The following is an outline of my thesis on enterprise development strategy research, hoping to help you.

At present, it has entered a new economic era. Private enterprises must be ahead of ordinary enterprises in strategic thinking and practice if they want to be stronger and bigger. Only in this way can private enterprises be in an invincible position in the future competition. No strategy? Or private enterprises with backward strategic management will be eliminated, which is fully proved by a large number of facts. Therefore, studying and formulating the development strategy of enterprises plays a vital role in the development of private enterprises.

First, the connotation of enterprise development strategy

According to the external environment and advantages faced by enterprises, based on their own interests and sustainable development goals, on the basis of effectively coordinating the relationship between themselves and society, and starting from all-round comprehensive factors, it is the development strategy of enterprises to make independent choices and self-designs for their own production and capital management. Drucker once said simply that the question of enterprise development strategy is the answer? What is an enterprise? What should the future of the enterprise be like? problem

Second, the role of enterprise development strategy

(A) the enterprise development strategy is the guide of enterprise action.

Any action of an enterprise should serve the strategy, and it cannot follow the trend after the strategy is produced. Some private enterprises were not practical some time ago. Nano? It's very hot. Follow? Nano? Go ahead. Network? It's very hot. Follow? Network? Go ahead. Bioengineering? It's very hot. Follow? Bioengineering? Go ahead, fry until the end, only concepts without products.

(B) Enterprise development strategy is the main norm that restricts the short-term and long-term behavior of enterprises.

Now some private enterprises have not made long-term development plans, so there is no such assessment index for professional managers. Managers only care about the immediate interests of enterprises, fight for equipment and consume resources, and never consider the long-term development of enterprises, which leads to the short-term behavior of enterprises.

(3) The development strategy is the conscious behavior basis of the enterprise's business activities.

No matter what kind of independent behavior an enterprise takes in economic activities, its behavior is based on this development strategy. Therefore, the development strategy of enterprises should be scientific, not arbitrary. Once the development strategy of an enterprise is formulated, it will serve as a very important basis for the enterprise to judge its future business behavior and choose its business direction. The corporate governance structure of some private enterprises is not perfect, and the decision-making power is often concentrated in the hands of the boss, which is easy to cause decision-making mistakes.

Generally speaking, to formulate enterprise development strategy, we must take it as the basis of enterprise behavior, and it is the basis for judging whether enterprise behavior is reasonable. From the perspective of management system, the development strategy of an enterprise is not only a goal, but actually stipulates how the enterprise should go in the future.

Third, study and formulate the content of enterprise development strategy.

The economic situation in recent two years shows that China has entered? Surplus economy? In the era, resources are not as easy to obtain as before, and the market tends to be saturated, which requires private enterprises in China to find and formulate development strategies suitable for their own characteristics under the four pressures of power structure, market training, ability formation and WTO impact, so as to maintain a sustainable competitive advantage. Therefore, private enterprises should formulate development strategies from three aspects: industrial development strategy, market development strategy and technological innovation development strategy. Human resources development strategy, capital financing development strategy and capital operation development strategy should be considered comprehensively.

(A) industrial development strategy

How to choose the industrial development strategy, first of all, we must make clear whether the enterprise is engaged in one industry or multiple industries in the future industrial positioning, that is, choose specialized management or diversified management strategy; Secondly, we should also consider the regional selection scope of enterprise development strategy.

1. Choice of business areas for development strategy. Zhang Ruimin, president of Haier Group, thinks? The question facing China enterprises is whether they need diversification, but whether they have the ability to diversify. . In other words, whether an enterprise takes the road of diversification strategy depends on the growth period and growth environment of the enterprise at that time. If the enterprise is in a mature stage, and the industry it is developing at present has the strength to expand and the space for development, then the enterprise can completely move from specialized management to diversified management development strategy.

2. The choice of development strategic geographical scope.

(l) Leading enterprises in the same industry. In the case of promising industry prospects, we should adhere to the professional management development strategy, constantly expand the scale of operation, expand the business area, from local to national, from national to transnational; Under the circumstance that the prospect of the industry is not optimistic, we should choose diversified development strategies and high-correlation goals to gradually achieve the leading position in the target industry.

(2) National leading enterprises. The preferred strategy of such enterprises should be transnational operation, and expand the energy accumulated in China to countries or regions that can be released.

(3) Enterprises with average operating conditions. Such enterprises should stick to their existing industry fields and regional scope, choose leading enterprises in the same industry as benchmarks, and actively use benchmarking strategy to gain a better market position in their existing industry fields or regional scope.

(4) Enterprises facing difficulties. Most of the strategies of these enterprises are separation, reorganization, sale or bankruptcy liquidation, which means that the industrial orientation needs to be readjusted.

(2) Market development strategy

The so-called market development strategy is actually the sum of all the measures and means taken by enterprises to explore and compete for the market, mainly in the following four aspects.

