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MBA硕士毕业论文_市交运集团D公司发展战略研究PDF

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I 摘要 在“互联网+交通”日益普及的背景下,我国市场经济迅猛发展,交通网络不断 改善,人们出行方式日益多样化。这种情况导致传统的道路交通运输企业面临更大的 挑战,客运量下降客运收入降低。面对如此激烈的竞争,当下重要的是研究道路客运 公司的战略转变,寻求新的发展机遇,增加公司的盈利能力。 当前,传统道路运输公司的盈利主要依靠客运主业。但是,在道路运输结构发生 变化后,公司必须着重解决两个问题:一是道路运输“站到站”的运输模式,不再适 应人们“点到点”的出行要求;二是道路运输公司现在的战略已经不再适应新的市场 变化,管理方法不够创新、灵活。 针对这一问题,本文以T市交通集团D公司为例,探讨其发展趋势,重新设计 道路客运企业的战略体系,并提出相应的实施保障措施,以确保各项战略目标的实施, 从而帮助道路运输企业减少损失,抵御高铁、航空等新型运输方式的冲击。 论文首先阐述了T市交通集团D公司的研究背景及意义;并通过查阅国内外相 关道路运输企业现状及发展趋势的文献,提出了研究的主要内容、方法和创新点;接 着,论述了企业战略的基本概念和理论基础;深入分析了T市交运集团D公司的外 部环境、内部环境,通过SWOT矩阵分析表,得出公司所面临的优劣势、机会和威 胁;进而,确定公司的战略定位,再加入现代化公司的发展战略理念,完善公司内部 管理,提出公司发展的战略目标,确定公司的战略方案;并通过公司一系列的战略保 障措施,来确保战略方案的实施。 研究表明,T市交运集团D公司应根据自身条件,制定多元化发展战略。为公司 的可持续、长远化发展奠定基础,并使用组织保障、人才保障、资金保障、文化保障 措施保证战略的实施。最终形成以客运运输为主,校车、旅游、汽车维修等多元化产 业协同发展的现代化企业。 关键词:T市交运集团D公司 交通运输 发展战略 Abstract II Abstract With the rapid development of China's market economy and the growing popularity of “Internet + transportation”, current transportation network is constantly improving so that allows people's travel modes become more diversified. This situation has caused many challenges for traditional road transportation with the declined passenger traffic and revenue. In this context, it is significantly essential to study the new strategic transformation while making an assessment of new development opportunities for better profitability of road passenger transportation. The present profitability of traditional road transportation mainly depends on the business of passenger transportation, however, two major problems of the changed transportation structures of traditional road enterprise is necessarily focused to be solved. One is the “station-to-station” transportation mode that can’t satisfy people’s “point-to-point” requirements and another is the old management strategy without innovation, which is no longer adapted to the new market changes. For this, the author chooses the “Reform and Development Strategy of Transportation Group D Company T City” as the subject, with the purpose to redesign its strategic system by discussing its development trend and propose the implement safeguards. The research would benefit the development of traditional roads transportation with reduced losses as well as resisting the impact of new modes of transportation. The thesis first stated the background and its significance of the study of D Company T City and by consulting domestic and foreign related road transportation enterprises' current status and development trends, the main content, methods and innovation points of this research were then put forward. After the basic concept and theoretical basis of corporate strategy explained, the advantages, disadvantages, opportunities and risks were achieved through in-depth analysis of the external and internal environment of the company using SWOT matrix table, thereby determining the strategic positioning. Finally together with the modern developed concept and improved internal management, the strategic plan of the company was proposed and implemented by a series of safeguard measures. Studies show that Transportation Group D T City is better to formulate a diversified strategy for its own sustainable development, following which will establish a modern Abstract III enterprise with coordinated development of diversified industries through the combination of the organizational guarantee, talent guarantee, capital guarantee and cultural guarantee to ensure the implement of the strategy. Key words: T City Transportation Group D Company Transportation Management Development Strategy 目 录 IV 目 录 摘要 ................................................................ I ABSTRACT ............................................................. II 第1章 绪 论 ........................................................ 1 1.1 研究背景及意义 .................................................. 1 1.1.1 研究背景 .................................................. 1 1.1.2 研究意义 .................................................. 1 1.2 国内外文献综述 .................................................. 2 1.2.1 国外文献综述 .............................................. 2 1.2.2 国内文献综述 .............................................. 4 1.2.3 文献述评 .................................................. 5 1.3 研究内容及方法 .................................................. 6 1.3.1 研究内容 .................................................. 6 1.3.2 研究方法 .................................................. 6 1.4 研究创新点 ...................................................... 7 第2章 相关概念及理论基础 ............................................ 8 2.1 相关概念及理论 .................................................. 8 2.1.1 战略及战略管理 ............................................ 8 2.1.2 企业战略管理 .............................................. 8 2.1.3 企业发展战略 .............................................. 8 2.1.4 传统运输企业发展战略 ...................................... 9 2.2 战略分析工具 ................................................... 10 2.2.1 PEST分析 ................................................ 10 2.2.2 五力模型分析 ............................................. 11 2.2.3 SWOT分析 ................................................ 11 第3章 T市交运集团D公司外部环境分析 ................................ 13 3.1 宏观环境分析 ................................................... 13 3.1.1 法律环境 ................................................. 13 3.1.2 政治环境 ................................................. 14 3.1.3 经济环境 ................................................. 14 3.1.4 社会环境 ................................................. 15 3.2 行业环境分析 ................................................... 16 3.2.1 供应商讨价还价能力 ....................................... 17 目 录 V 3.2.2 购买者讨价还价能力 ....................................... 17 3.2.3 潜在进入者能力 ........................................... 18 3.2.4 替代品替代能力 ........................................... 18 3.2.5 同行业竞争者威胁 ......................................... 19 3.3 综合述评 ..................................................... 19 第4章 T市交运集团D公司内部环境分析 ................................ 20 4.1 公司概况 ....................................................... 20 4.2 公司资源分析 ................................................... 20 4.2.1 无形资源 ................................................. 20 4.2.2 有形资源 ................................................. 21 4.3 公司能力分析 ................................................... 22 4.3.1 运营能力 ................................................. 22 4.3.2 财务能力 ................................................. 22 4.3.3 人力资源管理能力 ......................................... 22 4.3.4 技术能力 ................................................. 23 第5章 T市交运集团D公司发展战略制定与实施 .......................... 24 5.1 SWOT矩阵分析 ................................................... 24 5.2 公司发展战略定位与目标 ......................................... 25 5.2.1 战略定位 ................................................. 25 5.2.2 战略目标 ................................................. 26 5.3 公司发展战略确定 ............................................... 26