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论文编号：	11644
作者编号：	2120183039
上传时间：	2020/6/19 15:13:04
中文题目：	DK建筑装饰公司发展战略研究
英文题目：	Research on the development strategy of DK architectural decoration company
指导老师：	牛建波
中文关键字：	发展战略；SWOT矩阵；多元化战略；国际化战略；建筑装饰
英文关键字：	Development strategy; SWOT matrix; Diversification strategy; Internationalization strategy; Architectural decoration
中文摘要：	随着所处商业环境的复杂化，企业在发展过程中面临的不确定性和风险因素不断积累，使企业面临着严峻的生存和发展考验，同时也给企业提出了更高的要求。越来越多的企业期望通过运用战略管理的手段，发挥战略规划全局性、前瞻性、计划性的特点，提前对未来经营环境做出预测，对业务布局做出合理安排。 本文以DK建筑装饰公司为例，主要采用案例研究法对企业发展战略做出分析，并着重在多元化战略和国际化战略方面建立评价体系并展开论证，从而为DK建筑装饰公司及其他具有类似情况的建筑类企业提供参考和借鉴。 在经典战略管理理论的基础上，借助PEST模型和波特五力模型对公司外部环境进行分析，从资源基础理论出发对内部环境展开研究，最后运用SWOT矩阵对公司内外部环境进行综合论证，整理出多种可供选择的战略类型，并提出了公司总体发展战略、多元化战略和国际化战略，为公司未来发展指明了战略方向。 在多元化战略方面，针对DK建筑装饰公司的业务特点和发展现状，从目标行业选择、业务发展规划、战略实施途径等多个角度展开论证分析，为公司业务多元化发展提供了建议；在国际化战略的实施上，从业务输出类型、区域市场选择、市场进入模式等角度展开研究，通过选择不同维度的多项指标来构建综合评价体系，并结合公司实际情况展开论证，由此提出具体的战略实施途径和方法。 最后，本文分别从组织架构、企业文化、人力资本、信息技术四个角度为战略实施提出了一系列保障措施。在战略实施控制问题上，本文多次强调动态竞争的重要性，提醒企业注重经营内外部化境的变化，对已有战略进行动态地管理和调整，以保障战略实施效果符合预期目标，从而全面提升公司的竞争优势。
英文摘要：	With the complexity of the business environment, the uncertainty and risk factors faced by enterprises in the development process are accumulating, which makes enterprises face severe survival and development test, and also puts forward higher requirements for enterprises. More and more enterprises expect to use the means of strategic management, give full play to the overall, forward-looking and planned characteristics of strategic planning, make prediction of future business environment in advance, and make reasonable arrangements for business layout. This paper takes DK architectural decoration company as an example, mainly uses case study method to analyze the development strategy of the enterprise, and focuses on the establishment of evaluation system and demonstration in the aspects of diversification strategy and internationalization strategy, so as to provide reference for DK architectural decoration company and other similar construction enterprises. On the basis of the classic strategic management theory, this paper analyzes the external environment of the company with the help of PEST model and Porter's five forces model, and studies the internal environment from the perspective of resource-based theory. Finally, the SWOT matrix is used to comprehensively demonstrate the internal and external environment of the company, sort out a variety of alternative strategic types, and put forward the overall development strategy, diversification strategy and international strategy of the company. The strategy points out the strategic direction for the future development of the company. In the aspect of diversification strategy, according to the business characteristics and development status of DK architectural decoration company, the demonstration and analysis are carried out from the perspectives of target industry selection, business development planning, strategic implementation approach, etc., which provides suggestions for the diversified development of the company's business. In the implementation of international strategy, the research is carried out from the perspective of business output type, regional market selection, market entry mode, etc. This paper constructs a comprehensive evaluation system by selecting multiple indicators of different dimensions, and demonstrates it in combination with the actual situation of the company, so as to put forward specific strategic implementation approaches and methods. Finally, this paper puts forward a series of guarantee measures for the implementation of the strategy from four perspectives: organizational structure, corporate culture, human capital and information technology. On the issue of strategy implementation control, this paper emphasizes the importance of dynamic competition for many times, reminds enterprises to pay attention to the change of internal and external business environment, and dynamically manage and adjust the existing strategies to ensure that the effect of strategy implementation meets the expected goal, so as to comprehensively improve the competitive advantage of the company.
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