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作為IMBA必修課的“壓軸大戲”與最終重塑自我的“頂點(diǎn)課程”， Capstone Project要求學(xué)生以小組形式，選擇一家上市公司來(lái)作為“診療對(duì)象”，對(duì)公司的成與敗、過(guò)去與未來(lái)、戰(zhàn)略與目標(biāo)進(jìn)行全面梳理，深入分析公司的財(cái)務(wù)及運(yùn)營(yíng)數(shù)據(jù)，全面研究公司所處的行業(yè)及市場(chǎng)狀況，描繪出公司長(zhǎng)遠(yuǎn)發(fā)展的路徑與藍(lán)圖，最終幫助其制定迎接挑戰(zhàn)的戰(zhàn)略決策。

這門(mén)實(shí)戰(zhàn)課需要同學(xué)通過(guò)小組合作討論、企業(yè)訪談等多種形式的溝通與研究，提供相關(guān)報(bào)告并進(jìn)行答辯。在導(dǎo)師評(píng)審組的指導(dǎo)下，同學(xué)們?cè)贗MBA的所學(xué)所思都將得到嚴(yán)格而扎實(shí)的檢驗(yàn)，這也正是Capstone Project的目標(biāo)所在：為學(xué)生提供一個(gè)整合知識(shí)、技能與經(jīng)驗(yàn)，并將其運(yùn)用到真實(shí)商業(yè)實(shí)踐中的機(jī)會(huì)。

在這長(zhǎng)達(dá)半年的時(shí)間里，同學(xué)們學(xué)以致用，真正踐行實(shí)戰(zhàn)，經(jīng)歷了涅槃與蛻變的成長(zhǎng)過(guò)程。現(xiàn)在讓我們一起走進(jìn)G Stream，揭曉Capstone Project各小組背后的成長(zhǎng)與收獲。

01

Group

Activision Blizzard: No King Rules Forever

小組組長(zhǎng)：王鴻良小組成員：嚴(yán)榕、李睿涵、陳旻韜、徐葉、黃智淵、張丹青、劉鑫

研究課題

The gaming market is booming, and user baseis surging globally. On the contrary, MAUs of Activision Blizzard (NASDAQ:ATVI), the key metric of game company’s performance, are dropping down. In this capstone project, our group mainly focuses on the study of the causal effects leading to the declining engagement. Specifically, by conducting in-depth study and providing solutions to boost the engagement for ATVI, this project aims to increase profitability of ATVI and improve the perceived long-term growth potential. Ultimately, the objective is to enhance returns and shareholder value for the company.

研究成果

Based on the analysis in the previous sections, we proposed practical strategiesbased onAnsoff matrix for the company to ride the trends and improve competitiveness in the gaming industry.The company resources are limited, so it’s never possible to carry out allthe proposed strategies and actions. Considering that competition and market landscape is continuously evolving when a company takes actions, and that strategies of each quadrant in the Ansoff matrix has different risk level and possible outcomes for ATVI, we will further evaluate the possible outcomes, impacton consumer engagement, return on investment, competition landscape, etc. of each proposed strategy, in order to prioritize the most efficient ones for ATVI to focus on.

我們的收獲

eSports is a part of the culture of the video games industry, has been a hot topic gaining impressive audience in recent years. Although this kind of competition sports has existed for a long time, not until the late 2000s have we witnessed the dramatic viewership growth of this form of video game competition. With the surge of popularity of live streaming, this kind of events have attracted significant interest. Many leagues and tournaments have engaged huge viewership, and these companies can directly monetize the ‘fever’ of eSports. Capitals are investing to the video games industry, and the eSports market is constantly expanding. With our study in the capstone project, we firmly believe that the video games industry will continuously grow in great health. Working in our Group 1 to carry out in-depth study in the capstone project, each team member has obtained an opportunity to apply the knowledge gained from the courses in the IMBA program, together with our own managerial experience and industry insights. We value this practical project to help us develop teamwork and presentation skills, including skills to defend and explain executive level decisions.

