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1、上海交通大学硕士学位论文SF公司发展战略规划姓名：张志平申请学位级别：硕士专业：工商管理指导教师：唐元虎20050303上海交通大学 EMBA学位论文 SF公司战略规划ISF 公司发展战略规划摘 要电镀是工业中广泛应用的基础工艺，存在于汽车、机电、仪表、电子通讯、轻工、船舶、航天航空等众多行业中，作用于产品的装饰、防护及表面其它功能、性能的生成、改性及优化，对产品提高质量，获得或完善功能，优化性能，美化观感，延长寿命，增加商品附加值，具有独特的应用价值，是国民经济中不可缺少的工艺行业。第一章对电镀行业进行了详尽的分析。首先是对行业发展趋势进行分析，主要从行业综合增长情况，行业的状况及特征，行业
2、存在的问题以及发展趋势四个角度对电镀市场发展趋势进行描述，目前国外电镀加工订单及国内产品如汽车、摩托车配件、五金、紧固件、锁具、眼镜、打火机、洁具、电器组件等的出口，对电镀工业提出越来越高的技术要求，使之形成了一个“多商品，大市场”的经济格局。其次分析了电镀行业应用发展趋势，电镀应用集中分布在一些工业部门：33.8%的电镀企业分布在机器制造工业，20.2%在轻工业，5-10%在电子工业，其余主要分布在航空、航天及仪器仪表工业。汽车工业为机械工业第一大产值行业，也是电镀应用最有发展的行业，在第二节的第一部分会对汽车电镀的总体形势、国内汽车发展趋势及电镀应用产品做分析说明；轻工业为电镀应用第二大行
3、业，也是中国国家扶持及未来出口的重点行业，本节第二部分针对上海交通大学 EMBA学位论文 SF公司战略规划II轻工业的五金发展现况及出口趋势做分析，第三部分针对应用行业较广紧固件行业做分析。最后根据行业趋势，探讨了公司发展前景，分析了外部环境与产品前景，把握住环保产品的优势及行业趋势，扩大销售业绩。第二章是公司战略制定的前提，首先是介绍战略形成系统，确定“成为大中华地区 TOP3 汽车及五金业之特用化学解决方案提供者”之使命及愿景。其次是对产业的竞争力进行分析，公司竞争力考核指标主要有技术、设备、品牌、资金、组织和人力资源等部分。利用竞争力分析模型对公司的竞争力进行分析，判断公司在竞争力不足的
4、地方。接下来确定公司竞争力的期望目标，应在参展、广告提高知名度；建立销售通路提升销售量；引进适合国内产品；培养储备干部；建设企业文化；提高加强应收帐款的回收，增加现金流等。最后根据顾客的 CTQ 对竞争对手做分析比较。第三章对公司的产品、营销、生产运营做了的分析，并制定公司的产品战略规划、营销战略规划和生产运营战略规划。使 SF 公司成为真正能站在客户立场为解决方案提供者，以顾客为导向的营运卓越企业，以有助于整体战略的实现。第四章为推行平衡计分卡实施战略规划，首先简单的介绍平衡计分卡，在厘清组织之使命、愿景及战略后，完成战略图。透过战略图将其具体转化为战略性议题、战略性目标，并据以发展战略性衡
5、量指标及战略性行动方案，利用平衡记分卡将战略具体行动化。平衡记分卡藉由具紧密因果关系连结之目标与衡量指针，更有助于上海交通大学 EMBA学位论文 SF公司战略规划IIISF 公司落实其战略；完整描述战略之战略地图，除可作为各部门沟通之有效工具外，亦可帮助员工了解企业整体之战略与方向，使战略成为员工日常营运的一环，并使整体组织得随时因应环境之变动，对战略做出适当之回馈与修正，提升战略之达标率。关键词：战略规划，行业分析，战略形成系统，平衡计分卡，战略图，战略实施上海交通大学 EMBA学位论文 SF公司战略规划ITHE DEVELOPMENT STRATEGY OF SFABSTRACTElect
6、roplating is a basic craft widely used in industries, such as automobile, electromechanical, instrument, electro-communication, light industry, shipping, aerospace and aviation, etc. It is used in decoration and protection of products as well as generation, improvement and optimization of other surf
7、ace function and performance, playing a unique role in improving products quality, optimizing functions, beautifying appearance, prolonging service period, increasing added value. Thus, it cannot be afford to be neglected with its unique applicant value.The first chapter details analysis of electrop
8、lating industry. Firstly, it studies on the development trend of the industry that is mainly originated on the comprehensive growth, current situation, and its characteristics as well as development trend of the entire industry. Currently, overseas electroplating process orders and exports of domest
9、ic products of automobiles, motorbike parts, lights, locks, glasses, lighters, toilet wares, decoration metal ware, and electric appliances parts, etc. put forward higher technological requirements to electroplating industry, forming its economy situation of “multiple products in huge market”. Secon
10、dly, it analyses development trend of application of electroplating industry. Application of this industry mainly focuses on some industry, 33.8% of electroplating industry focus on machinery manufacturing, 20.2% on light industry, 5-10% on electronic industry, others on aviation, aerospace as well
11、as instrument manufacturing. Automobile industry ranks first of machinery manufacturing industry in electroplating application, and it is also the most promising industry. In the first part of chapter 2, the article states on general situation of automobile electroplating, development trend of domes
12、tic automobile industry as well as electroplating applied products. Light industry is the second largest industry applying electroplating; it is also designated as major industry that is entitled of state support from Chinese government and nominated as key industry of export. In the second part of
13、this chapter, we analyze current development and export trend of metal ware in light industry. In the third part, we analyze fasteners widely used in industries. Finally, after analyzing external environment, products prospect and trend of this industry, we discuss development of the company. In con
14、clusion, we should increase sales taking advantages of green products and development trend of this industry.The second chapter refers premise of company strategy establishment; firstly it introduces the formation system of strategy, ensuring the objective and wish of “being listed in the top 3 chem
15、ical solution providers for domestic metal ware and automobile in Great China district”. Secondly, it puts forward analysis on competitiveness of the industry, competitiveness should be judged by performance in fields such as technological level, equipments, brand, capital, organization, human上海交通大学 EMBA学位论文 SF公司战略规划IIresources and so on. Competitiveness analysis of the company is carried out by adopting competitiveness analyzing method to search for those which still need to be improved existing in competitiveness. Then expected competitivene
