A Study Of Aoma's Strategic Growth Based On Enterprise Life Cycle Theories

Since reform and opening, China's small and medium-sized private enterprises have been, in varying degrees, playing a role in terms of providing community employment, technological innovation and promoting the growth of national economy, and have been showing distinct vigor and vitality. However, after a stage of rapid growth, most of the SMEs got into various troubles of development, and some companies even withdrew from the market. How to keep enterprises strong in the long? How to enable enterprises to achieve sustainable development? This thesis chooses Aoma as the research object, by analyzing its developmental process and its problems existing in both internal and external circumstances in the development cause, and puts forward proper solutions to address these problems.To begin with, this thesis provides an overview of the theories of the study of domestic and foreign enterprises'growth and their latest development, and at the same time gives a detailed description of the origin and development of the life-cycle theory of enterprises to demonstrate that the growth of enterprises, just like an organic life, will experience the process of birth, growth, maturity, senescence and death, that is, the life cycle. Different problems will arise in every stage, and only when these problems are well-solved, companies may enter the next stage of the life cycle. Based on predecessors'study of life-cycle theory of enterprise, this thesis puts forth the basis of dividing the development stage of enterprises from the perspective of corporate culture and market. Secondly, it describes the development process of Aoma, and analyzes its internal environment, including ownership structure, organization, human resources management, financial position and corporate culture, and external environment, including customer resources structure, financing environment, domestic market conditions and so forth, thoroughly. And according to the analysis of the situation, Aoma is currently in the stage of development (youth).Thirdly, through the analysis of Aoma's current situation, the author digs out Aoma's main problems that it is facing. Finally, this thesis proposes the measures and countermeasures which can guarantee the company develop sustainably.Emphasizing the combination of theory and practice, in the course of research, in order to have a comprehensive understanding of Aoma, this paper uses a variety of methods to collect first-hand information, analyzes Aoma from various angles, and looks for its problems from inside to outside to find out operationable strategies that can let Aoma develop healthily. The achievement of thesis looks forward to helping Aoma get out of the current predicament, and meanwhile offering valuable reference to the other SMEs like Aoma.