大禾公司战略规划研究

【作者】 刁永兵；

【导师】 刘卓林；

【作者基本信息】 南京理工大学 ， 工商管理， 2003， 硕士

【摘要】 陶瓷娃娃行业竞争日趋激烈，整体利润水平逐年下滑。作为一家专门生产陶瓷娃娃的企业，如何突出重围，脱颖而出，做到可持续发展?当务之急是分析行业格局，结合本企业特点，进行战略规划调整，制定出合适的成长战略，尽快确立核心竞争优势。 本篇论文共分七个部分，文章首先简要介绍了陶瓷娃娃厂商大禾公司的基本情况，接着详细分析研究了大禾内外部战略环境，并制定出大禾公司战略目标、竞争战略和适合大禾持续发展的成长战略，最后较为详细地阐述了大禾的具体战略措施。 在大禾公司成长战略研究中，论文先后采用了PEST分析法、SWOT分析法、盈亏平衡图解法、价值链分析法和产品评价基准法等多种分析技术，尽量做到有理有据，完善大禾公司的战略规划过程。希冀本论文起到抛砖引玉之功效，引起更多业界人士的关注，促进陶瓷娃娃行业的发展。更多还原

【Abstract】 The competition in ceramics industry is becoming more and more fierce; the overall profit level is declining annually. How to fight a way to make own company outstanding and keep sustainable development? The most important thing is to analyze the industry structure, justify the strategic planning according to own company, then constitute suitable development strategy and core competence as soon as possible.This article consists of seven parts. First of all, it gives a brief introduction of the ceramic manufacturer DAHE Company; then it pays more attention to analyzing and studying the external and internal strategic environment and establishing the company strategic goal, competition strategy and suitable development strategy; finally it explicates the concrete strategic measures in detail.In order to perfect the strategic planning process, this article makes use of many analysis technologies including PEST analysis, SWOT analysis, Break-even analysis, Value chain analysis and Product evaluation benchmarking analysis so as to erect the article on the basis of theories and datum. This article is hoped to have the function of attracting more experts to focus on the research of ceramics industry and contribute to the industry development.更多还原