【作者】 朱峰；

【导师】 顾孟迪；

【作者基本信息】 上海交通大学 ， 工商管理， 2008， 硕士

【摘要】 峰华公司是一个处于创业初期的技术创新型企业,具有自己的技术研发优势,但由于市场竞争越来越激烈,它的生存和发展受到了严峻的挑战。文章的写作目的就是,为峰华公司找好自己的发展战略,强化竞争力,在市场竞争中生存并保持优势和特色。论文主要包括三部分,第一部分分析了峰华公司所处的内外部环境,从而总结出企业的机会和威胁,优势和劣势的关键因素。第二部分在前面分析的基础上,使用SWOT模型、大战略矩阵等模型为企业制定了明确的战略规划,同时还讨论了如何培育峰华公司的竞争优势。第三部分从组织、人力、生产、财务等角度详细制定了战略实施方案。并且讨论了用平衡记分卡来进行战略控制。通过本文的研究,明确了峰华仪表公司的机会和挑战,优势和劣势,明确了该公司所处的行业以及自身的产品是具有发展潜力的。同时也发现了该公司发展的主要问题存在于营销和生产运营上,论文提出了相应的业务层战略和职能战略对策。论文使用的主要是迈克波特先生的竞争战略分析框架,针对峰华公司实际所处的环境进行分析。论文的研究结果对于峰华公司具有较强的可操作性。也希望本文的研究能为科技创新型小企业创业提供一定参考。更多还原

【Abstract】 Fenghua electric instrument company is a newly setup company with strong technical innovation and R&D capability. However, Fenghua is now challenged by the intensively market competition. This thesis will analyze Fenghua Company, find out a suitable development strategy to increase the competitive strength, to survive in intensive market competition and keep the advantage.This thesis include 3 major parts: the first part analyze the internal & external environment, to summarize the opportunity & threat, strength & weakness. The second part will establish Fenghua’s development strategy with the analysis of SWOT and strategy matrix., and how to enhance Fenghua’s competitive advantage. The third part will design strategy implement plan through organization, human resource, operation and finance. And use the balance sheet to control the strategy implement.Through this thesis studying, get a clear understand of the SWOT for Fenghua Company, also get a result that China electric instrument industry and Fenghu’s product is highly potential. At the same time, find the major issue for Fenghu is the marketing and production operation, this thesis also study the related business strategy and function strategy.This thesis will major base on Michael Port’s competitive strategy analysis frame, analyze Fenghus with real environment factors. The analysis result will be feasible for Fenghua’s strategy. Also hope the result could be helpful for small technical innovation company’s strategy.更多还原