随着国家战略性市场布局，国有大中型企业、民营基本大中型企业与小 微企业共同组成目前社会主要生产力。小微企业在得到政策性支持后快速成 长，成为市场经济发展的重要参与者。但如何在变化复杂的外部环境中生存， 持续保持有效的市场活力是小微企业在经历初创期的爆发式生长之后必须要 回到的问题。 哈尔滨朗拓科技发展有限公司（以下简称朗拓公司）是一家科技型小微 企业，作为本文的研究对象，文章分析了朗拓公司研究发展策略的目的和意 义，同时对于国内外企业发展策略的研究现状进行评述，探讨了朗拓公司经 营及发展策略现状并提出朗拓公司存在的问题。其次详细地阐述了如何运用 分析工具（PEST、迈克尔·波特五力模型、）、策略选择工具（SWOT、波士顿 矩阵法、内部要素评价法、外部要素评价法等方法），为后续分析与研究提供 理论依据。再次对朗拓公司进行了外部环境策略分析，即依据 PEST 理论从 政治法律环境、经济环境、社会文化环境、技术环境等四方面，依据波特模 型从五个方面分析了朗拓公司的外部环境，并且从朗拓公司的资源与能力两 方面对朗拓公司的内部环境进行了分析。综合公司内外环境分析的结果，本 文提出了朗拓公司的外部机会与威胁、内部优势和劣势。通过对公司的基本 状况的分析，制定了朗拓公司的未来发展的方向和重点。同时，利用 SWOT 分析工具，匹配与选择朗拓公司的价值链选择与核心竞争优势，确定了朗拓 公司在未来不同的阶段不同的发展的方式和发展重点，同时明确了不同的阶 段的考核指标、中期及长期策略目标，给出了朗拓公司的多个策略重点，提 出了完善人力资源结构、强化市场开发工作、加大研发环节资源投入、完善 公司内部管理、对接资本市场等方面的策略措施，形成了完整的公司发展策 略。 关键词：发展策略；初创型小微企业；多元化；核心竞争力哈尔滨工业大学工商管理硕士学位论文 - II - Abstract Along with economic policy of China in the development of market, science and technology-based small and micro enterprises usher in unprecedented opportunities for development. The development strategy of enterprises plays an important role in technology-based small and micro enterprises in a fiercely competitive environment. Micro-enterprise can only be invincible in the strategic emerging industry market economic competition by carefully analyzing its own strategic development environment. This article first analyzes and comments on the purpose and significance of Harbin Langtuo Technology Development Co., Ltd. (hereinafter referred to as Langtuo) strategic management research and the research status quo at home and abroad, and discusses the status quo of Langtuo's operation and strategic management and proposes that Longitudinal exists. problem. Secondly, it elaborates on how to use strategic analysis tools (PEST, Michael Porter's Five Forces Model), strategic selection tools (SWOT, Boston Matrix, internal factor evaluation, and external factor evaluation methods) for subsequent analysis and Research provides a theoretical basis. Once again, the external environment strategic analysis of Langtuo was based on the PEST theory from the political and legal environment, economic environment, social and cultural environment, and technology environment, based on the five-force model from the supplier's bargaining power, the buyer's bargaining power, the threat of potential entrants, the threat of alternatives, and competition among companies in the same industry, analyzed the external environment of Longitudinal. Based on the analysis of my own company, this paper presents the company's external opportunities and threats, internal advantages and disadvantages. Finally, the development strategy of Langtop was formulated. Based on the concept and theory of corporate strategy, applying kings of analysis tools, we determined the short-, medium-, and long-term strategic goals of Longitudinal, and presented the four strategic priorities of Longitudinal. Put forward five strategic measures to improve the structure of human resources, strengthen market development, increase investment in resources for R&D, improve the internal management of the哈尔滨工业大学工商管理硕士学位论文 - III - company, and dock the capital market, so as to form a complete development strategy for the company. Key words: development strategy, Technology-based small and micro enterprises, diversification, key factor哈尔滨工业大学工商管理硕士学位论文 - IV - 目 录 摘要...............................................................................................................................I Abstract..........................................................................................................................II 第 1 章 绪论................................................................................................................... 1 1.1 研究背景、目的及意义.................................................................................... 1 1.1.1 研究背景.......................................................................................................1 1.1.2 研究目的及意义..........................................................................................2 1.2 研究现状..............................................................................................................3 1.2.1 国外研究现状..............................................................................................3 1.2.2 国内研究现状..............................................................................................4 1.3 研究内容..............................................................................................................5 1.4 研究方法..............................................................................................................5 第 2 章 朗拓公司发展环境分析.................................................................................7 2.1 宏观环境分析......................................................................................................7 2.1.1 政策环境分析..............................................................................................7 2.1.2 经济环境分析..............................................................................................8 2.1.3 社会文化环境分析......................................................................................9 2.1.4 科技发展环境分析....................................................................................10 2.1.5 外部机遇与威胁........................................................................................10 2.2 行业环境分析....................................................................................................11 2.2.1 现有的竞争者............................................................................................14 2.2.2 潜在的竞争者............................................................................................14 2.2.3 替代品的威胁............................................................................................15 2.2.4 购买者.........................................................................................................15 2.2.5 供应商.........................................................................................................16 2.3 本章小结............................................................................................................16 第 3 章 朗拓公司发展中存在的问题分析..............................................................17 3.1 发展现状分析................................................................................................... 17 3.1.1 朗拓公司的企业概况...............................................................................17 3.1.2 朗拓公司内部资源分析...........................................................................20 3.1.3 朗拓公司核心竞争力分析.......................................................................22哈尔滨工业大学工商管理硕士学位论文 - V - 3.2 发展问题分析................................................................................................... 23 3.2.1 发展目标不清晰........................................................................................23 3.2.2 技术创新能力不足....................................................................................26 3.2.3 售后体系不完善.....