摘要
互联网的快速发展，不但颠覆了某些传统企业，同样也颠覆了百年来人们对企业经
营管理的认识。太多互联网企业一夜暴富的现象，让管理者感到迷茫：战略规划管理对
于快速发展的 IT 互联网企业还有效吗？
“企业战略管理”起源于 20 世纪 50 年代，历经 80 年代的备受冷落与 90 年代的热
捧复兴，而今天“战略”一词在 IT 互联网领域开始变得越发敏感，马云曾经说过“哪个
员工跟我谈战略，我立马开除他。”战略管理究竟能给企业带来多大价值？相比之下模
仿、创新、试错、快速迭代、随机应变似乎更契合实际、行之有效。事实果真如此吗？
本文以 IT 互联网领域曾经占据寡头地位的 A 公司为案例，分析其从创业、发展、
辉煌，再到衰退的演变过程，尤其是从辉煌到衰退这一重要转折点的经营管理模式，结
合 A 公司所处的外部市场和竞争环境，对比其竞争对手的经营管理模式和经营绩效差
异。分析论证战略管理缺失将导致企业无法辨识机会和威胁，不能很好的适应市场和竞
争环境的变化，做出错误的管理决策，丧失竞争优势与市场份额，是企业经营绩效下滑
的根源。相反，战略管理对提升企业竞争优势和经营绩效具有极其重要的价值和意义

本文研究的意义在于，一方面从理论上讨论了战略对于 IT 互联网企业依然具有重
要的价值和意义，另一方面从企业实际出发探讨战略管理缺失给企业带来的问题，帮助
企业认识、理解战略管理对于企业发展的作用，用战略管理思想带动企业发展，才能把
握更多的发展机会，从而使实现企业成功和利润最大化

关键词：战略管理；战略价值；战略管理缺失；IT 互联网；经营绩效；CDNII
Abstract
Strategic management originated in 1950s, went through the cold blitz in 80s and revived
in 90s, but today, the term strategy in the IT field of the Internet began to become increasingly
sensitive. Ma once said any employee who tells me about the strategy, I will immediately
dismiss him. How much can the strategy bring to the enterprise In contrast, the imitation,
innovation, error trial and rapid iteration seems to be more adaptable and practical. Is this really
the case
A company, once occupied oligopoly in the IT field of the Internet, was set as a case in
this paper. The paper analysis from the business, development, brilliant, evolution of recession,
especially to recession this important turning point in the management mode from the brilliant,
combined with A company&39;s external market and competitive environment, business
management and business performance comparing the differences between their competitors.
Analysis of the lack of strategy management will not lead enterprises to identify the external
opportunities and threats, not well adapt to changes in market and competitive environment,
will make the wrong decision and lose the competitive advantage and market share.It is the root
of the decline in corporate performance. On the contrary, strategic management plays an
important role in enhancing the competitive advantage and operating performance.
The significance of this paper is, on one hand, the strategy still has important value and
significance for the IT Internet companies from the theory, on the other hand, I want to discuss
the problems caused of the lack of the business strategy and help enterprises understand the
strategic role for the development of enterprises, with the strategic management idea driven
enterprise development, in order to grasp the development more opportunities, so as to enable
enterprises to achieve maximum profit and success.
Key Words：Strategic management; lack of strategy management; IT Internet; business
performance; CDNIII
目录
第 1 章 绪论........1
1.1 选题背景与意义........1
选题背景..1
选题意义..2
1.2 理论基础及文献综述3
理论基础..3
文献综述..4
1.3 研究内容和方法........6
研究内容..6
研究方法..7
1.4 论文框架及结构........8
第 2 章 A 公司现状分析........9
2.1 A 公司概要介绍 .......9
A 公司行业背景介绍.......9
A 公司发展历史.10
2.2 A 公司经营状态与竞争地位.......... 11
第 3 章 A 公司经营绩效下滑根因分析......14
3.1 分析研究思路..........14
3.2 宏观市场环境分析..14
政治经济环境....14
市场规模及发展趋势....15
技术发展趋势....20
3.3 竞争格局分析..........21
整体竞争格局及竞争态势........21
同业竞争者分析23
新入竞争者分析23
替代产品及技术分析....24
3.4 A 公司近年来重大管理变革..........25
BU 制改革 ..........25IV
高管大换血........25
颠覆性平台改造25
3.5 A 公司战略管理缺失的体现与分析..........26
战略规划管理缺失........26
战略实施管理缺失........29
3.6 A 公司战略管理缺失导致经营绩效下滑..29
第 4 章 同行业 B 公司成功案例.........31
4.1 B 公司背景介绍 ......31
4.2 B 公司企业战略 ......31
4.3 B 公司经营绩效 ......33
第 5 章 A 公司案例
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