我国消费类电子产品逐步从高端消费奢侈品过度到日常消费必需品。得益于移动电子产品和电子商务的兴起，消费类电子行业近两年得到快速增长。一方面就产品端而言，以智能手机为代表的移动设备的普及带来了智能移动周边产品的爆发式增长，而传统的计算机周边产品市场容量已趋于饱和，增长潜力较低；另一方面就销售端而言，电商的兴起大幅度降低了渠道费用，改变了终端消费者的消费习惯，在线下购买行为持续不断地向线上转移，同时也扩大了消费者群体，而线下实体经销商对目标市场的掌控能力在逐步减弱。消费类电子产业从规模上有了很大程度的增长，在结构上也在适应形势发展需要不断完善，覆盖人群广泛化，企业发展面临转型。 目前，深圳大乘科技公司正处于业务发展的转型期，具体表现为产品线重点从PC周边产品转向智能生活周边产品，销售端的重点从线下经销转为线上直销。多年以来，深圳大乘科技公司在原有领域积累了一定的产品优势，打造了覆盖面广泛的经销体系。但PC周边产品市场的增长明显放缓，并出现下降的趋势，传统线下渠道的影响力也逐步式微。因此，固有的优势和经营惯性成为深圳大乘科技公司进行转型突破的障碍。此外，深圳大乘科技公司进行业务转型，需要管理层对行业的发展趋势有更深层次的理解和更强的执行力，如果深圳大乘科技公司没有形成明确的战略部署，或在执行过程中出现偏差，将对公司的业绩和发展前景造成不利影响。由此，本文以经营战略为题展开案例实证研究。 本文主要采用了案例分析、文献阅读和工具分析法，开展对深圳大乘科技公司的经营战略的研究，将案例公司经营战略选择和实施作为核心重点。共分为七章。在研究过程中，本文特别注重各模块之间的逻辑关系。第一章是本文的绪论。在绪论部门，本章对研究课题的背景、价值意义、内容思路、及采用的研究方法和各模块之间的逻辑结构架构关系进行概述。第二章是关于企业经营战略的相关理论综述。通过本章的研究，有利于为分析深圳大乘科技公司的经营战略实践问题，提供有力的理论参考依据。第三章是关于深圳大乘科技公司的案例概况阐述。本章对深圳大乘科技公司内部环境分析，包括公司发展历程、业务开展、组织架构等进行概述和评估。第四章是关于深圳大乘科技公司的战略环境分析。在对案例公司的外部宏观环境、竞争环境进行分析的基础上，对案例公司的外部环境做出综合评估。第五章是关于深圳大乘科技公司经营战略的选择。本章概括了公司的愿景使命和战略目标，并提出“产品开发+市场开发”相结合的增长型总体经营战略，具体又体现为产品线扩张战略、品牌延伸战略和体验式营销战略等执行战略。第六章是关于公司战略实施的措施保障，本章从加强产品技术研发、完善营销体系建设、加强客户关系维护、完善人员激励机制等方面提出措施保障。结论，总结本文的研究结论，并对今后的研究方向进一步提出相关建议。 在对相关理论及文献进行综述的基础上，建立本文案例分析的理论依据。企业经营战略的制定，离不开对企业内外部环境的客观分析和评估，并由此为依据来选择合适的战略发展模式；企业经营战略体系的构建是否合理，其根本就在于是否可以让企业内部的资源及能力，与企业外部的环境及条件，保持足够的匹配及动态适应，只有这样才能更有效地促进企业实现转型壮大。然后，阐述了深圳大乘科技公司的发展概况，据此进行内部环境综合评估，通过对深圳大乘科技公司的发展历程、组织结构、产品业务、经营模式的分析，可以清晰地定性认识到案例公司的优势及劣势所在。通过矩阵的构建和分析，可知案例公司的量化评估分值为2.8分。这反应了案例公司在行业中的地位相对比较有利，但并不是绝对有利。由此，案例公司需要加强公司内部资源的整合和协同，从而发挥更有效的价值。然后进行企业外部环境分析，并据此进行外部环境综合评估。案例公司的量化评估分值为3.15分。这反应了案例公司应对外部环境的能力非常强大，可以采取增长型的经营战略，以便充分借助企业外部环境中的机会因素，适时谋求更快速的成长。目前，深圳大乘科技公司已有无线充电、车载充电器、蓝牙音箱、耳机等多款产品布局。此外，深圳大乘科技公司需要大力开展无线监控等产品的市场投放，将持续关注智能生活市场，寻找新的产品机会。深圳大乘科技公司需要调整移动电源销售策略，主打安全概念聚合物移动电源，同时加强线上营销，力求逐步恢复市场分额。深圳大乘科技公司目前主要以作代理为主，缺少深层次开发和利用，资产价值提升幅度缓慢。深圳大乘科技公司需要加强产品研发，成为行业标杆。在此基础上，本文提出“产品开发+市场开发”的增长型经营战略，为了促进公司经营战略得到顺利实施，本章从加强产品技术研发、完善营销体系建设、加强客户关系维护、完善人员激励机制等方面提出措施保障。 通过本文的研究，将研究成果作为深圳大乘科技公司进行战略转型的重要参考，让公司能在行业调整过程中，保持经营管理方向的正确性，不断提升竞争实力。本文通过战略理论分析工具对消费类电子产业宏观环境和行业环境进行分析，结合深圳大乘科技公司案例实际及竞争格局，制定深圳大乘科技公司经营规划，是理论应用于实践的最有效尝试，对案例公司和其他企业有借鉴意义。 关键词：消费类电子产品 智能移动 经营战略 用户体验 品牌延伸
英文摘要：	With the rapid development of modern science and technology, China's consumer electronic products gradually from high-end consumer luxury to daily necessities. Thanks to the rise of mobile electronic products and electronic commerce, the consumer electronics industry has been growing rapidly in the past two years. On the one hand on the product side, the popularity of mobile devices in the intelligent mobile phone as the representative of the mobile intelligent peripheral products has brought explosive growth, and computer peripheral products, traditional market capacity has become saturated, the growth potential is low; on the other hand, the sales side, the rise of electricity supplier greatly reducing the cost of the channel, change the terminal consumer spending habits, online purchase behavior continues to shift to online, but also to expand consumer groups, and the ability to control the entities under the line dealer of the target market gradually weakened. Consumer electronics industry from the scale of a large degree of growth, in the structure is also in the development of the situation to adapt to the needs of continuous improvement, covering a wide range of people, the development of enterprises in transition. At present, Shenzhen szbroad technology company is in the transition period of business development, the specific performance of the product line focus from PC peripheral products to intelligent life peripheral products, key sales terminal from offline to online