1. Seize sovereignty. The goal of seizing sovereignty is to compete for the market? Leadership? Fighters want to gain the monopoly of markets and industries. After 15 years of hard research, DuPont finally invented a real man-made fiber-nylon. The company immediately invested all its resources to seize the dominant position. It began to build one chemical plant after another and advertised in the media, so DuPont created an unprecedented industrial plastics industry.

Sinopec Group and PetroChina Group have recently been engaged in large and medium-sized enterprises in China. The purpose of speeding up the construction of gas stations in small cities is to seize the market dominance and resist the risk of foreign counterparts seizing the China market after China's entry into WTO.

2. Imitation and judo. The idea of imitation and judo is to attack the omissions left by the original author, thus occupying the market. Smart? Imitation? It is also an innovation, because it understands the true meaning of innovation better than the original innovators. The personal computer was originally Apple's idea, but IBM used this idea to design a standard machine to become the personal computer industry, so as to monopolize or at least control the whole field, and as a result, PC came into being.

? Judo? Our strategy is to use soft skillfully. As early as 1947, bell laboratory realized that transistors were about to replace vacuum tubes. Before the major manufacturers in the United States completed the conversion of transistors, Sony Corporation of Japan bought the right to manufacture and sell transistors from Bell Laboratories at a low price of $25,000, and finally occupied the American radio market. Sony used the same strategy to enter the TV and camera market.

3. Build a fortress. ? Build a fort? What is the purpose of? Hold your ground? What are the main tactics to protect yourself from the challenges and invasions of outsiders? Checkpoint tactics? 、? Technical tactics? 、? Marketing tactics? .

Will. Hamburg? Make a standard production line so that people all over the world can eat the same taste? Hamburg? And then what? Was it yesterday? This is McDonald's standard. Whoever wants to use this standard of McDonald's needs to pay money to McDonald's, which means McDonald's has set up this checkpoint. In addition, the use of technology patents and special sales methods can also build a fortress for enterprises. Spreading a century-old flavor and a century-old American culture, this is the enchanted global Coca-Cola beverage. Since 1886, Coca-Cola Company has set up a Coca-Cola formula inspection station consisting of 14 raw materials.

4. Create new customers. Creating new customers is a new business strategy, whose main purpose is to launch? Innovation? . Its main means: (1) creating practicality. For example, the network provides people with a new way of service and consumption; (2) Take advantage of price. The increase of Unicom users is mainly the embodiment of price advantage; (3) Dynamic adjustment. ? The customer is God? We must adjust our sales and service concepts from the standpoint of consumers; (4) in line with customer values. Implement brand strategy and quality strategy to make customers feel valuable.

(C) Technological innovation strategy

Technological innovation refers to the application of new knowledge and technology to the production and operation of enterprises in order to create and realize new economic value. Profit-making activities of enterprises are the process of commercialization and industrialization of scientific and technological achievements. The development strategy of technological innovation refers to the overall planning of technological innovation activities to be implemented by enterprises, which is comprehensive, directional and long-term, and its contents include:

1. product innovation strategy. Product innovation is the most important and basic technological innovation for enterprises. The steps are as follows: 1. Market research. What functions do users need through market research? Is the user's demand obvious or potential? Is the user's demand rising or falling? What is the demand distribution? Wait; The second is product creative development. Enterprises search from all kinds of creative sources, and select product ideas that meet the needs of users for comprehensive evaluation; The third is the physical development of new products. Its content is the physical design, trial production and product promotion of new products; The fourth is the commercialization of new products. Its purpose is to turn the developed new products into marketable commodities and realize what Marx said? A thrilling jump? .

2. Process innovation strategy. The purpose of technological innovation is to ensure the requirements of product function, quality, structure, input-output ratio and scale; Requirements of economic rationality; Product reliability requirements.

3. High-tech innovation strategy. High-tech innovation is to commercialize high-tech achievements and adopt high-tech to develop and produce products needed by the market. The key factors for the success of high-tech innovation are: first, enterprises should have the forerunner of innovation; Second, what should enterprises master? Core technology? And then what? Root technology? ; Third, enterprises should be proficient? Core technology? And then what? Root technology? Talent; Fourth, establish an effective incentive mechanism within the enterprise; Fifth, project selection is the key; Sixth, enterprises should get the support of venture capital funds as much as possible; Seventh, enter the market quickly; Eight is to strengthen technical services.

Human resource development strategy

Correctly implementing human resources development strategy is the most basic means to control an organization. At present, the leaders of private enterprises spend far more time on people's management and personnel decision-making than other jobs, because the consequences and impacts caused by no other decision-making will be as lasting as the mistakes in personnel decision-making and management, which is also a * * * problem faced by private enterprises. Therefore, we should try to solve the following five problems.

The combination of long working ability and corporate culture. On the one hand, it is necessary to improve the working ability of employees, on the other hand, it is also necessary to constantly improve the corporate culture, so enterprises must take these two aspects into account when training employees. Whether it is extended to the Constitution or the Great Manifesto, it is to incorporate corporate culture into the management of enterprises, with the aim of ensuring that employees are integrated into an independent corporate culture system.

