【作者】 温盛斌；

【导师】 李赤林；

【作者基本信息】 武汉理工大学 ， 工商管理， 2003， 硕士

【摘要】 湖北三江航天机电设备有限责任公司是饲料机械国家定点生产厂。虽然公司对外是独立运行的一个法人实体，但在万峰厂内高、中层管理者心目中，仍将公司作为工厂的一个二级单位来管理。导致诸多问题如：企业产权不清晰；企业治理结构不明确；权利并不独立。而且由于公司的主要主体长期受国企的直接领导，还传染了大企业才患的“大企业病”，比如官商作风、态度生硬、责任不明、人浮于事、办事扯皮、决策实施皆慢、管理者“短期利益”意识严重等。但实际上，公司还只是一个小企业，本身具有中小企业所固有的某些缺陷。而公司赖以生存产品情况也令人堪忧。由于长期的低层次、小规模经营，单机产品以中小型辅机为主，缺少大型主机产品和知名品牌产品。作为公司的管理人员，不得不从长远考虑而寻求解决之道，鉴于战略管理是企业制胜之道。企业发展战略设计与管理是关系到企业在激烈的市场竞争中能否长期发展，立于不败之地的重要举措。因此本文力图从公司发展战略研究着手来找出根本的解决方法。 本文第1章主要介绍了公司的基本状况和公司从事饲料机械生产的历史，第2章则对饲料机械制造行业的竞争状况作了进一步的分析，并用SWOT分析方法对公司优、劣势以及公司面临的机会和威胁进行了研究。第3章探讨并确定了公司的核心竞争力。第4章根据企业战略目标的制定原则规划了公司未来三年的发展目标。第5章重点介绍了公司为实现战略目标将采取的竞争战略——顾客满意战略和营销战略组合，并对公司薪酬制度改革提出了设想。第6章是为确保公司战略目标的实现，对在实施过程中会出现的成长上限进行了预测并预先提出了控制措施。更多还原

【Abstract】 Hubei three river the spaceflight limited liability company is a national fixed-point factory of machine to produce animal feed. Although company outward is a independent corporative entity, in the heart of Wanfeng’s high and middle layer governor it is still be managed as a second utility, which causing many problems such as: ambiguity of the ownership of the company, unclarity of enterprise management construction and dependent decision right. Besides, because of long time direct lead of state-owned company, the "big company problem" has been infected which often appear in large company. The symptoms such as official-business working style, stiff altitude, unclarity of duty, overstaffing, dispute in work, slowness of decision, much attention to short term interests of the administrators. But in fact, because of still a small company, it obtains the inherent shortages of small business. While the products condition, which is the company survive for, is deteriorating. During to long time operation in low lever and small scale, the single product is mainly in middle and small accessorial machine, lacking large main machine and branded products.As the administrator of the company, the long-term settlement has to be considered. Whereas strategic management is the core of the success of enterprise, the design and management of the enterprise develop strategy is related to the survival and success of the company in the hustle market. Hence the article is aim to research and find the final solving from the company develop strategy.The first chapter mainly introduces the basic operation and history of the company in feed machine production. The second chapter make a further analyses of the competing status in feed machine market and study the advantage, shortage, chance and threat of the company. In chapter 3, the company’s core competence has been discussed. In chapter 4, the develop goal of the company in the coming three years have been designed according to the principal of the strategic planning. Chapter 5 mainly introduce the competitive strategy which is for achieve the strategy goal, customer satisfaction and marketing strategic mix, and make out the assumption of the reform in the company’s payment regulation. For the achievement of the company’s strategic goal, chapter 6 predicts the utmost of the growing in the application and provides the measure of control.更多还原