direct sales. Over the years, Shenzhen Dacheng Technology Company has accumulated certain advantages in the original products, to create a wide range of distribution system. But PC peripheral product market growth is slowing down, and there is a downward trend, the influence of the traditional line channels also gradually decline. Therefore, the inherent advantage and business transformation inertia become barriers Shenzhen szbroad technology company. In addition, Shenzhen szbroad technology company business transformation, requires management to the development of the industry trend of execution have deeper understanding and more, if Shenzhen has not formed the strategic deployment of Mahayana technology company clear, or the deviation in the implementation process, will adversely affect the company's performance and prospects. Therefore, this paper takes the business strategy as the topic to start the case study. This paper mainly adopts case analysis, literature reading and analysis tools, to carry out research on Shenzhen szbroad technology company's business strategy, case selection and implementation of business strategy as the core focus. The total is divided into seven chapters. In the course of the study, this paper pays special attention to the logical relationship between the modules. The first chapter is the introduction of this paper. In the introduction section, this chapter summarizes the research background, the significance, the content and the methods of the research and the logical structure of the modules. The second chapter is a summary of the relevant theories about the enterprise business strategy. Through the study of this chapter, is conducive to the practice of strategic management problems of Shenzhen Mahayana technology company, and provides a theoretical reference. The third chapter is the case of Shenzhen szbroad technology company. This chapter of the Mahayana Shenzhen technology company internal environment analysis, including the development process, business and organizational structure overview and assessment. The fourth chapter is the analysis of the strategic environment of Shenzhen szbroad technology company. Based on the analysis of the external macro environment and the competitive environment of the case company, the external environment of the case company is synthetically evaluated. The fifth chapter is about the Shenzhen szbroad technology company business strategy choice. This chapter summarizes the company's vision mission and strategic objectives, and put forward the "growth strategy of product development and market development of combining, includes the product line expansion strategy, brand strategy and experiential marketing strategy implementation strategy. The sixth chapter is about the measures to ensure the implementation of the company's strategy, this chapter puts forward measures to strengthen product technology research and development, improve the marketing system construction, strengthen customer relationship maintenance, and improve personnel incentive mechanism and so on. Conclusion, summarizes the research conclusion, and puts forward some suggestions for further research. On the basis of the relevant theory and literature review, this paper establishes the theoretical basis of the case analysis. The formulation of business strategy, cannot do without the objective analysis and evaluation of the internal and external environment, and this is the basis to choose the strategy of suitable development mode; whether reasonable construction system of business strategy, its root lies in whether can let the enterprise