N园林公司竞争战略研究

发布时间：2018-01-13 22:20

本文关键词：N园林公司竞争战略研究　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：本论文将运用管理学、企业战略管理的一些思想，分析了N园林公司现阶段在战略方面存在的一些问题，对N园林公司竞争战略进行了深入研究。先分析外部环境、内部条件、外部存在的机会与威胁、企业内部存在的优势与劣势、国家政策走向以及市场竞争态势等，认为N园林公司面临着国家提高建设项目绿化比重、行业资质管理严格、行业高速增长、居民生态意识增强等机遇，也存在国家限制房地产投资、劳动力成本上升、现有竞争者竞争激烈、潜在进入者进入壁垒较低、顾客侃价较强等威胁。通过对N园林公司内部资源条件进行了评价，得出了其主要优势包括成本控制能力、服务及时性、安全施工能力、植物养护能力等方面，主要劣势包括评估能力、市场开拓能力等方面。然后利用SWOT矩阵等方法进行定性的综合分析研究，再结合N园林公司自身情况，提出N园林公司应该选择差异化结合成本领先的聚焦战略，通过价值创新为甲方提供高性价比的产品和服务，然后从战略执行的理论入手，制定了产业延伸、技术发展、服务创新和市场拓展等四个业务层战略，最后提出以加强战略制定合理化与战略有效执行为重点的相关建议，对人力资源、组织管理、科技发展、流程管理及质量安全管理等主要职能战略列出了相关计划，从而有助于N园林公司更好地提高核心竞争能力。制定战略规划既能配合N园林公司独立运作平台的打造，又有助于认清形势、内外兼修，为将来发展提出指引方向，，奠定坚实的基础，未来N园林将紧紧围绕CGN集团多基地发展的需要，积极提升景观规划设计、园林工程施工及绿化养护专业化服务能力，为客户创造美好的办公生活条件。
[Abstract]:This paper will use some ideas of management and enterprise strategic management to analyze some problems existing in the strategic aspect of N garden company at the present stage, and carry on the thorough research to the competition strategy of N garden company. First, it analyzes the external environment, internal conditions, opportunities and threats of external existence, internal strengths and weaknesses of enterprises, the trend of national policies and market competition situation. It is considered that N garden company is faced with the opportunity of raising the proportion of construction project greening, strict management of industry qualification, rapid growth of industry, enhancement of ecological consciousness of residents, and so on, and there are also state restrictions on real estate investment. The cost of labor is rising, the competition of existing competitors is fierce, the entry barrier of potential entrant is low, and the price of customers is strong. This paper evaluates the internal resource condition of N garden company. The main advantages include cost control ability, service timeliness, safety construction ability, plant maintenance ability and so on. The main disadvantages include evaluation ability, market development ability and so on. Then using SWOT matrix and other methods to qualitative comprehensive analysis and research, and then combining with the situation of N garden company, put forward that N garden company should choose the focus strategy of differentiation combined with cost leading. Through value innovation to provide Party A with high performance-price ratio of products and services, and then from the theory of strategic implementation, it formulates four business strategies: industrial extension, technology development, service innovation and market expansion. Finally, the paper puts forward the relevant suggestions to strengthen the rationalization of strategy formulation and the effective implementation of the strategy, to the human resources, organizational management, scientific and technological development. The main function strategies, such as process management and quality safety management, list the related plans, which will help N garden company to improve its core competitive ability. The establishment of strategic planning can not only coordinate with the creation of independent operating platform of N garden company, but also help to recognize the situation and repair both inside and outside, so as to provide a guiding direction for future development and lay a solid foundation. In the future, N garden will focus on the needs of multi-base development of CGN Group, actively promote landscape planning and design, landscape engineering construction and greening maintenance specialized service ability, and create better office living conditions for customers.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272

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