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浙江万里学院商学院毕业论文（设计）

题 目 吉利汽车战略转型研究

工商管理专业，2006级2班 毛霞

工商管理系 06014611

陈培军 学生姓名 专业班级 指导教师 系 别

学生学号

毕业论文（设计）独创性声明

本人郑重声明所提交的毕业论文(设计)是本人在指导教师的指导下,进行的研究工作及取得的研究成果。除文中特别加以标注的地方外，论文中不包含他人已经发表的学术成果或者他人为获得高等院校学位而使用过的材料，论文(设计)中不涉及任何知识产权纠纷。

否则，本人将承担一切责任。

学生签名：__________

日期：__________

摘要

如何使企业不断地壮大，如何保证企业持续的发展，如何使企业获得新的利润增长空间，是现代企业面临的一个重大的战略问题，而战略转型是企业在发展过程中必然会遇到的战略选择之一。成功的战略转型可以重新确立企业的竞争优势，提高企业的市场竞争力。然而，现实中往往有许多企业在战略转型时，没有确立正确的战略目标，或盲目地追求扩张，占用大量的企业资源，导致企业经营出现危机，反而影响了企业的发展。因此企业如何根据自身的实际情况，正确地把握战略转型是现代企业急需解决的问题。

笔者选择吉利汽车作为研究对象，试图通过对国内外关于战略转型文献资料的搜集整理，从战略转型的相关理论入手，结合吉利汽车的实际情况运用SWOT分析法对吉利汽车战略转型的优势与劣势，机会与威胁进行分析，从增强企业的核心技术，提升市场竞争力；提升企业品牌形象，增加经济效益；完善企业价值链，降低运作成本；完善企业管理体系，规避转型风险等方面提出对策建议来确保转型的成功。

关键词：战略转型；吉利汽车；SWOT分析

Abstract

A major strategic issues which modern enterprise faces is How to enable enterprises to continuously grow, how to ensure business continuity in the development, how to make room for new growth enterprises .and Strategic Transformation is one of the Strategic choice which enterprises will inevitably encounter in development. Successful strategic transformation to re-establish a competitive advantage, improve business growth, competitiveness and development capacity. However, in reality, many enterprises haven’t establish correct strategic objective at the moment of strategic transformation, or the blind pursuit of expansion take up a lot of company resources, lead a dangerous operation, affect the company's growth on the contrary. Therefore, a successful strategic transformation is important for the sustainable development of enterprises, however, the issue of how to properly grasp the strategic transformation of an enterprise according to their own is worth to consider.

I choose Geely Automobile as the object of research, attempt to collect the information of domestic and foreign literature on the strategic transformation, begin with the strategic transformation of the relevant theories and conduct a comprehensive, systematic analysis research combined with the actual situation of Geely Automobile. And to use SWOT analysis of the Geely Automobile internal advantages and weaknesses, external opportunities and threats, suggesting that Geely Automobile to enhance their core technologies, improve corporate brand image, ensuring the business value chain and to update the management philosophy and management and other measures at the moment of the strategic transformation to ensure the success of transformation, hoping it will be helpful and a certain reference significance to Geely Automobile development.

Key words:strategic transformation; Geely Automobile; SWOT analysis