摘 要
企业战略管理理论自 20 世纪 50 年代从西方发源开始，经过半个多世纪的发
展，如今已经成为管理学领域的一个重要研究方向，现在越来越多的企业管理者
都意识到了一套好的、适合于本企业特点的战略规划对企业的可持续和长远发展
有着非同一般的作用，因此，现阶段企业战略研究的一个重要方向就是运用战略
管理理论分析并制定某一企业的发展战略。
论文首先运用 PEST 分析法对企业所处的宏观及行业环境进行了分析，提出
了战略规划的必要性；然后运用战略分析中常用的 SWOT 分析工具对 RS 公司
所面临的机遇、威胁以及优势、劣势进行了详细的阐述与分析，最后确定了公司
的战略指导思想与战略目标，提出了 RS 公司的战略保障措施。
本文共分 5 部分：第一部分，主要介绍本文选题背景和意义、国内外学者关
于企业战略的研究动向以及本文的研究内容和方法；第二部分，介绍了 RS 公司
的经营状况，运用 PEST 分析工具分析了 RS 公司所处的外部环境；第三部分，
利用 SWOT 分析方法，对公司面临的机遇与威胁，优势与劣势详细进行分析，
确定公司战略指导思想和战略目标；第四部分，依据公司战略指导思想，从优化
业务模式、提高质量管理水平、合理规划技术开发与创新、加强市场开发与营销
网络建设、做好人力资源长远规划、项目投融资以及十二五期间盈利预期等方面
提出了战略保障措施；第五部分，结论。
关 键 词：SWOT、发展战略、环境分析
论文类型：应用研究
ABSTRACT
Enterprise strategic management theory were began from the sources of the West
since the nineteen fifties，after more than half a century of development，it has
become an important research direction in the field of management。Now more and
more enterprises managers are aware of a set of good which is suitable for the
characteristics of the enterprise and long-term development plays a general role。At
the present，the important application direction of enterprise strategy research is the
use of professional management theory and develop a strategy for the development of
enterprises。
Firstly，this test use the PEST to analysis the macroeconomic and the industry
environment，put forward the necessity of strategic planning；then use the common
tool in strategic analysis （ SWOT ） to analysis the opportunities ， threats and
advantage，disadvantage，which is RS facing with，and make a detailed elaborate
with the analysis。Based on the RS company's strategic choice，finally determine the
company's strategic guiding thought and strategic goal，proposed RS corporation
strategic safeguard measures。
This paper is divided into 5 parts ： The first part ， mainly introduce the
background and the significance，the research methods，content and the enterprise
strategic research trends in domestic and foreign scholars ； The second part ，
introduce the company profiles ， using the PEST analysis tool to analyzes RS
company's macro environment and industry environment；The third part，using the
SWOT analysis method，analyzes the opportunities and threats，advantages and
disadvantages that company is facing，determine the strategic guiding ideology and
strategic target ； The fourth part ， based on the company’s strategy guiding
ideology，put forward the aspects of strategic security measures from optimizing
operation mode ， improve the quality management level ， reasonable planning
technology development and innovation ， strengthen market development and
marketing website construction，complete the human resources strategic planning，
project financing and the expected earnings during the 12th Five-Year Plan；The fifth
part，conclusion。
KEY WORDS： SWOT， development strategy， environmental analysis
Dissertation Type： Applied Research