【作者】 彭刚；

【导师】 祁顺生； 于辉胜；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2020， 硕士

【摘要】 手机通讯行业,作为国计民生的重要产业,伴随着基础技术革命,智能手机的普及,为人们带来更多便利和体验创新。湖南特音电子有限公司(以下简称湖南特音)目前代表着vivo智能手机在湖南省的营销和运营。随着竞争越来越激烈,现在的竞争对手也从原来的二三线品牌变为目前的一线品牌之间的竞争。新的市场环境和业务模式下,湖南特音需要更高效的团队,专业的服务和狼性的文化。通过创新战略的发展和操作,湖南特音电子有限公司必将打造成为湖南省手机通讯行业的销售第一名。本文使用SWOT逻辑、波特五力模型和麦肯锡7S模型等分析方法,通过以湖南特音电子有限公司为载体,进行资料和数据的收集整理,分析公司在手机市场所面临的问题和挑战,以及其在组织变革过程中的优劣势和机会点,对公司目前的战略规划做重新梳理,寻找创新战略突破点,找出目前急需做出改变的方向,推动组织变革和渠道变革以提升企业核心竞争力。本文结合手机通讯行业的变革与演进,对湖南特音电子有限公司的战略创新进行思考和探索,并从企业文化、组织、人力资源、制度等方面提出保障战略实施的措施。不仅对公司创新战略提出指导,为同样处于或即将处于量质转化行业中的领先企业,提供了较好的探索思路和经验分享。更多还原

【Abstract】 Communication industry,as an important industry of national economy and people’s livelihood,has brought more convenience and experience innovation along with the basic technology revolution and the popularity of smart phones.Hunan Teyin electronics co.,LTD.(hereinafter referred to as Hunan Teyin)currently represents the marketing and operation of vivo smart phones in Hunan province.With the increasingly fierce competition,the current competitors from the original second and third-tier brands into the current first-tier brand competition.Under the new market environment and business model,Hunan Teyin needs a more efficient team,professional services,Wolf culture.Through the development and operation of innovative strategy,Hunan Teyin electronics co.,ltd.will be built into the no.1of communication industry in Hunan province.This article uses the SWOT model,Porter’s five forces model and the Mc Kinsey 7s model analysis,according to the Hunan Teyin as a source of information,it analyze the company in the mobile market is facing problems and challenges,as well as its advantages and disadvantages during the process of organizational change and opportunity,the company done to renew the current strategic planning,looking for strategic breakthrough innovation,find out the need to change the direction of promoting organizational change channels and change in order to improve enterprise’s core competitiveness.According to the reformation and evolution of the communication industry,this paper considers and explores the strategic innovation basing on Hunan Teyin electronics co.,LTD.,and ensure the implementation of the strategy from the aspects of corporate culture,organization,human resources and system.It not only provides guidance for these companies who are considering on strategy innovation,but also provides good exploration ideas and experience sharing for the leading enterprises in the peroid of industry transformation.更多还原