菲优特公司发展战略研究

【作者】 陈鹏；

【导师】 安礼伟；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2018， 硕士

【摘要】 本文以生产和销售空气过滤器的菲优特公司为研究对象,主要的目的是为公司的发展寻找合适的战略方向,为战略实施提供合理方案。本文以现代战略管理理论为理论基础,从行业结构、价值链、资源基础论、核心能力论等多角度出发,围绕菲优特公司为中心,从宏观外部环境,中观的行业环境,微观公司内部环境展开分析。首先介绍了空气过滤器行业发展的基本情况和行业内影响企业发展的关键因素;然后利用PEST分析模型和“五力”模型定性的对企业所处的宏观环境进行分析,列出了外部环境带来的机会与威胁,通过对企业内部要素的归纳,指出了企业内部环境的优势和劣势;再运用SWOT矩阵分析法,总结出了可以采用的发展战略方案;经过实证分析,确定了菲优特公司的发展战略是:向空气过滤器上游延伸的后向一体化战略,专注于新兴细分市场的聚焦战略,特色产品制造的产品差异化战略;最后提供了战略保障和措施的方案。本文研究的成果是菲优特公司可以通过战略的实施形成“关键材料生产+细分市场布局+特色产品制造”的公司发展模式,构建公司的“核心技术+专业市场+差异化产品”的核心竞争力,从而使公司实现从价格竞争到价值竞争的转变,朝着健康可持续的方向发展。更多还原

【Abstract】 This paper took the company named Feiut which produces and sales air filter as the study subject,the main purpose was to find suitable strategic direction for the development of the company,and provide reasonable solutions for strategy implementation.Based on the theory of modern strategic management and viewed from multi angle of the industry structure,value chain,resource-based theory and the core competence theory,around company of Feiut was analyzed by the aspects of the external macro environment,industry environment of the medium,and the micro internal environment.The paper was started from the introduction of air filter industry basic situation and the key factors affecting the development of enterprises;then used PEST analysis model and the five forces model to qualitatively analyze the macro environment of the enterprise,and also listed opportunities and threats from the external environment.The advantages and disadvantages of enterprise were pointed out by summarizing key internal factors;It was concluded suitable strategic development plan by using SWOT matrix analysis method;Through empirical analysis,the suitable strategic development plan for Feiut was:backward integration strategy that extending to the upstream of the air filter industry,and focus strategy focused on emerging market segments,product differentiation strategy by manufacturing characteristic products;Finally it provided the strategic ensure solutions and measures.The results of this study is that Feiut company can through the implementation of the strategy to form a company development model as "key material production+segment market layout +feature product manufacturing",to establish the core competitiveness of company as the way of "core technology+special market+differential products",so that to make the company to realize the change from the price competition to value competition,and also ensure the company can be developed towards a healthy and sustainable direction.更多还原