长春众鼎科技公司发展战略研究 中国经济社会经历了四十年的改革开放快速发展，在一次次科技创新革命 和产业迭代变革中，对于我国企业而言，是机遇与挑战并存。如何把握机会， 迎接挑战，通过运用科学的现代管理理论和方法，将坚持“创新驱动、质量为 先、绿色发展、结构优化、人才为本”的国家战略落实到位，成为我国企业特 别是科技型创业企业所必须思考的问题。2014 年以后，在国务院“大众创业、 万众创新”的政策鼓励和指引下，涌现出大量创业企业，科技型创业企业异军 突起。虽然与同行业内较为成熟企业相比，科技型创业企业仍然面临人才、资 金、市场等多方面的挑战，但是越来越多的科技型创业企业体现出更具备面向 国际先进技术和管理水平的视野，对于可预期的风险拥有准确的判断和应对能 力，越来越多创业企业管理者，尤其是连续创业者，更加重视公司愿景与使命 的早期树立，以及阶段性的战略目标指定和战略实施。现有的很多成功案例已 经证明，在创业初期或者企业的成长期将创业行为和科学的战略管理理论相结 合，按阶段进行战略规划设定和按步骤实施战略规划，有助于企业可持续发展。 以理论科学为依据，以企业现状为基础的企业战略是企业能否成功的关键， 本文从长春众鼎科技公司现有的三年经营历史成绩与教训入手，运用管理理论 进行诊断分析，梳理公司现阶段的发展现状以及创立以来存在的主要问题。通 过运用 PEST 模型分析法，着重从现阶段的国内外汽车及汽车电子行业经济环境、 政治法律环境、社会文化环境、技术环境入手，全面客观的分析了长春众鼎科 技公司目前所处的宏观环境；运用产业生命周期理论和波特五力模型对汽车行 业及汽车电子电子产业环境进行分析，从消费者、供应商的议价能力、相关替 代品的市场威胁、产业内新进入者的竞争威胁，以及现存企业之间的竞争着眼， 系统分析了长春众鼎科技公司在国内汽车电子行业中的竞争能力。归纳整理长II 春众鼎科技公司的内部优势与劣势、外部机遇与威胁，进而分析总结出应采取 积极进取型（SO）的经营战略。其次，在战略选择阶段，结合长春众鼎科技公 司实际情况，对汽车电子产品业务选择采用市场渗透的密集型发展战略，对面 向整车厂和整车零部件供应商的汽车电子技术服务业务采用市场渗透与市场开 发相结合的密集型发展战略，并相应制定发展战略目标；战略实现途径上，结 合运用企业内部发展与外部战略联盟合作两种途径；基本竞争战略上，根据公 司总体战略目标采用成本领先战略和差异化战略相结合的方式。最后在战略实 施阶段，结合前述分析结论，在战略实施上提出持续创新、加强创业精神与企 业文化沉淀、加强自主创新与资源合作相结合等建议；在保障措施上，重点从 科技创新与知识产权保护、薪酬与股权激励、人力资源、资本运作、风险防控 等方面提出建议。本研究为长春众鼎科技公司实现稳健、可持续发展的目标提 供参考，为东北地区科技型创业企业的发展提供思路。 关键词： 汽车电子，经营环境，发展战略III Abstract Research on the Development Strategy for Changchun Zhongding Science and Technology Company China's economy and society have experienced 40 years of rapid development of reform and opening up. In the process of scientific and technological innovation revolution and industrial iteration, opportunities and challenges coexist for Chinese enterprises. How to grasp the opportunities and meet the challenges, through the use of scientific modern management theories and methods, will adhere to the innovation-driven, quality first, green development, structural optimization, talent-oriented national strategy in place, has become a problem that our enterprises, especially technology-based start-up enterprises must consider. After 2014, under the encouragement and guidance of the State Council's policy of mass entrepreneurship and innovation, a large number of start-up enterprises have emerged, and technological start-up enterprises have emerged. Although compared with more mature enterprises in the same industry, technology-based start-up enterprises still face many challenges in terms of talents, capital, market, etc., more and more technology-based start-up enterprises show a better vision of international advanced technology and management level, have accurate judgment and response ability to predictable risks, and more and more managers of start-up enterprises, especially continuous entrepreneurs, pay more attention to the early establishment of the company's vision and mission, as well as the phased strategic target designation and strategic implementation. Many existing successful cases have proved that the combination of entrepreneurial behavior and scientific strategic management theory in the initial stage of entrepreneurship or the growth period of an enterprise, theIV setting of strategic planning by stages and the implementation of strategic planning by steps are conducive to the sustainable development of the enterprise. Based on theoretical science and the current situation of the enterprise, the enterprise strategy is the key to the success of the enterprise. Starting from the achievements and lessons of Changchun Zhongding Science and Technology Company's existing three-year operation history, this paper uses management theory to make diagnostic analysis, combing the current development situation of the company and the main problems existing since its establishment. By using PEST model analysis method, the macro environment of Changchun Zhongding Science and Technology Co., Ltd. is comprehensively and objectively analyzed from the current domestic and foreign economic environment, political and legal environment, social and cultural environment and technological environment. Based on the theory of industrial life cycle and five forces model, this paper analyzes the environment of automobile industry and automobile electronic industry, and systematically analyzes the competitive ability of Changchun Zhongding Technology Company in domestic automobile electronic industry from the perspectives of the bargaining power of consumers and suppliers, the market threat of related substitutes, the competitive threat of new entrants in the industry, and the competition among existing enterprises. Summarize the internal advantages and disadvantages, external opportunities and threats of Changchun Zhongding Technology Company, and then analyze and summarize the positive enterprising (SO) management strategy. Secondly, in the strategic selection stage, combined with the actual situation of Changchun Zhongding Science and Technology Company, the intensive development strategy of market penetration is adopted for the business selection of automotive electronic products, and the intensive development strategy of combining market penetration and market development is adopted for the automotive electronic technology service business for vehicle manufacturers and vehicle parts suppliers, and the development strategicV objectives are formulated accordingly. On the way to realize the strategy, it combines the internal development of the enterprise with the cooperation of the external strategic alliance. In terms of basic competitive strategy, the combination of cost leadership strategy and differentiation strategy is adopted according to the overall strategic objectives of the company. Finally, in the stage of strategy implementation, combined with the above analysis conclusion, the paper puts forward some suggestions on strategy implementation, such as continuous innovation, strengthening entrepreneurship and corporate culture precipitation, and strengthening the combination of independent innovation and resource cooperation. In terms of safeguard measures, suggestions are mainly put forward from the aspects of scientific and technological innovation and intellectual property protection, compensation and equity incentives, human resources, capital operation, risk prevention and control, etc. This study provides reference for Changchun Zhongding Science and Technology Company to achieve the goal of steady and sustainable development, and provides ideas for the development of science and technology start-up enterprises in Northeast China. Key words: Automotive electronics, business environment, development strategyVI 目 录 第 1 章 绪论.............................................................................................1 1.1 研究背景与意义..............................................................................1 1.2 研究方法与内容.............................................