随着中国移动互联网与经济的高速发展，我国目前手机用户已超过 9 亿，是 全球最大的市场。与传统的测试服务行业相似，移动应用测试服务是依托软件与 移动互联网行业快速发展的背景，伴随着近几年移动应用的爆发式发展，而从软 件测试里独立出来的一个分支测试业务。当前国内移动应用测试服务行业的特点 是发展潜力巨大、整体业务水平偏低、市场环境竞争激烈。 已成立 8 年多时间、总部设立于北京的小蓝厂公司，是国内最早提供移动应 用测试服务的企业，已为众多企业提供了 2 亿+次的移动应用测试服务。面对移 动互联网的快速发展，与国内移动应用测试服务行业严峻的生存环境，北京小蓝 厂公司为了提高企业自身的核心竞争力，将如何突破技术方面的壁垒？如何在移 动应用测试服务行业里既保持自身的品牌影响力，又能在原有的发展基础上得到 更进一步的发展？如何快速实现业务运营的合理调整与布局，突破目前的业务变 现瓶颈？ 本论文的研究对象为北京小蓝厂公司。首先通过利用 PEST 分析法对北京小 蓝厂公司当前所面临的宏观环境，如政治环境、经济环境、社会环境和科技环境 进行了详细的描述分析后，又对移动应用测试服务行业进行行业与市场环境的分 析与对比，得出了北京小蓝厂公司在移动应用测试服务行业具有一定的竞争优势， 随后通过利用如 SWOT、QSPM、IFE 与 EFE 等常用的战略分析方法和模型，对北京 小蓝厂公司当前实际的外部环境和内部环境如公司资源、能力、经营现状与企业 文化等方面，进行较为深入的分析研究，最后与北京小蓝厂公司已有的战略目标 体系、总体战略等相结合，制定出符合北京小蓝厂公司发展的业务战略。对北京 小蓝厂公司业务战略的研究，不仅对北京小蓝厂公司具有重要的意义，也希望能 给类似的创业型公司提供有效可借鉴的经营模式与新思路。 关键词：战略管理，移动应用测试服务，业务战略兰州大学硕士学位论文 北京小蓝厂公司业务战略研究 II RESEARCH ON THE BUSINESS STRATEGY OF BEIJING XIAOLANCHANG CO.,LTD. Abstract With the rapid development of China's mobile Internet and economy, China's current mobile phone users have exceeded 900 million, which is the largest market in the world. Similar to the traditional test service industry, mobile application test service is a background of rapid development of software and mobile Internet industry, accompanied by the explosive development of mobile applications in recent years, and a branch test business independent from software testing. The current domestic mobile application testing service industry is characterized by huge development potential, low overall business level and fierce market environment competition. It has been established for more than 8 years and is headquartered in Beijing. It is the earliest enterprise to provide mobile application testing services in China. It has provided 200 million+ mobile application testing services for many enterprises. Faced with the rapid development of mobile Internet and the severe living environment of the domestic mobile application test service industry, how will Beijing Xiaolanchang Company break through the technical barriers in order to improve its core competitivenessHow to maintain its brand influence in the mobile application test service industry, and further develop on the basis of the original developmentHow to quickly realize the reasonable adjustment and layout of business operations, and break through the current bottleneck of business realizationThe research object of this thesis is Beijing Xiaolanchang Company. Firstly, through the PEST analysis method, the macro environment of Beijing Xiaolanchang Company, such as political environment, economic environment, social environment and technology environment, was described and analyzed in detail, and then the industry and market for mobile application testing service industry were carried out. The analysis and comparison of the environment shows that Beijing Xiaolanchang Company has certain competitive advantages in the mobile application testing service industry, and then uses Beijing's commonly used strategic analysis methods and models such as SWOT, QSPM, IFE and EFE to Beijing Xiaolanchang Company. The company's current actual external environment and internal environment, such as company resources, capabilities, business status and corporate culture, conduct in-depth analysis and research, and finally combine with Beijing Xiaolanchang Company's existing strategic target system and overall兰州大学硕士学位论文 北京小蓝厂公司业务战略研究 III strategy. Develop a business strategy that is in line with the development of Beijing Xiaolanchang Company. The research on the business strategy of Beijing Beijing Xiaolanchang Company is not only of great significance to Beijing Xiaolanchang Company, but also hopes to provide similar entrepreneurial companies with effective business models and new ideas. Keywords: Strategy management, Mobile application test service ,Business strategy兰州大学硕士学位论文 北京小蓝厂公司业务战略研究 IV 目 录 中文摘要.....................................................................................................I Abstract...................................................................................................II 第一章 绪论.............................................................................................1 1.1 研究背景........................................................................................................1 1.2 研究意义........................................................................................................2 1.3 相关理论概述................................................................................................2 1.3.1 理论概念................................................................................................2 1.3.2 研究方法................................................................................................5 1.4 研究内容与研究思路....................................................................................5 1.4.1 研究内容................................................................................................5 1.4.2 研究思路................................................................................................6 第二章 北京小蓝厂公司宏观环境分析.................................................7 2.1 政治环境分析................................................................................................7 2.2 经济环境分析................................................................................................8 2.3 社会环境分析..............................................................................................10 2.4 科技环境分析..............................................................................................12 第三章 行业与市场环境分析...............................................................15 3.1 移动应用测试服务行业现状分析..............................................................15 3.2 移动应用测试服务行业总体供求关系分析..............................................15 3.2.1 需求分析..............................................................................................15 3.2.2 供求关系分析......................................................................................16 3.3 移动应用测试服务行业发展趋势分析......................................................17 