發(fā)布時(shí)間：2018-05-06 11:29

  本文選題：建筑裝飾行業(yè) + 發(fā)展戰(zhàn)略　； 參考：《華東理工大學(xué)》2013年碩士論文

【摘要】：建筑裝飾是指為保護(hù)建筑物的主體結(jié)構(gòu),在完善建筑物的物理性能和使用功能的同時(shí)達(dá)到美化建筑物的目的,采用各種裝飾裝修材料或飾物對(duì)建筑物的內(nèi)外表面及空間進(jìn)行的各種處理過(guò)程。建筑裝飾是人們生活中不可或缺的一部分,它具有提高生活品味,改善生活質(zhì)量的重要功能,一個(gè)城市的面貌改善與品位提升跟建筑裝飾行業(yè)也是分不開(kāi)的。 進(jìn)入21世紀(jì),隨著國(guó)家城鎮(zhèn)化建設(shè)的加速,房地產(chǎn)行業(yè)迎來(lái)了空前的高速發(fā)展時(shí)期,作為房地產(chǎn)行業(yè)配套產(chǎn)業(yè)的建筑裝飾行業(yè)也隨之進(jìn)入了一個(gè)空前繁榮的時(shí)期。但是隨著中國(guó)政府于2010年頒布了新一輪的房地產(chǎn)調(diào)控政策,房地產(chǎn)行業(yè)的發(fā)展迎來(lái)了嚴(yán)峻的挑戰(zhàn)。作為房地產(chǎn)行業(yè)的配套行業(yè),建筑裝飾行業(yè)也面臨著同樣的問(wèn)題,行業(yè)結(jié)構(gòu)急需從單純追求“量變”轉(zhuǎn)為更加注重“質(zhì)變”,建筑裝飾企業(yè)對(duì)于自身發(fā)展與完善的需求已迫在眉睫。 MD公司是珠三角地區(qū)一家知名的建筑裝飾企業(yè),當(dāng)前業(yè)務(wù)主要集中在珠三角區(qū)域,隨著公司的逐步發(fā)展,以及珠三角地區(qū)產(chǎn)能的過(guò)盛,如何在當(dāng)前市場(chǎng)環(huán)境下進(jìn)一步擴(kuò)大本公司的市場(chǎng)份額就成為了公司當(dāng)下所要面對(duì)的的問(wèn)題。 本文首先介紹了MD公司的現(xiàn)狀,并通過(guò)對(duì)中國(guó)建筑裝飾行業(yè)進(jìn)行全面調(diào)研,分析了MD公司的外部經(jīng)營(yíng)環(huán)境。隨后結(jié)合中國(guó)現(xiàn)階段建筑裝飾行業(yè)的市場(chǎng)特點(diǎn),以戰(zhàn)略定位理論、波特競(jìng)爭(zhēng)理論、市場(chǎng)營(yíng)銷等相關(guān)理論為基礎(chǔ),并充分運(yùn)用SWOT分析法,對(duì)MD公司如何在當(dāng)前市場(chǎng)環(huán)境下擴(kuò)大本國(guó)區(qū)域內(nèi)市場(chǎng)份額進(jìn)行了分析。在此基礎(chǔ)上對(duì)MD公司擴(kuò)大本國(guó)區(qū)域內(nèi)市場(chǎng)份額的策略提出了具體化的建議和措施,為該公司的發(fā)展提供了理論性指導(dǎo)意見(jiàn)。
[Abstract]:Architectural decoration refers to the purpose of beautifying buildings while perfecting their physical properties and using functions in order to protect the main structure of buildings. The process of treating the inner and outer surfaces and spaces of buildings with various decoration materials or ornaments. Architectural decoration is an indispensable part of people's life. It has the important function of improving life taste and quality of life. The improvement of appearance and grade of a city is also inseparable from the industry of architectural decoration. In the 21st century, with the acceleration of national urbanization, the real estate industry has ushered in an unprecedented period of rapid development, as a supporting industry of the real estate industry, the building decoration industry has also entered an unprecedented prosperity period. However, with the promulgation of a new round of real estate regulation policy in 2010, the development of the real estate industry is facing severe challenges. As a supporting industry in the real estate industry, the architectural decoration industry is also faced with the same problem. The structure of the industry urgently needs to change from simply pursuing "quantitative change" to paying more attention to "qualitative change". Architectural decoration enterprises for their own development and improvement of the demand has been imminent. MD Company is a well-known construction and decoration enterprise in the Pearl River Delta region. At present, its business is mainly concentrated in the Pearl River Delta region. With the gradual development of the company, as well as the excessive production capacity in the Pearl River Delta region, How to further expand the market share of our company in the current market environment has become the problem that the company must face at present. This paper first introduces the current situation of MD Company, and analyzes the external operating environment of MD Company through a comprehensive investigation of China's architectural decoration industry. Then combined with the market characteristics of China's architectural decoration industry at present, based on the strategic positioning theory, Porter's competition theory, marketing and other related theories, and the full use of SWOT analysis, How to expand the market share of MD company in the current market environment is analyzed. On the basis of this, some concrete suggestions and measures are put forward for MD Company to expand its domestic market share, which provides theoretical guidance for the development of MD Company.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F426.92

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本文編號(hào)：1852139