【作者】 邢勇；

【导师】 常亚平；

【作者基本信息】 华中科技大学 ， 工商管理， 2019， 硕士

【摘要】 在中国政府的通信强国战略及产业政策支持下,中国已经成为全球最大的移动通信市场。随着下一代5G技术的成熟并逐步推广商用,全球政府开始加速5G的网络建设以支持并拉动周边产业经济的快速发展。5G光网络的高指标要求及海量需求,给光通信产业带来了新的市场机遇,促进了产业内产品技术和资源能力的竞争。锐择光电作为5G光通讯设备的无源器件供应商,机遇和挑战并存。本文主要是探讨如何结合企业的外部环境、内部环境及资源能力等条件,帮助企业如何选择并规划长期的发展战略。本文首先简述了企业战略的意义及相关的分析工具等用于课题的理论研究,简要论证了国内中小型科技企业的产业及产品战略作为参考。其次,对企业的外部环境进行了分析,分别利用PEST模型,波特五力模型分析了企业的政治、经济、社会、技术、产业及竞争环境;在内部环境方面,着重描述了公司的组织架构和现有资源(无形资源和有形资源),从技术、产品、营销等方面分析了公司当前的能力,应用了波士顿矩阵模型对公司的主要产品类型做了分析和定位。再次,用SWOT深入分析了公司发展的市场机遇以及后面的挑战,结合公司资源定位了企业的优劣势,并尝试对企业的发展战略进行了匹配。最终定义出将锐择光电产业园打造成全球无源器件生产规模排名前三的生产基地以及将锐择光电打造成覆盖多个无源器件相关产业排名前五的综合性品牌的战略目标,制定了企业代工和品牌模式在企业两个阶段的战略路径和实施规则,确定了企业总成本领先和产品差异化的竞争战略,最后从营销、人力、财务、生产、研发等多方面制定了适合公司发展的职能战略。更多还原

【Abstract】 Base on the strategy of enhance the power of nation through communication and with support of government industry policies,China has become the largest mobile communication market in the world.As the next generation 5G technology mature and gradually promote to commercial,Global government started to speed up the construction of 5G network to support and drive around the rapid development of industrial economy.5G optical network high performance requirements and volume demand,optical communication industry brought new market opportunity,promote the industry product technology and resource capacity of competition.As a passive component supplier of 5G optical communication equipment,Rayzer faces both opportunities and challenges.This thesis mainly discusses how to combine the conditions of company external environment,internal environment and resource capacity to help enterprise choose and plan long term development strategies.This thesis first describes the significance of enterprise strategy and related analysis tools used in the theoretical research of the subject,the industry and product strategy of domestic small and medium-sized science and technology enterprises are briefly discussed.Secondly,it analyzes the external environment of the enterprise,and uses PEST Model and Porter’s Five Forces Model to analyze the enterprise’s political,economic,social,technological,industrial and competitive environment.For internal environment,the company’s organizational structure and existing resources(Intangible resources and Tangible resources)are emphatically described,the company’s current capabilities are analyzed from technology,products,marketing and others,and the main product types of the company are analyzed and positioned by applying Boston Matrix Model.Thirdly,SWOT is used to deeply analyze the market opportunities and challenges in the development of company,and the advantages and disadvantages of the company are positioned based on the resources of company,then try to match the development strategy of the company.Eventually define the company strategic objectives is Jinmen Rayzer optical-electronic industrial park target to be into the top 3 optical passive components production base of global and Rayzer target to be into the top 5 comprehensive brand of optical passive component of global to cover multi related application market,formulated the OEM business and the brand business as two steps of enterprise development strategic path and its implementing rules,determine the enterprise total cost leadership and product differentiation competitive strategy,finally,functional strategies suitable for the development of the company are formulated from the aspects of marketing,human resources,finance,production,research and others.更多还原