【作者】 李斌；

【导师】 夏新平；

【作者基本信息】 华中科技大学 ， 工商管理， 2005， 硕士

【摘要】 战略是企业在竞争激烈且多变的市场环境中,在对自身内部和外部资源的详细分析的基础上,做出的关于企业发展方向和经营范围的长远性,全局性的谋划或方案。它是企业经营思想的体现,是一系列战略性决策的结果,又是制定中长期计划的依据。正确的战略是企业取得成功的保证。战略制定后,投诸实践,并取得成功,需要有相应的管理层次支持。为了说明企业实行战略管理的重要性和如何实行战略管理,我们选择我国彩电业的“雁头”——四川长虹进行以下几方面的战略分析。首先,运用PEST 方法,市场结构分析,集中度分析, 能力基本竞争力量分析等方法来对彩电行业进行分析研究; 在分析研究的基础上提出中国彩电业的出路及展望。其次是长虹公司内部资源与能力的分析,包括核心竞争力分析研究,SWOT 分析等。接着是在以上分析研究的基础上,提出长虹公司的发展战略,战略分:产品、市场扩张战略; 企业边界的扩张战略及扩张途径!再次是长虹公司的竞争战略—既总成本领先又差异化战略,又从长虹的生产运营活动看其竞争战略及长虹作为成熟产业的竞争战略。国际化经营战略长虹公司的必然,及国际化经营的战略的调研; 长虹的进入战略的选择,长虹全球化战略的分析与展望!更多还原

【Abstract】 Enterprises Strategy is that enterprises are fierce in the competition and in the changeable market environment, to one’s own inside and detailed foundation that analyses of outside resources, what has been made is about enterprise’s developing direction and long-term in the business scope, plan or scheme of overall importance. It is the embodiment of the business mentality, and a result of a series of strategic decision, it is the basis of the long-term plan while making. Correct strategy is the assurance that enterprises achieve success. After strategy is made, invest all to be practiced, achieve success, and need the corresponding administrative structure to support. The following picture of the administrative structure inside enterprises。For prove enterprise implement importance of strategic management and how about implement strategic management, we chose the color TV industry of our country “Wild goose’s head”--Strategy that Sichuan Changhong goes on the following aspects is analyzed. First of all , use PEST method , market structure analyses concentration degree analyze ability basic competition strength person who analyze method is it analyses and research to the color TV trade to come; Propose the outlet and prospect of the Chinese color TV industry on the basis of analyzing and researching. Secondly it is to the analysis of the resource and ability inside Changhong Company , including the key competitiveness is analyzed and researched, the value chain analyzed, SWOT analysis ,etc. It is a competitive strategy of Changhong Company again -Total cost least and product difference strategy , run from production of Changhong activity think competitive strategy and Changhong their as ripe competitive strategy of industry also. It is the internationalized management strategy of Changhong Company finally, discuss the certainty of its internationalization first, investigation and research of internationalized management strategy; And the entry which Changhong choose is strategic, the ending is analysis and prospect of discussing Changhong’s globalization strategy!更多还原