【作者】 郝峥艳；

【导师】 罗国亮；

【作者基本信息】 华北电力大学 ， 工商管理， 2012， 硕士

【摘要】 随着我国经济的发展和生活水平的提高,我国建筑装饰行业呈现出前所未有的快速发展态势。目前国内的建筑装饰行业的发展存在着许多问题,企业管理粗放,仅凭经验进行运作,多数企业发展战略欠缺。建筑装饰企业由于行业进入壁垒小,中小企业众多,竞争较为激烈,降价促销成为竞争的主要手段,企业抵御风险的能力较小。面对复杂的内外部环境,中小型装饰企业如何立于不败之地,实现可持续发展,战略选择是企业管理工作的重中之重。本文立足于当前我国建筑装饰行业发展的现状以及未来趋势预测,在学习国内外研究理论的基础上,对北京艺星装饰公司为代表的建筑装饰行业策略的宏观和微观环境进行了分析,提出了战略选择模型,并制定了保证战略实施的方法。应用PEST方法,分析了建筑装饰行业外部发展环境。运用SWOT模型,通过对北京艺星装饰公司进行内部条件分析,对所存在优势、劣势、威胁、机遇进行列表说明。在改进SWOT模型的基础上,根据定量化战略计划矩阵QSPM,选择与北京艺星装饰公司产业环境相适应的企业战略,根据选定的战略发展方向,对目标市场进行重新定位,提出具有绿色建筑装饰的新型战略目标规划,并提出可行的战略实施方案。最后,针对北京艺星装饰公司,论述其战略实施过程中的保障措施,确保战略规划能够顺利展开,实现企业的既定的目标。更多还原

【Abstract】 Architectural decoration industry ushered in a huge potential development space, showing an unprecedented rapid development momentum, with the development of our national economy and the improvement of living standard. There are many problems with domestic architectural decoration industry. The phenomenon of experience management and operation promotes it, and they don’t use the applicable corporate strategy. The building decoration companies are small and many, vicious competition still exists, resulting in competition between enterprises means of a price war, the less ability to resist risks, general lack of competitiveness. Faced with such a complex internal and external environment, the arts star decoration on behalf of small and medium-sized building decoration companies how to realize the sustainable development and implemented a competitive strategy to become the key of the business management.The paper, based on the current status of architectural decoration industry in China industry development and future trends forecasting, in-depth and detailed discussion on Yixing Decoration Company which is representatives of the of the building industry, points out the corporate strategy and the guarantee for the implementation of the strategy method. This paper analyzes the architectural decoration industry external development environment based on PEST analysis. Using SWOT analysis method, we get the existence of the advantages, disadvantages, threats, opportunities of Yixing Decoration Company. Next, on the basis of improving the SWOT model, based on quantitative strategic plan matrix QSPM quantitative achieve the correct choice of the arts star decoration industry adapt to the environment, corporate strategy, according to the selected strategic objectives, the target market repositioning of the green architectural decoration of the new strategic goal planning, and put forward feasible implementation of the strategy. Finally it discusses its strategy to implement safeguards to ensure the process of competitive strategy to the smooth commencement for the Yixing Decoration Company.更多还原