基于平衡计分卡的xx集团存储业务战略实现

摘 要1摘 要近年随着互联网发展，数据存储需求大幅增加。微信、个人云存储等互联网应用的兴起，使得个人数据存储需求井喷；政府、企业、金融等行业及部门的平安城市、网络视频监控、私有云、信息化管理需求也大幅度增长，为存储市场带来更广阔的发展空间。在此背景下，xx 集团制定了跨越式发展的战略目标。从近两年的存储产品销售情况看，xx 存储业务实现稳步增长，但距离年初制定的年度市场销售额、市场占有率等目标均有较大差距。至 2016 年前 3 季度，xx 存储总共完成 6.8 亿元国内回款和 2000万元国外回款，预计 2016 年全年销售完成率 74%，同比增长 26%左右。2016 年三、四季度，多篇对 xx 信息的证券研究报告均把存储业务不达预期作为主要的风险点写入报告，期间 xx 信息股价从最高点27 元左右持续下跌至 19 元附近。从市场反馈看，存在品牌认知度不高、品牌溢价较低、成本优势不明显等问题；从企业内部看，有着战略目标过度激进、销售队伍组建不力等问题。本文以 xx 存储业务为例，分为引言、文献综述、xx 存储业务介绍、xx 存储业务市场战略分析、xx 存储业务市场战略解决方案、结论共六个章节，研究严格按照“调查收集- 论文论证- 制订框架-细化研究-概括总结”的程序进行研究分析。先对行业内总体现状作全面了解，明确研究的内容、方法和步骤，收集相关的数据资料；通过一系列的应用研究活动，了解行业的发展情况与企业的战略实施情况，建立起基本的论文框架，从行业背景、企业竞争优劣势等方面进行分析，并基于平衡计分卡梳理出战略解决方案，最终形成本文的结论。基于平衡计分卡的战略方案，难点在于指标选择和标准制定，本文思路是尽可能的应用管理系统、在线调查等措施，快速、简单的获取相关指标，促进业务人员在实际工作中结合物资管理系统、销售管理系统等信息化手段的应用，从而提升企业运行效率。构建平衡计分卡过程中，会出现不同观点，呈现出指标越做越多、评价困难的情况。本文基于信息化大发展的时代背景下，响应国家提出的“互联网+”战略，深入研究信息化基础建设企业在新环境下的战略变革，有基于平衡计分卡的 xx 集团存储业务战略实现2着积极的现实意义。以存储市场为例，目的在于通过 xx 存储作为一个案例，来构建一个高新技术企业在专业市场的战略选择与实施路径，探索本土信息化解决方案提供商的市场战略选择，对其他相关高科技行业形成一定的借鉴价值。写作过程中，本文借鉴波特五力模型、SWOT 分析等常用工具方法，根据我国实际情况，引入政策、市场成长速度等因素，对传统战略分析工具进行扩充，尽可能地避免理论过度简化市场环境和忽视环境变化的缺陷。关键词：信息化 存储 战略 平衡计分卡ABSTRACT1THE STRATEGY IMPLEMENTATION OF INSPUR STORAGE BUSINESS BASED ON THE BALANCED SCORECARDABSTRACTIn recent years, with the development of the Internet, data storage demand has increased significantly. The rise of We Chat, personal cloud storage and other Internet applications makes the personal data storage demand blow out; Safe city, network video monitoring, information management and private cloud needs of government, enterprise, finance and other industries as well as departments substantially grow, which brings a broader space for development for the storage market. In this context, Inspur Storage develops the strategic objectives of leapfrog development. But from the past two years sales of storage products, Inspur Storage business has achieved steady growth. However, this still has a larger gap compared with the objectives planned in the beginning of the year to develop the annual market sales and market share.To the first 3 quarters of 2016, Inspur Storage of a total of 680 million yuan to complete the domestic collection and payment of 20 million yuan abroad, is expected in 2016 to complete the annual sales rate of 74%, an increase of about 26%. In 2016 the third and the fourth quarter, many articles on Inspur information of securities research take the fact that the storage business is not up to expectations as the main risk, during which Inspur share price dropped from the highest point of 27 yuan to around 19 yuan. Feedback from the market perspective, the problems lie in the brand 基于平衡计分卡的 xx 集团存储业务战略实现2awareness is not high, the brand premium is low and the cost advantage is not obvious and other issues; from the perspective of the enterprise, there are too radical strategic objectives and the formation of poor sales team.This paper, taking Inspur Storage as an example, is divided into a total of five chapters: the introduction, literature review, introduction of Inspur Storage and existing problems, market strategy, and conclusion. The research is in strict accordance with the “investigation and