| This paper focuses on the analysis of development course and questions of the Beijing JinTianHai Aerospace Science & Technology Development Co.,Ltd (hereinafter referred to as "JTH"), where the author has been working for 2 years. At last, the author will provide the suggestion.In the first chapter of this paper, the author analyzed the background of JTH. JTH is a joint adventure of the two shareholders, which one is the civil aviation the other is the aerospace, which want to combine technology and market in the high-tech field. That's why JTH targets at the market of air traffic control (hereinafter referred to as "ATC") equipment and system development at its beginning. However, as a new established small company, how should JTH join the international competition and get high performance? Through SWOT analysis, JTH found the development strategy that is suitable for it's unique resources.Firstly, focused on survival of the enterprise by adopting the step-by-step-tactics on market development. The first step of JTH is to enter the civil aviation weak power system integration market, in order toexpand channel, learn and understand the character of ATC industry market, and seek potential products. After that, JTH will fulfill its long-term persistence development targets through the capital market by consistently developing products. However the market development is not going on smoothly at the beginning. The bid of weak power projectscontinuously failed and there was no result on ATC product R&D and sales representation. The net cash flow kept deficit and there was a lot of. Loss. It seemed hopeless to fulfill the annual income and expenses balance. Under this situation JTH made a summarization in time and adjust its organization and market tactics.After this adjusts, not only the weak power market got a breakthrough, but also found the wind profiler that is a product with good market opportunity. If this project success, it will really take the JTH into the ATC equipment market and JTH will stride forward towards its crucial secondly step. To guarantee the success of this project and produce a first self-owned high-tech product, JTH carried out a serial of efforts including market survey, earlier stage market promotion, seeking potential foreign company to cooperate, strive for government policy support and so on. Infected by the market transfer effect, JTH make significant progress in sales representation of ATC product and Doppler radar maintenance business.The seujuJ chapter of this paper analyzetHhe-^xisting questiomrof-JTH and why it occurred. The success in the development of wind profiler will make a qualitative change of JTH. But there are some different ideas between the shareholders regarding the development of wind profile. This mainly reason is that two shareholders have different views of JTH's market positioning, thus they have different view in the property right of wind profiler. In addition, there are some technical riskand capital risk in the development of wind profiler. JTH has succeeded in the civil aviation weak power field, and this field has become a main way to keep the company survival and maintain its channel in ATC. But with the airport hand over to lower level management, JTH is facing new challenge.With the development of JTH, it also exposes some internal management problems, such as standardization of management, authorization, human resource, financial issues and so on; they are all difficult management questions faced by enterprise manager at initial time. At the beginning of JTH's establishment, the management level of the company looks effective management as basic point of the enterprise. But during practice, the management obstacle is still difficult to handle. This is partly because of the natural characters of a small enterprise, such as rapid growth; policy is not adjusted in time to satisfy the business requirement. Also could because the background of the" enterprise, which made the rigid policy not suitable for the development of... |
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