02

Group

SAICMotor - Great Maritime

小組組長(zhǎng)：郭建寧

小組成員：歐文卉、陳詩(shī)意、賈小雨、康馳宇、潘黎敏、于江、張璐

研究課題

How SAIC Motor to build a world famous automobile company with innovative spirit and lead the future automobile life.

研究成果

We have developed SAIC Motor's global operation strategy from Strategic Roadmap for Overseas Market, Brand Building, Products Planning and Financial &Risk management. In the end, we hope to work out a workable strategic plan for Chinese motor enterprises how to become a world leading and renowned automobile

我們的收獲

This capstone project is a great experience to focus on an industry for all our 8 group members who are united and efficient. During the project, we all have put our full heart and energy for preparation. And the two instructors offered us helpful guidance when we were kind of getting lost at the initial beginning of the project. With our in-depth research into the industry, we hope our final study can be insightful.

Besides, this project has also provided us a brilliant chance to know our team members better as we have learned from each other to improve ourselves. Building up friendship among us is one of the most valuable things we’ve gained from this experience.

03

Group

Arc’teryx -A New Chapter In Anta’s Growth Legend

小組組長(zhǎng): 陳曉玲

小組成員: 周舟揚(yáng)、任華亮、任艷玲、何嘉琪、徐宇泓、龐恩澤、唐宋媛

研究課題

作為中國(guó)市場(chǎng)領(lǐng)先的運(yùn)動(dòng)品牌，安踏近年來(lái)持續(xù)保持穩(wěn)健增長(zhǎng)，尤其是安踏對(duì)FILA的收購(gòu)及成功運(yùn)作，打造了增長(zhǎng)新引擎。2019年安踏更將發(fā)展步伐邁向國(guó)際，通過(guò)收購(gòu)國(guó)際運(yùn)動(dòng)品牌管理集團(tuán)Amer，將始祖鳥(niǎo)等小眾國(guó)際運(yùn)動(dòng)品牌招入麾下。本文旨在研究安踏是否能夠運(yùn)用其在多品牌管理優(yōu)勢(shì)，充分借力集團(tuán)協(xié)同效應(yīng)，快速孵化一個(gè)高速增長(zhǎng)的新品牌，延續(xù)其增長(zhǎng)神話，變成全球性的體育用品龍頭公司。

研究成果

通過(guò)行業(yè)分析，對(duì)中國(guó)運(yùn)動(dòng)消費(fèi)市場(chǎng)的未來(lái)成長(zhǎng)空間和市場(chǎng)容量做了簡(jiǎn)要預(yù)測(cè)。運(yùn)用定量問(wèn)卷分析和定性研究，對(duì)運(yùn)動(dòng)鞋服類(lèi)消費(fèi)者行為形成洞察，基于上述分析明確了始祖鳥(niǎo)在中國(guó)的目標(biāo)市場(chǎng)和定位。通過(guò)對(duì)安踏集團(tuán)分析研究，發(fā)現(xiàn)安踏對(duì)消費(fèi)者的理解較深入，核心優(yōu)勢(shì)領(lǐng)域在于多品牌管理、直營(yíng)渠道構(gòu)建、供應(yīng)鏈平臺(tái)搭建，在此基礎(chǔ)上為始祖鳥(niǎo)如何在中國(guó)擴(kuò)張?zhí)岢霾呗浴?/p>

我們的收獲

跨行業(yè)的小組成員合作，給課題帶來(lái)了思維的碰撞，也給個(gè)人帶來(lái)了收獲。我們?cè)谧陨淼墓ぷ髦鈱?duì)戶外運(yùn)動(dòng)品牌的品牌構(gòu)建，消費(fèi)者調(diào)研，渠道的鋪設(shè)等有了更加深刻的了解，對(duì)消費(fèi)品行業(yè)的研究形成了基本框架。兩位導(dǎo)師的點(diǎn)評(píng)，即不乏犀利的題問(wèn)，又不乏循循善誘，將我們研究高度提升了一個(gè)層次。同時(shí)也借這次capstone的機(jī)會(huì)對(duì)兩年學(xué)習(xí)到的知識(shí)的融會(huì)貫通，真正完成了一趟capstone項(xiàng)目高屋建瓴的歷程。

04

Group

ResMed sleep business analysis

小組組長(zhǎng): 許小傲小組成員: 傅燕燕、何迪、湯涌睿、邱睿、周雪、杜慧玲、陳聰穎

研究課題

ResMed sleep business issues analysis and suggestions for solutions.