3.4 移动应用测试服务行业结构分析..............................................................19 3.4.1 行业竞争对手分析..............................................................................20兰州大学硕士学位论文 北京小蓝厂公司业务战略研究 V 3.4.2 替代品的分析......................................................................................22 3.4.3 潜在的进入者......................................................................................23 3.4.4 供应商的分析......................................................................................23 3.4.5 客户方的分析......................................................................................24 3.5 移动应用测试服务细分市场分析..............................................................25 3.5.1 互联网行业..........................................................................................25 3.5.2 金融行业..............................................................................................25 3.5.3 传统行业..............................................................................................26 3.6 目标客户分析..............................................................................................26 3.6.1 初创型企业..........................................................................................27 3.6.2 发展型企业..........................................................................................27 3.6.3 成熟型企业..........................................................................................27 第四章 北京小蓝厂公司内部环境分析...............................................29 4.1 公司资源分析..............................................................................................29 4.1.1 有形资源分析......................................................................................29 4.1.2 无形资源分析......................................................................................29 4.1.3 人力资源分析......................................................................................30 4.1.4 创新资源分析......................................................................................31 4.2 公司能力分析..............................................................................................31 4.2.1 营销能力分析......................................................................................31 4.2.2 组织管理能力分析..............................................................................31 4.2.3 研发能力分析......................................................................................31 4.2.4 核心竞争力分析..................................................................................32 4.3 公司经营现状分析......................................................................................32 4.3.1 财务管理状况分析..............................................................................32 4.3.2 组织结构状况分析..............................................................................33兰州大学硕士学位论文 北京小蓝厂公司业务战略研究 VI 4.3.3 技术研发状况分析..............................................................................33 4.3.4 业绩经营分析......................................................................................34 4.4 公司文化分析..............................................................................................35 第五章 北京小蓝厂公司战略制定与选择...........................................37 5.1 战略目标体系的构成..................................................................................37 5.1.1 公司的使命..........................................................................................37 5.1.2 公司的愿景..........................................................................................37 5.1.3 公司的战略目标..................................................................................37 5.2 业务战略的制定..........................................................................................38 5.2.1 公司总体战略......................................................................................38 5.2.2 外部因素评价和内部因素评价..........................................................38 5.2.3 SWOT 矩阵.............................................................................................39 5.3 业务战略的决策：QSPM 分析.....................................................................41 第六章 北京小蓝厂公司业务战略实施与控制.................................. 44 6.1 业务战略的实施..........................................................................................44 6.1.1 北京小蓝厂公司的业务战略内涵......................................................44 6.1.2 北京小蓝厂公司的业务战略分段目标..............................................45 6.1.3 业务战略的实施机制..........................................................................45 6.2 业务战略实施的保障措施..........................................................................46 6.2.1 人力资源保障......................................................................................46 6.2.2 物力保障..............................................................................................47 6.2.3 财力保障..............................................................................................48 6.2.4 组织结构调整保障..............................................................................48 6.2.5 运营体制健全保障..............................................................................49 6.3 业务战略实施的控制..................................................................................50 6.3.1 风险控制..............................................................................................51兰州大学硕士学位论文 北京小蓝厂公司业务战略研究 VII 6.3.2 业务管理流程控制..............................................................................51 6.3.3 技术创新控制......................................................................................52 6.3.4 预算控制..............................................................................................53 6.3.5 绩效控制..............................................................................................53 第七章 结论与展望...............................................................................55 7.1 结论..............................................................................................................55 7.2 展望..............................................................................................................55