【作者】 刘海涛；

【导师】 于洋； 高建青；

【作者基本信息】 北京化工大学 ， 工商管理（专业学位）， 2014， 硕士

【摘要】 瑞京乳胶制品公司虽然近些年取得了快速的发展,但是随着外部环境日益复杂以及市场竞争日趋激烈,其所面临的经营形势十分严峻。在这种背景下,研究并制定瑞京乳胶制品公司的科学的企业发展战略并用其指导公司的经营发展已成为企业长期全面、协调、可持续发展的重要内容,具有指导性的意义。本文主要研究瑞京乳胶制品公司的发展战略问题。首先,在回顾相关理论的基础上,本文应用PEST分析方法分析了瑞京乳胶制品公司公司所处的外部宏观环境,继而应用波特五力竞争模型分析了其所处的行业环境,结果表明瑞京乳胶制品公司在利用机会与回避威胁方面与行业的平均水平相当。其次,本文从企业价值链、资源条件以及企业能力的角度研究了瑞京乳胶制品公司的内部环境,结论是其内部优势因素比劣势因素多且重要。再次,在外部环境分析和内部环境分析的基础上,本文制定了瑞京乳胶制品公司的总体战略目标,并且应用SWOT矩阵分析方法和战略群模型分析方法确定了该公司应该实施稳步发展型战略。最后,为了实现战略目标,本文提出了瑞京乳胶制品公司发展战略的实施重点是同心多样化战略和市场定向战略。另外,本文也从调整组织结构等内容讨论了相关的战略保障措施。希望通过本文的研究,能为瑞京乳胶制品公司持续和健康发展提供有益的探索。并且能够将研究成果运用于公司管理活动之中,促进公司不断改善运营管理水平,提高管理效率以取得良好地发展。更多还原

【Abstract】 Although Reagent Latex Products Company has achieved rapid development in recent years, with the increasing complexity of the external environment and an increasingly competitive market, it faces a very tough operating environment. In this context, studying the development strategy and use it to guide the company’s business development has become an important content for the long-term comprehensive, coordinated and sustainable development, being of guiding significance.This thesis main studies the development strategy of Reagent Latex Products Company. Firstly, based on a review of relevant theories, this thesis, using PEST method, analyzes the external macro-environment in which Reagent Latex Products Company is, and then applying Porter’s five forces model, analyzes its industry environment. The results are that Reagent Latex Products Company is at almost the average level of the industry in taking advantage of opportunities and avoiding threats. Secondly, from the perspective of the value chain, enterprise resource conditions and the ability, this thesis researches the internal environment of Reagent Latex Products Company, and concludes that its strength factors are more and important than weakness factors. Thirdly, based on the analyses of the external environment and internal environment, this thesis puts forward the overall strategic objectives of Reagent Latex Products Company, and determines a steady developmental strategy using SWOT matrix analysis method and strategic group model. Finally, in order to achieve the strategic objectives, this thesis presents that Reagent Latex Products Company should focus on the concentric diversification strategy and market oriented strategy for implementing the development strategy. In addition, this thesis also discusses the safeguard measures from the adjustment of the organizational structure and so on.It is hoped that this study can provide useful exploration for the sustained and healthy development of Reagent Latex Products Company. And the research results can be applied to management activities, promoting the company to improve operations management and management efficiency in order to achieve good development.更多还原