随着全球经济发展一体化进程的不断推进，当代企业所面临的生存环境产生 了翻天覆地的变化，在市场角逐的过程中，遇到的挑战因素越来越复杂多变。如 何更好应对这些问题，企业发展战略是发展导向标，更是值得研究的重要课题， 它影响并指导了企业未来发展，预测了市场发展行情。本文引入了新疆怡林实业 股份有限公司为研究对象，对其发展过程展开了分析，并就企业发展遇到的瓶颈 问题进行了剖析，找出了其成因。主要是因为公司战略定位的模糊，发展目标尚 不明确，业务结构存在失衡。因此，如何加强公司的发展战略研究，探讨在经济 新常态下健康持续发展是公司面临的首要问题。 本文以新疆怡林实业股份有限公司为研究对象，在借鉴国内外有关战略管理 研究成果的基础上，从公司实际入手，对新疆怡林实业股份有限公司概况及目前 发展存在的问题进行分析。本文采用PEST模型、波特五力模型对公司的内外部环 境进行深入分析；借助了SWOT分析模型，分析了案例企业的内部优势与不足， 分析了企业所面对的外部挑战与机会，并得出发展组合策略。根据宏观环境的分 析，找出了其服务短板的成因，为研究制定发展策略提供切入点。根据分析结果， 从而确定企业战略目标，制定公司发展战略。在战略选择上，公司层的战略应该 全面实施横向一体化扩张的增长型战略，选择性地实施多元化战略，业务层的战 略采取差异化战略，还从财务、人才和品牌营销等内容设计了职能战略，为公司 长远发展提供保障。本文对战略实施保障进行了分析，并从组织保障、资金保障、 技术保障等方面提出相应的措施建议，并对战略实施效果进行了预测。 通过本文的研究，希望能够为新疆怡林实业股份有限公司提升经营理念、创 新业务模式、建立公司竞争优势提供一些新的思考，同时也为类似的中小型信息 技术服务企业提供实际的参考和启示。 关键词：新疆怡林实业股份有限公司;发展战略;PEST分析;SWOT分析 II Abstract Withthecontinuousadvancementoftheintegrationprocessofglobaleconomic development,thelivingenvironmentfacedbycontemporaryenterpriseshaschanged dramatically.Intheprocessofdevelopment,thecomplexity,competitivenessand uncertaintyfacedbyenterpriseshaveincreasedsignificantly.Inthefiercecompetition environment,thestrategicobjectivesofenterpriseshaveagreatimpactonthe survivalanddevelopmentofenterprises.XinjiangYilinIndustryCo.,Ltd.isan enterpriseengagedininformationtechnologyservicesinXinjiang.Withthecontinuous developmentofitsbusinessinrecentyears,ithasencounteredabottleneckof continuousgrowth.Themainreasonsarethevaguestrategicpositioningofthe company,uncleardevelopmentobjectivesandunbalancedbusinessstructure. Therefore,howtostrengthenthecompany'sdevelopmentstrategyresearchand explorethehealthyandsustainabledevelopmentundertheneweconomicnormalis thefirstproblemfacingthecompany. ThispapertakesXinjiangYilinIndustrialCo.,Ltdastheresearchobject,onthe basisofdrawinglessonsfromtheresearchresultsofstrategicmanagementathome andabroad,startingfromtheactualsituationofthecompany,Thispaperanalyzesthe generalsituationandexistingproblemsofXinjiangYilinIndustrialCo.,Ltd.Thispaper usesthePESTmodelandPorter'sfive-forcemodeltoanalyzetheinternalandexternal environmentofthecompany,withthehelpoftheSWOTanalysismodel,analyzesthe internaladvantagesanddisadvantagesofthecaseenterprise,analyzestheexternal challengesandopportunitiesfacedbytheenterprise,andobtainsthedevelopment combinationstrategy.Accordingtotheanalysisofmacro-environment,thecausesof itsshortboardofservicearefoundout,andthedevelopmentstrategyisformulated fortheresearchProvideentrypoints.Accordingtotheanalysisresults,determinethe strategicobjectivesoftheenterprise,formulatethecompany'sdevelopmentstrategy. Inthestrategicchoice,thecompanylevelstrategyshouldfullyimplementthe horizontalintegrationexpansiongrowthstrategy,selectivelyimplementthe III diversificationstrategy,thebusinesslevelstrategyadoptsthedifferentiationstrategy, alsodesignsthefunctionstrategyfromthefinance,thetalentedpersonandthebrand marketingandsooncontent,providesthesafeguardforthecompanylong-term development.Thispaperanalyzesthestrategyimplementationguarantee,andputs forwardcorrespondingmeasuresfromtheaspectsoforganizationguarantee,fund guarantee,technicalguaranteeandsoon,andpredictstheeffectofstrategy implementation. Throughtheresearchofthispaper,Ihopetoprovidesomenewthinkingfor XinjiangYilinIndustryCo.,Ltd.toimproveitsbusinessphilosophy,innovateits businessmodel,andestablishitscompetitiveadvantage,andalsoprovidepractical referenceandEnlightenmentforsimilarsmallandmedium-sizedinformation technologyserviceenterprises. KeyWords:XinjiangYilinindustryShareCo,.Ltd;DevelopmentStrategy;PEST Analysis;SWOTAnalysis V 目录 第1章绪论.............................................................................................................1 1.1选题背景及研究意义................................................................................1 1.1.1选题背景..........................................................................................1 1.1.2研究意义..........................................................................................1 1.2文献综述.....................................................................................................2 1.2.1国外研究综述..................................................................................2 1.2.2国内研究综述..................................................................................3 1.3研究内容与研究方法.................................................................................5 1.3.1研究内容..........................................................................................5 1.3.2研究方法..........................................................................................5 1.3.3技术路线..........................................................................................6 第2章理论基础.....................................................................................................1 2.1战略管理的定义及作用.............................................................................1 2.1.1战略管理的定义..............................................................................1 2.1.2战略管理的作用..............................................................................1 2.2战略管理的分析方法.................................................................................2 2.2.1PEST模型.........................................................................................2 2.2.2波特五力模型..................................................................................2 2.2.3SWOT分析.......................................................................................3 第3章新疆怡林实业股份有限公司概况及发展战略的问题分析.....................2 3.1新疆怡林实业股份有限公司概况.............................................................2 3.1.1公司的业务结构..............................................................................2 3.1.2市场情况..........................................................................................3 3.1.3财务情况..........................................................................................4 3.1.4组织结构情况..................................................................................5 3.2新疆怡林实业股份有限公司发展战略存在的问题................................6 VI 3.3新疆怡林实业股份有限公司发展战略存在问题的原因........................8 第4章新疆怡林实业股份有限公司发展战略环境分析...................................10 4.1外部环境分析...........................................................................................10 4.1.1政治环境........................................................................................10 4.1.2经济环境........................................................................................11 4.1.3社会环境........................................................................................12 4.1.4技术环境........................................................................................13 4.2内部情况分析...........................................................................................14 4.2.1组织架构........................................................................................14 4.2.2财务状况........................................................................................15 4.2.3人力资源.......