南宁AB装饰工程有限公司竞争战略研究

发布时间：2018-11-10 14:38

【摘要】： 家庭住宅装饰装修业作为建筑装饰行业的一个分支,在增加就业、带动经济发展、改善人们生活水平方面发挥着重要作用。我国家庭住宅装饰装修业在近10年发展极为迅速,“十五”期间年均发展速度超过20%,其市场容量和行业规模的扩展已超过家电产业和汽车产业,成为兴旺发达的“朝阳产业”。但近几年来,随着行业管理的逐步规范和市场竞争激烈程度的加剧,家装行业正面临着重新洗牌的局面,家装企业如何才能在激烈的市场竞争中求得生存和发展已经成为每个家装企业待解决的问题。本文以南宁AB装饰工程有限公司为研究对象,运用竞争战略理论,系统地分析AB公司目前的外部环境和内部环境,剖析公司的机会与威胁、优势与劣势,借助SWOT工具分析得出适合该公司的竞争战略,并制定战略目标和市场定位打下基础。本文还用战略布局图对家装行业竞争者进行分析,通过四步动作框架得出AB公司新的价值曲线;最后提出企业文化重建、业务流程重构和组织结构重组、引入客户关系管理、营销方式创新、改善人力资源管理等五个方面的具体策略来保证战略的顺利实施。
[Abstract]:As a branch of architectural decoration industry, family housing decoration industry plays an important role in increasing employment, promoting economic development and improving people's living standard. The family housing decoration and decoration industry in China has developed very rapidly in the past 10 years. During the 10th Five-Year Plan period, the average annual development rate exceeded 20 percent, and the market capacity and industry scale expanded more than the household appliances industry and the automobile industry. Become prosperous and developed "sunrise industry". However, in recent years, with the gradual standardization of industry management and the intensification of market competition, the domestic decoration industry is facing a situation of reshuffling. How to survive and develop in the fierce market competition has become a problem to be solved by every home improvement enterprise. In this paper, Nanning AB Decoration Engineering Co., Ltd. is taken as the research object. By using the theory of competition strategy, this paper systematically analyzes the external and internal environment of AB Company, and analyzes the opportunity and threat, advantages and disadvantages of the company. With the help of SWOT tool analysis, the competitive strategy suitable for the company is obtained, and the strategic objectives and market positioning are laid down. This article also uses the strategic layout chart to carry on the analysis to the home decoration profession competitor, through the four-step movement frame obtains the AB company's new value curve; Finally, the paper puts forward five specific strategies to ensure the smooth implementation of the strategy, such as corporate culture reconstruction, business process reconstruction and organizational restructuring, the introduction of customer relationship management, the innovation of marketing methods, and the improvement of human resources management.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.92

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