本文關鍵詞：AT裝飾公司經(jīng)營戰(zhàn)略分析　出處：《西南交通大學》2008年碩士論文　論文類型：學位論文

  更多相關文章： 裝飾公司 企業(yè)戰(zhàn)略 外部環(huán)境因素 內(nèi)部環(huán)境因素 SWOT分析法

【摘要】： 改革開放20多年來,伴隨著我國經(jīng)濟快速增長,城市化進程不斷加快、城鄉(xiāng)居民消費結構逐步升級,房產(chǎn)開發(fā)勢頭強勁,同時與之最為相關的產(chǎn)業(yè)—建材行業(yè)和建筑裝飾行業(yè)也將面臨前所未有的發(fā)展機遇。房地產(chǎn)市場持續(xù)看好的發(fā)展前景,帶動了我國建筑裝飾行業(yè)呈現(xiàn)出持續(xù)、迅猛增長的勢頭,成為成長性最好的新興行業(yè)之一。但是我國現(xiàn)有建筑裝飾企業(yè)數(shù)量及工程承接能力總量與工程年需求量相比已經(jīng)供大于求,供求關系的嚴重失衡使建筑裝飾市場競爭日益激烈。 本論文采取理論分析與案例研究相結合的方法,從分析建筑裝飾行業(yè)的宏觀經(jīng)濟環(huán)境、行業(yè)環(huán)境、行業(yè)發(fā)展趨勢、市場競爭態(tài)勢入手,對一個典型的民營建筑裝飾企業(yè)——AT裝飾工程有限責任公司進行戰(zhàn)略分析研究,并制定相關戰(zhàn)略,期望能對眾多的建筑裝飾企業(yè)的戰(zhàn)略管理提供思路。 本文首先分析AT裝飾公司所處的外部環(huán)境,進而闡述了企業(yè)戰(zhàn)略管理的理論基礎知識,然后分析了公司內(nèi)部環(huán)境和優(yōu)劣勢,在此基礎上,文章綜合利用波特五力模型、EFE矩陣、IFE矩陣、SWOT分析等理論分析工具對AT裝飾公司所處的內(nèi)外環(huán)境進行詳細的分析,并結合公司的實際情況提出較切實可行的戰(zhàn)略選擇。 通過研究,本文得出如下結論:一方面,國內(nèi)建筑裝飾行業(yè)目前正處在行業(yè)生命周期的成長階段,房地產(chǎn)市場競爭日益加劇,其中短期及長期發(fā)展前景持續(xù)看好;另一方面,裝飾行業(yè)競爭激烈,AT裝飾公司面臨著很大的挑戰(zhàn),要想在激烈的市場競爭中贏得優(yōu)勢并實現(xiàn)可持續(xù)發(fā)展,必須明確自己的競爭和發(fā)展戰(zhàn)略;第三,為了確保戰(zhàn)略的實施,AT裝飾公司需要結合公司的實際情況努力在制度創(chuàng)新、人力資源管理、建立健全員工激勵機制、完善人才培訓體系、加強營銷管理和企業(yè)文化建設等方面建立起與企業(yè)戰(zhàn)略相適應的運行機制和環(huán)境,需要從市場拓展、加強內(nèi)部管理、制定有效的營銷策略、提高服務質量等全方面提升企業(yè)的競爭力。
[Abstract]:Since the reform and opening up for more than 20 years, with the rapid growth of our economy, the process of urbanization is accelerating, the consumption structure of urban and rural residents is gradually upgraded, the momentum of real estate development is strong. At the same time, the most relevant industries-building materials industry and building decoration industry will also face unprecedented opportunities for development. The momentum of rapid growth has become one of the best growing emerging industries, but the number of existing construction decoration enterprises and the total project undertaking capacity has exceeded the demand. The serious imbalance between supply and demand makes the building decoration market increasingly competitive. This paper adopts the method of combining theoretical analysis and case study, starting with the analysis of the macro-economic environment, industry environment, industry development trend and market competition situation of architectural decoration industry. A typical private architectural decoration enterprise, AT Decoration Engineering Co., Ltd., is analyzed and studied, and relevant strategies are drawn up, which are expected to provide ideas for the strategic management of many architectural decoration enterprises. This paper first analyzes the external environment of AT decoration company, and then expounds the basic theory of enterprise strategic management, and then analyzes the internal environment and advantages and disadvantages of the company, on this basis. This paper makes a detailed analysis of AT decoration company's internal and external environment by using Porter's five-force model EFE matrix / IFE matrix SWOT analysis and other theoretical analysis tools. Combined with the actual situation of the company put forward a more practical strategic choice. Through the research, this paper draws the following conclusions: on the one hand, the domestic architectural decoration industry is currently in the growth stage of the industry life cycle, the real estate market competition is increasingly intensified. Among them, short-term and long-term development prospects continue to be optimistic; On the other hand, the decoration industry competition fierce AT decoration company is facing a great challenge, in order to win advantages in the fierce market competition and achieve sustainable development, we must define their own competition and development strategy; Third, in order to ensure the implementation of the strategy, AT decoration company needs to combine the actual situation of the company in institutional innovation, human resources management, establish and improve the staff incentive mechanism, improve the personnel training system. Strengthen marketing management and corporate culture construction and other aspects to establish the operational mechanism and environment adapted to the enterprise strategy, we need to expand the market, strengthen internal management, and formulate effective marketing strategies. Improve the quality of services and other aspects to enhance the competitiveness of enterprises.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：F426.92

【引證文獻】

相關碩士學位論文 前3條

1 弋浩翔;LF裝飾公司營銷策略研究[D];北京郵電大學;2011年

2 趙明陽;煙臺新世紀工程項目管理咨詢公司發(fā)展戰(zhàn)略研究[D];中國海洋大學;2012年

3 李丹丹;北京市電子工業(yè)干部學校發(fā)展戰(zhàn)略研究[D];天津大學;2012年

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本文編號：1419979