广东星艺装饰集团股份有限公司经营战略研究

发布时间：2018-01-08 15:20

本文关键词：广东星艺装饰集团股份有限公司经营战略研究　出处：《华南理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前,我国装修行业还未完全形成高品质、专业化的装饰行业。与其他行业相比,普遍存在专业水平低下、企业水平层次不齐、恶性价格竞争等一系列问题。在这种情况下,消费者的需求不断的提升,追求更加个性化装修风格,使我国装修行业进入了一个更为激烈的竞争环境。企业战略必须与市场环境相匹配,适应环境的变化和发展。随着内外部环境的变化,企业战略也需要随之调整。本文以星艺装饰作为研究对象,在对其内外部环境分析的基础上,提出了新的企业战略方案,以加强星艺装饰在行业内的竞争力,打造成行业内领导品牌。首先,本文介绍了星艺装饰研究背景、研究内容以及课题研究意义,同时查找了企业战略的相关文献,并进行了简要的梳理回顾。明确了课题的研究问题和思路。其次,本文对星艺装饰的内部环境进行综合分析,主要梳理了其发展历史和成长路径,在此基础上对其资源能力进行了重点分析。通过对内部环境的分析,本文明确了星艺装饰的优势和劣势。然后,本文对星艺装饰的外部环境进行了考察,主要包括宏观环境分析以及行业竞争结构分析,此外还对国内外的主要竞争对手进行了重点分析。通过对外部环境的分析,本文明确了星艺装饰的机会与威胁,并提出相应的发展策略以及规避威胁的方法。最后,本文根据内外部环境分析,提出了星艺装饰的差异化竞争战略。为了保证战略的顺利推进。同时,本文也制定了详细的战略实施方案,为星艺装饰做出了细致的战略目标规划。
[Abstract]:At present, the decoration industry in our country has not completely formed a high-quality, specialized decoration industry. Compared with other industries, there are generally low professional level and uneven enterprise level. Vicious price competition and a series of problems. In this case, the consumer's needs continue to improve, the pursuit of more personalized decoration style. The decoration industry of our country has entered a more fierce competitive environment. The enterprise strategy must match with the market environment, adapt to the change and development of the environment. With the change of the internal and external environment. The enterprise strategy also needs to be adjusted accordingly. This article takes the star art decoration as the research object, on the basis of the analysis of its internal and external environment, puts forward the new enterprise strategy plan, in order to strengthen the star art decoration in the industry competition ability. First of all, this paper introduces the background of star decoration research, research content and research significance, at the same time looking up the relevant documents of enterprise strategy. And has carried on the brief combing review, has clarified the topic research question and the mentality. Secondly, this article carries on the comprehensive analysis to the star art decoration internal environment, mainly combs its development history and the growth path. Through the analysis of the internal environment, this paper makes clear the advantages and disadvantages of the star decoration. Then, this paper investigates the external environment of the star art decoration. It mainly includes macro-environment analysis and industry competition structure analysis. In addition, it also focuses on the analysis of the main competitors at home and abroad. Through the analysis of the external environment, this paper clarifies the opportunities and threats of star decoration. Finally, according to the analysis of internal and external environment, this paper puts forward the differentiated competition strategy of star decoration. In order to ensure the smooth progress of the strategy. This paper also made a detailed strategic implementation plan, for the star decoration to make a detailed strategic goal planning.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92

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