本文選題：拓展策略 + SWOT分析��； 參考：《湖南大學(xué)》2013年碩士論文

【摘要】：隨著我國社會經(jīng)濟(jì)的快速發(fā)展，生態(tài)環(huán)境的不斷改善，農(nóng)業(yè)結(jié)構(gòu)的調(diào)整以及城市化進(jìn)程的加快，園林綠化苗木的需求量日益增長，園林綠化苗木產(chǎn)業(yè)已成為我國具有巨大潛力的朝陽產(chǎn)業(yè)。面對園林綠化產(chǎn)業(yè)發(fā)展的良好機(jī)遇和公司發(fā)展的新形勢和新變化，本文從利貞房地產(chǎn)開發(fā)有限責(zé)任公司（下文簡稱“利貞公司”）現(xiàn)存的優(yōu)勢與威脅出發(fā)，擬制定拓展苗木生產(chǎn)業(yè)務(wù)的策略，進(jìn)一步擴(kuò)展公司業(yè)務(wù)范圍，助力公司把握發(fā)展機(jī)遇，不斷提高競爭能力。 為制定切實(shí)可行，且具有前瞻性的苗木業(yè)務(wù)拓展策略，本文首先運(yùn)用PEST分析法對苗木產(chǎn)業(yè)的外部宏觀環(huán)境進(jìn)行了深入剖析，并分別從國內(nèi)和省內(nèi)苗木產(chǎn)業(yè)的競爭環(huán)境入手，利用波利五力模型詳細(xì)分析了公司面臨的苗木行業(yè)競爭態(tài)勢。然后，本文在全面分析苗木產(chǎn)業(yè)拓展外部條件基礎(chǔ)上，分別從組織結(jié)構(gòu)、財務(wù)狀況、人力資源等方面展開公司內(nèi)部條件分析，并通過SWOT分析法總結(jié)歸納利貞公司拓展苗木業(yè)務(wù)所面臨的外部機(jī)會和威脅，內(nèi)部優(yōu)勢和劣勢，，明確了公司拓展苗木業(yè)務(wù)應(yīng)突出自身優(yōu)勢，抓住外部機(jī)會的方針。設(shè)計(jì)利貞公司拓展苗木業(yè)務(wù)的策略是本文的核心部分，本文在該部分中闡述了苗木業(yè)務(wù)的市場細(xì)分與定位，然后根據(jù)公司自身優(yōu)勢制定了苗木業(yè)務(wù)的市場定位策略，并提出了苗木業(yè)務(wù)的開發(fā)策略、營銷策略和公司苗木業(yè)務(wù)發(fā)展的兩階段目標(biāo)。在本文的最后，為保障苗木業(yè)務(wù)發(fā)展策略的順利實(shí)施，制定了組織領(lǐng)導(dǎo)、資源配備、人才培養(yǎng)、風(fēng)險防范四個方面的拓展策略保障措施。 本研究為利貞公司進(jìn)軍苗木產(chǎn)業(yè)提供了戰(zhàn)略管理理論支持和策略指導(dǎo)，為非苗木企業(yè)進(jìn)入園林綠化苗木產(chǎn)業(yè)的拓展策略提供了理論依據(jù)和實(shí)踐參考。
[Abstract]:With the rapid development of China's social economy, the continuous improvement of ecological environment, the adjustment of agricultural structure and the acceleration of urbanization, the demand for landscaping seedlings is increasing day by day. Landscaping seedling industry has become a sunrise industry with great potential in our country. In the face of the good opportunities for the development of landscape and greening industry and the new situation and new changes in the development of the company, this paper proceeds from the existing advantages and threats of Lizhen Real Estate Development Co., Ltd (hereinafter referred to as "Lizhen Company"). To develop the strategy of seedling production business, further expand the business scope of the company, help the company seize the development opportunities, constantly improve the competitiveness. In order to establish a feasible and forward-looking strategy for the development of seedling business, this paper first analyzes the external macro environment of seedling industry by pest analysis, and starts with the competitive environment of seedling industry in China and in the province. Using Polly-five-force model, the competition situation of seedling industry is analyzed in detail. Then, on the basis of comprehensive analysis of the external conditions of seedling industry development, this paper analyzes the internal conditions of the company from the aspects of organizational structure, financial situation, human resources, etc. Through SWOT analysis, the author sums up the external opportunities and threats, internal advantages and disadvantages faced by Lizhen Company in the development of seedling business, and clarifies the policy that the company should highlight its own advantages and seize the external opportunities in the development of seedling business. It is the core part of this paper to design the strategy of developing seedling business in Lizhen Company. In this part, the market segmentation and positioning of seedling business are expounded, and then the market positioning strategy of seedling business is formulated according to the company's own advantages. The development strategy, marketing strategy and two stage goal of seedling business are put forward. At the end of this paper, in order to ensure the smooth implementation of the development strategy of seedling business, the paper formulates four aspects of organizational leadership, resource allocation, talent training, risk prevention and development strategies. This research provides the strategic management theory support and the strategy instruction for the Lizhen company to enter the seedling industry, and provides the theory basis and the practice reference for the non-seedling enterprise to enter the garden afforest seedling industry expansion strategy.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F326.2

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本文編號：2074997