發(fā)布時間：2018-02-04 13:14

  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，在國家相關(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)市場的持續(xù)升溫，也必將帶動與之配套的園林需求大幅增長，我國園林綠化行業(yè)正在進入一個高速發(fā)展階段。 本文采用個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)展開實證分析。該公司自成立10多年來憑借技術(shù)上的核心優(yōu)勢，在園林綠化、管護、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，具備了一定的市場份額，但是這些年來，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，故而在市場營銷、人力資源等企業(yè)運營方面產(chǎn)生了諸多問題。本文研究的主要目的是通過國內(nèi)外園林行業(yè)的產(chǎn)業(yè)特點以及鄂爾多斯園林的發(fā)展趨勢與運營模式分析的基礎(chǔ)上，并結(jié)合W園林公司實際情況對其進了詳細的戰(zhàn)略環(huán)境分析，最后對戰(zhàn)略的制定和實施方面做了探討。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矩陣對企業(yè)自身及其競爭對手的實力作了詳細的評估，最后進而采用EFE矩陣對該園林企業(yè)所面臨的機遇與威脅進行了分析。其次，主要從企業(yè)的價值鏈和資源和能力方面對其進行了內(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)略實施措施，，對其經(jīng)營風(fēng)險的防范措施進行了探討。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)蒙古財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F326.25

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