本文關(guān)鍵詞： 戰(zhàn)略管理 園林企業(yè) 戰(zhàn)略　出處：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來(lái)，在國(guó)家相關(guān)政策引導(dǎo)下，生態(tài)城市概念的提出以及十八大報(bào)告中把生態(tài)文明建設(shè)擺在突出位置的戰(zhàn)略部署，這些舉措使得各級(jí)地方政府逐漸把加速城市園林綠化建設(shè)提上日程，這一舉措極大推動(dòng)了園林綠化行業(yè)的快速發(fā)展，而且城鎮(zhèn)化引致房地產(chǎn)市場(chǎng)的持續(xù)升溫，也必將帶動(dòng)與之配套的園林需求大幅增長(zhǎng)，我國(guó)園林綠化行業(yè)正在進(jìn)入一個(gè)高速發(fā)展階段。 本文采用個(gè)案研究和訪談的方法，選取了鄂爾多斯市東勝區(qū)W園林綠化企業(yè)展開實(shí)證分析。該公司自成立10多年來(lái)憑借技術(shù)上的核心優(yōu)勢(shì)，在園林綠化、管護(hù)、苗木、花卉種植銷售、園林綠化施工、園林大棚施工、花卉及園林機(jī)械設(shè)備租賃等領(lǐng)域取得了很大的發(fā)展，具備了一定的市場(chǎng)份額，但是這些年來(lái)，隨著公司內(nèi)外部環(huán)境的變化，公司在戰(zhàn)略管理方面遇到了很大的困惑，故而在市場(chǎng)營(yíng)銷、人力資源等企業(yè)運(yùn)營(yíng)方面產(chǎn)生了諸多問(wèn)題。本文研究的主要目的是通過(guò)國(guó)內(nèi)外園林行業(yè)的產(chǎn)業(yè)特點(diǎn)以及鄂爾多斯園林的發(fā)展趨勢(shì)與運(yùn)營(yíng)模式分析的基礎(chǔ)上，并結(jié)合W園林公司實(shí)際情況對(duì)其進(jìn)了詳細(xì)的戰(zhàn)略環(huán)境分析，最后對(duì)戰(zhàn)略的制定和實(shí)施方面做了探討。首先，戰(zhàn)略環(huán)境分析框架主要包括企業(yè)所處的宏觀環(huán)境和產(chǎn)業(yè)環(huán)境兩部分，宏觀戰(zhàn)略環(huán)境分析主要采取專家投票法來(lái)確定G-PEST中的各關(guān)鍵要素；產(chǎn)業(yè)環(huán)境分析采用了波特五力分析方法，并采用CPM矩陣對(duì)企業(yè)自身及其競(jìng)爭(zhēng)對(duì)手的實(shí)力作了詳細(xì)的評(píng)估，最后進(jìn)而采用EFE矩陣對(duì)該園林企業(yè)所面臨的機(jī)遇與威脅進(jìn)行了分析。其次，主要從企業(yè)的價(jià)值鏈和資源和能力方面對(duì)其進(jìn)行了內(nèi)部環(huán)境分析。最后，在內(nèi)外部環(huán)境的分析的基礎(chǔ)上，利用SWOT矩陣為該園林公司制定了總體戰(zhàn)略、使命、目標(biāo)及具體職能戰(zhàn)略。另外，本文為W園林公司制定了戰(zhàn)略實(shí)施措施，，對(duì)其經(jīng)營(yíng)風(fēng)險(xiǎn)的防范措施進(jìn)行了探討。本文的研究意義在于為企業(yè)，尤其是園林企業(yè)提供理論研究思路和實(shí)踐指導(dǎo)。
[Abstract]:In recent years, under the guidance of the relevant national policies, the concept of eco-city and the 18 report put the ecological civilization construction in the prominent position of the strategic plan. These measures make local governments at all levels to accelerate the construction of urban landscaping on the agenda, this move has greatly promoted the rapid development of landscaping industry, and urbanization has led to a continuous heating up of the real estate market. It will also lead to a large increase in the demand for landscape architecture, and the landscaping industry in China is entering a high-speed stage of development. This paper uses the method of case study and interview to select W landscape enterprises in Dongsheng District of Ordos City to carry out empirical analysis. The company has been established since the establishment of more than 10 years with the core technical advantages in landscape greening. Management, seedling, flower planting and sales, landscaping construction, garden greenhouse construction, flowers and garden machinery and equipment rental and other fields have made great progress, with a certain market share, but over the years. With the change of internal and external environment, the company has encountered a lot of confusion in strategic management, so it is marketing. The main purpose of this paper is to analyze the industrial characteristics of the garden industry at home and abroad as well as the development trend and operation mode of Ordos garden. And combined with the actual situation of W garden company into a detailed strategic environment analysis, and finally the strategy of the formulation and implementation of the discussion. First. The framework of strategic environmental analysis mainly includes the macro environment and industrial environment of the enterprise. The macro strategic environment analysis mainly adopts the expert voting method to determine the key elements of G-PEST. The industrial environment analysis adopts Porter's five forces analysis method, and uses the CPM matrix to make the detailed appraisal to the enterprise itself and its competitor's strength. Finally, EFE matrix is used to analyze the opportunities and threats faced by the garden enterprise. Secondly, the internal environment is analyzed mainly from the value chain, resources and capabilities of the enterprise. On the basis of the analysis of internal and external environment, the overall strategy, mission, target and specific function strategy of the garden company are worked out by using SWOT matrix. In addition, this paper formulates the strategic implementation measures for W garden company. The research significance of this paper is to provide theoretical research ideas and practical guidance for enterprises, especially garden enterprises.
【學(xué)位授予單位】：內(nèi)蒙古財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F326.25

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