BD公司广东省市场发展战略研究
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摘要
近五年,中国互联网增值市场增速保持在30%以上的年度增值率。中国的网民在2011年6月底已经达到了4.85亿。网络营销作为互联网新兴的广告模式,吸引了众多中小企业主的重视,这种营销模式得到了迅猛的发展。但是,由于网络营销发展过快,整体机制与国情及社会还处于磨合阶段,特别是网络营销的认识及监管方面。同时,市场环境日趋复杂、市场竞争日渐激烈,营销观念创新、管理模式创新、市场定位创新等都是企业需要解决的问题。
BD公司作为网络营销的国内先行者,如何在发展企业的同时,做好市场的规划,体现企业的社会价值,推动整个行业发展,是本文研究的主要目的。本文从了解BD公司广东分公司的发展历程、企业现状和存在的问题入手,提出了实施企业战略管理的重要意义。并以战略管理有关市场发展战略理论、企业战略管理理论、竞争战略理论等为基础,运用波特五力分析、SWOT矩阵、QSPM分析工具通过对企业内部条件、外部环境、竞争能力的分析,重新确定了企业发展目标。
在企业战略实施方面,提出了合理进行人员分工、再造企业现有流程、提高企业管理水平、提升企业信誉度等具体措施和办法,发挥企业市场竞争优势,实现企业发展的战略目标。本文结合了BD公司广东省市场发展的实际情况,制订了BD公司广东省市场发展战略,对于同行企业提高市场竞争力,实现可持续发展等方面具有一定的借鉴意义。
The internet value-added service market in China has maintained a growth rate of over30%in the recent5years. The number of cyberizen in this country had reached a total figure of485million at the end of June,2011. Although internet marketing was a new way to advertise via internet, this marketing pattern had been developed rapidly in virtue of many small and medium-sized enterprises placed importance on it. However, the entire system of internet marketing, especially the cognition and supervision of this field, is still at the stage of matching Chinese national condition and society mutually. Meanwhile, lots of problems are waiting for be resolved under the more and more complicated market environment with increasingly fierce competition, such as:the innovation of marketing concept and management pattern and market orientation etc.
BD is a forerunner of internet marketing in China. This paper focuses on how to keep BD growing, at the same time develop a better market planning and embody its social value as well as spur the development of internet marketing industry. Based on the growth history, current situation and existing problems of BD's Guangdong Branch, it put forward the important significance of enforcing strategic management. On the basis of the strategic management theories relating to marketing development, enterprise management and competition management, it also identifies a new development goal for BD after analyzing its internal and external condition, competitive ability by using Michael Porter's Five Forces, SWOT matrix, QSPM analysis.
Regarding on the implement of enterprise strategy, this paper presents measures to concrete work-division, reengineer current business process, improve management level and upgrade BD's prestige and so on. After carrying out those measures, BD will achieve the strategic goal of development with competitive marketing advantage. Furthermore, the author set the market development strategy of BD's Guangdong Branch in accordance with its actual condition. So this paper must be useful for all counterparts' reference on enhancing market competition and realizing sustainable development.
BD公司作为网络营销的国内先行者,如何在发展企业的同时,做好市场的规划,体现企业的社会价值,推动整个行业发展,是本文研究的主要目的。本文从了解BD公司广东分公司的发展历程、企业现状和存在的问题入手,提出了实施企业战略管理的重要意义。并以战略管理有关市场发展战略理论、企业战略管理理论、竞争战略理论等为基础,运用波特五力分析、SWOT矩阵、QSPM分析工具通过对企业内部条件、外部环境、竞争能力的分析,重新确定了企业发展目标。
在企业战略实施方面,提出了合理进行人员分工、再造企业现有流程、提高企业管理水平、提升企业信誉度等具体措施和办法,发挥企业市场竞争优势,实现企业发展的战略目标。本文结合了BD公司广东省市场发展的实际情况,制订了BD公司广东省市场发展战略,对于同行企业提高市场竞争力,实现可持续发展等方面具有一定的借鉴意义。
The internet value-added service market in China has maintained a growth rate of over30%in the recent5years. The number of cyberizen in this country had reached a total figure of485million at the end of June,2011. Although internet marketing was a new way to advertise via internet, this marketing pattern had been developed rapidly in virtue of many small and medium-sized enterprises placed importance on it. However, the entire system of internet marketing, especially the cognition and supervision of this field, is still at the stage of matching Chinese national condition and society mutually. Meanwhile, lots of problems are waiting for be resolved under the more and more complicated market environment with increasingly fierce competition, such as:the innovation of marketing concept and management pattern and market orientation etc.