研究成果

Sleep business still has big potential in China, but there are some normal issues should be solved if ResMed want to expand the market.

我們的收獲

Since we are from different industries and different functions, each one of us hasplayed an important role during the business analysis and solution proposals.

05

Group

Turnaround strategy to XiaBuXiaBu Group

小組組長(zhǎng): 汪婷婷

小組成員: 王天、張銳、張艷、張亞男、吳文博、吳愷奕、丁宗仁

研究課題

Turnaround strategy to maintain XiaBuXia Busustainable growth

研究成果

深度了解中餐尤其是火鍋行業(yè)成本結(jié)構(gòu)，展店和增長(zhǎng)模式。通過(guò)研習(xí)客戶的消費(fèi)決策過(guò)程，提出了差異化市場(chǎng)定位，提升了品牌運(yùn)營(yíng)思維。

我們的收獲

餐飲行業(yè)對(duì)我們五組成員都是一個(gè)沒(méi)有從業(yè)經(jīng)驗(yàn)的行業(yè)，呷哺呷哺并非行業(yè)龍頭，而是一家面臨增長(zhǎng)困境的龍二公司。選擇這樣的題目對(duì)我們組是一個(gè)很大的挑戰(zhàn)，也因此有了吸引力。感謝老師的每一次意見(jiàn)和反饋，幫助我們更全面嚴(yán)謹(jǐn)?shù)姆治龊驼归_(kāi)這個(gè)課題。小組成員在不同領(lǐng)域的專(zhuān)業(yè)能力在課題進(jìn)展中得以互補(bǔ)，本次capstone項(xiàng)目離不開(kāi)五組每一個(gè)人的努力。

06

Group

Race against time, reshape business model

小組組長(zhǎng): 張俊

小組成員: 張淼、宓穎、王雪、劉迎風(fēng)、華蘋(píng)

研究課題

蔚來(lái)成立于2014年11月，是中國(guó)本土新能源造車(chē)新勢(shì)力中的領(lǐng)軍者，在全球有數(shù)處研究中心，目前已經(jīng)有兩款成熟車(chē)型國(guó)內(nèi)在售。CEO李斌作為連續(xù)創(chuàng)業(yè)者，也擁有非常豐富的行業(yè)經(jīng)驗(yàn)。然而隨著國(guó)內(nèi)經(jīng)濟(jì)增長(zhǎng)放緩，汽車(chē)行業(yè)的不景氣，以及新能源汽車(chē)銷(xiāo)售補(bǔ)貼的退坡，新能源汽車(chē)制造企業(yè)面臨巨大壓力。對(duì)于蔚來(lái)而言，如今股票市值已經(jīng)跌至最高峰時(shí)期的20%，財(cái)報(bào)中毛利潤(rùn)已經(jīng)連續(xù)兩個(gè)季度為負(fù)，運(yùn)營(yíng)等費(fèi)用高企，融資也遇到困難等。因此我們希望能通過(guò)對(duì)新能源汽車(chē)行業(yè)的挖掘，蔚來(lái)戰(zhàn)略定位和財(cái)務(wù)數(shù)據(jù)的分析，找到幫助蔚來(lái)早日脫離困境的方案。

