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论文编号：	5828
作者编号：	2120112536
上传时间：	2013/12/5 9:39:14
中文题目：	TPL公司企业战略规划研究
英文题目：	The Research of TPL Company
指导老师：	古志辉
中文关键字：	墙纸行业;战略管理;五力分析模型
英文关键字：	Wallpaper Industry; Strategic Management; Five Forces Model
中文摘要：	墙纸因其图案的丰富多彩和使用的方便快捷而受到广泛的欢迎，是应用最广的内墙装饰材料之一。伴随着装修市场的不断扩大，墙纸行业正面临新的发展机遇。墙纸市场蕴藏着巨大潜力。但同时，墙纸行业也面临诸多问题亟待整治。据不完全统计，目前国内的墙纸品牌已经超过1000家，但实际上，真正有意识在市场上树立品牌形象的不足20家，知名品牌少，品牌集中度却不高，让这个行业的发展之路颇为坎坷。另外，墙纸作为家装材料的一种，面对替代产品的威胁也十分严重。TPL 公司作为市场竞争中的第二梯队企业，同时也是一家经历国企改制而成的民营企业，对其的战略研究具有一定意义。 本文试图通过分析墙纸行业特点、市场现况、未来趋势，结合企业的内部实际情况，运用战略管理相关理论及工具进行有效分析，在此基础上，对TPL公司的战略进行了规划并制定了实施方案。 课题研究中，首先试图通过运用迈克尔－波特教授的“五力模型”, 以及“行业生命周期曲线”等工具对墙纸行业的竞争环境进行分析,得出了对企业外部环境的扫描结果。并明确了企业所属行业的行业特性及竞争态势。以期在制定公司整体战略时获得更多参考信息。其次，在制定公司竞争战略中，运用了日本战略研究的领军人物大前研一提出的“3C战略三角模型”进行全面分析，将公司、顾客与竞争者在同一个系统内整合考虑，希望可以尽量制定一个更加完善的可获得可持续竞争优势的战略。另外，在对公司自身研究中也使用到波特教授的“价值链模型”工具，以及“SWOT”分析工具等。 文章首先对TPL公司的企业总体战略进行了相关规划。其中包含企业的使命、愿景及战略定位，设定了企业的各阶段性战略目标。此外，对公司的业务层也制定了相应的竞争战略及业务组合发展路径。同时，对竞争战略的相关保障措施进行了相应的规划。 希冀本文能够为企业的经营决策进行相关帮助。对企业的战略定位选择及各板块业务战略的规划，战略保障措施的工作开展计划能够起到一定的指导作用。
英文摘要：	Wallpaper is one of the most widely used interior wall decoration materials for the colorful designs and convenient.With the decoration market’s expanding, the wallpaper industry is facing new opportunities for development. The wallpaper market has great potential. But at the same time, the wallpaper industry also faces many problems need to be regulated. According to incomplete statistics, at present the domestic wallpaper brand has more than 1000, but in fact, the number of the companies who want to establish a brand image in the market is less than 20.Less well-known brands, brand concentration is not high, let this industry development road is bumpy. In addition, the wallpaper as a decoration materials is in the front of the threat of substitute products are also very serious.TPL company as the market competition situation in the second echelon of enterprises, but also an experience of restructuring state-owned enterprises into private enterprises, has certain significance to the strategic research. This paper attempts to plan the TPL company's strategy planning and implement programs on the basis of analyzing of the wallpaper industry characteristics, market status, future trends, combined with the enterprise actual situation, with the using of strategic management theories and tools . This paper attempts to use the Michael - Professor Potter's“Five Forces Model”, “Industry life cycle” to analyze the competitive environment on the wallpaper industry, in order to obtain more information in developing the company's overall strategy. Secondly, in the formulation of the competition strategy of the company, using the Japanese strategy research leader Kenichi Ohmae proposed "3C strategic triangle model" to conduct a comprehensive analysis, the company, customers and competitors in the same system integrated consideration, in order to establish a more perfect can obtain sustainable competitive advantage strategy. In addition, in the company's own research would be used to Professor Potter's "value chain", and "SWOT" analysis tools. This paper has planned the overall strategy of TPL company，including the enterprise's mission, vision and strategic positioning and targets. In addition, this paper also formulated the development path of competitive strategy and planned the relevant security measures on the competition strategy. Hoping that this article can be help for the enterprise management decision and playing a guiding role on the strategic choice of the enterprise business strategic planning and the work plan .
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