长沙金堂装饰公司发展战略研究

发布时间：2019-03-31 10:41

【摘要】：长沙金堂装饰公司(金堂装饰公司)，经过了11年的发展，逐渐成为本地区装修行业中中等水平的公司。消费者也经历了从最初的对装修公司的排斥、逐步认识到最终的认可的过程。目前，各装饰公司之间竞争激烈。金堂装饰公司作为一个行业的跟随者，在当前的情况下，，对市场环境进行系统分析，并据此制定有针对性的公司发展战略，以便把握市场，使自身能够更好的发展，成为公司的当务之急。通过对金堂装饰公司所处区域内的装修行业内、外环境及消费者的消费心理及需求的分析的基础上，运用五力模型、SWOT分析等理论与方法，结合金堂公司的实际情况来确定对公司行之有效的发展战略及具体的实施策略，力求能够使其对处于激烈的市场竞争中的金堂装饰公司，起到一定的借鉴作用。本文共分四大部分，第一部分为引言绪论部分，通过对金堂装饰公司的简介和经营中面临的具体问题，提出本文的研究的目的、意义及研究重点；第二部分是对金堂装饰公司的环境分析及基于环境分析基础上的SWOT分析，这部分包括外部环境分析、内部环境分析，并根据外部环境的机遇与威胁、内部环境的优势与劣势进行SWOT分析；第三部分在提出总体发展战略的基础上，从成本领先战略，品牌战略，质量服务战略和联盟战略等方面提出公司的具体发展战略；第四部分提出金堂装饰公司的发展战略实施步骤与实施保障。本文通过对影响金堂装饰公司发展战略的构成因素，进行深度分析后制定适合金堂公司的发展战略。为其进一步发展提供有意义的思路和方法，并期望能够对其他装饰公司在发展战略的制定方面，起一定的参考作用。
[Abstract]:Changsha Jintang Decoration Company (Jintang Decoration Company), after 11 years of development, gradually become the area decoration industry medium-level company. Consumers also experienced from the initial exclusion of decoration companies, gradually recognized the final recognition of the process. At present, there is fierce competition among decoration companies. As a follower of an industry, Jintang Decoration Company makes a systematic analysis of the market environment under the current situation, and accordingly formulates a targeted development strategy for the company in order to grasp the market and enable it to develop better. Become a top priority for the company. Based on the analysis of the interior, external environment and consumer's consumption psychology and demand of the decoration industry in the area where the Jintang decoration company is located, the five forces model, SWOT analysis and other theories and methods are used. Combined with the actual situation of Jintang Company to determine the effective development strategy and specific implementation strategy, strive to make it in the fierce market competition in the Jintang decoration company, play a certain role in reference. This paper is divided into four parts, the first part is the introduction part, through the introduction of Jintang decoration company and the specific problems faced in the operation, this paper puts forward the purpose, significance and research focus of this paper; The second part is about the environment analysis of Jintang decoration company and the SWOT analysis based on the environment analysis. This part includes the external environment analysis, the internal environment analysis, and according to the opportunities and threats of the external environment. The advantages and disadvantages of internal environment were analyzed by SWOT. On the basis of the overall development strategy, the third part puts forward the specific development strategy of the company from the aspects of cost leading strategy, brand strategy, quality service strategy and alliance strategy. The fourth part puts forward the implementation steps and implementation guarantee of the development strategy of Jintang Decoration Company. Based on the analysis of the factors that influence the development strategy of Jintang Decoration Company, this paper makes a suitable development strategy for Jintang Decoration Company. It provides meaningful ideas and methods for its further development, and hopes to play a certain reference role in the formulation of development strategies for other decoration companies.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F426.92

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