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彼得·德鲁克曾经说过:“战略不是研究我们未来做什么,而是研究我们今 天做什么才有未来”。要知道“今天做什么”就需要充分认识到今天的内外部环 境和自身现状。可见,对企业各现状进行分析是任何一家企业想要求得长远发展 不可或缺的根本要素,是制定企业发展战略的基础。 随着我国改革开放的不断深化和经济社会的飞速发展,小微企业的出现在社 会发展中已经呈现出雨后春笋般的态势,早已成为了一股不可忽视的力量。而初 创型小微企业往往由于其独具创新的发展项目或运营模式等差异化的特点,相较 于普通大中型企业而言,在市场中拥有其独特的地位。然而随着企业的发展和时 间的推移,很多小微企业面临的都是如何生存的实际问题。究其原因,大部分是 由于市场环境的改变、经营不善、竞争压力大、资金链断裂等多方面因素造成的。 因而,从社会发展角度来说,对初创型小微企业的发展战略进行分析研究是十分 具有实际意义的。 本文采用案例分析研究方法,综合运用了PEST、波特五力、VRIO以及SWOT 等分析模型,实现了从宏观到内外部竞争环境和竞争条件下的态势分析。同时以 市场的信息及数据的收集和分析为辅助工具,以期得出一套适合初创型小微企业 发展的战略模式,为初创型小微企业如何立足市场、拓展市场提供理论依据。 本文以初创型小微企业SW微剧为例,以企业战略管理及发展战略的相关理 论为基本理论依据,结合国内外对小微企业概念的界定及其发展现状,对国内外 现有研究成果有所借鉴。同时,通过对公司的内外部考察,分析得出公司发展战 略方面所存在的问题,如缺乏战略意识、业务发展模式不合理、人力资源配置不 合理等。基于以上方面,急需对公司的发展战略进行研究,制定相应正确的发展 战略并做出战略选择,从而构建新的适合公司可持续发展的运营模式,促进SW 微剧的整体健康发展。 本文由七个部分构成。第一章绪论,对本文的研究背景和意义做了介绍,同 时对研究的内容与方法进行了描述。第二章是理论基础部分,介绍了企业战略管 理的基本理论、发展战略的基本理论和进一步涉足到的小微企业的界定及发展现 状。同时回顾了与企业战略发展相关的国内外文献,引出了构建初创型小微企业 发展战略的意义,为后续分析奠定基础。第三章从SW微剧的公司介绍及现状出 发,从公司概况入手,分析了其组织架构及业务模式,详尽地介绍了公司的情况, 引出了公司的发展现状以及发展所面临的机遇与挑战,并提出了本文研究的具体 问题,即公司在制定其发展战略中所存在的问题及其原因。第四章、第五章和第 六章为本文的核心部分,首先根据相应分析工具分别从内部及外部全面分析了SW 微剧的宏观环境、竞争环境及行业环境,继而通过对SW微剧的资源与管理模式 等方面的分析,总结其适应的发展战略。并结合SWOT、QSPM分析工具,为SW微 剧的企业发展战略做出选择。同时提出了实施发展战略的保障措施,从改变业务 模式着手,发挥企业文化的作用,加强搭建行业内部沟通的桥梁,为顺利实施其 所适应的发展战略进一步提供可能。第七章是本文的结论与展望,在总结全文的 同时,对本文在研究中的局限性进行了归纳,并阐述了下一步的研究方向。 本文通过在工商管理硕士阶段所学的战略管理理论和方法与SW微剧的实际 情况紧密结合起来进行研究,提出了在发展战略方面颇具有操作性的对策和建议, 对于相类似企业在发展战略管理方面的研究具有一定的借鉴性。同时本文基于现 有战略管理与发展战略理论的基础上,结合公司的实际状况提出的对策,具有很 强的针对性,其可以帮助类似小微企业在发展战略方面的制订和实施,强化行业 内和行业间的紧密协作,为小微企业的整体健康成长发挥效用,使其更具发展优 势。 关键词:初创型 小微企业 发展战略 微剧 ABSTRACT ABSTRACT Peter Drucker once said: "The strategy is not to study what we do in the future, but to study what we do today to be the future." It can be seen that any enterprise wants to achieve long-term development, the analysis of the current situation of enterprises is an indispensable fundamental element, is the basis for the formulation of enterprise development strategy. With the rapid development of economy and society and the deepening of China's reform and opening-up, the appearance of small micro-enterprises in the social development has shown a springing trend, has become a force to be ignored. Start-up micro-enterprises often have their unique position in the market compared with ordinary large and medium-sized enterprises because of their unique and innovative development projects or operational models. However, with the development of enterprises and the passage of time, many small micro-enterprises are faced with the practical problems of how to survive. Most of the reasons for this are due to the change of market environment, poor management, competitive pressure, capital chain break and other factors caused. Therefore, from the perspective of social development, it is of great practical significance to analyze and study the development strategy of start-up micro-enterprises. This paper adopts the method of case analysis and research, and comprehensively uses the analysis models of PEST, porter's five forces, VRIO and SWOT, and realizes the situation analysis from macro-to-internal competitive environment and competitive conditions. At the same time, the information and data collection and analysis of market research as an auxiliary tool, in order to obtain a set of suitable for the development of start-up small micro-enterprise strategy model, for start-up micro-enterprises how to base on the market, expand the market to provide a theoretical basis. Taking the SW micro drama of start-up micro-enterprises as an example, this paper takes the theory of enterprise strategy management and development strategy as the basic theoretical basis, and combines the definition of the concept of small micro- enterprises at home and abroad and its development status quo, and draws on the existing research results at home and abroad. At the same time, through the company's internal and external investigation, analysis of the company's development strategy problems, such as lack of strategic awareness, unreasonable business development model, unreasonable allocation of human resources. Based on the above aspects, it is urgent to study the company's development strategy, formulate the corresponding accurate development strategy and strategic choice, so as to build a new business model suitable for the company's sustainable development, and promote the overall healthy development of SW micro-drama. This article consists of the following seven parts. The introduction of the first chapter introduces the background and significance of the study, and also describes the content and methods of the study. The theoretical basis of the second chapter introduces the basic theory of strategic management, the basic theory of development strategy and the definition and development status of small and micro-enterprises. At the same time, it reviews the domestic and foreign literature related to the strategic development of enterprises, and leads to the significance of constructing the development strategy of start-up micro-enterprises, and lays the foundation for the follow-up analysis. The third chapter from the introduction and current situation of SW micro-drama company, from the company's profile, analysis of its organizational structure and business model, a detailed introduction of the company's situation, led to the company's development status quo and development opportunities and challenges, and put forward the specific problems studied in this paper, That is, the company in the formulation of its development strategy problems and its causes. Chapter 4, Chapter 5 and Chapter 6 are the core parts of this paper, first of all, according to the corresponding analysis tools from the internal and external comprehensive analysis of SW micro-drama company's macro environment, competitive environment and industry environment, and then through the Analysis of SW micro-drama company's resources and management model, summarized its adaptation strategy. And combined with SWOT and QSPM analysis tools, for SW micro-drama's corporate development strategy to choose. At the same time, the implementation of the development strategy of the safeguard measures, from the change of business model, play the role of corporate culture, strengthen the construction of the industry's internal communication bridge, for the smooth implementation of the development strategy to further provide possibilities. The seventh chapter is the conclusion and prospect of this paper. Whi