从多元化到西测公司的营销战略

【作者】 李昊征；

【导师】 傅裕嘉； 张根能；

【作者基本信息】 西安理工大学 ， 管理科学与工程， 2000， 硕士

【摘要】 西北航天测控公司在其民品的长期发展过程中，跨行业开发、经 营多项产品，但经济效益一直低下，几大民品项目目前已处于亏损状 态。可以说，公司已陷入进退两难的困境之中。针对西测公司在深化 改革，实施民品发展战略过程中遇到的这一问题，本文综合运用多元 化经营、波特五种竞争力模型、价值链、SWOT及企业经营战略管理 等理论和方法，结合公司的经营现状及经营特点、以及所处的外部环 境和内部条件，具体系统地论述多元化经营对公司产生的正面效应 和负面效应以及公司实施多元化的动因，进而提出适合西测公司发 展的战略定位和包括公司产品选择，市场竞争、企业形象、技术创新 及企业文化等在内的一系列具体分战略。本文认为，确定战略是企业 发展中的首要和关键问题，选择多元化还是专业化经营要看是否有 利于培育和增强企业的核心能力及竞争优势。 本文所提出的结论为西测公司的民品发展既提供了一定的理论 指导，又具有较强的现实性，对其今后的经营实践有一定的参考价值 和借鉴作用。更多还原

【Abstract】 Some problems of Northwest Aerospace Measurement and ControlCompany (NAMCC) emerging from the reform intensification and thedevelopment strategy implementation of civil products are analyzed.Considering the management situation and feature and outside environ-ment and inside conditions, and with the help of the theories of diversi-fied management, the competitive models suggested by Porter, valuechain, SWOT and enterprise management strategy. the author sys-temetically discuss the motive and postive and negative effect on NAM-CC in diversified management. The author put forward the generalstrategy suitable for the development of the company and a series ofmanagement strategy including product Choosing, market competition,CI, technical improvement and enterprise culture. All in all, the deter-mination of strategy is a major issue in enterprise development.Whether the company choose diversified management or specializedmanagement is determined by whether the management is beneficial tofostering and enhancing the core competence and competitive superiorityof the company.The conclusion drawn in the paper is a theory guidance for the de-velopment of civil products in NAMCC. It is also a good reference forthe future operation practice of the company.更多还原