【摘要】：長沙金堂裝飾公司(金堂裝飾公司)，經過了11年的發(fā)展，逐漸成為本地區(qū)裝修行業(yè)中中等水平的公司。消費者也經歷了從最初的對裝修公司的排斥、逐步認識到最終的認可的過程。目前，各裝飾公司之間競爭激烈。金堂裝飾公司作為一個行業(yè)的跟隨者，在當前的情況下，，對市場環(huán)境進行系統(tǒng)分析，并據此制定有針對性的公司發(fā)展戰(zhàn)略，以便把握市場，使自身能夠更好的發(fā)展，成為公司的當務之急。 通過對金堂裝飾公司所處區(qū)域內的裝修行業(yè)內、外環(huán)境及消費者的消費心理及需求的分析的基礎上，運用五力模型、SWOT分析等理論與方法，結合金堂公司的實際情況來確定對公司行之有效的發(fā)展戰(zhàn)略及具體的實施策略，力求能夠使其對處于激烈的市場競爭中的金堂裝飾公司，起到一定的借鑒作用。本文共分四大部分，第一部分為引言緒論部分，通過對金堂裝飾公司的簡介和經營中面臨的具體問題，提出本文的研究的目的、意義及研究重點；第二部分是對金堂裝飾公司的環(huán)境分析及基于環(huán)境分析基礎上的SWOT分析，這部分包括外部環(huán)境分析、內部環(huán)境分析，并根據外部環(huán)境的機遇與威脅、內部環(huán)境的優(yōu)勢與劣勢進行SWOT分析；第三部分在提出總體發(fā)展戰(zhàn)略的基礎上，從成本領先戰(zhàn)略，品牌戰(zhàn)略，質量服務戰(zhàn)略和聯(lián)盟戰(zhàn)略等方面提出公司的具體發(fā)展戰(zhàn)略；第四部分提出金堂裝飾公司的發(fā)展戰(zhàn)略實施步驟與實施保障。 本文通過對影響金堂裝飾公司發(fā)展戰(zhàn)略的構成因素，進行深度分析后制定適合金堂公司的發(fā)展戰(zhàn)略。為其進一步發(fā)展提供有意義的思路和方法，并期望能夠對其他裝飾公司在發(fā)展戰(zhàn)略的制定方面，起一定的參考作用。
[Abstract]:Changsha Jintang Decoration Company (Jintang Decoration Company), after 11 years of development, gradually become the area decoration industry medium-level company. Consumers also experienced from the initial exclusion of decoration companies, gradually recognized the final recognition of the process. At present, there is fierce competition among decoration companies. As a follower of an industry, Jintang Decoration Company makes a systematic analysis of the market environment under the current situation, and accordingly formulates a targeted development strategy for the company in order to grasp the market and enable it to develop better. Become a top priority for the company. Based on the analysis of the interior, external environment and consumer's consumption psychology and demand of the decoration industry in the area where the Jintang decoration company is located, the five forces model, SWOT analysis and other theories and methods are used. Combined with the actual situation of Jintang Company to determine the effective development strategy and specific implementation strategy, strive to make it in the fierce market competition in the Jintang decoration company, play a certain role in reference. This paper is divided into four parts, the first part is the introduction part, through the introduction of Jintang decoration company and the specific problems faced in the operation, this paper puts forward the purpose, significance and research focus of this paper; The second part is about the environment analysis of Jintang decoration company and the SWOT analysis based on the environment analysis. This part includes the external environment analysis, the internal environment analysis, and according to the opportunities and threats of the external environment. The advantages and disadvantages of internal environment were analyzed by SWOT. On the basis of the overall development strategy, the third part puts forward the specific development strategy of the company from the aspects of cost leading strategy, brand strategy, quality service strategy and alliance strategy. The fourth part puts forward the implementation steps and implementation guarantee of the development strategy of Jintang Decoration Company. Based on the analysis of the factors that influence the development strategy of Jintang Decoration Company, this paper makes a suitable development strategy for Jintang Decoration Company. It provides meaningful ideas and methods for its further development, and hopes to play a certain reference role in the formulation of development strategies for other decoration companies.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F426.92

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