家氏商贸有限公司的发展策略研究-工商管理专业论文.docx

摘要限期以来，由于批发商行业一直受到国家的保护，缺乏市场竞争能力。加 摘要 限期以来，由于批发商行业一直受到国家的保护，缺乏市场竞争能力。加 入WTO后，拥有技术、资金和管理优势的外资批发企业将进入中国市场，使 中国的批发行业面临巨大的挑战和严峻的考验。在加快国有批发商改革进程的 、，，7y一 同时，积极发展民营批发商是十分必要，也是十分重要的歹本文从对国内外批 发商行业发展现状及趋势分析入手，以家氏商贸有限公司为研究客体，运用波 特理论对批发商行业的产业竞争结构进行了剖析，运用价值链理论对家氏拥有 的资源情况进行了评估，采用SWOT分析法阐述了家氏的主要机会和威胁，同 时通过对环境变化适应能力的分析，确认企业的实力和弱点。据此，确定了家 氏的总体战略，并提出了内部优化和外部扩张的具体发展对策。 隧于市场经济条件下的批发商行业刚刚起步，有关文献资料十分匮乏，理 t 论与实践尚不成熟，希望本文能起到抛砖引玉的作用，吸引更多的专家学者对 1 这一行业感兴趣，不断地完善中国批发商行业的理论与实践。厂一I·一～ 关键词：批发商 产业竞争结构奄￡扮A 价值链分析 财务分析 SWOT分析 AbstractThe Abstract The competition capability of the distribution industry has not been very strong due to the protection from govemment for the past decades．After China enters WTO， the distribution industry will be confronting a fierce challenge introduced by foreign competitors who are equipped with high technology,broad resources and profound understanding of management skill．State—owned distribution enterprises need tO enhance their competition capability．Meanwhile，privately owned distribution enterprises also need to actively seeking development opportunities．This paper intends to expose major challenges the domestic distribution industry will be facing by performing a thorough analysis of operation of Jiashi Trading Company,a good representation of domestic distribution industry．Various advanced strategic analysis methods are introduced．Porter Theory is adopted in analyzing competition structure of the distribution industry．Value Chain Theory is introduced in uncovering the true value of Jia Shi Company．SWOT(strength，weakness，opportunity and threat)theory is performed to pin point the internal strength and weakness in responding to external opportunities and threats．Based on the analysis performed，the strategy for overall operation is blueprinted as well as how tO carry out the strategy．Internal optimization combined with external expansion is selected to be Jiashi’S operation tactic． Due to the fact that domestic distribution industry under market—economy is still in it