贵阳红华贸易公司的发展战略研究

重庆大学硕士学位论文贵阳红华贸易公司的发展战略研究姓名：黄平申请学位级别：硕士专业：工商管理指导教师：周孝华20060401I“”,““EFE“(IFE)“VRIO“““SWOT“”1.2.IIIABSTRACTThecivileconomicisimportantemblemduringchangetrackperiodofoursocietyeconomicandonesignificantpartofspecialChinesemarketeconomic,anditalsoisafreshtroopswhichforwardsthemodernconstructionofourcountryandunifiedofworldeconomicsinceChinahasperformedopenandreformpolicy.Theconditionofcivileconomicdeveloping,befacedwithmarketcompetitionandthestrategymanagementofcivilenterprisesareafocuswhichallcirclespaycloseattentiontotheaboveproblems.Incaseofrelationshipbetweendifferentpropertyrights,civilenterprises’peculiarityandshortnessperiodforcivilenterprises,theresearchaboutcivilenterprisesisstilloninitialstep.Meanwhile,civilenterprisesaretoodifficulttoacceptdirectionofmoderneconomictheorybecauseofcomplicatedreasons,suchasconception,background,knowledgeandhabitwhilecomparingwithlarge-scalenationalenterprises.Therefore,theconcerneddepartmentsofgovernmentandallcircleofcommunityshouldtakeavarietyofavailabilityactionstohelpcivilenterprisesforstudyingmoderneconomictheoryandbuildupscienceevolutionconception.Inthatway,morecivilenterpriseswilldraftandapplyenterprisedevelopmentstrategyaccordingtocircumstances,resourceconditions,etc.Thentheywillbedevelopedandgrowedupconstantlyinmarketcompetition.Almosteveryenterprisegiantofadvancedcountriesdeveloppedquicklyduetoundermaturitymarketeconomicconditionandguideofmoderneconomictheory.Astheancientssaid:“Thestonefromothermountaincancarvejade”.Atpresent,theChineseeconomicismixingtogetherwiththeworldeconomicdevelopment;thecircumstancesofsocialismmarketeconomicarebecomingtomaturity.Undoubtedly,itwouldbesignificanttostudymoderneconomictheoryonthebackgroundofChineseenterprises’sturesituationandinnovationmodernmanagementconceptionandmarketingmodule..Thepaperhasalookbackonthedevelopmentforthehistoryevolutionofstrategymanagementtheory,andadoptthe“Porter’sfivecompetitionpowermodule”“ExternalFactorEvaluation(EFE)”“InternalFactorEvaluation(IFE)”“AnalysisofVRIO”“AnalysisforValuechain”“Analysisforfinanicalstatusofenterprise”“AnalysisofSWOT”etc.toanalysisoutersitutationandinnertermofIVGuiyangHonghuaTradeCo.,Ltd.WetakeuseofthestudiedmoderneconomictheoryduringMBAperiodtotestviewpointandmethodofanalysisfortypicalcase,andexposetrulyreasonofsuccess,inexpedientaction.Thencomestothemykindlysuggestionandconclusionsasfollows:1,Mediumandsmallscaleenterpriseneedtheconcerneddepartmentofgovernment‘shelpandsupporttodevelopthemselves.2.ThedevelopmentstrategyofGuiyangHonghuaTradeCo.,Ltd.shouldbeadjustedinlinewithtruesituationwhichthecompanyfaced,meanwhile,thiscompanyalsopaytheircloseattentiontoinnovationdevelopemntinmanydirection,suchasreinforceingmanagement,settingupgoodenterprise’sculture,andperformingpolicyofmulti-businessdevelopment,etc.Keywords:Civilenterprise,Marketingcompetition,Developmentstrategy,Valuechain,Innovationmechanism1111.1,“”“”“”“”“”207,,(20046,334;500;12;2300)100021.2……131.360,5020041000,19812002,()745.918877.4,16.6%()16524622.5,26.9%2210(ERP)(CRM)()41)2)3)4)5)2522.12.1.1“”“”“”2060“”1965H.I.“”“”2.1.2,,.,,,,,,,,.“”,“”,,,,,.,,.,,,,.2.22.2.1PaulA.Samuelson,William(16),2.162.1Fig.2.1EconomicsGenealogy1758.17761718.1917T.R.1798J.M.1936J.S.1848.1880191018761917271920:()1938(C.I.Barnard)“”2060(K.Andress)“”()1965(I.H.Ansoff)“”1SWOT2(SBU)3.8IIIIII,,,,()20801.,,,2.(PlahaladandHamel,1990)“”3.2.2.2,,292090,,90,,,,,(SurPPetition,-,1996),:1.·(1999)(CV)(CustomerDemisableValue)·40,“”(E.de-Bono,1996)(Sum-zero),“”,,,(),,,,2.(JamesF.Moore)1996“”,,“”,,;,,,3.,(OrganizationalEconogy),HannanFreeman,NelsonWinter,10(SocialNetwork),,,(SocialRelationship),,Coleman(socialcapital)Burtstructuralhole),,,2.2.3IBMHPGEDellMBA20NIKE(CRM)2112080(1999)(1998)(2002)(1999)(2002)(Refocusing),,,1989,,,:,(20002002),,“”“”,,,,,,,,,,(ChineseContext),2.2.41240()ChandlerAndrewsAnsoffChandlerAndrewsAnsoff“”Chandler()ChandlerAndrewsAnsoff()(IndustrialOrganizationIO)MichaelPorter“++”“++”Porter“”IOIO2070PorterIO213()IO2080(Resource-BasedViewRBV)Wernerfelt2090RBVRBVKochhalBiermanMillerShamsieRBVHendersonCockburn1994StuartPododyny1996McWilliamsSiegelRBVRBVRBV142.32.3.1·2.3.2PEST()PESTPESTPEST.PEST2.3.32.22152.2Fig.2.2Analysisforcompetingfactor●●●●2.3.4BCG2.3.4.1BCGBCG2.3.4.22.3.5SWOT2.3.5.1SWOT:SWOTSWOT162.3.5.2SWOTSWOTSWOT2.3.5.3SWOT●———T0●——————.●——————●——————VRIOSWOT31733.1199313“”1995200060009856001.24“”200550200434001.232.33.642000316020043060023.220043020043845.613801(3.1.)183.1200430Table3.1StatisticsofTop30Connectingshopsturnoverin20042004()2004()20042003±%±%1()67627144819269552225022.554932480439025.111223878862263801177863034.322721813963.323323084922308492181826027.01201209625.042422107641488565123127279.61938414830.4375()16240501624050134368020.962624151.255616000001600000136000017.670706212.9647138800057280095800044.91345384116215.77108()13703001370300123810010.71232123212072.18691327674132767485045156.160937851817.61212101325580579713106756024.22543220225.7108111320000122000087601850.7106935592.791112()13113151311315111154918.0153153132