摘要
企业的成长通常会经历不同的发展阶段,不同阶段、不同规模的
企业必须根据其所处的周期选择适当的发展战略和管理方法。作为细
分市场的领导企业,如何在市场容量本身有限、金融危机“后遗症”
导致市场需求增长乏力、行业竞争却日趋激烈的背景下,突破瓶颈,
成功实现自身的“二次创业”,是SUNDY公司当前面临的重大战略问
题。
本文以SUNDY公司为研究对象,首先综述了战略管理的相关理论
及知识体系,然后应用PEST、五力模型以及SWOT等分析工具对外部
环境、竞争态势、内部资源与能力等进行较为详尽的分析,明确了
SUNDY公司面临的外部机遇与挑战以及内部具备的优势与劣势。分析
表明,S_Y公司虽然存在外部威胁(市场容量有限且遭遇短期增长
乏力、行业竞争激烈等)、内部劣势(市场调研策划能力缺失、产品
线宽度不够等),与此同时,行业也蕴藏着发展机会,通过合理利用
自身资源、创新业务模式、优化制度体系、提升企业的核心竞争能力I
SUNDY公司能够保持持续的竞争优势。在此基础上,提出了 SUNDY公
司的战略目标与具体战略实施建议以及保障措施。
关键词战略分析,战略管理,发展战略
ABSTRACT
The growth of enterprises usually goes through different stages
of development, so enterprises must select appropriate development
strategies and management methods based on their cycles in differ
ent stages and sizes. As a leader in the market segment, the import
ant strategic issue the current SUNDY company faces is how to br
eak through the bottleneck and successfully achieve their own seco
nd pioneering with the limited market capacity, the sluggish grow
th of the market demand which is hangover of the financial crisis,
and the increasingly fierce competition.
Based on the SUNDY company as the research object, this pa
per firstly summarizes strategic management theory and knowledge
system, then conducts a more detailed analysis of the external envir
onment, competitive situation, internal resources and capabilities by
adopting the PEST model, the five competitive forces model and S
WOT analysis, and finally reaches conclusion about the external opport
unities and challenges, as well as internal strengths and weaknesses that
the SUNDY company faces. Analysis shows that, on the one hand, th
e SUNDY company coexist with external threat and internal lack, su
ch as the limited market capacity, short-term sluggish growth, intens
e competition in the industry, and weak market research planning abilit
y, lack of product line width. On the other hand, there are also develo
pment opportunities in the industry. As long as the company properly
uses its own resources, innovates its business models, optimizes its in
stitutional system, and promotes its core competition ability, the SUND
Y company can keep sustainable competitive advantage. At last, the p
aper proposes strategic objectives and specific strategy implementatio
n suggestions, as well as safeguards measures on the SUNDY company.
KEY WORDS strategy analysis,strategic management,development str
ategy