摘要
2008 年以来，全球传统计算机销量持续下滑，在传统计算机行业出现了并购、转型、
裁员、倒闭等浪潮。我国与计算机相关产业的企业数以万计，由于我国计算机企业发展
起步比较晚，在企业竞争性发展战略上与国外存在很大差距。特别是近年来，随着移动
互联网产业的不断发展，各类新型移动电子产品销量一路攀升，传统计算机市场销量连
年下滑。面对新情况和新问题，传统计算机企业建立长远的发展战略显得尤为重要。铭
键公司在发展战略上重视发展方向上的战略策略，而忽视发展方向战略策略中的竞争性
因素，在人力资源管理、资金控制、资源配置、智能化程度、产品差异化、销售渠道、
企业文化等方面存在不足，需要进一步实施基本竞争战略，才能实现公司可持续发展。
本论文以铭键公司的发展战略现状为背景，以战略管理的相关理论知识和企业发展
战略理论为基础，利用 PEST、SWOT、波特五力模型等战略分析工具分别对铭键公司发展
战略进行详细分析，指出了现有发展战略的优点与不足，结合传统计算机市场环境和公
司发展现状，从产品、市场和服务等领域入手，重新为铭键公司设计了成本领先发展战
略和差异化发展战略，并提出了实现这两个发展战略的具体实施与保障措施。
新的发展战略框架的建立，将为铭键公司未来发展提供借鉴。通过对铭键公司的研
究，希望对铭键公司或者其他企业在制定企业发展战略时具有一定的借鉴意义，指导企
业发展。
关 键 词：发展战略；成本领先战略；差异化战略；核心竞争力
研究类型：专题研究Subject ：Research on development strategy of Shenzhen Ming Jian
Computer Co., Ltd.
Specialty：BusinessAdministration
Name ：Ma Jiang Lin (Signature)
Instructor：Yang Li hong (Signature)
ABSTRACT
Since 2008, the world&39;s traditional computer sales continued to decline in the traditional
computer industry, there has been a wave of mergers and acquisitions, restructuring, layoffs,
closures and so on. China and the computer related industries tens of thousands of enterprises,
due to the development of China&39;s computer business started relatively late, there is a big gap
between the enterprise competitive development strategy and abroad. Especially in recent
years, with the continuous development of the mobile Internet industry, all kinds of new
mobile electronic products sales rise, the traditional computer market sales decline year after
year. In the face of the new situation and new problems, it is very important to establish a
long-term development strategy for the traditional computer enterprises. Mingjian company
attaches importance to strategy development direction in the development strategy, and
competitive factors ignored the strategic development direction of the tactics, in human
resources management, financial control, resource allocation, intelligent degree, product
differentiation, marketing channels, corporate culture and other aspects in shortage, need to
further implement the basic competition strategy. In order to realize the sustainable
development of the company.
This paper is based on the background of the development strategy status of Mingjian
company, the strategic management of the relevant theoretical knowledge and enterprise
development strategy theory, analysis tools are analyzed in detail according to the
development strategy of company strategy Mingjian by PEST, SWOT, Potter&39;s five forces
model, points out the advantages and disadvantages of existing development strategy,
combined with the traditional computer the market environment and the development status
of company, starting from the product, market and service areas to Mingjian design cost
leading strategy and the differentiation strategy, and proposed the implementation of the
specific implementation and guarantee measures of the two development strategy.The establishment of the new development strategy framework, will provide reference
for the future development of the company. Through the study of the company, we hope to
have a certain reference value for the company or other companies in the development of
enterprise development strategy, and guide the development of enterprises.
Key words: Development strategy;Cost leadership strategy; Differentiation strategy; Core
competence
Thesis : Special Subject Research目录
I
目录
1 绪论.........................................................................................................................................1
1.1 研究背景和研究意义...................................................................................................1
1.1.1 研究背景.............................................................................................................1
1.1.2 研究意义.............................................................................................................1
1.2 国内外研究现状...........................................................................................................2
1.2.1 国外研究现状.....................................................................................................2
1.2.2 国内研究现状.....................................................................................................4
1.3 论文的主要内容和框架................................................................................................7
1.4 论文的研究方法.........................................................................................................10
2 企业战略管理理论综述.......................................................................................................11
2.1 企业战略管理的内容.................................................................................................11
2.1.1 战略分析............................................................................................................11
2.1.2 战略制定............................................................................................................11
2.1.3 战略实施............................................................................................................12
2.2 企业基本竞争战略理论..............................................................................................12
2.2.1 成本领先战略....................................................................................................12
2.2.2 差异化战略........................................................................................................14
2.2.3 集中化战略........................................................................................................15
2.3 企业发展模式战略理论.............................................................................................15
2.3.1 多元化战略的含义...........................................................................................15
2.3.2 多元化战略的基本类型...................................................................................15
2.3.3 多元化战略的目标层次...................................................................................16
2.4 企业战略分析有关理论.............................................................................................16
2.4.1 PEST 分析法.....................................................................................................16
2.4.2 SWOT 分析法...................................................................................................17
2.4.3 波特五力模型....................................................................................................18
3 铭键公司发展战略现状分析...............................................................................................19
3.1 铭键公司简介...........................................