本文深入分析了公司的外部环境和内部环境,其中外部环境包括宏观环境和行业环
境,宏观环境分析的对象主要针对政治一法律环境、经济环境、社会文化环境、技术环
境;行业环境分析的对象主要涉及国内外行业现状分析、现有公司间的竞争、供应商的
议价能力、购买者的议价能力、潜在进入者的威胁、市场地位分析;公司内部环境分析
主要是对公司的总体情况、经营能力、组织机构与人力资源状况、研发及生产能力状况、
企业文化状况、财务状况进行分析。通过上述环境分析,找出了公司外部环境中的机会
与威胁以及内部环境中的优势与劣势,通过SWOT矩阵分析,发掘出自身优势,扬长避
短,选择和制定了适合公司海外市场发展的战略目标,即在三至五年内,将公司建设成
为涵盖工程设计、技术研发、工程总承包、科技成果产业化”四大业务板块的“拥有
核心技术”的国际工程公司。通过对不同的战略方案进行比较,最终制定出了适合上述
目标的海外市场发展战略,并将战略目标细化为市场战略、人力资源战略、技术创新及
科技成果产业化战略、信息化战略、文化品牌战略五个分目标,提出了达到各个分目标
的方法和措施。
关键词:海外市场发展,SWOT分析,战略选择与制定
东北人学硕I:学位论文
ABSTRACT
Research of Overseas Market Development Strategy of Shenyang
Aluminum and Magnesium Engineering and Research Institute
Company Limited
ABSTRACT
Under the era background of (1) continuously deepening of the process of Chinese reform and
opening-up policy; (2) accelerating transformation of the mode of economic development; (3)
creating a new situation of scientific development,the development of overseas market of
Shenyang Aluminum and Magnesium Engineering and Research Institute Company Limited
has undergone considerable development, but at the same time met with hitherto
unprecedented development problems. In order to deeply understand the parent company's
strategy, promote the overseas market development in a rapid way, at the same time, have
clearly thinking of development way, grasp development opportunity, keep the overall
coordinated and sustainable development, we have made the company's overseas market
development strategy which is necessary.
This article deeply analyzes the company's external environment and internal environment,
among which external environment including macro environment and industry environment,
macro environment refers to political and legal environment, economic environment, social
culture environment, technology environment; industry environment analysis of domestic and
foreign trade current situation, existing competition among present companies, bargaining
power of suppliers, bargaining power of buyers, potential entrants threat, market status
analysis; internal environment analysis is mainly referred to the company's overall situation,
business development ability, organization and human resources, situation of research and
development capabilities and production capacity, enterprise culture status, financial situation.
Through the environmental analysis,find out the company external environment opportunities
and threats and the internal environment of the advantages and disadvantages, through the
SWOT matrix analysis, find out the advantage, foster strengths and circumvent weaknesses,
select and develop the overseas market development strategic goals, namely in three to five
years, build the company covering engineering, technical research and development, project
general contracting, industrialization of scientific and technological achievements four
business segment and having core technology of international engineering company.
According to the comparison of different strategic options, eventually worked out the suitable
one for the overseas market development strategy, and refined the strategic goal into five
branch target, which includes business development strategy,human resource strategy,
technology innovation and industrialization of achievement of science and technology
strategy, information strategy, culture and brand strategy, put forward methods and measures
to achieve the target.
Key words: Overseas Market Development, SWOT Analysis, Strategic Choice of
Development
==>>