莱尔德电子材料上海有限公司发展战略研究工商管理专业论文.docxVIP

上海交通大学 上海交通大学 EMBA 学位论文 究 莱尔德电子材料上海有限公司发展战略研 PAGE PAGE 5 使企业更上一层楼，从而推动公司董事会的增资再扩大计划实施。更重要 的是，研究从实际案例出发，对现实中有一定技术创新能力却因资本增加 瓶颈陷入产能释放受限、毛利率无法提升的电子行业外资企业在战略方案 确立和执行方面具有实际的借鉴意义。 关键词：发展战略，电磁屏蔽干涉，竞争优势，增资，扩张产能战略 The Development Strategy Study of Laird Technology Shanghai Co., LTD Abstract In the re-structure of global mobile phone market, Apple and Samsung gradually replace the market leader role that Nokia and Motorola played before. Apple and Samsung become the leader in the high-end smart phone market share. The demand of mobile phone also increases a lot driven by the smart phone, like iPhone. As a supplier for the world class mobile phone manufacturer, the leader of global EMI （Electromagnetic Interference ）industry, it is important for Laird to know how to catch the market change and meet customers’ strong demands, even though the raw materials and labor cost keep increasing and customers ask the quarterly cost down. In order to keep the continuous investments from the company board and expansion for LTSHA, LTSHA needs to reply on the technical innovation, process improvement and automation application to meet the synchro increasing of sales, gross margin rate and profit. Meanwhile, to change the business model from cost driven to technical driven and keep the industry leader position in the competition is the key to the company development. This paper, on the basic of the basic theories of PEST model, The Five-force Model and the internal and external factor evaluation matrix, attempts to figure out the key factors of company development via analyzing the the internal and external environment of Laird Technologies Shanghai Co., LTD. It determines the future direction of the company development with a thorough analysis of its opportunity, threat, strength and weakness basing on the SWOT Matrix. Further, combing with the enterprise vision and mission, the paper makes a suggestion of capacity enlargement and product differentiation through in