企业战略地图的设计与开发.doc

摘 要:随着经济市场化和全球化的发展，国内国际钢帘线市场竞争日益激励，兴达公司作为钢帘线产品行业的龙头企业也面临着严峻的挑战。发现并解决公司存在的问题，对公司发展具有重要意义。增强自身实力，打造核心竞争力，提高产品质量，提升品牌形象是兴达公司迫切需要解决的问题。

　　　本文首先简要阐述了罗伯特·卡普兰和大卫·诺顿的战略地图理论思想，并对其形成与发展的过程进行了介绍，给出了一个通用的战略地图。接着结合所分析的公司是具体情况，把战略地图细分到公司的具体层面，体现设计思想与开发原则，然后介绍和分析了兴达钢帘线的发展现状，并分层面讨论地图的设计过程，最终得出一个清晰完整的战略地图。最后根据企业的具体情况设计出相应的战略地图，解决企业在战略执行方面的问题，寻求突破点和创新点，并提出相关研究结论和建议。

　　　在财务层面上，可以通过产品收入的增长和生产率的提高来实现股东价值最大化，在客户层面上通过三个方面体现：第一提高国际市场销售比重，提升国内市场占有率，第二保持与渠道与终端良好关系客户满意度，第三关注政府社会公众的价值主张，在内部层面上，主要是四个流程，运营管理流程，创新流程，客户管理流程，法规与社会流程，在学习与成长层面，从人力资本，信息资本，组织资本入手实施公司的战略。同时公司把对客户的全面服务以及环保作为突破点，打造企业核心竞争力和品牌形象。

　　　希望通过本论文的写作，使我们更加深刻地了解兴达钢帘线发展现状以及存在的问题并设计出战略地图，从而对企业的战略了然于心，为企业将来的管理与实践提供一个的战略分析框架。

关键词：战略；战略地图；平衡计分卡

Abstract:With the globalization of the market economy and the development of domestic and international steel cord market competition is becoming increasingly incentives, as steel cord products manufacturing industry Xinda Company also faces severe challenges. How to deal with pressure from competitors at home and abroad, how to enhance their own strength, to build the core competitiveness, improve product quality, enhance brand image Xinda Company is an urgent need to solve the problem.

    This paper briefly describes • Robert Kaplan and David Norton's strategy map • theoretical ideas, introduces the strategic map of the process of formation and development of the theory and gives a general strategy map. Then combined with the analysis of the specific circumstances of the company is put down to the company's strategy map specific level, reflecting the principles of design and development, and then describes and analyzes the development status Xingda cords and problems presented to the company strategy map the urgency and importance of the development and discussion of aspects of the design process of the map, and ultimately arrive at a clear and complete strategy map. Finally, according to the specific circumstances of the enterprise to design appropriate strategic maps, detailed answer and solve the issues raised by papers and make relevant conclusions and recommendations.

    In the financial level, through increased productivity and income growth to maximize shareholder value in the customer level through three aspects reflected: First increase the proportion of international sales, improve the domestic market share, and the second holding and channels terminal good relationship customer satisfaction, and the third concerns the value proposition of the government of the public, in the internal level, there are three main processes, operations management processes, innovation process, customer management processes, regulatory and social processes, learning and growth perspective, human capital, information capital, organizational capital to start the implementation of the company's strategy. The company's full range of services to our customers as well as environmentally friendly as the breakthrough point, to build the core competitiveness and brand image.

    Hope that through this thesis writing, so that we more deeply understand Xingda Steel Tyre Cord own resources mix and comprehensive planning for the future, and thus the business strategy have a clear understanding of the future management of the enterprise and practice to provide a strategic analysis framework

Keywords: Strategy; Strategy map; Balanced Scorecard