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论文编号：	9913
作者编号：	2220160580
上传时间：	2018/5/29 16:01:23
中文题目：	深圳CH科技公司战略转型与升级研究
英文题目：	Research on the Strategy Transformation and Upgrading of Shenzhen CH Science and Technology Company
指导老师：	武立东
中文关键字：	触控一体机；转型升级；一体化；产业链
英文关键字：	One Touch Integrated Machine；Transformation and Upgrading； Integration；Industry Chain
中文摘要：	触控一体机加工制造企业，在日益缩小的市场需求的情况下，同时面临严重的同质化现象，市场竞争日益激烈。同时，触控一体机生产本身在制造产业链上属于低价值环节，人工、原材料采购、设施设备、管理成本、市场拓展等成本攀升，进一步挤压了利润，造成盈利能力持续弱化。深圳CH科技公司作为一家加工制造企业，经过多年发展，已经积累了一定的资源和规模。伴随行业竞争的日益激烈化，企业发展空间日益缩小。当前，深圳CH科技公司也进行了一些战略方面的转型探索，初步形成了以产业开发经营为主要产业，以关联产品开发加工制造为补充的业务结构。但是取得的成效非常微小，多元化战略发展模式的转型，并没有改变制造企业产值低、盈利低、竞争大的根本问题。 本文总体上坚持理论研究与案例研究相结合，具体采用了文献阅读法、案例研究法、走访座谈法等方法。在对相关理论进行综述的基础上，对深圳CH科技公司的具体案例进行分析解读，并指出公司发展存在的问题和公司战略转型的必要性。在此基础上，对企业的内外部环境进行分析，并构建SWOT分析矩阵，制定企业的战略定位和战略目标，对企业转型升级的具体路径进行设计，并提出企业实施战略转型的相关建议措施。深圳CH科技公司进行战略转型升级，主要定位：实现量变，扩大企业规模、拓宽业务范围、深挖全球市场；实现质变，建立品牌形象、推进价值跃迁、成为创新标杆。在具体实现路径上，采取一体化转型升级战略，从低价值的生产制造环节向技术研发、营销推广等产业链高价值环节延伸；品牌化转型升级战略，构建自身的品牌，通过加强品牌形象塑造、宣传推广、品牌传播渗透等，提升企业的品牌资产价值，同时为促进企业的前向延伸提供保障。在转型升级战略实施的过程中，围绕组织结构、人力资源、财务管理、企业文化等采取一些具体措施，为企业发展提供进一步保障。 通过本文的研究，希望结合相关研究理论和企业的实际情况，从根本上制定能够带动企业可持续发展的、有效的战略转型升级模式和路径，提升企业核心竞争和盈利能力，让深圳CH科技公司能适应行业和市场未来发展的需要。
英文摘要：	With the increasingly shrinking market demand, the touch integrated machine manufacturing enterprise is facing serious homogenization, and the market competition is increasingly fierce. At the same time, the production of touch control machine itself is a low value link in the manufacturing industry chain, and the cost of labor, raw material procurement, facilities and equipment, management cost and market expansion has increased, which has further squeezed profits, resulting in continuous weakening of profitability. Shenzhen CH technology company, as a processing and manufacturing enterprise, has accumulated a certain amount of resources and scale after years of development. With the increasingly fierce competition in the industry, the development space of the enterprise is narrowing. At present, Shenzhen CH technology company has also carried out some strategic transformation explorations, and initially formed a business structure with industrial development and operation as the main industry and related product development, processing and manufacturing as supplementary business. But the result is very small. The transformation of diversification strategy mode has not changed the fundamental problem of low output, low profit and big competition of manufacturing enterprises. On the whole, this article insists on the combination of theoretical research and case study, and adopts the methods of literature reading, case study and visiting discussion. On the basis of a summary of relevant theories, this paper analyzes and interprets the specific cases of Shenzhen CH technology company, and points out the problems existing in the development of the company and the necessity of the strategic transformation of the company. On this basis, the internal and external environment of the enterprise is analyzed, and the SWOT analysis matrix is constructed, the strategic orientation and strategic objectives of the enterprise are formulated, the specific path of the enterprise transformation and upgrading is designed, and the relevant suggestions and measures for the strategic transformation of the enterprise are put forward. Shenzhen CH technology company carries out strategic transformation and upgrading, mainly positioning: realizing quantitative change, expanding enterprise scale, widening business scope, digging global market, realizing quality change, building brand image, pushing forward value transition and becoming innovation benchmarks. On the concrete realization path, the integrated transformation and upgrading strategy is adopted, from the low value production link to the high value link of technology research and marketing, marketing and promotion, the brand transformation and upgrading strategy, the construction of its own brand, and the enhancement of the brand image molding, publicity and promotion, brand communication penetration and so on. The brand equity value of the industry also provides a guarantee for promoting the forward extension of the enterprise. In the process of the implementation of the transformation and upgrading strategy, some concrete measures are taken to provide further guarantee for the development of enterprises around the organizational structure, human resources, financial management and enterprise culture. Through this study, hope that the study of relevant theory and combined with the actual situation of enterprises, from the fundamental development can drive the sustainable development of enterprises, effective strategic mode and the path of transformation and upgrading, enhance their core competitiveness and profitability, let Shenzhen CH technology company can adapt to the needs of the future development of the industry and the market.
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