【作者】 刘德强；

【导师】 常亚平；

【作者基本信息】 华中科技大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 近年来,中国企业的海外发展面临着机遇和挑战并存的局面。一方面,中国是全球的供应链中心、我国各项跨境电商政策扶持、海外发展B2C零售以及现货小B批发等各种外部条件成熟;另一方面,中美贸易摩擦、中国劳动力红利时期结束、部分产品全球供应链中心逐步向东南亚转移、信息不对称带来的互联网红利见底、新冠疫情肆卷全球带来供应链不稳定。结合宏观时代背景和微观当前经济格局,为了实现OR公司平稳快速发展,需要制定科学的整体发展战略,明确OR公司总体战略目标及总体战略规划。本文对OR公司所处的大件家居行业外部环境,运用PEST、波特五力、SWOT、行业环境等工具进行分析;对OR公司自身,运用内部环境分析和SWOT分析。本文为OR公司制定了增长型发展战略,5年内总销售额实现从45亿人民币增长到100亿,实现年净利润提升到16亿;制定了成本领先竞争战略,从采购环节、物流环节、进口关税环节实现成本控制及优化;并且从产品研发、采购、营销、财务和人力资源这5个部门提供职能战略支持。本文提出了OR公司依托强大的产品开发能力和稳定充足的资金保障,加速大件家居品类的开发设计;优化OR公司中国以及越南的供应商资源,降低产品成本,维护供应链的稳定性;在扩张B2C市场占有率的同时完善B2C和B2B已有的线上销售渠道,增加B2B市场招商力度,延伸线下销售渠道,将产品推向美国实体零售店铺,提升OR公司市场占有率;针对OR公司特殊的“阿米巴模式”做好企业文化培训,提高人才招聘能力,完善人才培养机制。更多还原

【Abstract】 At present,the overseas development of Chinese companies has faced both opportunities and challenges.On the one hand,China is a global supply chain center,my country’s various cross-border e-commerce policy support,overseas development of B2 C retail and spot small B wholesale and other external conditions are mature;on the other hand,Sino-US trade frictions and China’s labor dividend period The end,the global supply chain center of some products is gradually shifting to Southeast Asia,the Internet dividend caused by information asymmetry has bottomed out,and the new crown epidemic has swept the world and brought supply chain instability.Combining the background of the macro era and the current microeconomic pattern,in order to achieve the stable and rapid development of OR company,it is necessary to formulate a scientific overall development strategy,and clarify the overall strategic goals and overall strategic plan of OR company.This article analyzes the external environment of the large-scale home furnishing industry where OR company is located,using PEST,Porter’s Five Forces,SWOT,industry environment and other tools;for OR company itself,uses internal environment analysis and SWOT analysis.This article has formulated a growth development strategy for OR company.In 5years,the total sales will increase from RMB 4.5 billion to RMB 10 billion,and the annual net profit will be increased to RMB 1.6 billion;Realize cost control and optimization in the tariff link;and provide functional strategic support from the five departments of product development,procurement,marketing,finance and human resources.This article proposes that OR company relies on strong product development capabilities and stable and sufficient funding to accelerate the development and design of large home furnishing categories;optimize OR company’s supplier resources in China and Vietnam,reduce product costs,and maintain the stability of the supply chain;While expanding the B2 C market share,we will improve the existing online sales channels of B2 C and B2 B,increase investment in the B2 B market,extend offline sales channels,introduce products to physical retail stores in the United States,and increase the market share of OR companies;for OR companies The special "Amoeba Model" does a good job in corporate culture training,improves talent recruitment capabilities,and improves talent training mechanisms.更多还原