本文在 AYB 公司发展困难和原有战略不在适用的背景下，对 AYB 公司的转型
发展战略进行了相关分析与研究，指出 AYB 公司转型发展势在必行。本文首先运
用企业战略管理的 PEST 理论与五力模型对 AYB 公司的外部环境进行了剖析，运
用企业战略理论对 AYB 公司内部优势、劣势进行的细致分析。通过 SWOT 分析工
具，本文对 AYB 公司的优势、劣势、机会与威胁做了定性分析后，得出四种战略
选择，即 SO 战略、ST 战略、WO 战略、WT 战略
在结合 AYB 公司实际状况，以及对比分析了各种战略方案的优缺点，从而提
出最为适合 AYB 公司转型发展的战略，即 WO 战略。还为该战略的实施提出了保
障措施，重点提到需要第三方资源的协调，明确了转型发展战略的总体目标，力
求在本轮企业转型发展的过程中，作为小微企业的 AYB 公司能重塑企业核心竞争
力，带动企业可持续发展，解决企业长久以来的困扰。另外，也为我国小微企业
的转型实践提供参考
关键词：企业转型战略、核心竞争力、小微企业浙江工业大学硕士学位论文 AYB公司转型发展战略研究
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Research on the strategy of AYB corporation
transformation and development
Abstract
Enterprise strategy is a development master of an excellent enterprise. It guides
the enterprises how to find the resources, how to bring together the resources, how to
create the core competitiveness, how to exert their own advantages in the competitive
market, to improve the management level and economic benefits of the enterprise, and
to grow and develop. By the end of 2015, minor enterprises is more than 20 million
and Individual industrial and commercial households is more than 54 million in china.
Under the influence of the international financial crisis and the European debt crisis,
the domestic and international economic environment has undergone major changes,
many small and micro enterprises survival difficulties. It as the main battlefield of
national employment. Although the governments have also introduced a variety of
policies to support the development of them, however, the development of them is
still difficult.
Base on the background of AYB company development difficulties and the
original strategic effectiveness, The paper has carried on the correlation analysis and
the research to the AYB company&39;s transformation development strategy. And pointed
out that the transformation of AYB is imperative. First of all, to analyze the external
environment of AYB company by the use of PEST theory and five force model of
enterprise strategic management. Secondly, to analyze carefully the advantages and
disadvantages of AYB company. After the qualitative analysis of the advantages,
disadvantages, opportunities and threats of AYB company by SWOT analysis tools,
the paper comes up with four strategic choices,SO strategy , ST strategy, WO strategy
and WT strategy .
The paper Combined with the actual situation of AYB company, as well as the
comparative analysis of the advantages and disadvantages on the use of a variety of
strategic, then, This paper puts forward the most suitable strategy for the
transformation and development of AYB company, that is the WO strategy . At the
same time, it also proposes the corresponding security measures, and focus on the
need for coordination of the third party resources, and makes clear the overall goal, In浙江工业大学硕士学位论文 AYB公司转型发展战略研究
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the process of enterprise transformation, AYB can remold the core
competitiveness.Then, to promote sustainable development of enterprises, to solve the
long-standing problems of enterprises. In addition, it also provides a reference for the
transformation of small and micro enterprises practice .
Keyword: Enterprise transformation strategic, Core competencies, Small and
micro businesses浙江工业大学硕士学位论文 AYB公司转型发展战略研究
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目 录
摘要...I
AbstractII
1 绪 论 .1
1.1 研究背景..1
1.2 问题提出2
1.3 研究目的和意义...........2
1.4 研究方法及技术路线.......3
1.4.1 研究方法3
1.4.2 研究技术路线........3
2 国内外企业战略理论及相关综述...5
2.1 国外企业战略理论综述.....5
2.2 国内中小企业转型战略的研究综述.......6
2.3 SWOT 分析模型.7
3 AYB 公司外部环境分析.9
3.1 宏观环境分析.9
3.1.1 政治法律环境........9
3.1.2 经济环境...........11
3.1.3 技术环境...........17
3.1.4 社会文化环境.......18
3.2 行业环境分析21
3.2.1 现有竞争者之间竞争分析.........22
3.2.2 新进入者威胁分析...23
3.2.3 替代品威胁分析.....25
3.2.4 供方议价能力分析...25
3.2.5 买方议价能力分析...26
4 AYB 公司内部环境分析29
4.1 AYB 公司内部优势分析.....29
4.1.1 口碑优势...........29
4.1.2 客户资源优势.......29浙江工业大学硕士学位论文 AYB公司转型发展战略研究
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4.1.3 采购与物流配套能力优势.........30
4.2 AYB 公司内部劣势分析.....31
4.2.1 经营理念问题.......31
4.2.2 企业文化问题.......31
4.2.3 资金问题...........32
4.2.4 人才问题...........32
4.2.5 技术研发问题 ......33
4.2.6 产品结构问题.......33
5 AYB 公司转型发展战略的制定与实施35
5.1 构建AYB公司SWOT矩阵分析35
5.2 AYB 公司转型发展战略模式对比与选择.......37
5.3 AYB 公司企业战略的制定...39
5.3.1 企业市场定位.......39
5.3.2 企业使命和愿景.....39
5.3.3 战略总体目标与商业模式.........40
5.4 AYB 公司战略实施路径.....41
6 战略实施的保障措施45
6.1 转变经营理念是战略实施的前提.......45
6.2 建立人才使用机制是战略实施的基础..45
6.3 第三方资源协同是战略实施的重要保障46
6.4 培育企业文化是战略实施的灵魂.......47
7 结论与展望........49
7.1 结论.......49
7.2 展望.......49
参考文献51
致 谢..55浙江工业大学硕士学位论文 AYB公司转型发展战略研究
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图 表 目 录
图 1.1 技术路线结构图.......4
图 2.1 SWOT 分析模型.........8
图 3.1 近三年国内生产总值增速表（季度同比）..........11
图 3.2 我国居民消费价格指数（CPI）波动图.13
图 3.3 近四年我国居民人均消费支出情况........
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