A公司发展战略研究

【作者】 李亮；

【导师】 贾良定；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2017， 硕士

【摘要】 随着经济的发展和生活水平的提高,人们对居家环境提出了更高的要求。为了从繁重的清洁劳动中解脱出来,各种各样的家用清洁器具应运而生。其中以吸尘器为代表的电动清洁器具,从西方世界开始,慢慢地向全球普及,从而在全球形成了庞大的吸尘器市场。到2015年底,吸尘器的全球年销量超过1.2亿台,其市场规模处于小家电前列。中国吸尘器行业从1978年A公司研发的第一台国产吸尘器开始,经过三十多年的发展,特别是轻便智能吸尘器的出现,吸尘器越来越受到人们的欢迎。上世纪90年代初,A公司的几个主要骨干自主创业,在苏州地区形成了金莱克、科沃斯、爱普诚河、春菊等主要吸尘器制造厂商与配套产业,苏州地区2015年吸尘器年产销量超过8000万台。同时在广东、浙江两地也有一些规模较大的吸尘器厂商,据海关统计数据,2014年国内吸尘器整机出口厂商达500多家。吸尘器行业容量大,厂商众多,为国际大品牌控制吸尘器国际市场创建了有利的条件。在多年OEM的过程中,以TTI、Bissell、Electrolux、Shark等为代表的国际大品牌,掌握着吸尘器的品牌、通路与核心知识产权,在吸尘器行业价值链中居主导地位,享受较高的收益。A公司90年代是国内吸尘器行业的领头企业,但由于各种原因,在激烈的竞争中表现不佳。2005年被国内一家民营企业收购,虽经几轮管理团队的努力,但行业地位仍不理想,出货量落到行业第六位。本文以经典战略理论为基础,借鉴母公司发展的成功经验,以A公司为研究对象,运用PEST、波特五力等工具对A公司所面临的外部环境进行深入分析,明确公司的机遇与威胁。通过对公司拥有的资源与自身的核心能力进行系统的分析,找到公司的优势与劣势。结合公司致力于成为最优秀的吸尘器供应商的使命,利用SWOT模型对公司整体战略进行匹配,从而选定公司的发展战略。最后制定战略实施策略与保障措施,为公司发展战略的实施保驾护航。本文通过对A公司的系统研究,试图建立一个新管理团队重组一家公司的战略分析、定位及其战略实施的框架。为A公司未来的发展指明方向,也为类似情况公司的发展提供参考。更多还原

【Abstract】 With the development of world economy and the improvement of living standard,the demand for living environment is getting higher.All kinds of home cleaning appliances have been invented in order to free people from the heavy cleaning work.Among these appliances,the electric cleaning appliance,represented by the dust cleaner,has been gradually generalized from western countries to all over the world.A huge global market of dust cleaner has been established.By the end of 2015,more than 120 million cleaners have been sold worldwide in the past year,indicating a leading market among all the small home appliances.Beginning with the first dust cleaner produced by A Company in 1978,dust cleaners got popularized in China in over ten years.In 1990s,some key workers of A Company became self-employed.They founded dust cleaner manufacturers and supporting industries in Suzhou,including Kingclean,Ecovacs,Eup,Chunju,etc.In 2015,over 80 million dust cleaners have been sold from Suzhou.In addition,there are some other large manufacturers of dust cleaner in Guangdong and Zhejiang.According to the statistics of China Customs,in the year of 2014,there are more than 500 Chinese manufacturers which exported whole machines of dust cleaners.Due to the large capacity of the dust cleaner industry and the large number of manufacturers in this industry,it is convenient to control the international market for those global manufacturers with famous brands,including TTI,Bissell,Electrolux,Shark and other large brands.During years of OEM,they control the brands,channels and core intellectual properties of dust cleaners,which makes them hold a leading place in the industrial value chain and obtain most of the earnings.In 1990s,Company A is the leading enterprise in Chinese dust cleaner industry.However,it performed badly in the fierce competition due to some reasons.In 2005,it was purchased by a Chinese private company.Although several management teams had made their efforts,its position in the industry remained not good,with the shipment ranking only No.6 in 2012.Based on classical strategic theories and successful experiences of the parent company,this paper analyzes the external environment of Company A in detail and points out its opportunities and threats.Several tools like PEST Model and Michael Porter’s Five Forces Model have been utilized for the analysis.The advantages and disadvantages of Company A are revealed by analyzing the internal factors like the company’s resources and core competences.As Company A is committed to become the best supplier of dust cleaner,the developing strategies are determined by matching the company’s goal with the SWOT Model.At last,strategy implementation policies and supporting measures are formulated to convoy the implementation of company’s developing strategies.Based on the systematic study of Company A,a framework of analyzing,positioning and implementing strategies is established in this paper,which can be applied for a new management team to reorganize a company.This paper offers a developing direction for Company A,and can also provide references for companies with similar situations.更多还原