柳州市政润泽园林公司战略研究

发布时间：2018-03-17 15:36

本文选题：园林　切入点：BT　出处：《广西大学》2013年硕士论文　论文类型：学位论文

【摘要】：柳州市政润泽园林公司拥有城市园林绿化贰级,同时还具备市政资质、土石方资质、城市及道路照明等多方面资质。公司专业从事园林绿化和市政工程的施工,目前新增了花卉、苗木的生产和销售这一块业务。随着我国城市化进程的推进,我国各大城市的建设规模逐步的扩大,人们对居住环境的越来越重视,园林绿化行业作为城市的美容师,迎来了一个大好的发展契机。但是,园林绿化行业的竞争日趋激烈,润泽园林公司如何抓住行业发展的大好前景,如何在日益激烈的竞争中生存下来并壮大是一个严峻的挑战。本文运用了战略管理及相关管理学方面的理论知识,对润泽园林公司的战略制定与实施进行深入及详细的研究。首先,采用了IFE矩阵法定量分析了柳州市政润泽园林公司的内部要素,并总结归纳了柳州市政润泽园林公司的优势与劣势,认为润泽园林公司存在已经通过多项资质认证、在园林工程方面施工经验丰富、苗木资源优势、财务状况良好、成本控制能力强、公司规模相对较大的优势,但同时也存在公司整体管理水平不高、公司凝聚力不够、创新能力不足、市场营销队伍落后、市场占有率不高的劣势。其次,运用G-PEST与波特五力模型分析方法,对润泽园林公司的外部环境进行了系统分析,包括了目前所处的城市园林绿化行业的宏观环境、行业的竞争环境,及行业发展的前景和规模,得出润泽园林公司即将面临着政府对环境建设重视、城市化进程的加快、十二五规划中央进行第二轮西部大开发等机遇。然后,运用SWOT矩阵分析方法得到柳州市政润泽园林公司未来采用的战略系列,在此基础上分析提炼出润泽园林公司总体战略方案为：立足西部地区市场,实施扩张战略及一体化战略相结合的西部战略"WEIS"(Western expansion-integration strategy)。根据西部地区经济社会的的现实状况,采取"BT"(Build-Transfer)战略为竞争战略。最后,本文还根据公司的现状和实际条件,针对未来面临的经营风险和管理风险,采取了多方面措施来保障公司的总体战略有效实施。本文的研究结果对润泽战略的规划起到直接指导的作用,研究的方法和思路也对企业战略管理有着一定的重要意义,并对其他同行企业的战略进行规划也有着参考研究价值。
[Abstract]:Liuzhou municipal garden company has the second grade of urban landscaping, but also has municipal qualification, earthwork qualification, city and road lighting and other qualifications. The company specializes in landscape and municipal engineering construction, At present, the production and sale of flowers and seedlings have been added. With the development of urbanization in China, the construction scale of major cities in our country has gradually expanded, and people are paying more and more attention to the living environment. The landscaping industry, as a beautician in the city, ushered in a great opportunity for development. However, the competition in the landscaping industry is becoming increasingly fierce. How does Runze Garden Company grasp the great prospect of the development of the industry? How to survive and grow in the increasingly fierce competition is a severe challenge. This paper makes use of the theoretical knowledge of strategic management and related management to study the strategy formulation and implementation of Runze Garden Company in depth and in detail. First of all, The internal elements of Liuzhou Municipal Runze Garden Company are quantitatively analyzed by using IFE matrix method, and the advantages and disadvantages of Liuzhou Municipal Runze Garden Company are summarized. It is concluded that the existence of Runze Garden Company has passed many qualification certification. In the garden engineering aspect construction experience is rich, the seedling resources superiority, the financial condition is good, the cost control ability is strong, the company scale is relatively big superiority, but also exists the company overall management level is not high, the company cohesion is not enough, Lack of innovation ability, backward marketing team, low market share. Secondly, using G-PEST and Porter five-force model analysis method, the external environment of Runze Garden Company is systematically analyzed. Including the macro environment, the competition environment, and the prospect and scale of the development of the city landscaping industry, it is concluded that Runze Garden Company is about to face the attention of the government on the environmental construction and the acceleration of the urbanization process. The 12th Five-Year Plan Central Committee carried out the second round of western development and other opportunities. Then, by using the SWOT matrix analysis method, we obtained the strategic series of Liuzhou Municipal Runze Garden Company in the future. On this basis, the overall strategic plan of Runze Garden Company is analyzed and refined. The general strategy of Runze Garden Company is as follows: based on the western regional market, the western strategy "WEIS" which combines the expansion strategy with the integration strategy is carried out. According to the reality of the economic and social situation in the western region, Finally, according to the current situation and actual conditions of the company, according to the management risk and management risk in the future, various measures are taken to ensure the effective implementation of the overall strategy of the company. The results of this paper play a direct guiding role in the planning of Runze Strategy, and the research methods and ideas are also of great significance to the strategic management of enterprises, and also have reference research value to the strategic planning of other peer enterprises.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.92

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