随着全球智能手机的市场饱和及整个手机欧亿·体育（中国）有限公司的创新不足，智能手机的消费市场逐 显疲软，终端消费者更换智能手机的频率下降，全球手机出货量从 2018年开始下降。 在5G和折叠屏技术成熟及普及之前，终端消费者不会出现大的换机潮，预计全球手机 出货量在未来三年会继续走低。与此同时，国内制造企业面临着经济环境 恶化，人力成 本上涨，人力招募困难，中美贸易摩擦不断等诸多不利因素，生存环境越来越残酷，很 多手机制造商因为经营不善或发展战略的错误调整等原因退出了手机制造的 舞台。 F集团数位产品事业群作为业界最大的手机代工商，服务于苹果公司等国际一流企 业。在2017年以前，F集团数位产品事业群因为代工苹果手机，随着苹果手机的畅销 获得 了巨大成功。但由于近两年来苹果手机在大中华地区的销量下滑以及国产品牌手机 的崛起，中国的手机元件供应商不断开拓国内客户，而一度完全依赖外国零部件供应的 国产手 机也更多地采用国内供应商。目前在手机产业链中的各个领域，中国手机供应商 都已表现突出，各细分领域都已出现拔尖的龙头企业，这些业界龙头已向高端食物链挺 进。面对 如此复杂多变的内外部环境，F集团数位产品事业群如何在今后的市场竞争中 找到正确的发展方向，制定一个中长期的发展战略具有非常紧迫的现实意义。 本文选取F集团旗下的 数位产品事业群作为研究对象，首先介绍了其主要业务，阐 述了它的经营现状，指出其面临的战略问题。然后，本文结合战略管理相关理论，运用 PEST分析方法阐述了F集团数位 产品事业群面临的外部宏观环境，运用五力模型分析 方法，结合从一些研究机构或欧亿·体育（中国）有限公司平台搜集到的相关数据，分析了其所在的产业环境， 最后分析了事业群的内部资源及能力 等内部环境。在此内外部环境分析之后，本文运用 SWOT分析法，结合访谈公司市场、供应商、业务等部门中高层领导的结果，将F集团 数位产品事业群的外部环境机会与威胁以及 内部资源和能力的优势和劣势列于SWOT II 矩阵中，为其发展战略方案进行了分析与选择，最后为其发展战略的实施举措提供了一 些参考意见。 关键词：数位产品事业群，内外 部环境分析，SWOT分析，发展战略 III ABSTRACT Duetotheglobalmarketsaturationandinsufficienttechnologicalinnovationofsmartphones, consumptionofmobilephonesisgraduallyshrinkingandthefrequencyofsmartphonereplacement dropped.Consequently,theshippingquantityofsmartphoneshasdroppedfrom2018.Therewillbenobig demandforendcustomertoreplacesmartphonesbefore5Gandthefoldingscreentechnologybecome mature.Itisestimatedthattheglobalshippingquantityofmobilephoneswillkeepdroppinginthefuture threeyears.Meanwhile,domesticmanufacturersarefacingmanybadsituationssuchasdeteriorating economicenvironment,risinghumanresourcecostanddifficulthumanresourcerecruitment.Withmore andmoreseverelivingenvironmentfaced,manymanufacturershavedisappearedfromthestageofsmart phonemanufacturingduetobadoperationsorwrongstrategyadjustments. AsthebiggestOEMenterpriseinsmartphoneindustry,IDPBG(industrialdigitalproductbusiness group)oftheFGroupisfocusingtoservefortheworld- classcompaniessuchasAppleandhasearnedalot before2017duetothemanufacturingofiPhones.However,withthedecliningiPhonesalesinthedomestic marketandtherisingChinesemobilebrands,iPhone’sChinesesuppliershavebeguntodevelopdomestic customers.Atthesametime,Chinesemobilephonescompletelyreplyingontheforeigncomponentsupply inthepastaregraduallyturningtothedomesticsuppliers.Atpresent,Chinesesuppliersareperforming verywellandtherearebrilliantChinesecompaniesatallfieldsofthemobilephoneindustry,partof outstandingcompanieshavealreadymarchedintothehigh- levelfoodchain.Withthecomplicatedand volatileinternalandexternalenvironment,it’sverysignificantforIDPBGoftheFGrouptoformulatea mediumandlong- termdevelopmentstrategytorealizethecontinuousdevelopment. WithIDPBG(IntegratedDigitalProductBusinessGroup)oftheFGroupastheresearchingobjectand strategymanagementrelatedtheoriesasbase,thisthesisfirstlypointedoutitsstrategicdeficienciesby IV simplysummarizingitsmainbusinessandcurrentoperatingsituation.Then,thisthesissystemically analyzedtheexternalmacro- environmentitisfacingwiththePESTanalysismethod,studieditsindustry environmentwiththeFiveForcesModelandrelateddatacollectedfromsomeagenciesorplatforms.At last,thisthesisanalyzedIDPBG’sinternalenvironmentbyanalyzingitsownresourceandcapability.After theinternalandexternalenvironmentareanalyzed,thisthesislistedIDPBG’sSWOTandselectedits developmentstrategy.Meanwhile,thisthesisalsoprovidedsomeadvicefortheimplementationmeasures ofIDPBG. KEYWORDS:IDPBG,Internal&ExternalEnvironment,SWOTAnalysis,DevelopmentStrategy V 目录 摘 要...........................................................................................................................................I ABSTRACT.............................................................................................................................III 1绪 论........................................................................................................................................1 1.1研究背景及研究 意义...................................................................................................1 1.1.1研究背 景.............................................................................................................1 1.1.2研究意 义.............................................................................................................2 1.2国内外相关研究综 述...................................................................................................3 1.2.1国外相关研究综 述.............................................................................................3 1.2.2国内相关文献综 述.............................................................................................4 1.2.3国内外相关文献评 述.........................................................................................6 1.3研究内容及技术路 线...................................................................................................7 1.3.1研究内 容.............................................................................................................7 1.3.2研究方 法.............................................................................................................7 1.3.3技术路 线.............................................................................................................8 1.4创新之 处.......................................................................................................................8 2战略管理相关理论概 述..........................................................................................................9 2.1战略管理相关理 论.......................................................................................................9 2.1.1三种基本竞争战 略.............................................................................................9 2.1.2企业基本资源理 论...........................................................................................10 2.2战略管理分析方 法.....................................................................................................11 2.2.1PEST分 析..........................................................................................................11 VI 2.2.2波特五力模型分 析...........................................................................................11 2.2.3SWOT模 型........................................................................................................13 3F集团数位产品事业群发展现状和存在的战略问 题........................................................15 3.1F集团简 介...................................................................................................................15 3.2F集团数位产品事业群简 介.......................................................................................16 3.3手机产业和F集团数位产品事业群发展现 状..........................................................18 3.3.1手机产业现 状....................................................................................................18 3.3.2F集团数位产品事业群发展现 状.....................................................................21 3.4F集团数位产品事业群存在的战略问 题............................................................