研究成果

通過(guò)這次的capstone的案例分析，我們對(duì)于汽車(chē)，新能源車(chē)和蔚來(lái)的現(xiàn)狀有所了解。自2018年起中國(guó)的汽車(chē)產(chǎn)業(yè)結(jié)束了幾十年的擴(kuò)張，進(jìn)入盤(pán)整階段。而隨著汽車(chē)產(chǎn)業(yè)的不景氣，新能源汽車(chē)也受到了拖累，銷(xiāo)量下滑。這導(dǎo)致了包括蔚來(lái)在內(nèi)的新能源車(chē)，特別是造車(chē)新勢(shì)力，面臨巨大的經(jīng)營(yíng)壓力。在對(duì)蔚來(lái)汽車(chē)的分析研究過(guò)程中，我們通過(guò)實(shí)操切實(shí)體會(huì)到了如何對(duì)公司的業(yè)務(wù)情況進(jìn)行分析，使我們懂得通過(guò)對(duì)于財(cái)務(wù)數(shù)據(jù)的閱讀尋找企業(yè)目前的困難，通過(guò)策略工具的應(yīng)用探求企業(yè)發(fā)展的方向，通過(guò)投資收益的分析判斷項(xiàng)目的可行性。但是，在案例的討論分析過(guò)程中，我們也意識(shí)到了一些疏失。在選題初期研究不夠扎實(shí)，早期的想法浮于表面而沒(méi)有深入不夠落地，對(duì)于研究項(xiàng)目的進(jìn)程把控不夠以及計(jì)劃的實(shí)施執(zhí)行力不足，這些都是我們?cè)谝院蟮膶W(xué)習(xí)工作中需要提升和改進(jìn)的。

我們的收獲

Capstone可以說(shuō)是一門(mén)綜合課程，小組通過(guò)從選題到最后得出完整的報(bào)告，需要系統(tǒng)地運(yùn)用到整個(gè)MBA必修課所學(xué)到的內(nèi)容，是個(gè)非常好的學(xué)以致用的過(guò)程。兩位老師幾次在Capstone過(guò)程中的反饋十分中肯并且能夠很好的糾正并引導(dǎo)我們，使我們受益匪淺。小組成員通過(guò)大半年時(shí)間對(duì)所選公司的深入分析，發(fā)現(xiàn)問(wèn)題，分析問(wèn)題并解決問(wèn)題，整個(gè)過(guò)程，小組成員各自發(fā)揮所長(zhǎng)，互相學(xué)習(xí)，共同提高。每一個(gè)共同奮戰(zhàn)的日夜，各抒己見(jiàn)，思維碰撞，都是一段美好而難忘的回憶。

07

Group

The quagmire of business development in SF Express

小組組長(zhǎng): 許敏小組成員: 蔡林芳、司徒翔禕、傅琳、鄭媛、丁超祺、洪侃

研究課題

我們通過(guò)分析發(fā)現(xiàn)，順豐面臨著前所未有的挑戰(zhàn)：傳統(tǒng)業(yè)務(wù)的市場(chǎng)份額和利潤(rùn)率正在縮小，新興業(yè)務(wù)無(wú)法獲得足夠的利潤(rùn)來(lái)實(shí)現(xiàn)業(yè)務(wù)更替。我們通過(guò)檢查現(xiàn)有業(yè)務(wù)狀態(tài)并探索新業(yè)務(wù)來(lái)幫助順豐保持行業(yè)領(lǐng)導(dǎo)地位。

研究成果

順豐公司預(yù)見(jiàn)到中國(guó)快遞市場(chǎng)將進(jìn)入充分競(jìng)爭(zhēng)階段，總體市場(chǎng)增長(zhǎng)率將呈下降趨勢(shì)。這對(duì)處于快遞市場(chǎng)領(lǐng)先地位的順豐而言是極為不利的。

對(duì)此，公司開(kāi)始嘗試多元化業(yè)務(wù)戰(zhàn)略。順豐已經(jīng)涉足傳統(tǒng)快遞，重貨物流，冷鏈運(yùn)輸，同城配送及國(guó)際物流等相關(guān)多元化業(yè)務(wù)。

