【作者】 李建海；

【导师】 和金生；

【作者基本信息】 天津大学 ， 工商管理， 2011， 硕士

【摘要】 在我国的国民经济中,中小型企业无论是现在还是将来都将起着举足轻重的作用,无论是在从业人数、在企业总数中所占比例、在国民生产总值中的比例以及创新所占的比例都显示着其不可忽视的作用。然而,由于中小企业的特点决定了其艰难的生存环境,如何面对如此复杂多变的经营环境,越来越多的企业已经意识到企业战略的重要性,问题是如何制定和实施适当的企业战略,就成了中小型企业在企业战略方面面临的首要问题了。汽车涂料行业随着汽车行业的蓬勃发展近几年得到了迅猛发展,汽车涂料行业是一个典型的依附行业,在经营活动中深受到其依附企业的影响。作为汽车涂料行业中的一个中小型企业,随着行业竞争的加剧,企业的生存风险更加突出,为了更好的生存发展,客观上要求企业必须制定明确的企业战略。本文以依附型企业TW公司企业战略为研究课题。首先分析了企业自身的特点,回顾了企业以往实施的企业战略,总结了企业战略实施中的经验与教训。然后,分析企业战略环境。本文结合企业自身情况从企业所处的外部环境和内部环境入手对企业的战略环境进行分析,识别出企业环境中的优势与劣势,机会与威胁。又运用EFE矩阵、IFE矩阵对企业环境因素中的关键机会、威胁、优势、劣势因素进行评价,明确了企业适应外部环境的能力,以及企业内部优势水平。以战略环境分析为依据,探讨该公司的发展战略。运用IE矩阵识别出企业的发展战略方向,再结合企业以往战略实施的经验与教训,制定出两个备选的企业发展战略,最后依据“定量战略计划矩阵”对两个企业战略进行分析、评价,最终确定了深化依附关系的企业战略。更多还原

【Abstract】 In our national economy,Small and medium enterprises are playing a decisive role, both now and in the future. Both in the number of employees or in the proportion of total number of enterprises, in the proportion of gross national product, in the proportion of innovation have shown that it is an extremely important role.However, all Small and medium enterprises have a difficult living environment because of their characteristics. When they began to consider how to face such a complex and changing business environment, more and more enterprises are having begun to realize the importance of corporate strategy. The question is how to formulate and implement appropriate business strategy. It has become the primary problem to all the small and medium enterprises.In recent years, automotive paint industry has been booming with the auto industry. Automotive coatings industry is a typical dependency industry. The business activities of enterprises are often impacted by its attachments. As a small or a medium enterprise in automotive coatings industry, the survival risk is becoming more prominent with the industry competition. In order to better survival and development, Enterprises must develop a clear business strategy.The dependency enterprise TW corporate strategy will be researched in this paper. The paper first analyzes the characteristics of its own, and then recalls the past implementation of enterprise business strategy, finally summed up the experiences in the implementation of corporate strategy and lessons.The next step is analyzing corporate strategic environment. This paper combine with own situation and analyze the strategic environment from it’s the external environment and internal environment. It identifies the advantages and disadvantages, opportunities and threats of the corporate environment. And then use the tools of EFE Matrix, IFE matrix to evaluate the environmental factors on the key business opportunities, threats, strengths, weaknesses factors, define the ability of enterprises to adapt to the external environment and internal strength level.According to a strategic environmental analysis, we research the company’s development strategy. IE matrix strategic was applied to identify the development direction of enterprises, combined with experiences and lessons in the past of the corporate strategy, to develop two alternative strategies for enterprise development. Finally, the paper use Quantitative Strategic Planning Matrix to analyze and evaluate the two corporate strategies, and then gave the finally corporate strategy—strengthen dependency relationship.更多还原