上海交通大学
现代车硕士学位论文
申请学位级别：硕士
专业：工商管理brake是什么意思
东风汽车公司招聘指导教师：陈亚民
20050228
上海交通大学
学位论文原创性声明
本人郑重声明是本人在导师的指导下
除文中已经注明引用的内容外
对本文的研究做出重要贡献的个人和集体
本人完全意识到本声明的法律结果由本人承担
周 曙 明
载重量日期
上海交通大学
学位论文版权使用授权书
本学位论文作者完全了解学校有关保留同意学校保留并向国家有关部门或机构送交论文的复印件和电子版本人授权上海交通大学可以将本学位论文的全部或部分内容编入有关数据库进行检索缩印或扫描等复制手段保存和汇编本学位论文
本学位论文属于
不保密
周 曙 明 指导教师签名
２００５年２月２８日 日期
摘要
公司的战略规划对公司来说是非常重要的
本文以华达公司为分析对象
论文共分四章
分析的方法是借用PEST方法
政治法律环境社会经济环境等角度进行了阐述良好的外部宏观经济环境有利于华达公司的市场长期拓展
技术要素是未来华达取胜的关键所在
论文第二章用SWOT方法对华达公司的优势机遇和挑战进行了分析
同时国内政局稳定基础设施逐渐发展等机遇自主技术开发方面有一定的优势华达公司的面临汽车业排污标准提升
能源成本上升导致人们的汽车消费增加以及汽车高级人才短缺等挑战华达还存在起步较晚以上SWOT分析是华达在制定公司战略是必须考虑到重要方面
企业战略目标和具体目标
华达公司的最终目标是成为中国最大的经济型轿车制造企业
通过分析零部件业务方面物流业务方面的具体战略目标经营范围战略和知识产权战略进行阐述
我们采用平衡计分卡的方法对华达的战略实施和战略评估进行回顾和总结
本文采用规范的战略管理框架对华达公司的战略进行规划
关键词PEST 分析平衡计分卡
Abstract
Strategic planning is very important to a company. Good strategic planning can effectively guarantee the future development of a company. Using Huada Company as the analytic target, this paper probes and analyzes the building procedure of Huada Company’s strategic planning. The paper is divided into four chapters, and the main analytical contents are as follows.
In Chapter One, the author mainly analyzes the external economical environment of Huada Motor Company. By adopting the method of PEST, the paper explained Huada Motor Company’s environment of Politics, Economy, Society and Technology. The author believes that good external macro-economical environment can help Huada Company to develop its market in a long run; the loosen political environment shall enhance the competition in motor industry; the technology element shall be the key point for Huada to gain future success; and the social economic environment can positively push Huada Company forward.
In Chapter Two, the author uses the method of SWOT to analyze the strength, weakness, opportunity and threat faced by Huada Company. Huada Company enjoys the favorable conditions of good domestic and international economic development, stable domestic political environment, and the good opportunities of increasing citizen incomes, the development of infrastructures, etc. But at the same time, Huada Company also faces the challenges of upgraded standard of exhaust emiss
高尔夫6gtiion in motor industry, the lower motor utility caused by traffic jams, the increased motor consumption caused by the rising of energy cost, and the shortage of recruit staffs in motor industry. Besides, being a newly fledging company, Huada also has the disadvantage in the development of technology and marketing. Such SWOT analyses are the key points that Huada must take into consideration when it makes its company strategy.
依维柯越野车In Chapter three, based on the previous analysis, the author explained in detail about Huada Company’s mission, strategic and specific objectives and the company’s internationalization strategy. The ultimate objective of Huada Company is to become the biggest in the automotive industry, and also develop competitive lines of key spare parts for cars. Through analysis, the paper also shows the specific strategic objectives of Huada Motor in the services of whole-sailing, spare parts, SUV and logistics. It also states about Huada’s strategies in internationalization , scope of operation and intellectual property protection.
The last chapter deals with the practice and evaluation of Huada’s strategies. We used the method of balance scored card to review and summarize Huada’s trategy practice and strategy evaluation.
In brief, by using the standard frame of strategic management, this paper assessed Huada Company’s strategy, and evaluated its procedure of practice.
KEY WORDS: corporate strategy, PEST analysis, SWOT analysis, balance score card(BSC)
发布评论