順豐的多元化經(jīng)營(yíng)必將與之核心競(jìng)爭(zhēng)力相結(jié)合。順豐的核心競(jìng)爭(zhēng)力可以概括為三個(gè)方面-自營(yíng)模式，科技和三網(wǎng)合一。我們通過(guò)橫向、縱向多維度的對(duì)比，企業(yè)自身的發(fā)展趨勢(shì)和行業(yè)的突破創(chuàng)新的研究，對(duì)順豐提出了基于其目前業(yè)務(wù)和將來(lái)發(fā)展方向的建議。

我們的收獲

我們小組齊心合作完成了Capstone項(xiàng)目。小組內(nèi)部的同學(xué)人才濟(jì)濟(jì)，我們指點(diǎn)文字，激蕩思想，在多次的思辨中互相學(xué)習(xí)。小組內(nèi)部有投資經(jīng)理、財(cái)務(wù)總監(jiān)、營(yíng)銷(xiāo)專(zhuān)家等等，通過(guò)他們多層級(jí)多角度的解析，我們對(duì)于順豐的戰(zhàn)略有了更深層次的認(rèn)知，同學(xué)間的友誼也變得愈發(fā)深厚。第二個(gè)維度上講，capstone的指導(dǎo)老師Luk教授和胥教授也給了我們很好的建議。每次presentation完成，總能收到兩位教授詳盡的反饋，教導(dǎo)我們?cè)陧権S這個(gè)案例中如何運(yùn)用思維的深度,思維的廣度,以及思維復(fù)盤(pán)。在兩位教授的指導(dǎo)下，我們把MBA所學(xué)的課程知識(shí)體系運(yùn)用到capstone的研究項(xiàng)目中，給順豐提出了發(fā)展的建議。經(jīng)歷近六年探索后，順豐的多元化進(jìn)程剛剛開(kāi)啟，戰(zhàn)略應(yīng)以數(shù)十年維度驗(yàn)證，探索或時(shí)有反復(fù)，我們對(duì)順豐抱有充足的耐心和希望，也對(duì)我們的后MBA生活抱有充足的信心。雄關(guān)漫道真如鐵，而今邁步從頭越！

08

Group

Luckin Coffee

小組組長(zhǎng): 陳婷

小組成員: 陳津韜、陳葉、郭楊艤、孫禹博、王金龍、楊清、祝捷

研究課題

Despite the rapid growth of the China coffee market in the past year, compared with the developed countries in Europe and America, China's coffee consumption is still in the early stage. How to winthe fierce competition in the first and second tier cities and obtain theprospect clients in third tier cities will be the main topic for the coffeecompany who aims to be the giant in the industry.

Founded in Oct 2017 after 2 year srocket-speed expansion, Luckin coffee has become the second largest coffee chain brand in China, targeting to take the place of the Starbucks. The key reason leading Luckin`s success is its new retail model plus fission marketing.However, by selling nearly 90m cups of coffee last year, Luckin is still lostRMB1.619bn because of the high cost of marketing new products, a series of cost expenditure and not high coffee prices side by side. Fortunately, Luckin is narrowing its loss, but how will they plan the road to profitability? What problems are coming with fast layout expansion? What are the strategies to realize Luckin`s vision “in their daily life starting with coffee” by building up are tail ecosystem?

研究成果

Luckin is adopting cost leadership strategy for coffee as the core product and will gradually try differentiation strategy based on its tech driven app and user profiling. It will continue to seek cooperation with enterprise clients to join its API plat form that enables customers to change digital rights into real consumption on third-parties platform. It sticks to its value proposition to provide high quality, high affordability and high convenience to clients. This will help grow its own customer traffic and own products.

We think in the near future Luckin is rapidly becoming a mass market FMCG brand and is dedicated to building aclosed-loop smart retail platform. Luckin first starts with the core product coffee to open the market and build brand recognition. Then it steps into otherfoods sector to obtain more users and consolidate brand awareness. In the longrun, when it comes to certain scale of user and store number, Luckin will build up both online and offline net for its own ecosystem and eventually achieves the new retail kingdom of Luckin brand.

