PONDER企业发展战略研究

发布时间：2018-01-27 07:39

本文关键词： 皮鞋多品牌买手团队发展战略战略实施　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：皮鞋的制造和销售行业作为我国一个重要的传统产业，正面临诸多严峻的考验。PONDER公司正是这上述的诸多企业当中的一员，笔者作为企业的主要负责人，见证了企业自2004年到2013年十年来在所面对的诸多困难和挑战下，不同发展阶段的战略制定和调整，并成功实施，逐步发展成为行业里实力较为强劲的企业。目前，世界经济环境仍旧扑朔迷离，受多方面因素冲击的鞋企，在此形势下，如何更好的生存和发展，需要有全新的、更高视野、更有前瞻性的战略思想和有效的战略实施。本文运用了PEST方法对企业所面临的政治环境、经济环境、社会文化及自然环境以及技术环境客观的提取了部分因素进行综合分析，为验证PONDER公司的发展战略提供客观的依据；运用了波特的五力分析模型就企业面临的皮鞋产业中的五种竞争力的相互作用进行客观的分析，以此帮助企业做出战略决策适用与否的判断；对企业十年来的发展历程进行较为全面的剖析，把企业的内部环境较为细致的展现出来；按照SWOT分析法，把组织内外环境所形成的机会、风险、优势、劣势四个方面的情况，结合起来进行综合分析，建立了SWOT矩阵，并进行了战略匹配，制定出了PONDER企业未来的发展战略目标，并提出了战略实施的几个支撑点。本文认为，，对于PONDER企业未来的发展，最适合的战略应该是以SO增加型战略为主，以WO扭转型战略为辅助，就是利用专业的买手团队形成产品优势，依托稳固的渠道架设，建立完善的市场运营体制，并打造专业的运营团队，采用多品牌多定位运营策略，定位中高端市场，在8年内发展成为中国市场上最具竞争力的综合性皮具（皮鞋、皮包）品牌运营商。而为了实现上述的战略目标，提出了几个战略实施支撑点，即市场运营策略、供应链运营策略、组织架构及人才培养机制、信息化管理及网络科技下商业模式的创新。
[Abstract]:Leather shoes manufacturing and sales industry as an important traditional industry, is facing a lot of severe tests. PONDER is one of these many enterprises. As the main person in charge of the enterprise, the author witnessed the strategy formulation and adjustment of different development stages and its successful implementation in the past ten years from 2004 to 2013 in the face of many difficulties and challenges. At present, the world economic environment is still confused, affected by many factors, in this situation, how to better survive and develop. Need to have a new, higher vision, more forward-looking strategic thinking and effective strategic implementation. In this paper, PEST method is used to analyze the political environment, economic environment, social culture, natural environment and technological environment objectively. To verify the PONDER company's development strategy to provide an objective basis; This paper uses Porter's five-force analysis model to analyze objectively the interaction of the five kinds of competitive power in the leather shoe industry, so as to help the enterprise to judge whether the strategic decision is applicable or not. The development of the enterprise in the past ten years of a more comprehensive analysis of the enterprise's internal environment more detailed display; According to SWOT analysis, the opportunities, risks, advantages and disadvantages of the internal and external environment of the organization are combined to analyze synthetically, the SWOT matrix is established, and the strategic matching is carried out. The development strategy goal of PONDER enterprise in the future is worked out, and several supporting points of strategy implementation are put forward. In this paper, for the future development of PONDER enterprises, the most suitable strategy should be so increase strategy, with WO twist strategy as a supplement. It is to make use of the professional buyer team to form the product superiority, to build up the perfect market operation system, to adopt the multi-brand and multi-position operation strategy, to build the perfect market operation system relying on the stable channel. Positioning in the high-end market, in 8 years to become the most competitive Chinese market comprehensive leather goods (leather shoes, leather bags) brand operators. And in order to achieve the above strategic objectives. Several supporting points of strategic implementation are put forward, which are market operation strategy, supply chain operation strategy, organization structure and talent training mechanism, information management and innovation of business model under network technology.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272

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