2. Combination of introduction and cultivation. Our private enterprises often introduce people from outside with high conditions, which will have negative effects on introduction and training, which is not conducive to mobilizing the enthusiasm of employees. There are also such talents in actual enterprises. In fact, some internationally renowned companies attach great importance to cultivating internal talents.

3. The combination of liquidity and introduction. The relative flow of enterprise personnel will promote the formation of new enterprise culture and bring new vitality and vitality to enterprises, but the rapid flow will have a negative impact on enterprises.

4. The combination of work management and non-work management. To integrate employees into the enterprise, it is necessary to understand and even manage employees' non-work activities. At present, some private enterprises prefer to spend money to organize employees to engage in some collective activities during the long vacation, which is especially important for some key personnel.

5. The combination of human capital management and ordinary staff management. Will enterprises? Personnel? Become? Talent? In other words, to release the energy of every employee as much as possible, it requires the combination of human capital management and ordinary employee management, and can not be neglected.

(V) Capital financing strategy

Capital includes both debt funds and capital funds, and capital financing is both debt funds and capital funds. Therefore, the financing strategy of capital should deal with the following three relations:

1. Relationship between debt funds and capital funds. Debt funds and capital funds constitute the assets of an enterprise. If these two relationships are not handled well, it will have a negative impact on enterprises. Because when the debt funds are too high, the debt will often drag the enterprise to death. For example, daewoo motor's asset-liability ratio exceeds 300%. When the enterprise is in crisis, the creditors immediately step in and demand the withdrawal of funds, which leads to the enterprise being forced to stop production due to the shortage of funds; On the other hand, it will also cause enterprises to work for banks. Of course, the high capital is often reflected in the fact that the utilization of social funds does not seem to have achieved its due effect and the utilization rate of social resources is not high.

2. The relationship between different types of debt funds. Corporate debt includes bank debt, financial debt, public debt and corporate debt. Among them, the risk of bank debt and financial debt is small, but the risk of public debt is high. At the same time, from the perspective of use cost, the cost of bank debt is less than that of public debt. In addition, from the risk analysis of domestic debt and foreign debt, because foreign debt is affected by exchange rate and must be repaid at maturity, the risk of foreign debt is greater than that of domestic debt. However, the relationship between different debts should be properly handled, and it is best to form a certain appropriate proportion between different debts.

3. The relationship between different types of funds. Generally speaking, it is reasonable for the composition of capital to be jointly funded by legal persons, institutions and natural persons, but at the same time, the proportional relationship between concentration and dispersion of capital must be considered. At present, the monopoly phenomenon of state-controlled listed companies in China is widespread, and the reduction of state-owned shares is imperative; On the other hand, the situation that the ownership of private enterprise bosses is too concentrated must also be changed relatively, so as to make the property right structure of private enterprises more reasonable. In fact, it is the starting point of perfecting the internal property right structure and corporate governance structure of enterprises to deal with the relationship between capital well, so as to form a good enterprise system.

(VI) Capital operation strategy

In order to accelerate the development of enterprises, it is necessary to expand from the field of production and operation to the field of capital operation. For the boss of private enterprises, it should be? Entrepreneur? Become? Capitalist? . The successful experience of the rapid development of Dongfang Group is that it has taken a road from the initial real estate industry, enterprise listing and asset reorganization to the final entry into the financial field. Generally speaking, the choice of capital operation strategy actually involves the following questions:

1. The goal of capital operation. The objectives of capital operation: First, to serve the enterprise system and production structure. The development strategy of enterprises will involve their own system reform and structural adjustment, and capital operation should be used to serve their own reform and structural adjustment; The second is the goal of service production and operation. In order to expand their own production and operation, some enterprises engage in capital operation is a quick shortcut; The third is to directly serve the profit growth of enterprises. Buying and selling enterprises, even entering the capital market for stock trading, are all aimed at directly increasing profits.

2. The way of capital operation. There are two ways of capital operation: first, asset reorganization; The second is capital transaction. If the goal is to achieve restructuring, structural adjustment and serve their own production and operation, then the way of asset restructuring is often chosen; If you want to make profits directly, then choose the way of capital trading. 3. Create a capital operation platform. If there is no platform for capital operation, it is difficult to do a good job in capital operation, so it is necessary to shape a capital operation platform suitable for enterprises' own characteristics. There are three measures to establish a capital operation platform: one is to enter and hold financial institutions; Second, there are a corresponding number of listed companies; The third is to enter and hold the corresponding fund. In this way, capital operation is ready for import and export.

In a word, the research and formulation of the development strategy of private enterprises are discussed in the above six aspects. At the same time, in the process of formulating the development strategy of private enterprises, we should consider the development prospects faced by private enterprises. First, the rules of joining WTO will definitely have a good impact on the economy of private enterprises; Second, the reform of state-owned enterprises is also directly related to the development of private enterprises; Third, the western development has brought new opportunities to private enterprises; Fourth, Beijing's successful Olympic bid has brought new business opportunities to private enterprises. Therefore, private enterprises should earnestly study and formulate their own development strategies in a realistic way to ensure the healthy and benign development of private enterprises.

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