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论文编号：	1600
作者编号：	2220070792
上传时间：	2010/6/10 10:43:46
中文题目：	意德美家装饰设计有限公司竞争战略研究
英文题目：	Study on Competitive Strategy of Yi De Mei Jia Decoration Design Co., Ltd.
指导老师：	周建
中文关键字：	关键词：家装行业、竞争战略、聚焦战略、低成本战略
英文关键字：	Key words: Home Improvement industry, Competitive Strategy, Focus strategy, Low-cost strategy
中文摘要：	随着房地产市场的快速发展，装修装饰行业市场规模迅速扩大。由于客户需求的巨大差异性，使得该行业具有明显的零散行业的规模不经济特征，同时由于进入门槛低，技术含量不高，存在着大量的中小企业，市场竞争异常激烈。本文研究目的在于探讨在这样的市场环境下，意德美家公司应采取怎样的竞争战略才能取得较好的竞争地位并获得超额利润。 本文首先回顾了相关的理论观点，对迈克尔•波特一般竞争战略理论进行了论述，分析了家装行业的市场状况，并从宏观环境和产业环境两个方面来分析家装企业面临的外部环境。结合产业特点，分析了家装行业采取的基本竞争战略。通过对意德美家公司进行SWOT分析，分析了意德美家公司面临的机会、威胁及具备的优势和劣势。在此基础上，提出意德美家公司应采取集聚战略，选择细分市场中的别墅装修市场作为目标市场。通过业务流程的不断改进，利用合理的合作和外包方式，使项目完成时间最短，管理成本最低，并对影响成本的关键因素进行有效的控制。通过与相关企业建立联盟，营造成本优势。不断提升公司的服务能力，给客户提供性价比最优的设计方案，通过准确的市场定位，建立高效的营销渠道，有效传播企业的品牌形象，塑造以人为本的企业文化。 最后，本文提出意德美家公司建立竞争优势的战略实施步骤，即通过资源整合和业务流程再造建立公司成本优势；通过服务创新和技术创新建立差异化优势；通过企业文化建设建立竞争优势。
英文摘要：	With the rapid development of the real estate market, decoration industry market has expanded rapidly. As customer demand huge difference, making the industry's fragmented industry with significant diseconomies of scale characteristics, and because barriers to entry is low, not high tech, there are a large number of SMEs, market competition is fierce. Purpose of this study is to seriously consider such a market environment, Yi De Mei Jia how the company should adopt competitive strategies to achieve better competitive position and gain excess profits. This thesis first reviews the relevant theoretical perspectives, Michael • Porter general theory of competitive strategy were discussed, analyzed home improvement industry, market conditions, macroeconomic environment and industry from the aspects of the environment to the external environment facing home improvement business. Combination of industry characteristics, analyzes the home improvement industry with the basic competitive strategy. We analysis Yi De Mei Jia facing opportunities, threats and have the strengths and weaknesses. On this basis, the company Yi De Mei Jia should take the cluster strategy, select market segments in the villa decoration market as a target market is the right choice. Through the continuous improvement of business processes, using reasonable co-operation and outsourcing, the project completion time of the shortest, lowest cost of management, the key factors influencing the cost of effective control. Create a cost advantage through strategic alliances with related businesses. And improve the company's service capabilities to provide customers with the best cost-effective design, through accurate market positioning and the establishment of efficient marketing channels to enable the effective dissemination of corporate brand image build a people-oriented corporate culture. Finally, this thesis put ideas to Yi De Mei Jia a competitive advantage at home company has established strategic implementation steps, that is through resource integration and business process reengineering to establish firm cost advantages; service innovation and technological innovation through the establishment of differential advantage; through the building of enterprise culture to establish a competitive advantage.
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