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YJ电子公司发展战略研究
【作者】 郑平；
【导师】 滕颖；
【作者基本信息】 电子科技大学 ， 工商管理， 2011， 硕士
【摘要】 信息产业是国民经济的重要支柱产业,多层陶瓷电容器是信息产业基础性电子元器件产业。而YJ电子公司是国内多层陶瓷电容器(多层瓷介电容器)众多生产厂家之一,专业制造生产多层陶瓷电容器已有20余年,现正处于快速发展当中。本论文正是在上述背景下展开研究。本文的研究内容主要分为五个部分展开,分别是概念界定和理论基础、企业基本情况、战略分析、战略选择、战略实施。第一,论文从概念界定入手,阐述了战略分析的工具模型,对战略选择的思想和方法进行了全面综述。第二,论文接着简要说明了YJ电子公司的基本情况,对多层片式电容器(MLCC)进行简要介绍。第三,对YJ电子公司的外部环境和内部资源进行了分析。综合运用了宏观PEST分析法、产业竞争环境分析法、外部因素的EFE矩阵分析法、IFE内部资源分析法、企业核心能力分析法、企业价值链分析法和行业吸引力与竞争能力分析法。第四,利用SWOT分析方法对企业内部资源的优势和劣势,外部环境的机会与威胁进行了综合分析,制定了公司发展战略,公司层面战略选择确定为MLCC单一产品发展战略,基本竞争战略选择确定为差异集中化组合战略。近期目标是把公司发展成为国内多层片式陶瓷电容器前三位的具有较高科技水平专业生产企业。远期目标是实行纵向一体化战略,向MLCC产品的上游发展,把公司发展成为电子元器件核心作用能力较强的生产厂家。第五,提出七项战略措施,即技术创新战略、培植促进企业技术创新能力的企业文化、人才战略、资本市场战略、建立健全激励与约束机制、品牌战略和构建创新型扁平型组织结构的措施,以确保战略目标的实现。
【Abstract】 Information industry is an important pillar industry in national economy,Multilayer Ceramic Capacitor is the basic electronic component industry of information industry. As one of many domestic manufacturers which produce multilayer ceramic capacitor , the YJ Electronic Co., LTD(YJ)has more than 20years’experience to specially R&D and Produce Multilayer Ceramic Capacitor ( MLCC)with a rapidly developing .The essay is made from above background, and it is divided into five aspects, namely,Concept definition, Theory, Enterprise’s brief situation , Strategic analysis, Strategic choice, Strategy implementation.Ⅰ.The author starts from concept definition, to explain the tool model of strategic analysis, to summarize the thought and methods of strategic choice in comprehensive review.Ⅱ.To state YJ’s basic situation, at the same time, introducing MLCC briefly.Ⅲ.To Analyze external environment and internal resource of YJ by integrated use of the Macro-PEST analysis, analysis of industry competitive environment, EFE Matrix Analysis of external factor, IFE Analysis of internal resource, analysis of core competence & analysis of value chain about enterprises and analysis of industry attractiveness and competitiveness.Ⅳ.By SWOT analysis,the author analyzes the strength & weakness of internal resource, and the opportunities & threat come from external environment, and the company’s existing attractiveness & competitiveness , to formulate corporate development strategy, which focusing on MLCC as single product and identify the combination strategy of DIFFERENTIATION &FOCUS as the basic competitive strategic choice. The short-term goal is to develop YJ into one of domestic top three professional manufacturers with relatively high Technology in MLCC industry. Meanwhile, the long-term goal is to implement strategy of vertical integration, to push our MLCC products to upstream in the world, to bring YJ to become one key manufacturer with strong ability of the central role in electronic component field in the global. Ⅴ.Putting forward seven strategic measures, namely, Technological Innovation Strategy, Cultivating Corporate Culture to promote technological innovation , Talent Strategy, Capital Market Strategies, Establishing Mechanism of excitation &Restraint, Innovative Brand Strategy, Building Organization Structure of innovative & flat, to ensure realization of strategic objectives.