A Dissertation Submitted to Guangdong University of Technology
for the Degree of Master
(Master of Business Administration)
Strategic Transformation Research of
A Smart Card Company
Candidate: Zhuang Guohua
Supervisor: Prof. Jin Linlin
May 2021
School of Management
Guangdong University of Technology
Guangzhou, Guangdong, P. R. China, 510006

摘要
摘要
众所周知，智能卡技术已经得到广泛的应用，为人类的生活带来很多便利，经过几
十年的发展，智能卡行业也面临着激烈的竞争。产品标准化程度高、价廉质优、结构完
备、产品新旧更迭频繁，以及产品利润空间不断压缩，核心技术和研发实力越发重要，
这些问题都将导致智能卡行业多数企业面临转型升级的机遇和挑战。
A公司在所属母公司 B集团战略转型的浪潮之下，致使其在具体转型升级的实践过
程中出现诸多问题，一方面，由于公司现有的营销模式和单一的产品缺乏市场竞争力，
无法满足客户多元化需求；另一方面，公司业务发展不平衡、运营流程未能更好地适应
新战略实施，导致公司经营遇到很大压力及挑战，A公司战略转型迫在眉睫。
基于以上情况，本文以 A公司战略转型为研究主题，通过对战略转型相关概念及理
论的阐述，运用资料分析法、实地调研法、波特五力模型、SWOT分析工具、PEST分析
法等多种战略管理分析工具，在深入分析 A公司实际经营状况及内外部竞争环境，结合
同行业战略转型取得成功的公司经验，分析得出公司的所面对的外部机会与威胁以及内
部的优劣势。最后根据公司实际状况，提出 A公司战略转型的方向，并依据战略转型指
导思想，进一步提出 A公司战略转型的具体策略，包括企业组织架构调整、销售产品及
市场转型、商业模式转型、生产体系转型，同时提出战略转型保障措施，包括提升人力
资源管理、实施人才与服务战略、塑造高水平品牌形象等，为 A公司当前战略转型提供
思路和依据。
关键词：智能卡；战略转型；SWOT；波特五力模型；PEST
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广东工业大学硕士专业学位论文
ABSTRACT
With the increasing maturity of smart card technology and the widening of its application
fields, smart cards have been developed and applied on a large scale in many fields, bringing
great convenience to people’s work and life. At the same time, many companies in the smart
card industry are also facing a fierce market. competition. High product standardization, low
price and high quality, complete structure, frequent product changes from old to old, and
continuous compression of product profit margins, core technology and R&D strength are
becoming more important. These issues will cause most companies in the smart card industry
to face opportunities and challenges for transformation and upgrading.
Under the wave of strategic transformation of the parent company B Group, A Company
has encountered many problems in the practical process of specific transformation and
upgrading. On the one hand, due to the lack of market competitiveness of the company's
existing marketing model and single product, it cannot meet the diversified needs of
customers.On the other hand, the company's industrial development is unbalanced and its
operating process fails to better adapt to the implementation of the new strategy, which leads to
great pressure and challenges in the company's operation. Therefore, the strategic
transformation of A Company is imminent.
Based on the above situation, based on the strategic transformation as the research subject,
A company based on the strategic transformation expounds related concepts and theory, using
the method of data analysis, field investigation, potter five model and SWOT analysis tools, A
variety of strategic management analysis tools such as PEST analysis method, the in-depth
analysis of A company's actual operation situation and the internal and external competition
environment,Based on the successful experience of companies in the same industry in strategic
transformation, the external opportunities and threats as well as internal strengths and
weaknesses of the company are analyzed.According to the company's actual situation, put
forward the direction of the company A strategic transformation, and guidelines on the basis of
strategic transformation, further put forward the strategic transformation of A company specific
strategies, including the enterprise organization structure adjustment, sales, product and market
transformation, the transformation of business model, production system transformation, and
puts forward strategic transformation measures,Including the promotion of human resource
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