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1 SWOT 5

2 Abstract Today, the structures of domestic bus industry have been changed greatly. Many manufacturers enter into the field because of its lower threshold. All of these lead to aggravate drastically competition inside the market. Therefore it s important that studying the Xiamen King Long Co. s strategy of development. The dissertation gives some advice about the current condition and future development of Xiamen King Long by analyzing its strategy. The contents of the paper are arranged as follow: The part 1 introduce Xiamen King Long s background and latent problem, and point out the significance of studying Xiamen King Long s strategic management. The part 2 make a detailed analysis for the present external and internal environment such as Macroenvironment factor, bus industry analysis, competition pattern as well as company's organizational structure, human resources, financial condition, production research and marketing. At the part 3, basing on the above analysis, forms the future developmental strategy of Xiamen King Long Co. - implementation correlation multibusiness operation by using SWOT, life cycle strategic and so on strategy analysis tool. Then it analysis the development condition of heavy truck industry as well as the strengths and weaknesses King Long Co. will face if it entered this industry, and formulate it s strategic development goal in recent 5 years. The part 4 formulate it s the strategy action program including the changing of organizational structure and culture and the re-distributing of resource. At the last part of the dissertation, it introduce the balance score card as the feedback tool of strategic implementation and melt it into the company s strategic development plan, it will cause the strategic development of the company to evolve into a strategic management pattern and flow based on the BSC guidance. Key words: bus; heavy truck; multibusiness

3 SWOT Strengths Weaknesses Opportunities Threats... 44

4 S BSC

5

6 Brief contents Preface part 1 The conditions and significance of strategic management of Xiamen King Long Co The brief introduction of Xiamen King Long Co The background of Xiamen King Long Co The development of Xiamen King Long Co The latent problem and significance of studying strategy management The latent problem of Xiamen King Long Co. 3 2 The significance of studying strategic management of Xiamen King Long Co part 2 Strategy enviornment analysis of Xiamen King Long Co External factors anlysis Macroenvironment analysis industry analysis competition Internal factors analysis Organizational structure and human resources The condition of finance analysis The condition of technology,information and R&D analysis... 39

7 4Marketing Part 3 The establishment of strategy SWOT analysis Strengths Weaknesses Opportunities Threats Product life cycle and big strategy collective model of Xiamen King Long Co Product life cycle orientation Big strategy collective model Multibusiness operation strategy The external reason of multibusiness operation The internal reason of multibusiness operation The condition and developing trend of the industry which Xiamen King Long Co. will enter into Strengsth of Xiamen King Long Co Weaknesses of Xiamen King Long Co The establishment of strategy The plans and targets of strategy Part 4 Implementing of strategy The basic model of implementing of strategy 7S model The changing of organizational structure... 66

8 3Appropriate Organizational culture Implementing of resources Implementing of human resources Implementing of finance resources Implementing of information resources Implementing of marketing channel Implementing of technology resources Part 5 The feedback of implementing strategy The obstacles in implementing strategy The key to implementing strategy Establish the strategic management system The Balanced Scorecard reference 84 postscript 1The brife introduction of BSC The establishment of BSC The BSC sheets... 83

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17 Degree papers are in the Xiamen University Electronic Theses and Dissertations Database. Full texts are available in the following ways: 1. If your library is a CALIS member libraries, please log on and submit requests online, or consult the interlibrary loan department in your library. 2. For users of non-calis member libraries, please mail to for delivery details.

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