本文關(guān)鍵詞：永康裝飾公司發(fā)展戰(zhàn)略研究　出處：《蘭州理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：改革開放以來,國民經(jīng)濟(jì)的高速發(fā)展,社會快速進(jìn)步,促進(jìn)了中國建筑裝飾行業(yè)的繁榮。然而,全球性經(jīng)濟(jì)危機(jī)波及我國,加之政府實施的宏觀調(diào)控的影響導(dǎo)致近年來建筑裝飾行業(yè)在限制性環(huán)境中艱難生長。目前,裝修市場不景氣已是不爭的事實,行業(yè)利潤空間壓縮,發(fā)展乏力,各裝飾公司競爭異常激烈。 企業(yè)的發(fā)展戰(zhàn)略的重大意義。企業(yè)想要做大做強(qiáng),持續(xù)發(fā)展,必須根據(jù)外部環(huán)境或內(nèi)部條件適時調(diào)整甚至重新制定發(fā)展戰(zhàn)略。本文以永康裝飾公司為研究對象,通過分析其發(fā)展戰(zhàn)略存在的問題,認(rèn)為永康裝飾公司存在著發(fā)展戰(zhàn)略不明確,不切合實際、市場定位不清晰,品牌效應(yīng)不強(qiáng)等問題。為了實現(xiàn)公司更好更快地發(fā)展,永康裝飾公司需要實施一個適應(yīng)公司需要、具有針對性和時效性的發(fā)展戰(zhàn)略�；诖�,本文結(jié)合內(nèi)外部環(huán)境分析,提出永康裝飾公司應(yīng)調(diào)整發(fā)展戰(zhàn)略,將目標(biāo)市場逐漸從中低端家裝市場過渡到中高端裝飾市場,通過提供個性化裝飾設(shè)計、優(yōu)質(zhì)的裝飾質(zhì)量、完善的售后服務(wù),選擇多元化戰(zhàn)略、成本戰(zhàn)略和品牌戰(zhàn)略,建立以建筑裝飾行業(yè)為主業(yè)的多元化經(jīng)營發(fā)展道路,以獲取成本領(lǐng)先優(yōu)勢為基礎(chǔ),以樹立品牌形象和建立合作聯(lián)盟為支持,降低企業(yè)的運營成本,打造公司品牌,建立合作聯(lián)盟,提高服務(wù)水平,進(jìn)而使公司能夠在激烈的市場競爭中發(fā)展壯大。為了公司發(fā)展戰(zhàn)略的實現(xiàn),永康裝飾公司需要建立與發(fā)展戰(zhàn)略配套的質(zhì)量管理體系,建立配套的人力資源體系,進(jìn)行營銷方式的創(chuàng)新作為戰(zhàn)略保障。
[Abstract]:Since the reform and opening up, the rapid development of the national economy and rapid social progress has promoted the prosperity of China's architectural decoration industry. However, the global economic crisis spread to China. In addition, the impact of government macro-control led to the construction decoration industry in recent years in the restricted environment difficult growth. At present, the decoration market recession has been an indisputable fact, the industry profit space compression, weak development. The competition among decoration companies is extremely fierce. The great significance of the development strategy of enterprises. Enterprises want to be large and strong, sustainable development. It is necessary to adjust or even reformulate the development strategy according to the external environment or internal conditions. This paper takes Yongkang Decoration Company as the research object and analyzes the problems existing in its development strategy. It is believed that Yongkang Decoration Company has some problems, such as unclear development strategy, unpractical development strategy, unclear market positioning, weak brand effect, and so on, in order to achieve better and faster development of the company. Yongkang Decoration Company needs to implement a development strategy that adapts to the needs of the company and has pertinence and timeliness. Based on this, this paper proposes that Yongkang Decoration Company should adjust its development strategy based on the analysis of internal and external environment. The target market will gradually transition from the low-end home decoration market to the high-end decoration market, through the provision of personalized decoration design, quality decoration, perfect after-sales service, choose a diversified strategy. Cost strategy and brand strategy, the establishment of the building decoration industry as the main industry of diversified management and development path, to obtain the cost of the leading advantage as the basis, to establish the brand image and establish a cooperative alliance as the support. Reduce the operating cost of the enterprise, create a company brand, establish a cooperative alliance, improve the level of service, and then enable the company to grow in the fierce market competition, in order to achieve the development strategy of the company. Yongkang Decoration Company needs to set up the quality management system and the human resource system with the development strategy, and carry on the innovation of the marketing mode as the strategic guarantee.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.92;F272

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