随着新能源汽车、人工智能、虚拟现实、大数据等新兴产业的高速发展，给电子 元器件行业带来前所未有的发展机遇。据新思界发布的《2017 年中国电子元器件行 业市场现状调研报告》显示，2016 年，我国电子元器件行业销售收入达到了 3.9 万亿 元人民币，预测未来几年，依然会呈现高速增长态势。 目前我国电子元器件分销市场几乎被跨国分销商所垄断。从2016年国际和本土前 10大电子元器件分销商营业额对比可以看出，全球最大的分销公司AVNET 2016年营 业额为251.7亿美元，是国内最大分销商科通芯城的近13倍，是国内前十大分销商2016 年营业额总和的2.5倍。 在中国经济进入新常态的大背景下，电子元器件分销市场的竞争愈加激烈，本土 分销企业如何找到自己的位置，打破外资垄断的格局，是企业战略制定者们所面临的 巨大问题。 SL 公司是一家电子元器件代理分销企业，成立于 2008 年，经过近 10 年的发展， 已经初具规模。目前 SL 公司的企业战略是十年前制定的，已经无法适应当下公司发 展要求。作为公司的创始人和决策者，计划通过 MBA 所学，重新研究和制定一套完 整的企业战略，并在实践中探索和检验，理论与实际相结合，促进公司的健康可持续 发展。 本文基于战略管理理论，分销管理理论等，以 SL 公司为研究对象，根据其实际 情况并结合中国市场发展的特点，对 SL 业务发展中的外部环境，行业环境以及典型 的参照公司进行了分析，制定和优化了适合 SL 公司自己的企业战略，并确定了保障 措施，以边研究边验证的方式，对企业战略效果做了初步的检验和评价。 本文希望通过对 SL 公司的战略研究，给中国的电子元器件代理分销公司，合理 制定适合自己的企业战略提供借鉴，从而尽快打破由外资垄断的电子元器件代理行业 现有格局，为整个国内电子行业从中国制造到中国创造的转变贡献力量。 关键词，电子元器件；代理分销公司；战略管理III Abstract The rapid development of emerging industries including new energy vehicles, artificial intelligence, virtual reality, and big data, has brought unprecedented development opportunities for the electronic components industry. According to the Investigation Report on the Market of China's Electronic Components Industry released by Newsijie in 2017, the sales revenue of China's electronic components industry reached 3.9 trillion CNY in 2016, and it is predicted that the high-speed growth will continue over the next few years. Nowadays, China's electronic component distribution market has nearly been dominated by multinational distributors. As can be seen from the turnover of the world’s top ten and China’s top ten electronic component distributors in 2016, the turnover of AVNET, the world's largest distributors of electronic components, reached 25.17 billion U.S. dollars in 2016, which is nearly 13 times that of Cogobuy, China’s largest distributor, and 2.5 times the combined turnover of China’s top ten distributors in 2016. Against the background that China has entered a new normal in economic development, the increasingly fierce competition in the electronic component distribution market forces the local distributors in China to face the challenge of finding their places in the market and break the monopoly of foreign capitals. SILAND Electronics & Technology Co., LT (SL) is a Shanghai-based electronic component distributor established in 2008, and is beginning to take shape after 10 years of development. Formulated in 2008, SL's corporate strategy can no longer serve the current development of the company. As the founder and decision maker of SL, I have been planning to re-design a complete set of corporate strategies for SL through MBA studies, and to explore and test them in practice, so as to promote the sound and sustainable development of SL. Based on theories including Strategic Management Theory and Distribution Management Theory and taking SL’s actual situation and the characteristics of China's market development into account, this paper takes SL as the research object, analyzes the external environment, industry environment and typical reference companies during SL’s business development, develops and optimizes the corporate strategies suitable for SL,IV determines the safeguard measures, and preliminarily tests and evaluates the enterprise's strategic effect in ways of research and verification. Through the research on the strategy of SL, this paper is expected to provide reference for China's electronic component distributors to reasonably formulate their own corporate strategies, so as to break the existing monopoly by foreign capitals over China’s electronic components agency industry in the near future, and contribute to the transformation of the domestic electronic industry from Chinese manufacturing to Chinese creation. Keywords: Electronic components; Agency and distributor; Strategic management目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景 .................................................................................................................... 1 1.1.1 电子元器件介绍与历史回顾 .............................................................................1 1.1.2 直销与分销模式 .................................................................................................3 1.2 研究对象 .................................................................................................................... 6 1.3 研究意义 .................................................................................................................... 7 1.4 国内外研究文献综述 ................................................................................................ 8 1.4.1 国外研究文献综述 .............................................................................................8 1.4.2 国内文献研究综述 .............................................................................................9 1.5 研究内容与研究方法 ............................................................................................. 10 1.5.1 研究内容 ...........................................................................................................10 1.5.2 研究思路 ..........................................................................................................11 1.5.3 研究方法 ..........................................................................................................11 1.5.4 研究工具 ..........................................................................................................11 1.6 本文创新点 .............................................................................................................. 12 第 2 章 理论基础................................................................................................................13 2.1 战略管理理论基础 .................................................................................................. 13 2.1.1 战略理论定义 ...................................................................................................13 2.1.2 战略理论研究 ...................................................................................................13 2.2 营销理论基础 ......................................................................................................... 15 2.2.1 分销理论定义 ...................................................................................................16 2.2.2 分销理论研究 ..................................................................................................16 2.2.3 目标市场营销和定位理论 ...............................................................................17 2.2.4 营销组合与客户关系理论 ..............................................................................182.3 愿景构建的理论基础 ............................................................................................. 21 2.3.1 愿景的定义 .......................................................................................................21 2.3.2 愿景的架构与设定 ...........................................................................................21 2.3.3 愿景的效用 .......................................................................................................22 2.3.4 持股平台设立的理论基础 ...............................................................................23 第 3 章 SL 公司经营环境分析..........................................................................................26 3.1 SL 公司背景介绍 .................................................................................................... 