本文以位于辽宁省沈阳市的经营公路旅客运输为主的区域行业龙头企业沈阳 JW 客运有限公司为研究对象，对沈阳 JW 客运有限公司的经营战略进行研究。 首先给出了经营战略理论的概念，为本论文后面的战略选择和战略实施打下基 础。针对沈阳 JW 客运有限公司经营环境进行了分析。介绍了沈阳 JW 客运有限公司 的概况，包括公司简介与组织架构。接着对沈阳 JW 客运有限公司进行了 SWOT 分 析。分析了沈阳 JW 客运有限公司经营的内部优势、劣势，外部机遇、威胁，并构建 出了 SWOT 矩阵。根据 SWOT 矩阵，进一步分析了沈阳 JW 客运有限公司的经营问 题，包括人力资源问题、经营方式问题、资金问题和竞争问题等原因，为后面的经营 战略的制定做铺垫。 其次，阐述了沈阳 JW 客运有限公司制定经营战略的必要性、原则和目标。通过 对比不同的经营战略，选择了沈阳 JW 客运有限公司现阶段应该实施的经营战略为差 异化战略，并且描述了差异化战略的实施途径。 最后，在企业基础管理、人力资源保障、发展资金和企业文化等方面提出新经营 战略实施的保障措施。主要有夯实企业管理基础、打造高素质团队、优化资金利用和 创建企业文化四种措施。为经营战略的实施提供支持。结尾处，总结了论文的研究结 论。 本文通过对沈阳 JW 客运有限公司的经营战略研究、制定，将理论与实践相结合， 形成具有沈阳 JW 客运有限公司特色的经营战略。为沈阳 JW 客运有限公司留下有用 的经营战略经验，也为行业内公路旅客运输企业提供借鉴。经验共享、共同发展。 关键词：经营战略,交通经济,公路客运,差异化战略II Research on the management strategy of Shenyang JW passenger Limited company Abstract The regional industry to operate highway passenger transportation in Liaoning city of Shenyang Province as the leading enterprise of Shenyang JW Passenger Transport Co. Ltd. as the research object, the research on Shenyang JW Passenger Transport Co. Ltd. management strategy. Firstly, the concept of connotation, characteristics, content and type of business strategy is given, which lays a foundation for the strategic choice and implementation of this paper. Then, the operation environment of Shenyang JW Passenger Transport Company Limited is analyzed. First, the general situation of JW passenger transport is introduced, including company profiles and organizational structure. Next, the SWOT analysis of Shenyang JW passenger transport company is carried out. The advantages, disadvantages, opportunities and threats of JW company are analyzed. And constructs the SWOT strategy matrix. According to the SWOT strategy matrix to analyze the problems of the management of Shenyang JW Passenger Transport Co. Ltd., including market high-quality human resources shortage, lack of funds, the old mode of operation and the increasingly fierce competition and other reasons, making groundwork for the management strategy. Next, it expounds the necessity, principles and objectives of Shenyang JW Passenger Transport Co. Then, the operation strategy of Shenyang JW passenger transport company should be formulated at this stage. They are mainly differentiated strategy and brand strategy. Finally, it puts forward the safeguard measures for the implementation of the new management strategy in the aspects of enterprise basic management, human resources guarantee, development funds and enterprise culture. There are four main measures: consolidating the foundation of enterprise management, building high-quality team, optimizing resource utilization and creating enterprise culture. Provide support for the implementation of business strategy. At the end, the paper concludes the research conclusion.III This paper hopes to summarize the experience of JW passenger transport, a typical transport enterprise, through the study of JW's business strategy, and to raise these experiences to a theoretical level, so as to form a business strategy with the characteristics of JW passenger transport and to leave useful business strategy experience for JW. It also provides reference for road transport enterprises in the industry. Experience sharing and common development. Keywords: business strategy, transportation economic, road passenger transport, differentiated strategyIV 目录 摘要........................................................................................................................................I Abstract................................................................................................................................. II 第 1 章 绪论.........................................................................................................................1 1.1 研究背景和意义 ..................................................................................................... 1 1.1.1 研究背景 ....................................................................................................... 1 1.1.2 研究意义 ....................................................................................................... 1 1.2 研究内容和方法 ..................................................................................................... 2 1.2.1 研究内容 ....................................................................................................... 2 1.2.2 研究方法 ....................................................................................................... 3 1.3 论文创新点 ............................................................................................................. 4 第 2 章 经营战略理论概述.................................................................................................6 2.1 经营战略的内涵与特点 ......................................................................................... 6 2.1.1 经营战略的内涵 ........................................................................................... 7 2.1.2 经营战略的特点 ........................................................................................... 7 2.2 经营战略的内容与类型 ......................................................................................... 8 2.2.1 经营战略的内容 ........................................................................................... 8 2.2.2 经营战略的类型 ........................................................................................... 9 第 3 章 沈阳 JW 客运有限公司经营环境分析................................................................11 3.1 沈阳 JW 客运有限公司概述................................................................................ 11 3.1.1 沈阳 JW 客运有限公司简介...................................................................... 11 3.1.2 沈阳 JW 客运有限公司组织架构.............................................................. 13 3.2 沈阳 JW 客运有限公司 SWOT 分析 .................................................................. 14 3.2.1 优势分析 ..................................................................................................... 14 3.2.2 劣势分析 ..................................................................................................... 15 3.2.3 机遇分析 ..................................................................................................... 15 3.2.4 威胁分析 ..................................................................................................... 17 3.2.5 构建 SWOT 矩阵..........................................................................................18 第 4 章 沈阳 JW 客运有限公司经营问题分析................................................................20 4.1 人力资源管理问题 ............................................................................................... 20 4.1.1 公司人才资源缺乏 ...................................................................................... 20V 4.1.2 人力资源结构不尽合理 ............................................................................. 20 4.1.3 岗位和人员配置不尽合理 ......................................................................... 21 4.2 经营方式老旧 ....................................................................................................... 21 4.2.1 挂靠经营 ..................................................................................................... 21 4.2.2 承包经营 .......................