本文選題：園林行業(yè) + 贛東園林�。� 參考：《江西財經(jīng)大學》2015年碩士論文

【摘要】：園林景觀行業(yè)已被公認為“永遠的朝陽產(chǎn)業(yè)”,其獨特的綠色環(huán)保和生態(tài)的概念已經(jīng)獲得愈來愈多的認同,展現(xiàn)出越來越廣闊的市場前景。近年來,隨著我國經(jīng)濟的快速發(fā)展,我國園林行業(yè)也得到了長足的發(fā)展,但就發(fā)展現(xiàn)狀來看,存在很多問題,并與國際水平相差很大距離。同時,我國國內(nèi)園林行業(yè)內(nèi)部的競爭越來越激烈。因此,如何在激烈的園林行業(yè)競爭中獲勝并實現(xiàn)可持續(xù)發(fā)展,成為園林企業(yè)密切關(guān)注的重要事項。本文以贛東園林發(fā)展戰(zhàn)略為研究對象,通過分析贛東園林內(nèi)外部發(fā)展環(huán)境,明確贛東園林的戰(zhàn)略定位與目標,以及發(fā)展措施。經(jīng)過本文研究發(fā)現(xiàn)：贛東園林擁有多年的園林施工經(jīng)驗、在行業(yè)內(nèi)擁有良好的口碑、客戶忠誠度高、較強的園林工程施工隊伍等優(yōu)勢。同時,贛東園林也存在品牌缺乏國內(nèi)知名度、市場營銷能力不足、內(nèi)部管理能力較弱等劣勢。贛東園林在發(fā)展過程中也面臨一定的機會和威脅。其中,贛東園林發(fā)展的機會包括國內(nèi)城鎮(zhèn)化水平不斷提高,對園林綠化的需求不斷擴大、人們環(huán)保意識的增強,更加關(guān)注園林的綠化、房地產(chǎn)行業(yè),市政綠化和基建建設(shè)的發(fā)展為園林行業(yè)的發(fā)展提供了機會。其面臨的威脅包括壞賬多和資金周轉(zhuǎn)慢、企業(yè)橫向重組意愿不高、低端競爭非常激烈等。依據(jù)贛東園林內(nèi)外部發(fā)展環(huán)境的分析,本文將贛東園林的發(fā)展戰(zhàn)略定位為“將贛東園林打造為以園林建筑為主業(yè)的平臺型園林建筑類公司”,其發(fā)展目標是成為“國內(nèi)一流的園林建筑供應商”。為了滿足贛東園林的發(fā)展戰(zhàn)略定位與目標,本文建議其實施的措施包括：第一,平臺化發(fā)展戰(zhàn)略,構(gòu)建以園林建筑為主業(yè)的建筑平臺；第二,引入資本戰(zhàn)略合作伙伴,加強公司綜合開發(fā)能力；第三,加強公司內(nèi)部基礎(chǔ)管理,提升公司軟實力；第四,提升市場拓展能力,走出國門開拓海外市場。為了保障贛東園林發(fā)展戰(zhàn)略,本文建議構(gòu)建實施保障體系,具體包含實施領(lǐng)導戰(zhàn)略,提升高層管理人員的素質(zhì)；合理配置人力資源和資金資源,發(fā)揮資源的最大效用、建立支持戰(zhàn)略的控制和激勵制度,提升員工的工作積極性；發(fā)揮信息和溝通的作用,加強公司內(nèi)部員工戰(zhàn)略溝通；加強公司戰(zhàn)略實施風險的控制,防范戰(zhàn)略實施風險。
[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.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F426.92;F272

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