| Every enterprise will experience a difficult process in their growth and development. Especially small and medium size enterprises that have just started, they tended to feel at loss about the direction and path of their growth and development, and lack knowledge of potential danger. They are susceptible to interference from internal and external factors, resulting in loss of development direction, and even wither halfway. The author believes that among many aspects of enterprise’management, strategy management is the most fundamental aspect that solves the enterprise development direction, path, objective and mode.Based on the above understanding, the author employs the development strategy management related theory and analysis tool model mastered by learning in Southwest University of Finance and Economics to perform study of the development strategy of the enterprise by the author (Chengdu Qingwang Company). The study helps the author to clearly recognize the advantages and disadvantages of the enterprise and the opportunities and challenges faced by the enterprise. The author confirms that Chengdu Qingwang Company’s corporate mission is to provide quality information products and services for customers based on West China, and the enterprise vision is to become the western leading first-class enterprise based on Internet information construction. Thus, professional overall strategy and differential competition strategy and the corresponding function strategy are formulated to enable the enterprise to identify its advance direction in the future competition in the market. It is believed that proper implementation of the strategy, strategy control and strategy evaluation will enable the enterprise to be successful in the path of scientific development. Through the above work, the author also hopes that the study in this dissertation can serve as reference for other small and medium sized private enterprises in the strategy management.The logical structure of this dissertation is divided into three parts: preface, body and conclusion.The full text is divided into six chapters for elaboration.Chapter One:Company profile, problems faced and theoretical basis of the study. This chapter first presents the necessity of study and attempts to solve the confusion and problems of enterprise development, and presents the train of thoughts and the main structure of the study.Chapter Two:Enterprise’s external environment analysis, including macro, meso and micro analysis, finding opportunities and challenges. Through PEST and Michael Porter’s Five Forces Model, the investigation and analysis are made for the macro environment in which Chengdu Qingwang is located to study and predict the impact of macro environment on the production of the enterprise, so as to find the future opportunities and threats of the enterprise.Chapter Three:Enterprise’s internal resource capacity analysis, including the enterprise’s human resource, financial capability, material resource, management capability and management capability analysis render a clear understanding of the advantages and disadvantages of the enterprise, so as to lay the foundation for formulating strategy of the enterprise in the next step.Chapter Four:Enterprise’s strategy planning and establishment, determination of mission, vision, objective system, and determination of objective, the specific work and plan of overall strategy, competition strategy, and functional strategy are formulated.Enterprise mission:We are based on West China to provide quality information products and services, and pursue excellent performance and reasonable profit.Enterprise vision:We are going to become a western-leading first class company based on Internet information construction through our efforts in the next decade.Enterprise overall strategy:We will implement professional overall strategy and differential management strategy, and correspondingly formulate functional strategies that match each function department.Chapter Five:Strategic implementation, including objective break-down, strategic points, organization and leadership, main measures and so forth, including changing the current organizational structure, establishing strategy implementation branch, and training employees on how to accomplish strategic objectives and other works.Chapter Six:Strategic control and evaluation. It mainly discusses the control ideas and main evaluation approaches.It adopts implementation control-focused control approach to perform process monitoring of the strategy implementation to ensure the implementation of enterprise strategy.The author summarizes Chengdu Qingwang Company’s competitive advantage in the dissertation, and formulates enterprise development strategy, implementation and control strategy, and summaries the study conclusion of the dissertation, which solves the significant problem of Qingwang Company in lacking of strategy planning in development process and open up the path of scientific development for the enterprise. |
