| In the year of 2010, the history of the low-voltage industry open a new chapter in China. The first generation products that have become obsolete are eliminated, we are testing and using the fourth generation intelligent products in our power system, from now on,the technique is renewing and the industry is escalating.At the meantime, global resources and markets integrate. Many global famous electrical groups which have big scale,advanced technology,famous brand,huge capital and scientific management systems are entering Chinese market, establishing new production foundation,inveting,merging or buying the shares, planning to share the markets."W" Electrical Co. is a small-scale young private enterprise, located in Liushi town Wenzhou city, manufacturing,marketing,researching and developing low-voltage electrical products such as low-voltage circuit breaker, AC contactors and overload thermal relays. They belongs the third generation products. To face the complex situations of international and domestic electrical industry, how to catch the opportunity and face the chanllenges, how to choose the correct strategies according to one's resources and abilities, it becomes the major topics of W Electrical Co.The thesis uses the low-voltage industry as the research background, uses W Elecrical Co. as the research object on the study point of 2010, takes strategic management theory and analytical methods to comprehensively analyse the external macroscopical environments and internal microscopical factors of W Electrical Co., sets up business development strategies to make W Electrical to survive,develop,improve competition, realizes sustainable development.The thesis includes 6 charpters. Charpter 1 is the genral introduction, describing the background of strategy, research mearnings,the major problems which are needed to solve and the research motheds. Charpter 2 is the theory summary of enterprise's strategy management, introduce the theory foundation,relavant concepts such as the development of the strategic theory,PORTER's five-force models of competition and the main enterprise strategic types. Charpter 3 is the analysis of extra envirantment of W Company, which is the summary of W Electrical Company limited which introduce its major works,operation performance,mission,company vesion and cultures; mainly introduce the low-voltage industry, present situation of low-voltage industry in international and demostic markets, analyse the external macroscopical environments with PEST analysis method including political,Economic,Social-cultural and Technological environments, and use PORTER's five-force models to analyse the competition situation of W company, finally, take EFE matrix to evaluate external factors. Charpter 4 is an important of this thesis,too, mainly introduce internal influence factors of W Electrical company, especially analyse the resources of W company, such as management systems,products,human resources,financial status etc., analyzing the company ability and the core competition ability, finally take IFE matrix to evaluate internal factores. Charpter 5 is to choose development stategies, this part use the tools of SWOT,grand stategy matrix and QSPM matrix to analyse and choose final strategies. Charpter 6 is to implement strategies, to establish mid-long terms objectives, to set up suitable systems which can support strategy implementation, to build human inspiriting mechanism and management systems and enterprise cultures. Finally, summarizing and proposing the developing direction and further researching.The thesis minaly use a series of famous strategic management theory such as the five-force model of competition, PEST analysis, EFE matrix, IFE matrix,SWOT matrix,Grand strategy matrix, QSPM matrix to analyse relavant factors, confirmed final retional strategies and set up the plan and measures of strategy implementation. |
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