【作者】 张平；

【导师】 赵国杰；

【作者基本信息】 天津大学 ， 管理科学与工程， 2003， 硕士

【摘要】 企业经营战略是企业为了谋求生存和发展,根据面临的内外部环境,对企业发展目标及达到目标应采取的途径、手段的总体谋划,是企业经营思想的集中体现,是一系列战略决策的结果。嘉华化工有限公司是一个小型企业, 自成立至今, 经过几年的运行, 获得了较快的发展。今后公司能否继续保持稳定快速的发展?本文试图从企业经营战略的角度,探寻企业由小变大,由弱变强的发展之路。本文首先从政治法律因素、社会文化因素、经济因素、技术因素和行业竞争因素等五个方面对公司面临的外部环境进行了系统的研究,分析了行业五种竞争力,找到了嘉华公司经营发展所面临的外部机会和威胁,然后应用时间序列分析方法对公司主要产品邓盐未来若干年的市场需求情况进行了定性和定量分析。随后从人力资源、财务状况、研究与开发、产品及市场营销和组织管理结构等五个方面对企业的内部条件进行了分析, 明确了自身具有的优势和劣势。在此基础上,本文运用AHP法、EFE矩阵、IFE矩阵、SWOT矩阵等技术方法,采用定性分析与定量分析相结合的方法,提出了可供企业选择的战略备选方案,并利用QSPM方法对备选方案进行了分析评价,进而确定了该企业的经营战略。更多还原

【Abstract】 Enterprise strategy of operation is the overall scheme of ways and measures though which for the sake of survival and development, in accordance with confronted internal and external environment, enterprise can attain objectives of development. It is the concentrated reflection of enterprise method of management as well as the result of enforcing a series of strategic decisions. Jiahua Chemical Co., Ltd. is a small-scale enterprise. Since starting, the company has obtained faster development by several years operation. Can the company continue keeping development steadily and fast? This thesis tries to seek the developmental way of the enterprise which converts small and weak one to big and strong one.Firstly, the thesis makes a systematic study of the external environment that include political & law factors, social culture factors, economic factors, technical factors and industry competition factors, analyses the five competence of the industry, and finds the opportunity and menace the company is facing. Then it makes quantitative and qualitative analysis of the next a few years market demand of the company’s main product Dane Salt by time series analysis method. Then it analyzes the internal conditions: human resource, finance, development and products that are main factors of marking and organization management structure to find the advantage and disadvantage.On this basis of these, by the methods of EFE matrix, IFE matrix, and SWOT matrix, combining quantitative analysis with qualitative analysis, managing strategy spare schemes, which can be adopted by the company, are issued. Through the QSPM method, enterprise managing strategy is set up.更多还原