永康装饰公司发展战略研究

发布时间：2018-01-17 00:16

本文关键词：永康装饰公司发展战略研究　出处：《兰州理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：改革开放以来,国民经济的高速发展,社会快速进步,促进了中国建筑装饰行业的繁荣。然而,全球性经济危机波及我国,加之政府实施的宏观调控的影响导致近年来建筑装饰行业在限制性环境中艰难生长。目前,装修市场不景气已是不争的事实,行业利润空间压缩,发展乏力,各装饰公司竞争异常激烈。企业的发展战略的重大意义。企业想要做大做强,持续发展,必须根据外部环境或内部条件适时调整甚至重新制定发展战略。本文以永康装饰公司为研究对象,通过分析其发展战略存在的问题,认为永康装饰公司存在着发展战略不明确,不切合实际、市场定位不清晰,品牌效应不强等问题。为了实现公司更好更快地发展,永康装饰公司需要实施一个适应公司需要、具有针对性和时效性的发展战略。基于此,本文结合内外部环境分析,提出永康装饰公司应调整发展战略,将目标市场逐渐从中低端家装市场过渡到中高端装饰市场,通过提供个性化装饰设计、优质的装饰质量、完善的售后服务,选择多元化战略、成本战略和品牌战略,建立以建筑装饰行业为主业的多元化经营发展道路,以获取成本领先优势为基础,以树立品牌形象和建立合作联盟为支持,降低企业的运营成本,打造公司品牌,建立合作联盟,提高服务水平,进而使公司能够在激烈的市场竞争中发展壮大。为了公司发展战略的实现,永康装饰公司需要建立与发展战略配套的质量管理体系,建立配套的人力资源体系,进行营销方式的创新作为战略保障。
[Abstract]:Since the reform and opening up, the rapid development of the national economy and rapid social progress has promoted the prosperity of China's architectural decoration industry. However, the global economic crisis spread to China. In addition, the impact of government macro-control led to the construction decoration industry in recent years in the restricted environment difficult growth. At present, the decoration market recession has been an indisputable fact, the industry profit space compression, weak development. The competition among decoration companies is extremely fierce. The great significance of the development strategy of enterprises. Enterprises want to be large and strong, sustainable development. It is necessary to adjust or even reformulate the development strategy according to the external environment or internal conditions. This paper takes Yongkang Decoration Company as the research object and analyzes the problems existing in its development strategy. It is believed that Yongkang Decoration Company has some problems, such as unclear development strategy, unpractical development strategy, unclear market positioning, weak brand effect, and so on, in order to achieve better and faster development of the company. Yongkang Decoration Company needs to implement a development strategy that adapts to the needs of the company and has pertinence and timeliness. Based on this, this paper proposes that Yongkang Decoration Company should adjust its development strategy based on the analysis of internal and external environment. The target market will gradually transition from the low-end home decoration market to the high-end decoration market, through the provision of personalized decoration design, quality decoration, perfect after-sales service, choose a diversified strategy. Cost strategy and brand strategy, the establishment of the building decoration industry as the main industry of diversified management and development path, to obtain the cost of the leading advantage as the basis, to establish the brand image and establish a cooperative alliance as the support. Reduce the operating cost of the enterprise, create a company brand, establish a cooperative alliance, improve the level of service, and then enable the company to grow in the fierce market competition, in order to achieve the development strategy of the company. Yongkang Decoration Company needs to set up the quality management system and the human resource system with the development strategy, and carry on the innovation of the marketing mode as the strategic guarantee.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.92;F272

【参考文献】