【作者】 徐仁莲；

【导师】 王耀球；

【作者基本信息】 北京交通大学 ， 工商管理， 2007， 硕士

【摘要】 近几年，随着商品房住宅市场的发展和人们生活水平的提高，家庭住宅装饰装修业(简称“家装业”)获得了迅猛的发展，家装企业之间的竞争也日益激烈。但是，作为一个新兴的朝阳产业，十多年来，家装企业在竞争战略方面一直处于实践摸索阶段，迄今尚未进行过系统的理论性研究。本文借助“竞争优势理论”、“位次竞争理论”等较为成熟的企业竞争战略理论，通过对家装产业发展现状、发展趋势以及家装产业宏观经济环境、产业结构等内容分析，并通过对东易日盛家装公司竞争战略分析，从理论和实证两个方面对家装企业的竞争战略进行了研究，总结出各个位次家装企业的竞争战略，希望能为他们构建竞争优势提供参考。更多还原

【Abstract】 In recent years, with the development of commercial house’s market and the improvement of people’s life, the house-decoration industry is expanding strongly. And the competition among house-decoration companies is becoming more and more vehement. As a young industry, although all the house-decoration companies are fumbling for their own competitive strategy, the systematic study about competitive strategy of house-decoration companies is still very scarce.In this thesis, by use of some mature theories, such as Competitive Advantage and Competitive Grade, the author firstly analyzes the current station and advance trend, macro-environment and industry structure about house-decoration industry. Then the author abstracts various competitive strategies for different grade company. Finally, the author illustrates a success competitive strategy for grade one companies. The author hopes that the study can give some advice to house-decoration companies, and help them build their competitive advantages.更多还原