BD is a forerunner of internet marketing in China. This paper focuses on how to keep BD growing, at the same time develop a better market planning and embody its social value as well as spur the development of internet marketing industry. Based on the growth history, current situation and existing problems of BD's Guangdong Branch, it put forward the important significance of enforcing strategic management. On the basis of the strategic management theories relating to marketing development, enterprise management and competition management, it also identifies a new development goal for BD after analyzing its internal and external condition, competitive ability by using Michael Porter's Five Forces, SWOT matrix, QSPM analysis.
Regarding on the implement of enterprise strategy, this paper presents measures to concrete work-division, reengineer current business process, improve management level and upgrade BD's prestige and so on. After carrying out those measures, BD will achieve the strategic goal of development with competitive marketing advantage. Furthermore, the author set the market development strategy of BD's Guangdong Branch in accordance with its actual condition. So this paper must be useful for all counterparts' reference on enhancing market competition and realizing sustainable development.
引文
1陈墨译.网络营销应该这样做：制造非一般的网络影响力[M].北京：出版机械工业社,2011.
2互联网实验室.第三浪——互联网未来与中国转型[M].北京：华华文出版社,2009.
3张可,国内网络营销现状[r].http://wenku.baidu.com/view/fbea285577232f60ddccal8d.html, 2011-12-09.
4曾鸣,张德军.网络营销实务[M].上海：上海财经大学出版社有限公司,2008.
5柳思维.榨干百度谷歌——搜索引擎广告大赢家[M].北京：电子工业出版社,2011.
6 C.A.O Reilly and K. H. Roberts, Job Satisfaction Among White and Nonwhites, Journal of Applied Psychology,1973.
7赵春明.企业战略管理-理论与实践(第二版)[M].北京：北京大学出版社,2009.
8 Alan Bryma, Lwadership in Organization, in Stewart R.CIegg, Cynthia Hardly and Walter R. Nord (eds) Managing Organizations:Current Issues, Sage Publications Ltd,1999
9贾旭东,曹凌燕.国际管理学[M].北京：中国人民大学出版社,2009.
10 F.Fiedler, A Theroy of Leafership Effectiveness, New York:McGraw-Hill,1967
11(美)波特著,刘宁译.竞争论[M].北京：中信出版社,2009.
12 B.Leavy and D.Wilson, Strategy and Leadership, London:Routledge,1994
13张志.营销战略管理[M].成都：西南财经大学出版社,2009.
14(美)汤普森等著, (中)王智慧等译.战略管理：概念与案例(第14版)[M].北京：中国人民大学出版社,2009.
15 E.H.Schein, Organizational Culture and Leadership, San Francisco:Jossey-Bass,1985
16包国宪,吴建祖,雷亮.管理学：理论与方法[M].兰州：兰州大学出版社,2008.
17马海牡.管理学理论与方法(电子书)[M].北京：北京大学出版社,2010.
18贾旭东.现代企业战略管理——思想、方法与实务[M].兰州：兰州大学出版社,2006.
19 Gunnar Beeth, Multinational Managers Wanted, Management Review,1997
20赵越春.企业战略管理[M].北京：中国人民大学出版社,2008.
21(美)菲利普·科特勒,凯文·莱恩·凯勒著,王永贵等译.营销管理[M].上海：上海人民出版社,2009.
22候章良,刘立新.战略管理最重要的5个工具[M].广州：广东经济出版社，2008.
23(美)希尔,琼斯著,孙忠译.战略管理(翻译版)[M].北京：中国市场出版社,2008.
24周炜译.战略竞争情报[M].北京：利学出版社,2008.
25(美)彼得·德鲁克著,许是祥译.卓有成效的管理者.[M].北京：机械工业出版社,2008.
26杨小辉.当品牌遇上网络——悄然兴起的互联网品牌营销[M].北京：电子工业出版社,2010.
27(加)明茨伯格著,张猛,钟含春译.战略规划的兴衰[M].北京：中国人民大学出版社,2010.
28(美)布莱恩·艾森伯格,戴维斯著,李晶译.行动的召唤：有效提升网络营销力[M].北京：中信出版社,2009.
29肖海林.企业战略管理：理论、要径和工具[M].北京：中国人民大学出版社,2008.
30(美)吉雷·梅楚尼奇著,康青译.组织学习、绩效与变革：战略人力资源开发导论[M].北京：中国人民大学出版社,2005.
31刘刚.战略管理[M].北京：中国人民大学出版社,2009.
32绚皓.陈江波,于欣.企业战略管理[M].哈尔滨：哈尔滨工业大学出版社,2011.
[1]陈墨译.网络营销应该这样做：制造非一般的网络影响力[M].北京：出版机械工业社,2011.
[2]互联网实验室.第三浪——互联网未来与中国转型[M].北京：华文出版社,2009.
[3]张可.国内网络营销现状[r]. http://wenku.baidu.com/view/fbea285577232f60ddccal8d.html,2011-12-09.
