荣和工程新加坡公司的发展规划研究

上海交通大学硕士学位论文荣和工程（新加坡）公司的发展规划研究姓名：翁春荷申请学位级别：硕士专业：工商管理指导教师：陈继祥200905242008094020021,/SWOTDEVELOPMENTPLANNINGRESEARCHOFYONGOLDENGINEERINGSINGAPORECOMPANYABSTRACTThefinancialcrisisin2008madeglobaleconomyremaininrapidlyfluctuantenvironment.Singaporeseconomygotintodownturn,inwhichthemanufacturingindustryalsostoodinthebreach.Thegovernmentpredictedthateconomicconditionsin2009wouldseverelydeteriorateandtheglobaleconomylikelygotintotheslowestincrementstagein40years.Electricequipmentengineeringenterprisesalsoenteredintothestageofgivingprioritytoacceleratingstructureadjustmentandimprovingcompetitivepower.Themediumandsmallenterpriseswereconfrontedwithmuchmorekeencompetition.Comparedwithlargegroupcompanies,themediumandsmallenterpriseshavequitelargegaponproductvariety,quality,cost,serviceandefficiencyaspects,sotheyarefacedwithmuchmorehugecompetitivepressure.Underglobalfinancialcrisisenvironment,Singaporegovernmentannouncesonefiscalstimulationpolicyof20billionSingaporeDollarstopromotefastdevelopmentofeconomy.Thesemeasuresincludeincreasingloanforalllocalenterprisesunderdeteriorativeeconomicoutlook,increasingtheproportionofgovernmentssharingoftheloandefaultrisk,enlargingenterprisefinancingplanandcapitalconstructionprojectetc.whichbringsSingapore'sengineeringenterprisesunprecedenteddevelopmentopportunity.Undernewcompetitionenvironmentof21century,howmediumandsmallenterprisesconducteffectiveresearchtocopewithchangeofexternalenvironment,considerin-housedevelopmenttrendandstrategytofaceopportunityandcopewithchallengebecomesanausteresubjectthateveryenterprisehavetoface.Thisthesistriestoputforwardtheauthorsownopinionforreferenceofenterprisesonhowenterprisesshouldascertainnewdevelopmentstrategyfornewchangebyapplyingindustrialstructuretheory,marketcompetitionpolicytheoryandotherstrategymanagementelementarytheoriesofengineeringmanufactureandadoptingthemethodofcombiningqualitativeanalysiswithquantitativeanalysisinanalyticmodeforindividualcasesonthebasisofstrategicanalysisfortheresearchobject,Yongoldengineeringcompany.Thisthesisadoptsempiricalresearchmethod,insiststheprincipleofcombiningtheorywithpractice,appliesthestrategymanagementknowledgetothespecificenterprisecasesandconductsquiteexhaustiveanalysesanddiscussionfordevelopmentstrategyofYongoldEngineeringCompany.Thefirstchapterofthethesisisthepreface,inwhichtodiscusstheoriginofconceivingthepaperandinsideandoutsideconditionsthecompanyfaces,andtointroducebrieflyandextendthepracticalmeaningofthethesis.Inthesecondchapter,basedonexteriorenvironmentalanalysis,thisthesisconductssystematicanalysisandresearchforexteriorenvironmentalfactors,suchasmacro-economyenvironment,industrialdevelopmenttrend,demand,competitorsandmorewhichYongoldengineeringcompanyisconfrontedwith,therebyrevealingmainchanceandmenacewhichSingaporeYongoldengineeringcompanyisconfrontedwith.Inthethirdchapter,basedoninteriorconditionanalysesforthecompany,thisthesisconductssystemicstrategicresearchforvariousdomainsofthecompany,includinghumanresourcemanagement,marketingandfamilygoverningsystemandotheraspects,conductsdetailedanalysesforadvantageanddisadvantageofthecompanyandconductsexhaustiveanalysesanddiscussionfortheexistingproblemsandoperatingriskofthecompany.Onthebasisoftheprevioustwochapters,inthe4thchapter,thisthesisconductsexhaustiveanalysesanddiscussionforestablishmentofcorporatecompetitivestrategy,includingproductdifferentiation,innovationstrategies,marketingstrategy,humanresourcestrategyplanning,etc.Inthe5thchapter,thispapermakesclearthecorecompetitivepowerofthecompanyonthebasisofthecorporatefamilyenterprisesystemandquiteexhaustivesystemanalysisforinsideandoutsideenvironments.ThroughstrategicanalysisforenterprisetheauthorbelievesthatYongoldEngineeringCompany,asafamilybusiness,shouldadoptthefollowingstrategyuserelevantpreferentialpolicysupportedbythegovernmenttoensuresmoothcompletionofengineeringandsolvemattersconcernedtodevelopmentfinancingwellusethecorporateresource,fund,technicaladvantageadoptjointventure/strategicalliancemode,furtherimproveproductstructureandproductinnovationontheonehand,furtherdeepenreforminsidethecompanyestablishmodernenterprisesystemaswellasenterpriserunningmechanismtofitintomarketeconomy,intensifymanagementandimproveefficiency.Ontheotherhand,carryoutspreadtypedevelopmentstrategyforelectricalinstallationoncompetitivestrategyofproduct,onthebasisofproductdifferentiation,useinteriorresourceandabilitytoconductinteriorimbarking,todevelopnewproductstoincreasebrandawarenessandfurtherincreasemarketcompetitiveness.The6thchapteristheconclusionofthepaper,inwhichtosummarizeestablishmentandimplementationofthecorporatestrategy.Besidesquiteconcisesummarizationforfeaturesofthepaper,theauthoralsoappraisespracticalmeaningofthepaperfromthecharacteristicviewpointofmediumandsmallenterprisesandelectricequipmentengineeringenterprises.KEYWORDSfamilybusiness,differentiation,competitivestrategy,SWOT,corecompetitivepower200952420095242009524MBA11.1:197038100110kv307ISO90012000SUNNYSPRINGRIVERGATEFURUKAWA2006200720084830510734