在 D 公司成长发展的初期，全球经济正值蓬勃欣荣，而此时 D 公司的产品
线过于狭窄，营业额非常低，产品利润空间也非常地有限，如何抓住时代赋予
的机遇，拓宽公司的产品生产线，增加企业的营业额并提高公司的总利润成为
了企业在这一时期的主要任务。而时隔三年，全球经济环境陷于极度恶化中，
相反 D 公司则已经积累了一定的发展资金及人才储备，如何在这种金融危机的
时期继续 D 公司的扩张发展，便又成为了 D 公司是否需要战略变革，及采取何
种新战略的重要考验。
本文通过对 D 公司的经营现状及发展定位的深入分析，并结合 D 公司所面
临的宏观经济环境，产业与竞争状况等外部环境分析以及对于 D 公司内部的资
源与能力分析，参考产品多元化及纵向一体化的战略理论知识，综合运用 PEST
分析，五力分析模型，EFE 矩阵，IFE 矩阵，IFE 矩阵及 QSPM 矩阵分析等多种
工具，探讨了 D 公司在两个不同的经济时期，产品多元化及纵向一体化战略对
于 D 公司的发展可行性，同时阐述了战略变革的重要性及主要的起因。
本文的结构主体分为三部分，第一部分由第一，二章构成，该部分介绍了
本论文的选题背景，研究的目的范围以及论文的结构方法安排等，另外还简单
介绍了与论文存在密切关联的相关的战略理论知识，而文中的第三，四，五章
则构成了本文的核心部分，在这里我们通过多种战略分析工具的综合运用，确
定了 D 公司的早期发展战略及具体的实施方案和步骤，并在 D 公司的外部环境
因素中的经济环境发生了重大变化后，论述了 D 公司进行战略变革的必要性及
需要进行变革的方向，结论部分为本文的第六章，该章节总结了论文的局限性
与论述中的不足之处，并对今后的战略研究的方向提出了作者的展望。
关键词：电子行业；战略管理；战略变革；SWOT 分析，IFE 矩阵ABSTRACT
D Co.,LTD is a Australian owned enterprise who started as a trading company
in TV system field. She acknowledged the importance of owning the whole supply
chain for her long-term and safe developments from long time ago, so D Co.,LTD
has acquired one of her major manufacturing supplier in China and operated in a
more integrated business unit.
When the new ‘D Co., LTD’ started her journey, the world economic is
booming and the business opportunities are everywhere. Looking at D Co., LTD, the
turnover is too low, the product type is too few and the profit is not good enough.
How to increase the turnover, widen the product range and enhance the profits are
the major challenges for D Co., LTD in the time. But, after three years the
worldwide economic is in a serious financial crisis and in the mean time D Co., LTD
has owned quite a few fund deposit and also set up a potential human resource team.
During the crisis it is becoming another big job for D Co., LTD how to keep the
high-speed development.
The thesis is based on the current situations and developing orientation of D
Co., LTD, take analysis on the external economic environment and industrial
competitions, refer to the theory of related diversification and vertical integration
strategies, make full use of the strategical analysis tools—PEST analysis, Five Force
Model, EFE matrix, IFE matrix, IFE matrix and QSPM matrix and prove the fitness
of related diversification and integration strategy for D Co., LTD in two different
stages and also state the necessary of strategy revolutions.
There are three major parts in the thesis, chapter 1&2 is the Part 1 in which we
introduce the topic background, research purpose and range, research means and
structure with the related strategy theory. The second part is made up with chapter 3,
4 and 5 and in the part the thesis take use of many strategy tools and define the most
suitable strategies for D Co., LTD in different economical environments and also
explain the importance of strategy revolution. The final part is chapter 6 where we
summarize the above strategy analysis and also the disadvantages in the thesis,
putting forward the expectations for the strategical research in the future.
Keywords：Electronic industry, Strategy Management, Strategy Revolution, SWOT
Analysis Model, IFE Matrix
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