collection - thesis - making framework - detailed research - Summary of the program analysis”. Firstly it introduces the industry present situation, clearing research contents, methods and steps of collecting the related data; then through a series of applied research, it shows the development of the industry and enterprise strategy implementation, establishing the basic framework. At last it analyzes the industry background and competitive advantages and disadvantages, based on the balanced scorecard to tease out the strategic solution, to finally form the conclusion of this paper.The difficulty of the strategy lies in index selection and standard setting. The idea is to apply as much as possible the management system, online survey and other measures to quickly and easily obtain the relevant indicators, promoting the application of business personnel to the material management system, sales management system in practical work, so as to enhance the enterprise operation efficiency. In the process of constructing the balanced scorecard, there will be different points of view, showing the more and more indexes, the more difficult to evaluate. This paper based on the information technology development under the background of a response to the “Internet plus“ strategy, studies the strategic changes in the new environment of information infrastructure construction enterprises, thus having a positive practical significance. Taking storage market as an example, the paper aims to help a high-tech enterprise to find out a market strategy selection and an implementation path in the professional market, exploring market strategy selection of the local information solutions provider, and forming a certain value to other related high-tech industries. During the writing, I using the Potter five forces model and SWOT analysis, introduces the policy factors and market growth rate according to the actual situation in our country and expand the ABSTRACT3traditional strategic analysis tools as much as possible to avoid the defects of theory over simplification of the market environment and the neglect of environmental change.KEY WORDS: Informatization Storage Strategy Balanced scorecard目 录1目 录第一章 引 言 .1一、研究背景、意义 .1（一）研究背景 .1（二）研究意义 .1二、研究内容及方法 .2（一）研究内容 .2（二）研究方法 .2三、研究结论及创新 .2（一）研究结论 .2（二）研究创新 .3四、研究框架及难点 .3（一）研究框架 .3（二）研究难点 .3第二章 文献综述 .4一、本文涉及的理论研究 .4（一）波特五力模型 .4（二）SWOT 矩阵 .4（三）平衡计分卡 .4（四）4P、4C 理论 .5二、已有研究及不足 .5（一）xx 集团内部资料 .5（二）行业研究资料 .6（三）战略理论研究论文 .6第三章 XX 存储业务介绍 .8一、存储行业总体现状 .8（一）行业发展趋势 .8（二）行业内的主要竞争者 .10二、xx 存储业务介绍 .11基于平衡计分卡的 xx 集团存储业务战略实现2（一）xx 存储基本情况 .11（二）xx 存储的销售情况 .13（三）xx 存储的访谈情况 .18第四章 XX 存储业务市场战略分析 .21一、存储市场外部环境分析 .21（一）现有竞争者的竞争能力 .21（二）潜在竞争者进入的能力 .21（三）替代品替代能力 .22（四）供应商的讨价还价能力 .22（五）购买者的讨价还价能力 .22（六）行业市场成长能力 .23（七）政策对市场的影响能力 .23（八）技术升级对市场的影响能力 .23（九）行业整合对市场的影响能力 .23二、xx 存储 SWOT 分析 .24（一）竞争优势 .24（二）竞争劣势 .25（三）竞争机会 .25（四）竞争威胁 .26三、xx 存储业务存在的管理问题 .28（一）存储业务销售额低于目标 .28（二）存储业务市场份额偏低 .28（三）品牌认同度一般，品牌溢价能力不强 .28（四）产品专业程度过高，与购买者沟通难度较高 .29（五）解决方案成本较高，消费者决策困难 .29（六）销售渠道不通畅，客户接触 xx 产品机会少 .29（七）产品设计缺乏对客户需求的研究，存在较高的应用门槛 .30（八）专业化服务对销售人员要求高，专业化队伍建设不理想 .30第五章 XX 存储业务市场战略解决方案 .32一、xx 存储的战略总结 .32（一）技术领先战略 .32（二）全球化战略 .33图表目录3（三）高端产品、前沿技术和高端服务 .33（四）全行业覆盖战略，重点行业聚焦 .33（五）行业