我們的收獲

Capstone is a great opportunity to practice what we had learned in IMBA courses by putting ourselves in the perspective ofan enterprise CEO. It is also a platform to learn great new ideas by cooperating and sharing with our classmates and professors. The project is revised successively and furbished gradually which leads us to the deeper exploration of the subjects whose business model and strategies. It also helps us to restructure business logic and methodology when applying to our daily work.

09

Group

Business Integration & Transformation for Luye Pharma Group

小組組長(zhǎng): 單羽小組成員: 曹娜、陳叢、黃紅霞、馬磊、單羽、尹秀芝、周亞飛

研究課題

由于政策的變化，綠葉制藥曾經(jīng)賴(lài)以生存的產(chǎn)品力樸素將失去其盈利能力，而企業(yè)近幾年并購(gòu)的新藥又需要源源不斷的資金投入研發(fā)，有資金鏈斷裂的風(fēng)險(xiǎn)。綠葉制藥的戰(zhàn)略應(yīng)做怎樣的調(diào)整？是否應(yīng)該繼續(xù)原本要做企業(yè)轉(zhuǎn)型的戰(zhàn)略方向？

研究成果

企業(yè)轉(zhuǎn)型做新藥的戰(zhàn)略大方向不做調(diào)整，但是必須放緩轉(zhuǎn)型的步伐以防止資金鏈斷裂。首先企業(yè)重心必須回歸到仿制藥，利用企業(yè)獨(dú)有的制藥技術(shù)以及在中樞神經(jīng)系統(tǒng)的豐富經(jīng)驗(yàn)，豐富仿制藥的產(chǎn)品線，利用與中國(guó)政府的良好關(guān)系以及新出臺(tái)的帶量采購(gòu)政策，增加神經(jīng)類(lèi)仿制藥銷(xiāo)量，以補(bǔ)足力樸素帶來(lái)的資金缺口。其次企業(yè)需考慮持續(xù)穩(wěn)定的將來(lái)，所以做新藥依然是其策略的大方向。

我們的收獲

經(jīng)過(guò)這次capstone的學(xué)習(xí)，從一個(gè)醫(yī)藥企業(yè)的門(mén)外漢到能粗略了解制藥的分類(lèi)、方式、作用平臺(tái)等等，組員中兩位行業(yè)內(nèi)的小伙伴也常常用有趣的比喻來(lái)讓我們更理解這些枯燥的知識(shí)點(diǎn)。到最后我們能結(jié)合行業(yè)發(fā)展，國(guó)家政策，從綠葉制藥茫茫的產(chǎn)品線中抽死剝繭出有市場(chǎng)優(yōu)勢(shì)的發(fā)展方向，提出戰(zhàn)略新方向，真的實(shí)屬不易。雖然我們已經(jīng)從兩次presentation中感覺(jué)到要在15分鐘內(nèi)很難將我們學(xué)習(xí)到的知識(shí)點(diǎn)清晰的表達(dá)出來(lái)，很難解釋為什么我們選用中樞神經(jīng)系統(tǒng)作為發(fā)展方向而不是心血管等等，但是小伙伴們依然樂(lè)此不疲的定期開(kāi)著小會(huì)，挑戰(zhàn)著，進(jìn)步著。

關(guān)于Capstone Project

整合思考，商業(yè)實(shí)戰(zhàn)，成就跨越式成長(zhǎng)！港大-復(fù)旦IMBA項(xiàng)目頂點(diǎn)課程——capstone不止步一般課程的單向傳授，更致力于知識(shí)靈活整合與深度批判思考。同學(xué)們以小組為單位，選擇一家財(cái)務(wù)和營(yíng)運(yùn)數(shù)據(jù)可公開(kāi)獲得的公司，發(fā)現(xiàn)其面臨的重要挑戰(zhàn)，在半年時(shí)間內(nèi)提交研究方案，并在三次小組演講與最終報(bào)告中不斷思考完善。Capstone課程促進(jìn)知識(shí)的梳理整合，提升團(tuán)隊(duì)協(xié)作能力，引領(lǐng)學(xué)生深入現(xiàn)實(shí)挑戰(zhàn)，成就跨越式成長(zhǎng)。