Athesissubmittedto
ZhengzhouUniversity
forthedegreeofMaster
TWco.,LTD
Developmentstrategyresearch
By:JunJieCheng
Supervisor:AssociateProf.DUANPing-Fang
MasterofBusinessAdministration
BusinessSchool
April,2018
I
摘要
TW公司是河南省区域内一家从事食用香精香料生产、销售的食品企业，凭
借创始人对于香精香料行业认知经验以及我国食品工业化，助推企业十年快速
发展，取得一定市场规模。近期随着现代商业环境下的充分竞争，企业经营出
现增速乏力，执行力低，大客户丢失等现象和趋势，经调研，趋势背后是公司
目标不统一，战略不落地，企业迫切需要科学的梳理企业战略，并制定推行企
业战略发展！
针对TW公司所面临的问题现状，本文运用MBA课程中核心课程企业战略
管理学习的基本理论、分析工具和方法，按照动态的战略管理过程进行构架，
重点分为战略分析、战略选择和制定、战略实施和控制三个阶段。具体方法为
（1）结合战略管理课程理论，阐述论文研究的背景、意义、内容思路；（2）运
用PEST、五力模型、外部环境IFE矩阵对TW公司外部环境进行分析，得出企
业外部环境带来战略机遇大于威胁；（3）依据企业发展概况，汇总企业资源和
能力，运用内部环境IFE矩阵分析企业优势大于劣势；（4）运用企业SWOT分
析矩阵，对企业面临的机遇威胁优势劣势进行组合战略，优势和机遇非常明显，
所有选择适合企业的总体战略为一体化扩张战略，辅助产品差异化业务竞争战
略、专业化职能战略（5）战略规划的实施，运用平衡积分卡战略执行体系，列
举企业财务、运营、客户、学习发展四个维度的公司保障措施，确保战略落地
实施
通过运用企业战略管理学习的基本理论、方法对TW公司分析，理论联系
了实际，为TW公司制定了适合企业发展的一体化战略措施，为TW公司发展
实践提供了解决方案；研究也对食用香精香料配料行业的发展现状、未来发展
趋势、对行业发展有借鉴意思
关键词：食用香精香料、发展战略、保障措施
II
Abstract
TWisoneofHenanprovinceintheregionengagedintheproductionofedible
flavorsandfragrances,salesoffoodenterprises,withthefounderoftheflavorand
fragranceindustryrecognitionexperienceaswellasChina'sfoodindustrialization,
helppushtheenterprise10yearsofrapiddevelopment,toachieveacertainmarket
size.Inthenearfuture,withthefullcompetitionofmodernbusinessenvironment,
enterpriseoperationappearssluggishgrowth,lowexecution,bigcustomerlossand
otherphenomenaandtrends,throughresearch,thetrendbehindthecompany'sgoals
arenotuniform,strategydoesnotfall,enterprisesurgentneedtocombtheenterprise
strategy,andformulatetheimplementationofenterprisestrategicdevelopment!
AimingatthepresentproblemsofTWcompany,thispaperusesthebasictheory,
analysistoolsandmethodsofthecoreCurriculumEnterpriseStrategicManagement
LearninginMBAcurriculum,accordingtothedynamicstrategicmanagement
process,andfocusesonthreestages:Strategicanalysis,strategicselectionand
formulation,strategyimplementationandcontrol.Theconcretemethodis(1)
combiningthetheoryofstrategicmanagementcurriculum,thispaperexpoundsthe
background,significanceandcontentoftheresearchofthethesis.(2)Analyzethe
externalenvironmentofTWcompanywithPest,five-forcemodelandexternal
environmentIfematrix,andgetthattheexternalenvironmentbringsmorestrategic
opportunitiesthanthethreat;(3)AccordingtothedevelopmentoftheEnterprise,
Summarizetheenterpriseresourcesandability,usetheinternalenvironmentIFE
matrixtoanalyzetheenterprisesuperiorityisbiggerthaninferiorposition;(4)Using
EnterpriseSWOTanalysismatrix,theenterpriseisconfrontedwiththeopportunity
threatadvantageanddisadvantageofthecombinationstrategy,theadvantagesand
opportunitiesareobvious,allthechoicefortheenterprise'soverallstrategyforthe
integratedexpansionComplementaryproductdifferentiatedBusinesscompetition
Strategy,professionalfunctionStrategy(5)Theimplementationofstrategicplanning,
usingtheBalancedScorecardstrategyimplementationsystem,listedcorporate
finance,operation,customer,learninganddevelopmentoffourdimensionsof。。。。。。