MD公司进一步拓展国内市场探索

发布时间：2018-05-06 11:29

本文选题：建筑装饰行业 + 发展战略　；参考：《华东理工大学》2013年硕士论文

【摘要】：建筑装饰是指为保护建筑物的主体结构,在完善建筑物的物理性能和使用功能的同时达到美化建筑物的目的,采用各种装饰装修材料或饰物对建筑物的内外表面及空间进行的各种处理过程。建筑装饰是人们生活中不可或缺的一部分,它具有提高生活品味,改善生活质量的重要功能,一个城市的面貌改善与品位提升跟建筑装饰行业也是分不开的。进入21世纪,随着国家城镇化建设的加速,房地产行业迎来了空前的高速发展时期,作为房地产行业配套产业的建筑装饰行业也随之进入了一个空前繁荣的时期。但是随着中国政府于2010年颁布了新一轮的房地产调控政策,房地产行业的发展迎来了严峻的挑战。作为房地产行业的配套行业,建筑装饰行业也面临着同样的问题,行业结构急需从单纯追求“量变”转为更加注重“质变”,建筑装饰企业对于自身发展与完善的需求已迫在眉睫。 MD公司是珠三角地区一家知名的建筑装饰企业,当前业务主要集中在珠三角区域,随着公司的逐步发展,以及珠三角地区产能的过盛,如何在当前市场环境下进一步扩大本公司的市场份额就成为了公司当下所要面对的的问题。本文首先介绍了MD公司的现状,并通过对中国建筑装饰行业进行全面调研,分析了MD公司的外部经营环境。随后结合中国现阶段建筑装饰行业的市场特点,以战略定位理论、波特竞争理论、市场营销等相关理论为基础,并充分运用SWOT分析法,对MD公司如何在当前市场环境下扩大本国区域内市场份额进行了分析。在此基础上对MD公司扩大本国区域内市场份额的策略提出了具体化的建议和措施,为该公司的发展提供了理论性指导意见。
[Abstract]:Architectural decoration refers to the purpose of beautifying buildings while perfecting their physical properties and using functions in order to protect the main structure of buildings. The process of treating the inner and outer surfaces and spaces of buildings with various decoration materials or ornaments. Architectural decoration is an indispensable part of people's life. It has the important function of improving life taste and quality of life. The improvement of appearance and grade of a city is also inseparable from the industry of architectural decoration. In the 21st century, with the acceleration of national urbanization, the real estate industry has ushered in an unprecedented period of rapid development, as a supporting industry of the real estate industry, the building decoration industry has also entered an unprecedented prosperity period. However, with the promulgation of a new round of real estate regulation policy in 2010, the development of the real estate industry is facing severe challenges. As a supporting industry in the real estate industry, the architectural decoration industry is also faced with the same problem. The structure of the industry urgently needs to change from simply pursuing "quantitative change" to paying more attention to "qualitative change". Architectural decoration enterprises for their own development and improvement of the demand has been imminent. MD Company is a well-known construction and decoration enterprise in the Pearl River Delta region. At present, its business is mainly concentrated in the Pearl River Delta region. With the gradual development of the company, as well as the excessive production capacity in the Pearl River Delta region, How to further expand the market share of our company in the current market environment has become the problem that the company must face at present. This paper first introduces the current situation of MD Company, and analyzes the external operating environment of MD Company through a comprehensive investigation of China's architectural decoration industry. Then combined with the market characteristics of China's architectural decoration industry at present, based on the strategic positioning theory, Porter's competition theory, marketing and other related theories, and the full use of SWOT analysis, How to expand the market share of MD company in the current market environment is analyzed. On the basis of this, some concrete suggestions and measures are put forward for MD Company to expand its domestic market share, which provides theoretical guidance for the development of MD Company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92

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