摘 要
当今复杂多变的国际经济形势，不仅为企业带来了挑战，也给企业带来了机
遇。在中国，家电制造业的特点明显，成本不断在降低、交货期需求越来越短、
库存和资金周转时间加快、质量与服务需求也在提高。所有这些都在要求企业必
须有战略的眼光，找准自己的战略发展方向，这也成为企业发展路上保持核心竞
争力的关键。特别是家电制造业这样的红海行业，竞争高度白热化，只有规划好
自己的战略路线，把握市场方向，才能抓住市场机遇。平板电视行业已经发展了
近十年，正处于竞争激烈的市场成熟期，但由于新兴国家市场的崛起，数字电视
的出现，市场需求将会迎来一个爆发期，但同时也存在着诸多的不确定因素，企
业的发展也在面临机会的同时也有挑战。因此，为企业找到正确的战略方向来指
导企业的经营与生产显得犹为重要。

本文通过对一家上市的平板电视生产企业 SECT 公司的具体业务状况与历
史财务数据的分析，对这个企业的战略方向问题进行了分析与研究。首先，文章
介绍了电视机行业的技术特点、发展状况和 SECT 公司的现状。并从 SECT 公司
目前的业务情况分析中，引出文章要解决公司目前存在的问题和未来可能面临的
问题。然后，在战略管理的相关理论知识基础上，结合本公司的历史数据，运用
一系列战略分析理论，为公司规划出未来发展的战略方向。最后，也对未来工作
进行了展望。

关键词： 平板电视 战略方向 战略管理 家电制造业ABSTRACT
Nowaday’s complex and volatile international economic situation, not only
brought challenges to the enterprise, but also brought opportunities to the enterprise.
In China, the characteristics of the appliance manufacturing was obvious, the costs
was continue reducing, the delivery time was shortening, the inventory and cash flow
was speeding up, the demand for quality and service was increasing. All these factor
require enterprises must have a strategic vision pinpoint on their direction, which has
become the key to enterprise to keep their core competitiveness in future development.
Especially for home appliance manufacturing industry in Red Sea, the competition
was highly intense. In order to seize market opportunities, company should own
strategic route planning good, and grasp the market direction. The Flat-Display TV
industry has developed nearly 10 years, is in a highly competitive market maturity, but
due to the rise of the developing country markets, the emergence of the digital TV
market demand will usher in an outbreak of, but also there are many non-determining
factors. The enterprises are facing with the opportunity and also the challenges.
Therefore, to find the right strategic direction to guide the operations and production
was became very important for the enterprises.
In this paper, through analysis of a flat-panel TV manufacturer listed company
SECT’s specific business situation and historical financial data, analysis and research
on this company's strategic direction. Firstly, the article describes the technical
features of the Television industry, the development situation and SECT’s business
quo. From the SECT current business situation analysis, leads article to solve the
existing problems and potential problems in the future. Then, in the strategic
management on the basis of theoretical knowledge, combine with the company's
historical data, it use of a series of strategic analysis theory, planning the future
development of the strategic direction for the company. Finally, prospects the future
work.
KEY WORDS
：
Flat-Panel-Display TV, Strategic Direction, Strategic management,
Appliance Manufacturing Industry