 ==>> 点击下载文档 |
本文首先从研究背景、研究意义、研究思路与方法出发，对战略管理相关理
论进行了综述。然后利用 PEST 分析工具，对甘肃荣强通讯器材有限公司面临的
内、外部环境作了细致分析。据此，运用 SWOT 分析方法对甘肃荣强通讯器材
有限公司目前具备的内部强项与弱项，外部面临机会和威胁进行了详细的分析总
结
根据甘肃荣强通讯器材有限公司的战略目标和核心竞争力，把公司目前具备
的内部强项与弱项，外部面临机会和威胁进行有机组合。在上述工作的基础上，
本文提出：针对公司未来发展的 SO 即增长型战略，主要是突出特色打造核心竞
争力，多渠道宣传介绍品牌形象，人力资源长远规划、建立合作伙伴等；ST 即
多种经营战略，主要有提高服务能力，探索新客户，加强业务创新等；WO 即扭
转型战略，主要有制定适合本公司的战略目标，做好营销规划，提高运用先进技
术的力度等；WT 即防御型战略，主要有深入传播企业文化，维护稳定的客户群
体，进一步提高企业团队配合力度，销售高质量的产品等。随后对提出 SO 战略、
ST 战略、WO 战略和 WT 战略进行甄别和选择，确定甘肃荣强通讯器材有限公
司在未来应该实施的发展战略
最后，本文对甘肃荣强通讯器材有限公司发展战略实施过程中应该遵循的原
则和步骤进行了分析，并介绍了一些保障性措施如完善公司组织结构，加强人力
资源开发与利用，重塑企业文化，实施用户满意服务等。这些保障措施的实施是
确保公司战略有效推进的重要保障
关键词：通讯器材；荣强通讯；发展战略EMBA 学位论文 作者：杜荣强 甘肃荣强通讯器材有限公司发展战略研究
II
Abstract
Today&39;s society, the Internet, large data, cloud computing, intelligent manufacturing,
networking and other cutting-edge technology develop rapidly, new products, new formats, new
technologies, new models, new applications has emerged in endlessly, network communications
equipment related enterprises to seize the opportunity to speed up the transformation of the
company, continue to increase investment, entrepreneurial innovation atmosphere is growing.
Gansu Rongqiang Communication Equipment Co., Ltd. closely follow the development trend of
the times, combined with the actual development of the company, to re-development strategy
positioning.
This paper starts with the research background, the research significance, the research
mentality and the method, and summarizes the theory of strategic management. And then use
PEST analysis tools, Gansu Rongqiang Communication Equipment Co., Ltd. facing the internal
and external environment for a detailed analysis. Based on this, the SWOT analysis method is
used to analyze and summarize the internal strengths and weaknesses, external opportunities and
threats that Gansu Rongqiang Communication Equipment Co., Ltd. currently have.
According to Gansu Rongqiang Communication Equipment Co., Ltd.&39;s strategic objectives
and core competitiveness, the company has the internal strengths and weaknesses, external
opportunities and threats to the organic combination. On the basis of the above work, this paper
puts forward: SO is the growth strategy or the future development of the company, mainly
highlighting the characteristics to build the core competitiveness, multi-channel publicity
introduced brand image, human resources long-term planning, strengthen cooperation with other
enterprises; ST is a variety of business strategy , mainly to improve service capabilities, explore
new customers, strengthen business innovation; WO is the reverse strategy , mainly to develop
suitable for the company&39;s strategic objectives, good marketing planning, improve the use of
advanced technology and so on; WT is a defensive strategy , mainly in-depth dissemination of
corporate culture, maintaining a stable customer base, and further improve the enterprise team
with the efforts to sell high-quality products. And then to the SO strategy, ST strategy, WO
strategy and WT strategy to identify and choose to determine the Gansu Rongqiang
Communication Equipment Co., Ltd. in the future should be the implementation of the
development strategy.
Finally, this paper analyzes the principles and steps that should be followed in the
development strategy of Gansu Rongqiang Communication Equipment Co., Ltd., and introducesEMBA 学位论文 作者：杜荣强 甘肃荣强通讯器材有限公司发展战略研究
III
some protective measures such as improving the organizational structure of the company,
strengthening the development and utilization of human resources, reshaping the corporate culture ,
The implementation of customer satisfaction services. The implementation of these safeguards is
an important guarantee to ensure the effective promotion of the company&39;s strategy.
Key words: Communication equipment; Rongqiang communication; Development strategyEMBA 学位论文 作者：杜荣强 甘肃荣强通讯器材有限公司发展战略研究
IV
目录
中文摘要. I
Abstract .. II
一、绪论. 1
（一）研究背景 ..1
1、新常态经济时代的要求..1
2、通讯器材行业迅猛发展..1
3、企业自身的发展需要....2
（二）研究意义 ..3
1、为甘肃荣强通讯器材有限公司提供新的发展战略....3
2、为通讯器材行业其他公司提供借鉴....3
（三）研究思路与方法 ........4
1、研究思路..4
2、研究方法..4
二、战略管理理论综述. 5
（一）战略及其特征 ..........5
（二）战略管理及其特征 ......6
（三）战略管理过程 ..........7
1、战略制定..7
2、战略实施..7
3、战略评价..8
（四）战略管理工具 ..........8
1、PEST 分析模型 ........8
2、SWOT 分析法 .........9
三、甘肃荣强通讯器材有限公司内外部环境分析.. 11
（一）甘肃荣强通讯器材有限公司内部环境分析 .........11EMBA 学位论文 作者：杜荣强 甘肃荣强通讯器材有限公司发展战略研究
V
1、企业资源与能力分析...11
2、内部优势与劣势分析总结...........15
（二）甘肃荣强通讯器材有限公司外部环境分析 .........17
1、一般外部环境分析.....17
2、行业环境分析.........25
3、竞争环境分析.........29
4、外部机会与威胁分析总结...........30
四、甘肃荣强通讯器材有限公司战略的制定与选择 32
（一）甘肃荣强通讯器材有限公司战略目标 .32
（二）甘肃荣强通讯器材有限公司核心竞争力 ...........33
（三）甘肃荣强通讯器材有限公司战略制定 .33
1、SO 战略（增长型战略） ...........33
2、ST 战略（多种经营战略）..........34
3、WO 战略（扭转型战略）...........34
4、WT 战略（防御型战略） ...........35
（四）甘肃荣强通讯器材有限公司战略选择 .36
1、提高服务能力--服务战略...........36
2、做好营销规划--营销战略...........37
3、加强业务创新--产品质量战略.......37
4、建立合作伙伴--竞争合作战略.......37
五、甘肃荣强通讯器材有限公司战略
。。。以上简介无排版格式，详细内容请下载查看