26 3.1.1 公司概述 ...........................................................................................................26 3.1.2 公司主营板块介绍 ...........................................................................................26 3.2 SL 公司外部环境因素分析——PEST 分析模型 .................................................. 29 3.2.1 政治环境因素 ...................................................................................................29 3.2.2 经济环境因素 ...................................................................................................31 3.2.3 社会环境因素 ...................................................................................................32 3.2.4 科技环境因素 ...................................................................................................33 3.2.5 PEST 分析结论 .................................................................................................35 3.3SL 行业经营环境分析 ............................................................................................. 35 3.3.1 现有竞争者 .......................................................................................................36 3.3.2 潜在竞争对手 ...................................................................................................37 3.3.3 客户讨价还价能力 ...........................................................................................37 3.3.4 供应商讨价还价能力 .......................................................................................38 3.3.5 替代品威胁 .......................................................................................................39 3.4 主要竞争对手分析 ................................................................................................. 39 3.4.1 目录分销商欧时战略分析 ...............................................................................40 3.4.2 跨国分销商大联大战略分析 ...........................................................................40 3.4.3 国内分销商科通战略分析 ...............................................................................41 第 4 章 SL 公司企业战略分析及问题总结......................................................................43 4.1 企业规模分析 .......................................................................................................... 43 4.2 头脑风暴法分析 ...................................................................................................... 434.3 深度汇谈法分析 ...................................................................................................... 44 4.4 问卷调查法分析 ...................................................................................................... 45 4.4.1 产品品牌感知度 ...............................................................................................47 4.4.2 产品种类感知度 ...............................................................................................47 4.4.3 产品性能感知度 ...............................................................................................47 4.4.4 技术支持满意度 ...............................................................................................48 4.4.5 供货渠道满意度 ...............................................................................................48 4.4.6 供货周期满意度 ...............................................................................................49 4.4.7 产品价格满意度 ...............................................................................................49 4.5 综合分析与总结 ...................................................................................................... 50 第 5 章 SL 公司企业战略构建...........................................................................................51 5.1 战略框架的制定过程和依据 .................................................................................. 51 5.2 构建愿景 .................................................................................................................. 53 5.2.1 SL 公司愿景......................................................................................................53 5.2.2 SL 公司核心理念..............................................................................................53 5.2.3 SL 公司未来前景..............................................................................................53 5.3“一带一路及企业国际化”背景下的国际贸易战略 ...............................................54 5.4 国产化导向的建厂战略 .......................................................................................... 55 5.4.1 国产化背景 .......................................................................................................55 5.4.2 国产化步骤 .......................................................................................................56 5.4.3 生产产品 ...........................................................................................................58 5.4.4 项目周期 ...........................................................................................................60 5.4.5 新厂业绩预期 ...................................................................................................61 5.4.6 新厂融资规划 ...................................................................................................62 5.5 互联网营销战略 ..................................................................................................... 63 5.6 股权激励-持股平台下的员工持股........................................................................ 64 5.6.1 持股平台注册 ...................................................................................................65 5.6.2 持股平台运营 ...................................................................................................655.6.3 股东进入与退出 ...............................................................................................65 第 6 章 企业战略的保障与实施........................................................................................67 6.1 企业战略的保障 ...................................................................................................... 67 6.1.1 人力资源保障 ...................................................................................................67 6.1.2 财务保障 ...........................................................................................................68 6.2 战略实施 .................................................................................................................. 68 6.2.1 国际贸易战略实施 ...........................................................................................68 6.2.2 国产化建厂战略实施 .......................................................................................69 6.2.3 互联网营销战略的实施 ...................................................................................70 6.2.4 员工持股战略实施 ...........................................................................................71 第 7 章 结论........................................................................................................................72 7.1 基本结论 .................................................................................................................. 72 7.2 本文研究中的不足 .................................................................................................. 73 7.3 后续研究展望 .......................................................................................................... 73