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MBA毕业论文_聊城市金昊投资担保有限公司竞争战略研究(58页).rar

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更新时间:2018/8/6(发布于山东)

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文本描述
中文摘要
聊城市金昊投资担保有限公司成立于2005年3月31日,注册资金2100万元;
是经市国资委批准,由山东聊城昊升资产经营有限公司和昌润投资控股集团有限
责任公司共同出资设立的以中小企业为主要服务对象的专业化担保公司;是我市
首批具有法人资格的商业性担保公司。公司按照市场化运作、规范化管理、稳健
执业、防范风险的经营方针,实行独立核算、自负盈亏。

本文以竞争战略为基础,运用PEST分析法、五力模型分析法和外部环境因素
评价模型等工具,得出了金昊担保公司面临的机会和威胁。金昊担保公司正面临
的外部机会有:国家产业政策支持、中小企业强大的资金需求、居民投资意愿强、
银行对担保行业的认可正在提高、暂无替代威胁、社会化征信体系正在逐步建立
等方面;同时金昊担保公司也面临的威胁有:信用法律法规不健全、行业内存在
运营不规范的公司、缺乏风险防范机制、资金补偿机制缺乏、潜在竞争者新进入
等方面。

运用价值链模型和内部环境因素评价模型等工具得出了金昊担保公司的主要
优势及面临的威胁。金昊担保公司的最主要优势是:与政府关系较强、背靠集团
有良好的融资能力、顾客资源质量和数量都很丰富、风险控制体系科学、担保业
务操作细则完善、员工素质高并且凝聚力强、研发能力强、公司高管团队能力强、
有优秀的企业文化等方面的优势;同时金昊担保公司的劣势表现在:业务品种少、
市场开发能力和营销能力弱、知名度低、专业技术人才较少、员工激励制度不是
特别完善等方面。

在上述分析及综合评价的基础上,通过SWOT分析和定量计划模型等工具的运
用,得出结论:金昊担保公司应实施差异化竞争战略,以有效区别于竞争对手,
获得超额利润。具体包括:不断研发担保产品;优化市场营销方式;提高内部运
营效率;提升公司无形资产价值;提升服务质量。

为了确保战略有效运行,制定了配套的支持性保障措施:一是优化企业组织
结构;二是加强人才队伍建设;三是建立健全风险管理体系;四是建设企业优秀
文化。

本文的研究不仅有助于使金昊担保公司形成自己的核心竞争力,更好地应对
多变的担保行业竞争。同时,本文制定选择竞争战略的过程以及实施战略的措施
和保障措施的制定,对担保行业中需要制定竞争战略的担保公司具有参考和指导
意义。

关键词:金昊公司、SWOT分析、竞争战略、战略实施
ABSTRACT
The Liaocheng Jinhao Investment Guarantee Company was establisheed in March
31,2005,21 million yuan of registered capital ; Is approved by the municipal
SASAC,Shandong Liaocheng Haosheng Asset Management Company and Changrun
Investment Holding Group Limited Company Eatablished a joint venture professional
guarantee company to serve primarily to small and medium enterprises; is the city with
legal personality in the first commercial security companypany in accordance with
the market-oriented operation、standardized management、sound practice、operating
principles of risk prevention,independent accounting、self-financing。

In the paper,based on competitive strategy,use of PEST Analysis、Five forces
model analysis and Establishment of the EFE Matrix,come to the Jinhao guarantee
company face the opportunities and threats.The Jinhao guarantee company are facing
the external opportunitiesrthe support of the national industrial policy、SME strong
demand for flmds、residents to invst willingness strong、banks are increasing recognition
of the security industry、no substitution threst、social credit system is gradually building;
At the same time,the Jinhao guarantee company also faced threats: credit laws and
regulations、industry in operation, the memory is not a standardized corporate、lack of
risk prevention mechanism、lack of financial compensation mechanism、new entrants
potential competitors and other aspects.
Use value chain model and Establishment of the IFE Matrix and other model
obtained gold Jinhao Company main strengths and threats. Jinhao secured the most
important strengths: strong government relations、proximity to the Group's financing
capacity、are rich in quality and quantity of customer resources、risk control system of
science、guarantee operational rules to improve、employees high-quality and cohesive、
research and development capability、ability of the company executive team、the
advantage of excellent corporate culture ; At the same time,the Jinhao guarantee
company threats : business species fewer、market development capabilities and
marketing capabilities weak、less well known、professional and technical personnel
less、employee incentive system is not particularly perfect and other aspects.
On the basis of in the above analysis and the comprehensive evaluation,by SWOT
analysis and Establishment of the competitive strategy, concluded: The Jinhao guarantee
company should implement the competitive strategy of differentiation, effective from
those of competitors, reap excessive profits. Specifically including: continuous research
and development of secured products; marketing optimization; improve the efficiency
of internal operations; enhance the company's intangible asset value; enhance the
quality of service.
In order to ensure the effective running of the strategic, adopted relevant
supporting safeguards; the first is optimize the organizational structure; the second is to
strengthen the development of qualified personnel; the third is to establish a sound risk
management system; the fourth is the excellent culture of the construction companies.
This study not only helps to make the Jinhao guarantee company to form their own
core competitiveness, to better respond to changing security industry competition. At
the same time, in this paper to develop the choice of competitive strategy and the
formulation of measures and safeguards to implement the strategy, a reference to a
security company in the security need to develop a competitive strategy and guiding
significance.
Key words : Jinhao company SWOT analysis Competitive strategy
Implementation of the strategy