internal resources and ability, environment and conditions and external. Keep matching and dynamic enough to adapt to, only in this way can effectively promote the enterprise to achieve the transformation and growth. Then, the paper reviews the development of the Shenzhen Mahayana Technology Co., according to comprehensive assessment of internal environment, through the analysis of the development process, Shenzhen szbroad technology company's organizational structure, business, business model, we can clearly recognize the qualitative case company's strengths and weaknesses. Through the matrix construction and analysis, we can know that the case company's quantitative evaluation score is 2.8 points. This reflects the case of the company's position in the industry is relatively favorable, but it is not an absolute advantage. As a result, the case company needs to strengthen the integration and coordination of internal resources, so as to play a more effective value. Then carries on the enterprise external environment analysis, and carries on the external environment synthesis appraisal. The case company's quantitative assessment score was 3.15. This reflects the case of the company's ability to respond to external environment is very powerful, you can take growth oriented business strategy, in order to fully take advantage of opportunities in the external environment of the enterprise factors, to seek a more rapid growth. At present, Shenzhen szbroad technology companies have wireless charging, car charger, headset, Bluetooth speakers and a variety of product layout. In addition, Shenzhen szbroad technology companies need to vigorously carry out the wireless surveillance products market, the market will continue to focus on intelligent life, looking for new product opportunities. Shenzhen szbroad technology company needs to adjust the mobile power sales strategy, the main concept of security polymer mobile power supply, at the same time to strengthen the online marketing, and strive to gradually restore market share. Shenzhen szbroad technology currently mainly Acting mainly, the lack of deep development and utilization, asset value increase slowly. To strengthen product development needs of Shenzhen szbroad technology company, to become the industry benchmark. On this basis, this paper puts forward the "growth management strategy of product development and market development", in order to promote the company's business strategy has been successfully implemented, this chapter put forward from the aspects of strengthening product technology research and development, improve the marketing system construction, strengthen customer relationship maintenance, improve the incentive mechanism and other measures to ensure the. Through this study, the research results will be used as an important reference for Shenzhen szbroad technology company strategic transformation, the company can make the adjustment process in the industry, keep the correct management direction, and constantly improve the competitive strength. This paper through the strategic theoretical analysis tool of macro environment on the consumer electronics industry and industry environment analysis, combined with the actual case of Shenzhen Mahayana technology companies and competition, the formulation of the management plan of Shenzhen szbroad technology company, is the most effective attempt of applying the theory to practice, with reference to the case company and other enterprises. Key words：Consumer electronics products, Smart mobile, Management strategy, Customer experience, Brand extension
查看全文：	预览  下载(下载需要进行登录)