摘 要
随着经济全球化发展趋势放缓，大国竞争加剧，特别是 2020年以来全球爆
发的新冠疫情愈演愈烈，全球经济恢复增长道阻且长。公司经营面临的内、外
环境发生巨大而复杂的变化，在此背景下公司原来制定的发展战略可能不再适
用，需要进行调整优化。
本论文研究的对象 TH公司是我国能源互联网系统解决方案、电力信息化及
运维、配电设备及自动化系统、智能应急电源、国际电力工程建设和军工装备
主流供应商，同时公司在 VR创意科技及智慧城市产业进行布局，近年来公司发
展迅速，总资产规模达到 300亿元以上。
本文首先介绍 TH公司发展战略的现状及面临的问题，采用 PEST分析公司
外部宏观环境、五力模型分析公司行业所处的竞争环境、 SWOT分析公司内部
优势劣势、外部机会挑战，明确公司发展战略优化思路与原则，确定发展战略
优化目标。基于 TH公司目前的竞争环境、内部资源现状以及竞争对手状况，聚
焦发展战略目标提出 TH公司发展战略优化方案，并进一步提出发展战略优化方
案有效实施的保障措施。
关键字：发展战略；五力模型分析；SWOT 分析；战略优化
ABSTRACT
With the development trend of economic globalization slowing down and the
intensification of competition among Big Powers, especially since the global outbreak
of COVID-19 in 2020 has become increasingly fierce, the global economic growth
has been hindrance and long. The internal and external environment faced by the
Enterprise has undergone huge and complex changes. Under this background, the
development strategy originally formulated by the enterprise may no longer be
applicable and needs to be adjusted and optimized.
TH Company, the object of this paper, is the mainstream supplier of China's
energyInternetsystemsolutions, powerinformatizationandoperationand
maintenance, powerdistribution equipmentand automation system,intelligent
emergency power supply, international power engineering construction and military
equipment. In recent years, the company has developed rapidly, with total assets of
more than 10 billion yuan.
This paper first introduces the current situation and problems of TH Company's
development strategy. PEST is used toanalyze the company's external macro
environment, the Five Forces Model is used to analyze the competitive environment
of the company's industry, SWOT is used to analyze the company's internal strengths
and weaknesses, and external opportunities and challenges. The ideas and principles
for the optimization of the company's development strategy are clarified, and the
optimization goal of the development strategy is determined. Based on the current
competitive environment, internal resource status and competitors' status of TH
Company, this paper focuses on the development strategic objectives and proposes
the development strategy optimization plan of TH Company, and further proposes the
guarantee measures for the effective implementation of the development strategy
optimization plan.
Key Words:DevelopmentStrategy; FiveForces Model Analysis;SWOT
Analysis; Strategic Optimization.
目录
第 1章 绪论...................... 1
1.1 选题的背景和意义..................1
1.1.1 选题的背景................... 1
1.1.2 选题的意义................... 2
1.2 国内外研究现状............... 2
1.2.1国外研究现状................ 3
1.2.2国内研究现状................ 4
1.2.3国内外研究评述...................5
1.3 研究的思路与方法..................6
1.3.1 研究的思路................... 6
1.3.2 研究方法................ 8
1.4 可能的创新之处............... 8
第 2章 相关理论基础.................. 10
2.1 相关概念界定................. 10
2.1.1 公司发展战略.............10
2.1.2 多元化战略.................10
2.1.3 纵向一体化战略................11
2.1.4 战略优化..............11
2.2 企业战略分析方法................12
2.2.1 PEST分析模型...................12
2.2.2 波特五力模型.............13
2.2.3 SWOT分析..................13
第 3章 公司发展战略现状、问题及原因分析.............15
3.1 TH公司简介....................15
3.1.1公司基本情况与业务领域...............15
3.1.2 公司主要组织结构............17