深圳市永兴华电子科技有限公司是一家主要从事电子加工，以铜制品为主
的传统加工制造企业。本文以永兴华电子科技有限公司为论文的研究对象，在
理论的基础上，首先对其内外部环境进行分析，主要是运用 PEST 分析其宏观环
境、波特的五力模型分析其产业环境、资源与能力分析其内部情况、用 SWOT
分析综合分析公司内外部情况等；然后在充分了解其内外部情况的基础上，分
别从总体、业务单位、职能这三个层面为其制定规划发展战略：总体战略选择
增长型发展战略，业务单位战略选择成本领先和集中差异化战略，职能战略主
要从市场营销、研究与开发、人力资源、财务管理、生产运营这五个方面制定
战略；最后提出发展战略的保障措施
本文的结果对传统加工制造企业的长远发展和战略发展研究具有一定参考
价值
关键词：永兴华电子科技有限公司；发展战略；业务单位战略；职能战略ABSTRACT
II
ABSTRACT
Since China&39;s reform and opening up, along with our country economy
developing and progressing, the development of manufacturing industry in our
country are also made by leapsand bounds. Along with our country economy further
forward, economic structure transformation is imminent. As a pillar industry in the
industrial structure, manufacturing industry in urgent need to solve many problems.Its
development strategy of traditional manufacturing industry encountered
unprecedented challenges.
Shenzhen yongxing electronic technology limited company is a company which
is engaged in the electronic processing, to the traditional processing of copper
products manufacturing enterprises. This paper takes shenzhen yongxing electronic
technology limited company as the research object. First of all, analyzing its internal
and external environment, analyzing its the macro environment mainly by using
PEST;analyzing its the industrial environment by porter&39;s five model; analyzing its
internal resources and capabilities;using the swot to comprehensively analyzing the
company internal and external situation, etc.Then on the basis of fully understand its
internal and external conditions, respectively from the overall, business unit level, and
the function of the three level planning for its development strategy. the overall
strategic is growth strategy. Business unit strategy is cost leadership, and focused
differentiation strategy. Functional strategy is mainly from the marketing, research
and development, human resources, financial management, production operation
strategy this five aspects. Finally put forward the safeguard measures of the
development strategy .
In the process of the development of the enterprises to explore, the research will
provide certain reference significance on long-term development and strategic
development research of the traditional processing and manufacturing enterprise
Key Words: shenzhen yongxing electronic technology limited company;
development strategy; business unit strategy; functional strategy目 录
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目 录
第 1 章 绪论..... 1
1.1 研究背景及意义........ 1
1.1.1 研究背景......... 1
1.1.2 研究意义......... 2
1.2 研究思路与方法........ 3
1.2.1 基本思路......... 3
1.2.2 研究方法......... 5
1.3 研究的创新性与不足 5
1.3.1 创新性. 5
1.3.2 不足之处......... 6
第 2 章 理论基础......... 7
2.1 战略管理概述 7
2.1.1 战略与发展战略的定义......... 7
2.1.2 发展战略的特征......... 7
2.2 战略管理的内容与框架........ 8
2.2.1 战略管理的内容......... 8
2.2.2 战略管理的框架......... 9
2.3 战略管理的层次...... 10
2.3.1 总体战略....... 10
2.3.2 业务单位战略........... 10
2.3.3 职能战略....... 11
2.4 战略分析工具.......... 12
2.4.1 PEST 分析......12
2.4.2 波特的五力模型....... 13
2.4.3 SWOT 分析....15目 录
IV
第 3 章 深圳市永兴华电子科技有限公司内外部环境分析........... 17
3.1 公司基本情况.......... 17
3.1.1 公司简介....... 17
3.1.2 公司文化....... 17
3.2 公司宏观环境分析.. 17
3.2.1 政治和法律环境....... 17
3.2.2 经济环境....... 18
3.2.3 社会和文化环境....... 18
3.2.4 技术环境....... 19
3.3 公司产业环境分析.. 20
3.3.1 潜在进入者威胁....... 20
3.3.2 替代品威胁... 20
3.3.3 供应者讨价还价能力........... 20
3.3.4 购买者讨价还价能力...
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