专业学位硕士学位论文
HL 企业发展战略研究
HL enterprise development strategy research
作 者 姓 名： 寸姣君
学科、 专业：工商管理
学 号：41911742
指 导 教 师： 宋明秋
完 成 日 期： 2022 年5 月 27 日
大连理工大学
Dalian University of Technology
大连理工大学专业学位硕士学位论文
摘 要
茶叶是昌宁县的传统产业和支柱产业，在乡村振兴等政策扶持下，乡镇茶叶龙头企
业拥有巨大的发展潜力。但是，绝大多数乡镇企业总体呈现为小、弱的特点，生产的茶
叶品质差异不大，且没有形成自己的品牌，知名度不强。随着疫情影响，乡镇企业存在
的问题越加突出，企业管理层对企业未来的发展目标也没有清晰的认知，企业发展处于
被动状态，严重制约其发展。科学制定企业发展战略，从而实现企业发展、价值转化是
企业生存和发展的主题。
本文以 HL 公司作为研究对象，以企业战略理论为指导，结合企业内外部环境，运
用内、外部因素评价矩阵和 SWOT 矩阵等，实现科学合理制定企业发展战略的目的。
通过对 HL 公司内外部环境分析，对内、外部关键因素评价，得出 HL 公司对机会和优
势的利用比威胁和劣势的应对表现的更好。通过 SWOT 矩阵的构建，对 SO 战略、WO
战略、ST 战略和 WT 战略进行了分析，得出了HL 公司目前应选择 SO 战略。最后运用
QSPM 矩阵选择出了 HL 企业的发展战略为 SO 战略下的密集型增长战略。在战略实施
的过程中，应同时着力于品牌知名度、新客户来源、管理制度等劣势因素的改进，为企
业的未来发展提供完善的条件和基础。
为确保 HL 公司选择的发展战略得以顺利实施，结合其发展目标，文中提出了具体
的实施和保障措施。HL企业应在自身财务等的内部优势基础上，抓住政策扶持等外部
机会，着力从加快更戛乡厂房的建设进度、提高茶叶原料和产品品质、加快人才队伍建
设、多渠道开发新客户、加强“鹭缘牌”品牌建设这五个方面出发，提高其竞争力。同
时应修订完善管理制度、优化组织结构、加强建设企业文化，为企业发展战略的实施提
供保障。本文通过对 HL 公司应实施的发展战略的分析制定，有助于其进一步明确发展
目标，清楚自身优势、劣势、机会和威胁，对其未来的健康持续发展具有一定的意义，
同时为其他乡镇企业在发展和战略制定方面提供了参考。
关键词：乡镇龙头企业；发展战略；茶叶
- I - HL 企业发展战略研究
Study on the development strategy of HL enterprise leading town
Abstract
Tea is the traditional industry and pillar industry in Changning County. With the support
of rural revitalization and other policies, tea leading enterprises in villages and towns have great
development potential. However, the vast majority of township enterprises are generally small
and weak, and the quality of tea produced is not very different, and they have not formed their
own brands, and the popularity is not strong. With the impact of the epidemic, the problems of
township enterprises have become more and more prominent, and the management of
enterprises do not have a clear understanding of their future development goals. The
development of enterprises is in a passive state, which seriously restricts their development. It is
the theme of enterprise survival and development to formulate enterprise development strategy
scientifically and realize enterprise development and value transformation.
This paper takes HL Company as the research object, takes the enterprise strategy theory
as the guidance, combines the internal and external environment of the enterprise, uses the
internal and external factors evaluation matrix and SWOT matrix, and realizes the purpose of
formulating the enterprise development strategy scientifically and rationally. Through the
analysis of HL company;s internal and external environment and evaluation of internal and
external key factors, it is concluded that HL company has better performance in dealing with
opportunities and advantages than threats and disadvantages. Through the construction of
SWOT matrix, SO strategy, WO strategy, ST strategy and WT strategy are analyzed, and it is
concluded that HL company should choose SO strategy at present. Finally, the QSPM matrix is
used to select HL enterprise;s development strategy as intensive growth strategy under SO
strategy. In the process of strategic implementation, efforts should be made to improve the
weak factors such as brand awareness, source of new customers and management system, so as
to provide perfect conditions and foundation for the future development of enterprises.
In order to ensure the smooth implementation of HL company;s chosen development
strategy, combined with its development goals, the paper puts forward specific implementation
and safeguard measures. HL enterprise should on the basis of their financial and other internal
advantages, seize the external opportunities, such as policy support, emphatically from the
accelerate the construction of more ending township building, improve the quality of the tea
raw materials and products, accelerate the construction of talent team, through various channels
to develop new customers, to strengthen the construction of "heron edge brand" brand these
five aspects, to improve their competitiveness. At the same time, we should revise and perfect
- II - 大连理工大学专业学位硕士学位论文
the management system, optimize the organizational structure, strengthen the construction of
enterprise culture, to provide guarantee for the implementation of enterprise development
strategy. Through the analysis and formulation of HL company;s development strategy, this
paper is helpful for HL company to further clarify its development goals and its own advantages,
disadvantages, opportunities and threats, which is of certain significance to its healthy and
sustainable development in the future, and provides reference for other township enterprises in
development and strategy formulation.
Key Words： Leading township enterprise; Development strategy; The tea
- III - HL 企业发展战略研究
目录
摘 要....................I
Abstract .....................II
1 绪论..................... 1
1.1 研究背景及意义.................. 1
1.1.1 研究背景............ 1
1.1.2 研究意义............ 2
1.2 研究方法和内容.................. 2
1.2.1 研究方法............ 2
1.2.2 研究内容............ 3
1.3 本章小结................ 5
2 战略相关理论及分析工具............. 6
2.1 国内外企业战略理论发展................ 6
2.1.1 国外企业战略理论发展......... 6
2.1.2 国内企业战略理论发展......... 7
2.2 企业战略管理过程与分类................ 7
2.2.1 企业战略管理过程............ 7
2.2.2 企业战略分类............. 8
2.3 企业战略理论............... 8
2.3.1 企业资源基础理论.......... 8
2.3.2 核心竞争力理论.............. 9
2.4 企业战略管理分析工具............. 9
2.4.1 PEST 分析工具................ 9
2.4.2 五力分析工具................ 10
2.4.3 IFE 矩阵和 EFE 矩阵........... 10
2.4.4 SWOT 矩阵............. 12
2.4.5 QSPM 矩阵............. 12
2.5 本章小结.............. 13
3 企业外部环境分析................ 14
3.1 宏观环境分析............. 14
3.1.1 政治环境................. 14
3.1.2 经济环境................. 15
- IV -