四川繁清家具有限公司發(fā)展戰(zhàn)略研究
發(fā)布時(shí)間：2018-07-24 16:10
【摘要】：隨著我國經(jīng)濟(jì)的不斷發(fā)展,人們的生活水平不斷提高,酒店家具企業(yè)取得了極大的發(fā)展,在過去的幾年中,酒店家具行業(yè)是機(jī)會(huì)與挑戰(zhàn)并存。但是,隨著黨的十八大召開,全面節(jié)約的思想逐步得到實(shí)踐,高端消費(fèi)市場的份額急劇下降;酒店家具行業(yè)也因此受到強(qiáng)烈的沖擊,再加上競爭日趨激烈的市場環(huán)境,四川繁清家具有限公司定位的高端酒店家具、辦公家具市場面臨著巨大的挑戰(zhàn)。如何利用繁清公司現(xiàn)有的技術(shù)和資源,把握市場中存在的機(jī)會(huì),靈活的應(yīng)對(duì)行業(yè)當(dāng)前的發(fā)展趨勢,并形成企業(yè)新的競爭優(yōu)勢,是當(dāng)前繁清公司面臨的重要問題。本文利用戰(zhàn)略管理相關(guān)理論,從宏觀到微觀,利用定量和定性相結(jié)合的方法,對(duì)繁清公司的發(fā)展?fàn)顩r、企業(yè)資源等展開了研究,并結(jié)合戰(zhàn)略管理理論為公司選擇最佳的發(fā)展方向。本文在梳理戰(zhàn)略管理相關(guān)文獻(xiàn)的基礎(chǔ)上,按照戰(zhàn)略分析、戰(zhàn)略制定、戰(zhàn)略實(shí)施與保障三階段逐步分析研究公司的發(fā)展戰(zhàn)略,首先從過去五年繁清公司的營銷數(shù)據(jù)中分析了公司的產(chǎn)品概況與市場定位。然后利用PEST、波特五力模型以及SWOT分析法等工具,從政治、經(jīng)濟(jì)、社會(huì)、技術(shù)等四個(gè)方面,分析了在當(dāng)前形勢下繁清公司所在的酒店家具行業(yè)面臨的機(jī)會(huì)和挑戰(zhàn),并總結(jié)了酒店家具行業(yè)未來的發(fā)展趨勢。在此基礎(chǔ)上,選擇了“多元化經(jīng)營”戰(zhàn)略為公司的經(jīng)營戰(zhàn)略,向四星級(jí)酒店家具產(chǎn)品以及高端定制、別墅家具市場等進(jìn)行擴(kuò)張,提供多元化的產(chǎn)品。以“總成本領(lǐng)先”戰(zhàn)略為公司的競爭戰(zhàn)略,進(jìn)行大規(guī)模的制造降低成本,產(chǎn)生規(guī)模經(jīng)濟(jì)效益,以獲得新的經(jīng)濟(jì)增長點(diǎn);并提出了公司營銷戰(zhàn)略的重點(diǎn)發(fā)展方向。最后,闡述了公司的市場、管理、品牌目標(biāo),選擇以“增長型和文化型”相結(jié)合的發(fā)展戰(zhàn)略實(shí)施模式,并具體指出了五大戰(zhàn)略實(shí)施的方向,為繁清公司的生存和發(fā)展起到了理論指導(dǎo)作用。
[Abstract]:With the development of our country's economy and the improvement of people's living standard, hotel furniture enterprises have made great progress. In the past few years, the hotel furniture industry has both opportunities and challenges. However, with the convening of the 18th National Congress of the Party, the idea of comprehensive economy has gradually been put into practice, and the share of the high-end consumer market has dropped sharply. As a result, the hotel furniture industry has also suffered a strong impact, coupled with the increasingly competitive market environment. Sichuan Fangqing Furniture Co., Ltd. positioning high-end hotel furniture, office furniture market is facing enormous challenges. How to make use of the existing technology and resources of the company, grasp the opportunities in the market, flexibly respond to the current development trend of the industry, and form a new competitive advantage are the important problems facing the company. In this paper, using the theory of strategic management, from macro to micro, using the combination of quantitative and qualitative methods, the development of Fanqing Company, enterprise resources and so on have been studied. And combined with the strategic management theory for the company to choose the best direction of development. On the basis of combing the related documents of strategic management, this paper analyzes the development strategy of the company step by step according to the three stages of strategic analysis, strategy formulation, strategy implementation and guarantee. First of all, from the past five years of the company's marketing data analysis of the company's product profile and market positioning. Then using the tools of pest, Porter's five-force model and SWOT analysis, this paper analyzes the opportunities and challenges faced by the hotel furniture industry in the present situation from the four aspects of politics, economy, society and technology. And summarized the future development trend of hotel furniture industry. On this basis, the "diversified management" strategy is chosen as the company's management strategy, expanding to the four star hotel furniture products, high-end customization, villa furniture market and so on, providing diversified products. Taking the "total cost leading" strategy as the competitive strategy of the company, this paper carries out large-scale manufacturing to reduce the cost and produce economies of scale in order to obtain a new economic growth point, and puts forward the key development direction of the company's marketing strategy. Finally, the paper expounds the market, management and brand objectives of the company, chooses the development strategy implementation mode which combines "growth type" and "culture type", and points out the implementation direction of the five strategies. For the survival and development of the company has played a theoretical guiding role.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.88;F272
，
本文編號(hào)：2141917
[Abstract]:With the development of our country's economy and the improvement of people's living standard, hotel furniture enterprises have made great progress. In the past few years, the hotel furniture industry has both opportunities and challenges. However, with the convening of the 18th National Congress of the Party, the idea of comprehensive economy has gradually been put into practice, and the share of the high-end consumer market has dropped sharply. As a result, the hotel furniture industry has also suffered a strong impact, coupled with the increasingly competitive market environment. Sichuan Fangqing Furniture Co., Ltd. positioning high-end hotel furniture, office furniture market is facing enormous challenges. How to make use of the existing technology and resources of the company, grasp the opportunities in the market, flexibly respond to the current development trend of the industry, and form a new competitive advantage are the important problems facing the company. In this paper, using the theory of strategic management, from macro to micro, using the combination of quantitative and qualitative methods, the development of Fanqing Company, enterprise resources and so on have been studied. And combined with the strategic management theory for the company to choose the best direction of development. On the basis of combing the related documents of strategic management, this paper analyzes the development strategy of the company step by step according to the three stages of strategic analysis, strategy formulation, strategy implementation and guarantee. First of all, from the past five years of the company's marketing data analysis of the company's product profile and market positioning. Then using the tools of pest, Porter's five-force model and SWOT analysis, this paper analyzes the opportunities and challenges faced by the hotel furniture industry in the present situation from the four aspects of politics, economy, society and technology. And summarized the future development trend of hotel furniture industry. On this basis, the "diversified management" strategy is chosen as the company's management strategy, expanding to the four star hotel furniture products, high-end customization, villa furniture market and so on, providing diversified products. Taking the "total cost leading" strategy as the competitive strategy of the company, this paper carries out large-scale manufacturing to reduce the cost and produce economies of scale in order to obtain a new economic growth point, and puts forward the key development direction of the company's marketing strategy. Finally, the paper expounds the market, management and brand objectives of the company, chooses the development strategy implementation mode which combines "growth type" and "culture type", and points out the implementation direction of the five strategies. For the survival and development of the company has played a theoretical guiding role.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F426.88;F272
，
本文編號(hào)：2141917
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