导　　师： 杜兰英

学科专业： L02

授予学位： 硕士

作　　者： ;

机构地区： 华中科技大学

摘　　要： zf公司是一家从医药批发企业转型为工业房地产开发的小型民营企业,主要产品是工业厂房,目标市场为中小型医药物流企业,规划建筑面积24000平方米。工业房地产是资金密集型行业，进入门槛较低，因此产品同质化现象严重，对中小企业来说竞争尤为激烈。zf公司如何根据自身能力在激烈的竞争环境中取得胜利，制定正确的总体发展战略，明确公司的职能战略，实施抓住细分市场等手段，将成为公司在未来的竞争中制胜的主要因素。因此，本论文研究对企业发展来说具有重要现实意义。 本文以zf公司为研究对象,以战略管理、组织行为学、医药管理等理论为基础，通过运用pest分析、swot分析、竞争五力模型等战略研究方法，分析了公司目前面临的内外部环境和运营状况，明确zf公司面临的机遇和挑战，解析了开发行业企业内部运营模式，总结了公司发展战略现状及存在的问题，重点剖析了公司发展战略中战略选择问题，探讨了公司发展战略规划和实施对策，希望为公司发展提供有益借鉴。 本文通过研究认为，zf公司主要应采取集中化成长战略。根据此总体战略制定了市场渗透和市场开发职能战略，并提出公司应通过大力实施研发战略、生产战略、营销战略、财务战略、人力资源战略等，并采取完善治理结构、改革组织架构、加强战略领导力等具体措施，提升公司的竞争能力和综合实力。 The ZF Company is a small scaled private enterprise which is engaged in the business enterprise transformation of the medicine wholesale to develop for the industrial real estate, the main product is an industrial factory premises, target market is medium small scaled medicine logistics business enterprise, the programming anticipates 24000 square meters, in view of the fact funds intensive type profession, the threshold is low, the business enterprise faces to turn market competition environment with quality, specially to medium small business enterprise to say more for the vehemence. How ZF company is draw up in the competition environment of vehemence according to the oneself ability correct development strategy programming and implement measure, pass to hold tight to subdivide market means is the main aspect which will compete in the future, will become a mainly successful factor, have important and realistic meaning to business enterprise. This text takes ZF company as a research object, with strategy management, organization the behavior learn, medicine management etc. theories for foundation, analyzed currently a company to face of inside exterior environment, luck camp condition, point out the opportunity that the ZF company face and challenge, analyzed development profession business enterprise inner part luck camp mode, tallied up a company to develop strategic present condition and existent problem, the point analyzed a company a development strategy in strategy choice problem, inquiried into a company a development strategy a programming and carry out a counterplan, hope for the company development provide beneficial draw lessons from. This text passed to carried on investigate the place environment to the ZF company first with through analysis, announced to public a company in the process of circulate in of main and strategic concentration of―― become long strategy. According to this strategy drew up a market to permeate with the market develop strategy, pass concrete working talent strategy strategic such as the development, produce strategy, marketing strategy, finance strategy, human resource strategy etc. to carry out. End, this text put forward to strengthen the concrete measure of strategic programming to include a perfect company to manage, reform organization structure, strengthen a strategy leadership dint. . . etc. , and strengthen competition ability of raise the ZF company by this measure.

关 键 词： 战略管理 民营企业 营销战略 治理结构

分 类 号： [F279.245]

领　　域： [经济管理] [经济管理]