本文以株洲市云龙发展投资控股集团有限公司为研究课题。从战略管理的基
础理论出发，介绍了企业发展战略的相关理论和制定战略所要用到的分析工具，
主要介绍了五力模型、SWOT 分析法和价值链分析法，为株洲云发集团的发展战
略研究奠定理论基础。在案例分析中，首先对云发集团发展现状进行了分析，在
发展战略上主要存在战略目标不明确、战略定位模糊、战略可持续性不强、战略
竞争优势不明显和战略资源缺乏整合等问题。然后对其进行内外部战略环境分析
和 SWOT 分析，认为云发集团处于一个较好的政治和经济环境中，但是整体水平
还有待提高，五力模型分析显示由于国家政策与区域性界限等主要原因，目前云
发集团面临的市场竞争较弱，主要存在着自身长远发展的问题；在对战略环境综
合分析的基础上，针对战略问题合理提出适合云发集团的战略原则、战略目标、
战略定位、战略重点和战略步骤，总体制定了公司的发展战略，认为云发集团应
该采取增长型的发展战略和多元化经营战略；最后对保障发展战略的成功实施提
出了一些建议，作为云发集团发展战略的成功实施的保障措施
关键词： 发展战略； 云发集团； 保障措施II
Abstract
For infrastructure construction and urbanization construction ，local government
set up investment and financing platform ，it has a long history of more than 20 years,
recently went into people's horizons is after the 2008 financial crisis, In order to
stimulate the economy, the government encourage the local government to establish
the investment and financing platform to widen the channel of the central government
investment project matching funds. Platform construction and the municipal public
utilities construction played a large role, activate the local economy and speed up the
urbanization process. but rapid development also makes the problem of platform is
emerging, financial and management problems hinder the development of the
platform, in such a background, the research of local government investment and
financing platform in China has become a urgent task .
Based on the development of zhuzhou city yunlong investment holding group co.,
LTD as the research subject. Starting from the basic theory of strategic management,
this paper introduces the related theory of enterprise development strategy and
strategy to use analysis tools, Mainly introduces the five forces model, SWOT
analysis and Value Chain analysis. to zhuzhou cloud sends the group's development
strategy research theory basis. Firstly,This paper introduces the cloud send group
development present situation , There are several main problems for the development
strategy such as unclear objectives, fuzzy strategic positioning,weak sustainability ,
unconspicuous competitive advantage, and the lack of integrated strategic
resource.and then carries on the internal and external strategic environment analysis
and SWOT analysis, think that cloud group is in a good political and economic
environment, but on the overall professional level needs to be improved， Five forces
model analysis showed that mainly due to the policies and regional boundaries, the
market competition is weak for YunFa Group, its major problems is their own
long-term development; On the basis of analysising Strategic Environment, and for
strategic issues, the paper put forward the cloud group's strategic objectives, strategic
positioning, strategic focus and strategic steps, the overall made the development
strategy of the company, think that cloud group should take growth strategy and
diversification strategy; Finally we put forward some suggestions as the safeguard
measures to ensure the successful implementation of development strategy .
Key words: Development strategy ; YunFa Group; Safeguard measures
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