利贞公司苗木业务拓展策略研究

发布时间：2018-06-27 19:13

本文选题：拓展策略 + SWOT分析　；参考：《湖南大学》2013年硕士论文

【摘要】：随着我国社会经济的快速发展，生态环境的不断改善，农业结构的调整以及城市化进程的加快，园林绿化苗木的需求量日益增长，园林绿化苗木产业已成为我国具有巨大潜力的朝阳产业。面对园林绿化产业发展的良好机遇和公司发展的新形势和新变化，本文从利贞房地产开发有限责任公司（下文简称“利贞公司”）现存的优势与威胁出发，拟制定拓展苗木生产业务的策略，进一步扩展公司业务范围，助力公司把握发展机遇，不断提高竞争能力。为制定切实可行，且具有前瞻性的苗木业务拓展策略，本文首先运用PEST分析法对苗木产业的外部宏观环境进行了深入剖析，并分别从国内和省内苗木产业的竞争环境入手，利用波利五力模型详细分析了公司面临的苗木行业竞争态势。然后，本文在全面分析苗木产业拓展外部条件基础上，分别从组织结构、财务状况、人力资源等方面展开公司内部条件分析，并通过SWOT分析法总结归纳利贞公司拓展苗木业务所面临的外部机会和威胁，内部优势和劣势，，明确了公司拓展苗木业务应突出自身优势，抓住外部机会的方针。设计利贞公司拓展苗木业务的策略是本文的核心部分，本文在该部分中阐述了苗木业务的市场细分与定位，然后根据公司自身优势制定了苗木业务的市场定位策略，并提出了苗木业务的开发策略、营销策略和公司苗木业务发展的两阶段目标。在本文的最后，为保障苗木业务发展策略的顺利实施，制定了组织领导、资源配备、人才培养、风险防范四个方面的拓展策略保障措施。本研究为利贞公司进军苗木产业提供了战略管理理论支持和策略指导，为非苗木企业进入园林绿化苗木产业的拓展策略提供了理论依据和实践参考。
[Abstract]:With the rapid development of China's social economy, the continuous improvement of ecological environment, the adjustment of agricultural structure and the acceleration of urbanization, the demand for landscaping seedlings is increasing day by day. Landscaping seedling industry has become a sunrise industry with great potential in our country. In the face of the good opportunities for the development of landscape and greening industry and the new situation and new changes in the development of the company, this paper proceeds from the existing advantages and threats of Lizhen Real Estate Development Co., Ltd (hereinafter referred to as "Lizhen Company"). To develop the strategy of seedling production business, further expand the business scope of the company, help the company seize the development opportunities, constantly improve the competitiveness. In order to establish a feasible and forward-looking strategy for the development of seedling business, this paper first analyzes the external macro environment of seedling industry by pest analysis, and starts with the competitive environment of seedling industry in China and in the province. Using Polly-five-force model, the competition situation of seedling industry is analyzed in detail. Then, on the basis of comprehensive analysis of the external conditions of seedling industry development, this paper analyzes the internal conditions of the company from the aspects of organizational structure, financial situation, human resources, etc. Through SWOT analysis, the author sums up the external opportunities and threats, internal advantages and disadvantages faced by Lizhen Company in the development of seedling business, and clarifies the policy that the company should highlight its own advantages and seize the external opportunities in the development of seedling business. It is the core part of this paper to design the strategy of developing seedling business in Lizhen Company. In this part, the market segmentation and positioning of seedling business are expounded, and then the market positioning strategy of seedling business is formulated according to the company's own advantages. The development strategy, marketing strategy and two stage goal of seedling business are put forward. At the end of this paper, in order to ensure the smooth implementation of the development strategy of seedling business, the paper formulates four aspects of organizational leadership, resource allocation, talent training, risk prevention and development strategies. This research provides the strategic management theory support and the strategy instruction for the Lizhen company to enter the seedling industry, and provides the theory basis and the practice reference for the non-seedling enterprise to enter the garden afforest seedling industry expansion strategy.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F326.2

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