【作者】 吴昊；

【导师】 史占中；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2015， 硕士

【摘要】 通用电气公司是世界著名的工业产品公司,照明部门是其历史最悠久的业务部门之一,并在传统照明时代与荷兰飞利浦公司及德国西门子公司并列前三。但当照明行业进入LED时代以后,较低的技术门槛及大量中国厂商的进入,使得行业竞争异常激烈。随着西门子和飞利浦先后剥离其照明业务,通用电气公司亦于2014年出售了其家电业务,却保留了照明业务。在此背景下,本文试图对照明部门下一步的战略方向,进行适当的研究。本文按照战略管理的研究思路,以战略管理中设计学派、定位学派及学习学派的理论为主要依据,通过对GE照明业务集团外部环境、内部能力的分析,提出战略重心转移的需求,制定出企业总体发展战略、基本竞争战略及具体产品战略。GE照明业务将采取转移业务重心、专注于专业客户的能源管理和客户体验为企业发展总体战略方针。结合企业实际,从资源、流程、价值观、组织架构和高层管理等几个方面制定了战略实施的保障措施。更多还原

【Abstract】 GE is one of the most famous industrial and infrastructural companies in the world.Lighting is the oldest business unit of GE and kept pace with Philips and Siemens in the traditional lighting era.When LED began to replace traditional lighting,as the entry barriers no longer existed and huge quantity of Chinese company entered the market,competition became very cruel.Siemens and Philips separated their lighting business apart one after another.In 2014,GE also sold this Appliance business but kept the lighting business.In this context,I want to do some research on developing strategy of GE Lighting.This paper follows the thoughts of strategy management including design school,positioning school and learning school.Based on the analysis of external environment and internal abilities of the company.Introduce the request of strategy focus shift,define the overall developing strategy,competitive strategy and detailed products strategy.The development strategy of GE Lighting is to shift the strategy focus to professional customers and provide better energy management solution and customer experience.According to the strategy,supporting measures of strategy implementation such as resource,process,value,organization and high-level management are also defined.更多还原