MBA教育中心知识库

摘  要

在当前我国以国内大循环为主体，国内国际双循环相互促进的新发展格局的背景下，在华跨国企业面临着前所未有的大变局。如何在这场竞争中取胜，是众多在华跨国企业高度关注的问题。要解决这一问题，首先要做的就是根据企业的内外部环境做出自身的战略调整，以使自身的战略更具环境适应性。

本文选择日本奥林巴斯在华经营分公司为案例对象展开分析，在对国内外有关战略的研究成果进行梳理和总结的基础上，首先，通过运用五力模型以及PEST方法对该分公司所处的行业环境及宏观环境展开系统分析，分析得出现阶段该分公司面临的威胁和机遇。其次，在对该分公司的基本情况进行介绍的前提下，重点分析了该分公司的资源、能力及核心能力，并与其竞争者进行比较，从而得出该分公司的劣势以及优势。再次，依据该分公司自身的劣势和优势与面临的威胁以及机会，结合总公司的在华战略目标，通过STP方法明确该分公司的市场定位。第四，系统分析ST、SO以及WO和WT战略，在此基础上进行综合考虑四个因素的综合战略，并结合该分公司的资源、能力及核心能力情况进行战略选择。第五，将选择的战略与奥林巴斯在华经营分公司原本的战略进行比较，给出该分公司现阶段的发展战略的优化建议。最后，就该分公司如何实施新的发展战略提出相应的保障措施。

希望文章关于奥林巴斯（中国）有限公司发展战略的研究能够帮助公司审时度势，在世界经济百年未有之大变局中保持市场竞争力、实现长期健康发展提供参考，同时也希望本文的研究成果能够为其他跨国企业发展战略的优化与制定提供有益的参考。

Abstract

Under the background of the new development pattern of domestic and international double cycles, multinational enterprises in China are facing unprecedented changes. How to win this competition is a matter of great concern for many multinational enterprises in China. To solve this problem, the first thing to do is to make its own strategic adjustment according to the internal and external environment of the enterprise, so as to make its own strategy more adaptable to the environment.

 Based on combing and summarizing the research results of domestic and foreign strategies, this paper selects Olympus in China as the case object. Firstly, by using the five-force model and PEST method, the threats and opportunities faced by the branch are analyzed. Secondly, on the premise of introducing the basic situation of the branch, this paper analyzes the resources, abilities and core competencies of the branch, and compares them with its competitors, so as to obtain the disadvantages and advantages of the branch. Thirdly, according to the disadvantages and advantages of the branch, the threats and opportunities faced by the branch, combined with the strategic objectives of the head office in China, the market positioning of the branch is defined by STP methods. The fourth is to systematically analyze the ST、SO and WO and WT strategies, on the basis of which a comprehensive strategy considering four factors is carried out, and the strategic selection is carried out in combination with the resources, capabilities and core competencies of the branch. Fifth, compare the selected strategy with the original strategy of Olympus operating branch in China, and give the optimization suggestion of the development strategy of the branch at the present stage. Finally, how to implement the new development strategy of the branch put forward the corresponding safeguard measures.

It is hoped that the research on the development strategy of Olympus (China) Co., Ltd. will help the company to judge the situation, maintain the market competitiveness and realize the long-term healthy development in the world economy.