阳光装饰公司的发展战略研究

发布时间：2018-05-01 10:37

本文选题：发展战略 + 装饰公司　；参考：《大连理工大学》2006年硕士论文

【摘要】：阳光装饰公司(以下简称阳光公司)，自2000年成立以来，，经过了近6年的发展，逐渐成为本地区装修行业中中等水平的公司。消费者也经历了从最初的对装修公司的排斥、逐步认识到最终的认可的过程。装修行业也度过了最初的发育期、成长而日渐成熟，并随着消费者认识的提高市场不断扩大。同时各装饰公司之间为争夺市场份额，获得竞争优势而展开的竞争也日趋激烈。阳光公司作为一个行业的跟随者，在当前的情况下，对市场环境进行系统分析，并据此制定有针对性的公司发展战略，以便把握市场，使自身能够更好的发展，成为公司的当务之急。本文通过对阳光公司所处的，本地区的装修行业的内、外环境及消费者的消费心理及需求的分析的基础上，运用五力模型、SWOT分析等理论、方法，结合阳光公司的实际情况来确定对公司行之有效的发展战略及具体的实施策略。本文研究的出发点在于理论联系实际，力求能够使其对处于激烈的市场竞争中的阳光公司，起到一定的借鉴作用。本文共分五章：第一章为引言部分，通过对阳光公司的简介和经营中面临的具体问题，提出本文的研究的目的、意义及研究重点；第二部分是对阳光公司的环境分析及基于环境分析基础上的SWOT分析，这部分包括外部环境分析、内部环境分析，并根据外部环境的机遇与威胁、内部环境的优势与劣势进行SWOT分析；第三部分为公司发展战略的确定与实施；第四部分是发展战略实施的保障；第五部分为结论。本文通过对影响阳光公司发展战略的构成因素，进行深度分析后制定适合阳光公司的发展战略。为其进一步发展提供有意义的思路和方法，并期望能够对其他装饰公司在发展战略的制定方面，起一定的参考作用。
[Abstract]:Sunshine Decoration Company (hereinafter referred to as Sunshine Company) has been developed for nearly 6 years since its establishment in 2000, and has gradually become a medium level company in the decoration industry in this area. Consumers also experienced from the initial rejection of decoration companies, gradually recognized the process of final recognition. Decoration industry also passed the initial development period, growing and maturing, and with the improvement of consumer awareness of the market continues to expand. At the same time, the decoration companies to compete for market share, to gain the competitive advantage of the competition is also increasingly fierce. As a follower of an industry, Sunshine Company makes a systematic analysis of the market environment under current circumstances, and formulates a targeted company development strategy accordingly, in order to grasp the market and enable itself to develop better. Become the company's top priority. Based on the analysis of the inner and outer environment of the decoration industry in this area and the consumer's consumption psychology and demand of the Sunshine Company, this paper applies the theory of SWOT analysis to the five-force model. Combined with the actual situation of Sunshine Company to determine the company's effective development strategy and specific implementation strategy. The starting point of this paper is to combine theory with practice and try to make it a reference for Sunshine Company in the fierce market competition. This paper is divided into five chapters: the first chapter is the introduction part, through the introduction and management of Sunshine Company, the paper puts forward the purpose, significance and research focus of this paper; The second part is the environmental analysis of Sunshine Company and the SWOT analysis based on environmental analysis. This part includes external environment analysis, internal environment analysis, and according to the opportunities and threats of external environment. The advantages and disadvantages of the internal environment are analyzed by SWOT; the third part is the determination and implementation of the company's development strategy; the fourth part is the guarantee of the implementation of the development strategy; the fifth part is the conclusion. Based on the analysis of the factors that influence the development strategy of Sunshine Company, this paper makes a development strategy suitable for Sunshine Company. It provides some meaningful ideas and methods for its further development, and expects to play a certain reference role in the formulation of development strategy for other decoration companies.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F426.92

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