I
摘 要
科技型小微企业以高新技术产品的研发、生产和销售为主要业务，是最具
活力和发展前景的小微企业。科技型小微企业在快速发展的同时也存在许多问
题，如何使其在激烈的市场竞争和多变的环境下不断成长，已成为企业家关注
的焦点。青岛麦普吉公司就是目前众多科技型小微企业中的一员，经过 15 年
的积累，公司取得了良好的业绩，在青岛市乃至山东省地理信息欧亿·体育（中国）有限公司都有着不
错的口碑。但是随着地理信息知识及技术的普及和推广，麦普吉公司遇到了市
场环境、人力资源、技术资源、社会资源等方面的挑战，如何应对目前的挑
战，如何在竞争中占据市场的制高点，已成为阻碍公司谋求生存和发展的重大
难题。公司的经营越来越需要有一个长期的战略规划，从而实现企业的长期、
稳定的发展。

本文以青岛麦普吉公司为研究对象，遵循“战略分析—战略制定—战略实
施”的研究范式，根据“立足现实找出问题—深入分析剖析问题—运用工具解
决问题”的思路，在对公司内外部环境分析的基础上，制定了“一个基础（计
算机制图）、两个核心（数据处理和软件开发）、三个保障（品牌、资金、渠
道）、文化支撑、多点开花”的发展战略，创新性地提出“拳击手理论”，将公
司战略实施过程划分为“健身”、“强身”、“赢得冠军”三个阶段，从完善人力
资源管理体系、融合企业文化与企业管理、创建学习型企业三个方面提出了促
进麦普吉公司发展战略得以顺畅实施的保障措施。希望通过本文的研究能使麦
普吉公司发展立足山东面朝全国，早日成为山东省乃至全国知名的地理信息企
业。

关键词：青岛麦普吉公司；地理信息产业；战略分析；发展战略Abstract
Technology-based small and micro enterprises in high-tech product development,
production and sales as the main business, is the most dynamic and development
prospects of small and micro enterprises. Technology-based small and micro
enterprises are in the rapid development but also have many problems. How to make
it continue to grow in the fierce market competition and changing environments, has
become the focus of entrepreneurs. Qingdao Maipuji company is one of the current
number of small and micro enterprises. After 15 years of accumulation, the company
has achieved good results and got a good reputation in geographic information
industry in Qingdao City and Shandong Province. But with the knowledge and
geographic information technology popularization and promotion, Maipuji company
faced a market environment, human resources, technical resources, social resources
and other challenges, how to deal with current challenges, how to market in
competition to occupy the high ground, the company has become an obstacle to seek
survival and development of the major problems. The company's business needs to
have a more long-term strategic planning in order to achieve the enterprise long-term
and stable development.
This paper takes Maipuji company as the research object, follow the Strategic
Analysis - Strategy Development - Strategy Implementation research paradigm.
According to the idea of based on reality and identify problems - depth analysis of
the parsing issue - the use of tools to solve problems, based on the internal and
external environment of the company, we propose the development strategy of one
basis (computer graphics), two cores (data processing and software development),
three security (brand, capital, channel), cultural support, multi-flowering. The paper
put forward innovative boxer theory, and the company's strategy implementation
process is divided into fitness, physical, win three stages. We propose
safeguard measures from improving human resources management system,
integration of corporate culture and business management, create a learning three