重庆皇城装饰工程公司市场战略的建立及实施

发布时间：2019-01-08 14:29

【摘要】：本文主要运用战略管理理论及分析方法对重庆皇城装饰工程公司进行发展战略研究。论文首先分析了建筑装饰行业的特征及重庆市建筑装饰行业的市场概况,重点分析重庆市装饰行业的竞争结构及其发展趋势,并分析加入WTO后对我国装饰行业的影响;在此基础上结合皇城装饰的内部条件,提出重庆皇城装饰工程公司应采取市场战略,即首先在重庆地区强化自己的品牌,再逐渐走向全国及走向国际的战略,该战略的核心是品牌战略,即皇城装饰应该树立品牌意识,通过加强内部管理,做到从管理上下功夫,从管理中出效益,从管理、技术、人才等方面去增强自身的创新能力,从而树立自己的品牌。论文最后提出了皇城装饰实施品牌战略的支撑体系。论文采用波特的五力模型对重庆市装饰行业的竞争结构进行了分析。文章从业主特化分析、供应商分析、现有竞争对手分析、潜在竞争对手分析、政府行业管理分析、替代品分析等六个方面进行了分析。论文采用SWOT分析方法,对重庆皇城装饰工程公司的战略定位进行了分析,通过机会与威胁、优势与劣势的对比分析,得出了皇城公司应采取市场分析者战略。论文提出了市场分析者战略的核心——品牌战略,并提出了品牌战略的支撑体系,从培养品牌人才、争创品牌工程、建设品牌文化、加强质量管理、树国际意识、提升社会形象等方面进行实施。本文对重庆皇城装饰工程公司的发展战略构建具有指导作用,也可供其他类似企业进行战略管理时借鉴。
[Abstract]:This paper mainly uses the strategic management theory and analysis method to study the development strategy of Chongqing Imperial City Decoration Engineering Company. Firstly, the paper analyzes the characteristics of architectural decoration industry and the market situation of Chongqing architectural decoration industry, analyzes the competitive structure and development trend of Chongqing decoration industry, and analyzes the influence on China's decoration industry after China's entry into WTO. On this basis, combined with the internal conditions of the decoration of the imperial city, the paper puts forward that Chongqing Imperial City Decoration Engineering Company should adopt the market strategy, that is, to strengthen its own brand in Chongqing area first, and then gradually to the national and international strategy. The core of the strategy is the brand strategy, that is, the imperial city decoration should establish brand awareness, strengthen internal management, make efforts in management, benefit from management, and enhance its own innovation ability from management, technology, talent, etc. In order to establish their own brand. Finally, the paper puts forward the supporting system for the implementation of the brand strategy for the decoration of the imperial city. This paper analyzes the competition structure of decoration industry in Chongqing with Porter's five-force model. This paper analyzes from six aspects, such as owner specialization analysis, supplier analysis, existing competitors analysis, potential competitors analysis, government industry management analysis, and substitute analysis. This paper uses SWOT analysis method to analyze the strategic orientation of Chongqing Imperial City Decoration Engineering Company. Through the comparative analysis of opportunities and threats, advantages and disadvantages, the paper draws the conclusion that the Imperial City Company should adopt the strategy of market analysts. The paper puts forward the core of the strategy of market analysts-brand strategy, and puts forward the support system of brand strategy, which includes cultivating brand talents, striving for brand engineering, building brand culture, strengthening quality management, and establishing international consciousness. Improve the social image and other aspects of implementation. This paper can guide the development strategy construction of Chongqing Imperial City Decoration Engineering Company, and can also be used for reference when other similar enterprises carry out strategic management.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F426.9

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