本文選題：園林　切入點(diǎn)：BT　出處：《廣西大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：柳州市政潤(rùn)澤園林公司擁有城市園林綠化貳級(jí),同時(shí)還具備市政資質(zhì)、土石方資質(zhì)、城市及道路照明等多方面資質(zhì)。公司專業(yè)從事園林綠化和市政工程的施工,目前新增了花卉、苗木的生產(chǎn)和銷售這一塊業(yè)務(wù)。隨著我國(guó)城市化進(jìn)程的推進(jìn),我國(guó)各大城市的建設(shè)規(guī)模逐步的擴(kuò)大,人們對(duì)居住環(huán)境的越來越重視,園林綠化行業(yè)作為城市的美容師,迎來了一個(gè)大好的發(fā)展契機(jī)。但是,園林綠化行業(yè)的競(jìng)爭(zhēng)日趨激烈,潤(rùn)澤園林公司如何抓住行業(yè)發(fā)展的大好前景,如何在日益激烈的競(jìng)爭(zhēng)中生存下來并壯大是一個(gè)嚴(yán)峻的挑戰(zhàn)。 本文運(yùn)用了戰(zhàn)略管理及相關(guān)管理學(xué)方面的理論知識(shí),對(duì)潤(rùn)澤園林公司的戰(zhàn)略制定與實(shí)施進(jìn)行深入及詳細(xì)的研究。首先,采用了IFE矩陣法定量分析了柳州市政潤(rùn)澤園林公司的內(nèi)部要素,并總結(jié)歸納了柳州市政潤(rùn)澤園林公司的優(yōu)勢(shì)與劣勢(shì),認(rèn)為潤(rùn)澤園林公司存在已經(jīng)通過多項(xiàng)資質(zhì)認(rèn)證、在園林工程方面施工經(jīng)驗(yàn)豐富、苗木資源優(yōu)勢(shì)、財(cái)務(wù)狀況良好、成本控制能力強(qiáng)、公司規(guī)模相對(duì)較大的優(yōu)勢(shì),但同時(shí)也存在公司整體管理水平不高、公司凝聚力不夠、創(chuàng)新能力不足、市場(chǎng)營(yíng)銷隊(duì)伍落后、市場(chǎng)占有率不高的劣勢(shì)。其次,運(yùn)用G-PEST與波特五力模型分析方法,對(duì)潤(rùn)澤園林公司的外部環(huán)境進(jìn)行了系統(tǒng)分析,包括了目前所處的城市園林綠化行業(yè)的宏觀環(huán)境、行業(yè)的競(jìng)爭(zhēng)環(huán)境,及行業(yè)發(fā)展的前景和規(guī)模,得出潤(rùn)澤園林公司即將面臨著政府對(duì)環(huán)境建設(shè)重視、城市化進(jìn)程的加快、十二五規(guī)劃中央進(jìn)行第二輪西部大開發(fā)等機(jī)遇。然后,運(yùn)用SWOT矩陣分析方法得到柳州市政潤(rùn)澤園林公司未來采用的戰(zhàn)略系列,在此基礎(chǔ)上分析提煉出潤(rùn)澤園林公司總體戰(zhàn)略方案為：立足西部地區(qū)市場(chǎng),實(shí)施擴(kuò)張戰(zhàn)略及一體化戰(zhàn)略相結(jié)合的西部戰(zhàn)略"WEIS"(Western expansion-integration strategy)。根據(jù)西部地區(qū)經(jīng)濟(jì)社會(huì)的的現(xiàn)實(shí)狀況,采取"BT"(Build-Transfer)戰(zhàn)略為競(jìng)爭(zhēng)戰(zhàn)略。最后,本文還根據(jù)公司的現(xiàn)狀和實(shí)際條件,針對(duì)未來面臨的經(jīng)營(yíng)風(fēng)險(xiǎn)和管理風(fēng)險(xiǎn),采取了多方面措施來保障公司的總體戰(zhàn)略有效實(shí)施。 本文的研究結(jié)果對(duì)潤(rùn)澤戰(zhàn)略的規(guī)劃起到直接指導(dǎo)的作用,研究的方法和思路也對(duì)企業(yè)戰(zhàn)略管理有著一定的重要意義,并對(duì)其他同行企業(yè)的戰(zhàn)略進(jìn)行規(guī)劃也有著參考研究?jī)r(jià)值。
[Abstract]:Liuzhou municipal garden company has the second grade of urban landscaping, but also has municipal qualification, earthwork qualification, city and road lighting and other qualifications. The company specializes in landscape and municipal engineering construction, At present, the production and sale of flowers and seedlings have been added. With the development of urbanization in China, the construction scale of major cities in our country has gradually expanded, and people are paying more and more attention to the living environment. The landscaping industry, as a beautician in the city, ushered in a great opportunity for development. However, the competition in the landscaping industry is becoming increasingly fierce. How does Runze Garden Company grasp the great prospect of the development of the industry? How to survive and grow in the increasingly fierce competition is a severe challenge. This paper makes use of the theoretical knowledge of strategic management and related management to study the strategy formulation and implementation of Runze Garden Company in depth and in detail. First of all, The internal elements of Liuzhou Municipal Runze Garden Company are quantitatively analyzed by using IFE matrix method, and the advantages and disadvantages of Liuzhou Municipal Runze Garden Company are summarized. It is concluded that the existence of Runze Garden Company has passed many qualification certification. In the garden engineering aspect construction experience is rich, the seedling resources superiority, the financial condition is good, the cost control ability is strong, the company scale is relatively big superiority, but also exists the company overall management level is not high, the company cohesion is not enough, Lack of innovation ability, backward marketing team, low market share. Secondly, using G-PEST and Porter five-force model analysis method, the external environment of Runze Garden Company is systematically analyzed. Including the macro environment, the competition environment, and the prospect and scale of the development of the city landscaping industry, it is concluded that Runze Garden Company is about to face the attention of the government on the environmental construction and the acceleration of the urbanization process. The 12th Five-Year Plan Central Committee carried out the second round of western development and other opportunities. Then, by using the SWOT matrix analysis method, we obtained the strategic series of Liuzhou Municipal Runze Garden Company in the future. On this basis, the overall strategic plan of Runze Garden Company is analyzed and refined. The general strategy of Runze Garden Company is as follows: based on the western regional market, the western strategy "WEIS" which combines the expansion strategy with the integration strategy is carried out. According to the reality of the economic and social situation in the western region, Finally, according to the current situation and actual conditions of the company, according to the management risk and management risk in the future, various measures are taken to ensure the effective implementation of the overall strategy of the company. The results of this paper play a direct guiding role in the planning of Runze Strategy, and the research methods and ideas are also of great significance to the strategic management of enterprises, and also have reference research value to the strategic planning of other peer enterprises.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272;F426.92

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