S公司作为一家以生产和销售机顶盒起家的企业，始终在国内的机顶盒业务中占据 龙头地位。然而，随着互联网、“宽带中国”战略的发展以及在线化、数据化、物联网 等运营与应用的推进，S公司制定了“平台+内容+终端+应用”的智能生态战略布局， 不在局限于机顶盒业务领域的深耕，而且注重于机顶盒之外的业务领域拓展，致力于由 单一硬件制造商向综合服务商和互联网平台转变，以全面满足运营商与最终用户的个性 化体验及需求。 论文针对S公司“平台+内容+终端+应用”的发展战略，结合企业所处的政治、经 济、社会、文化环境和技术发展趋势等宏观环境背景，以及S公司的资源、能力禀赋等 内部发展条件和现状，利用SWOT分析的方法，对其未来发展影响因素进行了系统分 析，提出了S公司未来发展战略框架，以及战略实施的保障条件和对策措施。 论文分析表明，在未来S公司的发展，需要大力结合科技创新、信息产业变革、大 数据与云计算的发展，扎根中国本土，进一步夯实产业基础，并基于全球与国际视角， 把握布局产业的新机遇、 新应用、 新业态、新模式和新服务，在深耕服务与信息平台、 同心化外延式扩张、跨界融合与内生性增长、以及提升组织效率等多个维度实施发展战 略。论文对于S公司的战略发展与执行具有一定的指导价值。 关键字：发展战略、生态系统、多元化经营、SWOT分析 II Abstract With the development of the Internet, the "Broadband China" strategy, and the advancement of operations and applications such as onlineization, dataization, and the Internet of Things, S Co., Ltd has made "platform + content + terminal + application" ecological strategic layout, dedicated to transforming from a hardware manufacturers to comprehensive service provider and the Internet platform, to fully meet the personalized experience and needs of operators and end users. This current paper focusing on the above strategic development layout of S Co., Ltd, combined with the political, economic, environment and technology development trend, and the ability and resources of S Co., Ltd, evaluates its development and by use of SWOT framework analyses and chooses its strategy, further strategic implementation and control measures are proposed. The analysis shows that in the future development of S Co., Ltd, the firm should combine with science and technology innovation, information industry change, the development of big data and cloud computing, root in China solid industrial foundation, and base on global and international perspective, seize the new opportunities, new applications, new forms and new mode and new services, in deepening service and information platform, concentrating denotative expansion, cross-border integration and endogenous growth, and promoting the efficiency of the organization, to implement development strategy. This paper has certain guiding value for the strategic development and implementation of S Co., Ltd. Key words: Development Strategy/Ecosystem/Diversification Strategy/SWOT III 目 录 摘要 ........................................................................................................................................... I ABSTRACT ............................................................................................................................. II 目 录 ........................................................................................................................................ III 第一章 绪论 .............................................................................................................................. 1 1.1 选题背景和意义 .............................................................................................................. 1 1.2 相关理论基础与分析工具综述 ...................................................................................... 2 1.2.1 战略管理的研究 ....................................................................................................... 2 1.2.2 多元化战略的研究 ................................................................................................... 4 1.2.3 相关的战略分析工具 ............................................................................................... 6 1.3 研究方法和研究内容 ...................................................................................................... 8 第二章 企业发展条件分析 ..................................................................................................... 11 2.1 公司概况与发展历程 .................................................................................................... 11 2.2 公司能力分析 ................................................................................................................ 12 2.2.1 产品营利能力 ......................................................................................................... 12 2.2.2 资本运营能力 ......................................................................................................... 14 2.2.3 规模化生产能力 ..................................................................................................... 14 2.2.4 研发创新能力 ......................................................................................................... 15 2.2.5 市场拓展能力 ......................................................................................................... 16 2.3 企业资源分析 ................................................................................................................ 16 2.3.1 机制与人力资源优势 ............................................................................................. 16 2.3.2 客户资源 ................................................................................................................. 16 2.3.3 销售渠道 ................................................................................................................. 18 2.4 公司发展存在的主要问题 ............................................................................................ 18 2.4.1 业务布局结构混乱 ................................................................................................. 18 2.4.2 业务拓展方式激进 ................................................................................................. 20 2.4.3 业务运营效率低下 ................................................................................................. 21 2.5 本章小结 ........................................................................................................................ 22 第三章 企业发展环境分析 .................................................................................................... 23 3.1 宏观环境分析 ................................................................................................................ 23 3.1.1 政治和法律因素 ..................................................................................................... 23 3.1.2 经济因素 ................................................................................................................. 24 3.1.3 社会和文化因素 ..................................................................................................... 24 IV 3.1.4 技术因素 ................................................................................................................. 25 3.2 基于波特五力模型的行业分析 .................................................................................... 25 3.2.1 供应商议价能力 ..................................................................................................... 25 3.2.2 购买者议价能力 ..................................................................................................... 26 3.2.3 现有竞争者的争夺 ................................................................................................. 27 3.2.4 替代品的威胁 ......................................................................................................... 28 3.2.5 新进入者的威胁 ..................................................................................................... 28 3.3 本章小结 ........................................................................................................................ 29 第四章 企业战略分析与选择 ...........................................