| Guangdong Kelon Electric Holding Co.Ltd (hereafter referred to as Kelon Company ) used to be one of the successful model in Chinese enterprises. However, at the beginning of the 21th century,it became an "ST"corporation in the stock market. In November, 2001, privatized Kelon Company adjusted its development strategy in time and became a leading giant of the industry again after several years. Early 2005, I carried out a thorough investigation in Kelon as a trainee of the Kelon President Production Manager Training Class. The strategy change of Kelon Company impressed me deeply. This dissertation came into being on this basis. Firstly, this dissertation sums up enterprise strategic management theories and strategic change theories, on which the subsequent analysis is based. Secondly, after briefly introducing the growth course of Kelon, this paper analyzes four major reasons for Kelon's strategic change, namely, environment, enterprise, mission (or vision) and leader. Then the logic pattern and the way of strategic change are analyzed. Furthermore, the analytic approach of the internal and external factors and strategic group are applied to assess the competitiveness of Kelon Company in the industry. In order to weigh its competitive position in the electric industry, TOWS matrix and Boston Consult Matrix (BCG ) are built. Based on the above analysis, the thesis puts forward many strategy change plans that Kelon could carry out in the future. Finally the thesis explains and analyzes Kelon's corporate strategy, business strategy and functional strategy the Company implemented. And the paper not only appraises and summarizes that the strategy result, but also lay bare the reasons for the successful strategic change in Kelon The dissertation adopts both positive study and empirical study... |
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