随着我国国民经济的快速发展,中小企业目前已经成为我国市场经济的重要组成部

分,并在国民经济的发展中发挥着越来越重要的作用。无论是政府、企业界还是学术界,

目前对于中小企业尤其是对创业现象的关注程度都在迅速提高,其中对于新创企业如何

在市场竞争中生存和发展是创业研究的一个热点问题。其中对于新创企业如何通过竞争

战略来制定符合本企业的发展战略并规避创业风险是目前大家关注的焦点,也是创业者

们值得思考的问题。本文的研究就是在这样的问题背景下开展的研究,因而具有较为重

要的现实意义。

本文的研究主要采用文献分析法和实例研究,首先提出了本文的研究背景、意义和

研究内容以及本文写作的研究框架。其次,介绍了本文研究中运用到的相关的理论基础,

包括战略管理理论以及创业学相关的概念和研究,较为系统地介绍了新创企业创业学与

战略管理想结合的一些理论研究。然后对HW公司进行了内外部的经营环境分析,分别

运用SWOT、PEST以及关键成功因素分析法分析了 HW公司的优劣势,然后对HW公司的

竞争战略以及战略选择给出了方向。根据HW目前的发展现状应该选择成长型战略的横

向战略模式,然后提出了保障战略实施的建议,包括加强HW公司营销策略规划、加强

质量控制和技术合作、发挥人力资源战略管理、推进营销战略实施、调整产品结构以及

财务管理制度等方面。全文最后对本文的研究进行了总结,并指出了现有研究的局限以

及进一步的研究方向。

关键词:新创企业;公司战略;关键成功因素;SWOT分析

第II页
华东理工大学硕士学位论文

The Research about Strategy of New Ventures in Growth

The Case of Shanghai HW Company

Abstract

With the rapid development of Chinese national economy, small and medium enterprises

have become an important part of Chinese market economy and played an increasingly

important role in the development of the national economy. All the government, business or

academia were increasingly concerning entrepreneurial phenomena rapidly especially for

SMEs and the survival and development of SMEs in the market was a hot issue in

entrepreneurship research. That for new ventures how to develop competitive strategies in line

with the business development strategy and avoid the venture was the focus of everyone's

attention as well as entrepreneurs at present. Research in this paper was carried out under the

background for this problem, which has had more practical significance.

This study mainly used literature analysis and case studies. Firstly this paper proposed

the research background, significance and research contents as well as research framework of

this writing. Secondly, this paper described the application of the relevant theoretical basis,

including strategic management theories and concepts and research related to

entrepreneurship,which had more systematic introduction to combination of the theoretical

study of new, ventures and strategic management. Then HW company had been analyzed

about the internal and external business environment, with the use of SWOT, PEST analysis

and critical success factors analysis of the company's strengths and weaknesses, and then the

competitive strategy and the strategic direction of HW company were put forward. According

to the present situation, HW could select lateral strategy of growth mode, and made

recommendations to protect implementation of the strategy,which including strengthening

planning and marketing strategy, quality control and technical cooperation, human resources

strategic management, promoting the implementation of marketing strategy,adjusting product

construction, financial management and so on. Finally, the full text of the study was

summarized and pointed out the limitations of the paper and future research.

Keywords: New Ventures; Corporate Strategy; Key Success Factors; SWOT Analysis