江西赣东园林集团有限公司发展战略研究

发布时间：2018-05-05 20:03

本文选题：园林行业 + 赣东园林　；参考：《江西财经大学》2015年硕士论文

【摘要】：园林景观行业已被公认为“永远的朝阳产业”,其独特的绿色环保和生态的概念已经获得愈来愈多的认同,展现出越来越广阔的市场前景。近年来,随着我国经济的快速发展,我国园林行业也得到了长足的发展,但就发展现状来看,存在很多问题,并与国际水平相差很大距离。同时,我国国内园林行业内部的竞争越来越激烈。因此,如何在激烈的园林行业竞争中获胜并实现可持续发展,成为园林企业密切关注的重要事项。本文以赣东园林发展战略为研究对象,通过分析赣东园林内外部发展环境,明确赣东园林的战略定位与目标,以及发展措施。经过本文研究发现：赣东园林拥有多年的园林施工经验、在行业内拥有良好的口碑、客户忠诚度高、较强的园林工程施工队伍等优势。同时,赣东园林也存在品牌缺乏国内知名度、市场营销能力不足、内部管理能力较弱等劣势。赣东园林在发展过程中也面临一定的机会和威胁。其中,赣东园林发展的机会包括国内城镇化水平不断提高,对园林绿化的需求不断扩大、人们环保意识的增强,更加关注园林的绿化、房地产行业,市政绿化和基建建设的发展为园林行业的发展提供了机会。其面临的威胁包括坏账多和资金周转慢、企业横向重组意愿不高、低端竞争非常激烈等。依据赣东园林内外部发展环境的分析,本文将赣东园林的发展战略定位为“将赣东园林打造为以园林建筑为主业的平台型园林建筑类公司”,其发展目标是成为“国内一流的园林建筑供应商”。为了满足赣东园林的发展战略定位与目标,本文建议其实施的措施包括：第一,平台化发展战略,构建以园林建筑为主业的建筑平台；第二,引入资本战略合作伙伴,加强公司综合开发能力；第三,加强公司内部基础管理,提升公司软实力；第四,提升市场拓展能力,走出国门开拓海外市场。为了保障赣东园林发展战略,本文建议构建实施保障体系,具体包含实施领导战略,提升高层管理人员的素质；合理配置人力资源和资金资源,发挥资源的最大效用、建立支持战略的控制和激励制度,提升员工的工作积极性；发挥信息和沟通的作用,加强公司内部员工战略沟通；加强公司战略实施风险的控制,防范战略实施风险。
[Abstract]:Landscape industry has been recognized as "eternal sunrise industry", its unique concept of green environmental protection and ecology has been more and more recognized, showing more and more broad market prospects. In recent years, with the rapid development of our country's economy, the garden industry of our country has also got considerable development, but from the point of view of the present situation, there are many problems, and it is far from the international level. At the same time, the competition within the domestic garden industry is becoming more and more fierce. Therefore, how to win in the fierce competition of landscape industry and achieve sustainable development has become an important matter of close concern for garden enterprises. This paper takes the development strategy of the garden of east Jiangxi as the research object, through the analysis of the internal and external development environment of the garden in the east of Jiangxi, clear the strategic orientation, the goal and the development measure of the garden in the east of Jiangxi. Through the research of this paper, it is found that the garden in east Jiangxi has many years of garden construction experience, good reputation in the industry, high customer loyalty, strong garden engineering construction team and other advantages. At the same time, there are some disadvantages such as lack of domestic popularity, insufficient marketing ability and weak internal management ability. The garden of east Jiangxi also faces certain opportunities and threats in the process of development. Among them, the opportunities for the development of gardens in East Jiangxi include the increasing level of urbanization in China, the expanding demand for landscaping, the enhancement of people's awareness of environmental protection, more attention to the greening of gardens and the real estate industry. The development of municipal greening and infrastructure construction provides an opportunity for the development of garden industry. The threats include bad debts and slow turnover of funds, low willingness of horizontal reorganization, fierce competition at the low end and so on. Based on the analysis of the internal and external development environment of the garden in the east of Jiangxi, the development strategy of the garden in the east of Jiangxi is "to make the garden in the east of Jiangxi into a platform type garden architecture company with garden architecture as its main business". Its development goal is to become the first-class landscape architecture supplier in China. In order to meet the strategic orientation and goal of garden development in East Jiangxi, this paper suggests that the measures should be as follows: first, the development strategy of platform, the construction of landscape architecture as the main building platform; second, the introduction of capital strategic partners. Strengthen the comprehensive development ability of the company; third, strengthen the internal management of the company, enhance the soft power of the company; fourth, enhance the ability to expand the market, go abroad to open up the overseas market. In order to ensure the development strategy of landscape architecture in east Jiangxi, this paper proposes to construct the implementation guarantee system, which includes the implementation of leadership strategy, the promotion of the quality of senior management personnel, the rational allocation of human and financial resources, and the maximum utility of resources. Establish the control and incentive system to support the strategy, promote the enthusiasm of the staff; give play to the role of information and communication, strengthen the strategic communication within the company; strengthen the control of the risk of the implementation of the company strategy, prevent the risk of the implementation of strategy.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.92;F272

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