[4]曾鸣,张德军.网络营销实务[M].上海：上海财经大学出版社有限公司,2008.
[5]柳思维.榨干百度谷歌——搜索引擎广告大赢家[M].北京：电子工业出版社,2011.
[6]C. A.0 Reilly and K.H.Roberts, Job Satisfaction Among White and Nonwhites, Journal of Applied Psychology,1973.
[7]赵春明.企业战略管理-理论与实践(第二版)[M].北京：北京大学出版社,2009.
[8]Alan Bryma, Lwadership in Organization, in Stewart R. Clegg, Cynthia Hardly and Walter R. Nord(eds), Managing Organizations:Current Issues, Sage Publications Ltd,1999
[9]贾旭东,曹凌燕.国际管理学[M].北京：中国人民大学出版社,2009.
[10]F.Fiedler, A Theroy of Leaf ership Effectiveness, New York:McGraw-Hill,1967
[11](美)波特著,刘宁译.竞争论[M].北京：中信出版社,2009.
[12]B. Leavy and D.Wilson, Strategy and Leadership, London:Routledge,1994.
[13]张志.营销战略管理[M].成都：西南财经大学出版社,2009.
[14](美)汤普森等著,(中)王智慧等泽.战略管理：概念与案例(第14版)[M].北京：中国人民大学出版社,2009.
[15]E. H. Schein, Organizational Culture and Leadership, San Francisco:Jossey-Bass, 1985.
[16]包国宪,吴建祖,雷亮.管理学：理论与方法[M].兰州：兰州大学出版社,2008.
[17]马海牡.管理学理论与方法(电子书)[M].北京：北京大学出版社,2010.
[18]贾旭东.现代企业战略管理——思想、方法与实务[M].兰州：兰州大学出版社,2006.
[19]Gunnar Beeth, Multinational Managers Wanted, Management Review,1997.
[20]赵越春.企业战略管理[M].北京：中国人民大学出版社,2008.
[21](美)菲利普·科特勒,凯文·莱恩·凯勒著,王永贵等译.营销管理[M].上海：上海人民出版社,2009.
[22]侯章良,刘立新.战略管理最重要的5个工具[M].广州：广东经济出版社,2008.
[23](美)希尔,琼斯著,孙忠泽.战略管理(翻译版)[M].北京：中国市场出版社,2008.
[24]周海炜译.战略竞争情报[M].北京：科学出版社社,2008.
[25](美)彼得·德鲁克著,许是祥译.卓有成效的管理者.[M].北京：机械工业出版社,2008.
[26]杨小辉.当品牌遇上网络——悄然兴起的互联网品牌营销[M].北京：电子工业出版社,2010.
[27](加)明茨伯格著,张猛,钟含春译.战略规划的兴衰[M].北京：中国人民大学出 版社,2010.
[28](美)布莱恩·艾森伯格,戴维斯著,李晶译.行动的召唤：有效提升网络营销力[M].北京：中信出版社,2009.
[29]肖海林.企业战略管理：理论、要径和工具[M].北京：中国人民大学出版社,2008.
[30](美)吉雷·梅楚尼奇著,康青译.组织学习、绩效与变革：战略人力资源开发导论[M].北京：中国人民大学出版社,2005.
[31]刘刚.战略管理[M].北京：中国人民大学出版社,2009.
[32]王绚皓,陈江波,于欣.企业战略管理[M].哈尔滨：哈尔滨工业大学出版社,2011.
2互联网实验室.第三浪——互联网未来与中国转型[M].北京：华华文出版社,2009.
3张可,国内网络营销现状[r].http://wenku.baidu.com/view/fbea285577232f60ddccal8d.html, 2011-12-09.
4曾鸣,张德军.网络营销实务[M].上海：上海财经大学出版社有限公司,2008.
5柳思维.榨干百度谷歌——搜索引擎广告大赢家[M].北京：电子工业出版社,2011.
6 C.A.O Reilly and K. H. Roberts, Job Satisfaction Among White and Nonwhites, Journal of Applied Psychology,1973.
7赵春明.企业战略管理-理论与实践(第二版)[M].北京：北京大学出版社,2009.
8 Alan Bryma, Lwadership in Organization, in Stewart R.CIegg, Cynthia Hardly and Walter R. Nord (eds) Managing Organizations:Current Issues, Sage Publications Ltd,1999
9贾旭东,曹凌燕.国际管理学[M].北京：中国人民大学出版社,2009.
10 F.Fiedler, A Theroy of Leafership Effectiveness, New York:McGraw-Hill,1967
11(美)波特著,刘宁译.竞争论[M].北京：中信出版社,2009.
12 B.Leavy and D.Wilson, Strategy and Leadership, London:Routledge,1994
13张志.营销战略管理[M].成都：西南财经大学出版社,2009.
