同时,在本文撰写及论证的过程中也将MBA课程中学习到的财务管理、营销管理、
战略管理等相关企业管理知识进行了更进一步的研究,有了更高层次的领悟,自然地将
这些管理知识运用到实践中来,将这些知识在实践中进行消化和理解,达到学以致用的
目的
关键词:外贸公司;经营战略;平衡计分卡
大连鑫龙公司经营战略研究
The Management Strategy Research of Dalian Gold-Dragon Inc.
Abstract
In this article, the enterprises of Dalian Gold- dragon Inc. was founded in 2007. She is an
private foreign trade company, mainly engaged in machinery and electronic products export
sales. The company strength is weak, totally survive on handle big client's orders and survive.
But after the 2008 financial crisis, company's big client fall into operational difficulties and
terminate the cooperation with Gold-Dragon. Due to lost the original big client, the original
customer- oriented operations business way is no longer applicable, a fondamental change in
mode of operation took place, resulting a bad and dangerous business situation. To help
Gold-dragon walk out of the business dilemma, this article take Gold-dragon company as flie
research object, using PESTPI external environment analysis and SWOT competition analysis
method to make a depth analysis, make clear and clarify the internal enterprise survival of the
living environment and the external environment.Then, after a few times of analysis and
research, we summarized the operation strategy of Gold-dragon, use blanced scorecard as a
main tools to divided the operation strategy into several easy to reach target, summarized the
target score evaluation system,formulate detail operations, put plans to effect and evaluate the
result, make sure the strategy be implemented perfect and get the anticipant result. Meanwhile,
by practice and researching in this case, we can understand the MBA programs such as
financial management, marketing management, strategic management and other related
business management knowledge more deqly!
This article also inspired similar companies for learn and own practical significance.
Key Words: Trading Company; Business Strategy; Balanced Score Card
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