四川繁清家具有限公司发展战略研究

发布时间：2018-07-24 16:10

【摘要】：随着我国经济的不断发展,人们的生活水平不断提高,酒店家具企业取得了极大的发展,在过去的几年中,酒店家具行业是机会与挑战并存。但是,随着党的十八大召开,全面节约的思想逐步得到实践,高端消费市场的份额急剧下降;酒店家具行业也因此受到强烈的冲击,再加上竞争日趋激烈的市场环境,四川繁清家具有限公司定位的高端酒店家具、办公家具市场面临着巨大的挑战。如何利用繁清公司现有的技术和资源,把握市场中存在的机会,灵活的应对行业当前的发展趋势,并形成企业新的竞争优势,是当前繁清公司面临的重要问题。本文利用战略管理相关理论,从宏观到微观,利用定量和定性相结合的方法,对繁清公司的发展状况、企业资源等展开了研究,并结合战略管理理论为公司选择最佳的发展方向。本文在梳理战略管理相关文献的基础上,按照战略分析、战略制定、战略实施与保障三阶段逐步分析研究公司的发展战略,首先从过去五年繁清公司的营销数据中分析了公司的产品概况与市场定位。然后利用PEST、波特五力模型以及SWOT分析法等工具,从政治、经济、社会、技术等四个方面,分析了在当前形势下繁清公司所在的酒店家具行业面临的机会和挑战,并总结了酒店家具行业未来的发展趋势。在此基础上,选择了“多元化经营”战略为公司的经营战略,向四星级酒店家具产品以及高端定制、别墅家具市场等进行扩张,提供多元化的产品。以“总成本领先”战略为公司的竞争战略,进行大规模的制造降低成本,产生规模经济效益,以获得新的经济增长点;并提出了公司营销战略的重点发展方向。最后,阐述了公司的市场、管理、品牌目标,选择以“增长型和文化型”相结合的发展战略实施模式,并具体指出了五大战略实施的方向,为繁清公司的生存和发展起到了理论指导作用。
[Abstract]:With the development of our country's economy and the improvement of people's living standard, hotel furniture enterprises have made great progress. In the past few years, the hotel furniture industry has both opportunities and challenges. However, with the convening of the 18th National Congress of the Party, the idea of comprehensive economy has gradually been put into practice, and the share of the high-end consumer market has dropped sharply. As a result, the hotel furniture industry has also suffered a strong impact, coupled with the increasingly competitive market environment. Sichuan Fangqing Furniture Co., Ltd. positioning high-end hotel furniture, office furniture market is facing enormous challenges. How to make use of the existing technology and resources of the company, grasp the opportunities in the market, flexibly respond to the current development trend of the industry, and form a new competitive advantage are the important problems facing the company. In this paper, using the theory of strategic management, from macro to micro, using the combination of quantitative and qualitative methods, the development of Fanqing Company, enterprise resources and so on have been studied. And combined with the strategic management theory for the company to choose the best direction of development. On the basis of combing the related documents of strategic management, this paper analyzes the development strategy of the company step by step according to the three stages of strategic analysis, strategy formulation, strategy implementation and guarantee. First of all, from the past five years of the company's marketing data analysis of the company's product profile and market positioning. Then using the tools of pest, Porter's five-force model and SWOT analysis, this paper analyzes the opportunities and challenges faced by the hotel furniture industry in the present situation from the four aspects of politics, economy, society and technology. And summarized the future development trend of hotel furniture industry. On this basis, the "diversified management" strategy is chosen as the company's management strategy, expanding to the four star hotel furniture products, high-end customization, villa furniture market and so on, providing diversified products. Taking the "total cost leading" strategy as the competitive strategy of the company, this paper carries out large-scale manufacturing to reduce the cost and produce economies of scale in order to obtain a new economic growth point, and puts forward the key development direction of the company's marketing strategy. Finally, the paper expounds the market, management and brand objectives of the company, chooses the development strategy implementation mode which combines "growth type" and "culture type", and points out the implementation direction of the five strategies. For the survival and development of the company has played a theoretical guiding role.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.88;F272
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本文编号：2141917