14(美)汤普森等著, (中)王智慧等译.战略管理：概念与案例(第14版)[M].北京：中国人民大学出版社,2009.
15 E.H.Schein, Organizational Culture and Leadership, San Francisco:Jossey-Bass,1985
16包国宪,吴建祖,雷亮.管理学：理论与方法[M].兰州：兰州大学出版社,2008.
17马海牡.管理学理论与方法(电子书)[M].北京：北京大学出版社,2010.
18贾旭东.现代企业战略管理——思想、方法与实务[M].兰州：兰州大学出版社,2006.
19 Gunnar Beeth, Multinational Managers Wanted, Management Review,1997
20赵越春.企业战略管理[M].北京：中国人民大学出版社,2008.
21(美)菲利普·科特勒,凯文·莱恩·凯勒著,王永贵等译.营销管理[M].上海：上海人民出版社,2009.
22候章良,刘立新.战略管理最重要的5个工具[M].广州：广东经济出版社，2008.
23(美)希尔,琼斯著,孙忠译.战略管理(翻译版)[M].北京：中国市场出版社,2008.
24周炜译.战略竞争情报[M].北京：利学出版社,2008.
25(美)彼得·德鲁克著,许是祥译.卓有成效的管理者.[M].北京：机械工业出版社,2008.
26杨小辉.当品牌遇上网络——悄然兴起的互联网品牌营销[M].北京：电子工业出版社,2010.
27(加)明茨伯格著,张猛,钟含春译.战略规划的兴衰[M].北京：中国人民大学出版社,2010.
28(美)布莱恩·艾森伯格,戴维斯著,李晶译.行动的召唤：有效提升网络营销力[M].北京：中信出版社,2009.
29肖海林.企业战略管理：理论、要径和工具[M].北京：中国人民大学出版社,2008.
30(美)吉雷·梅楚尼奇著,康青译.组织学习、绩效与变革：战略人力资源开发导论[M].北京：中国人民大学出版社,2005.
31刘刚.战略管理[M].北京：中国人民大学出版社,2009.
32绚皓.陈江波,于欣.企业战略管理[M].哈尔滨：哈尔滨工业大学出版社,2011.
[1]陈墨译.网络营销应该这样做：制造非一般的网络影响力[M].北京：出版机械工业社,2011.
[2]互联网实验室.第三浪——互联网未来与中国转型[M].北京：华文出版社,2009.
[3]张可.国内网络营销现状[r]. http://wenku.baidu.com/view/fbea285577232f60ddccal8d.html,2011-12-09.
[4]曾鸣,张德军.网络营销实务[M].上海：上海财经大学出版社有限公司,2008.
[5]柳思维.榨干百度谷歌——搜索引擎广告大赢家[M].北京：电子工业出版社,2011.
[6]C. A.0 Reilly and K.H.Roberts, Job Satisfaction Among White and Nonwhites, Journal of Applied Psychology,1973.
[7]赵春明.企业战略管理-理论与实践(第二版)[M].北京：北京大学出版社,2009.
[8]Alan Bryma, Lwadership in Organization, in Stewart R. Clegg, Cynthia Hardly and Walter R. Nord(eds), Managing Organizations:Current Issues, Sage Publications Ltd,1999
[9]贾旭东,曹凌燕.国际管理学[M].北京：中国人民大学出版社,2009.
[10]F.Fiedler, A Theroy of Leaf ership Effectiveness, New York:McGraw-Hill,1967
[11](美)波特著,刘宁译.竞争论[M].北京：中信出版社,2009.
[12]B. Leavy and D.Wilson, Strategy and Leadership, London:Routledge,1994.
[13]张志.营销战略管理[M].成都：西南财经大学出版社,2009.
[14](美)汤普森等著,(中)王智慧等泽.战略管理：概念与案例(第14版)[M].北京：中国人民大学出版社,2009.
[15]E. H. Schein, Organizational Culture and Leadership, San Francisco:Jossey-Bass, 1985.
[16]包国宪,吴建祖,雷亮.管理学：理论与方法[M].兰州：兰州大学出版社,2008.
[17]马海牡.管理学理论与方法(电子书)[M].北京：北京大学出版社,2010.
[18]贾旭东.现代企业战略管理——思想、方法与实务[M].兰州：兰州大学出版社,2006.
[19]Gunnar Beeth, Multinational Managers Wanted, Management Review,1997.
[20]赵越春.企业战略管理[M].北京：中国人民大学出版社,2008.
[21](美)菲利普·科特勒,凯文·莱恩·凯勒著,王永贵等译.营销管理[M].上海：上海人民出版社,2009.
[22]侯章良,刘立新.战略管理最重要的5个工具[M].广州：广东经济出版社,2008.
[23](美)希尔,琼斯著,孙忠泽.战略管理(翻译版)[M].北京：中国市场出版社,2008.
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