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论文编号：	7321
作者编号：	2220140547
上传时间：	2015/6/5 14:06:52
中文题目：	ZSZ装饰集团公司的分公司拓展与开发战略研究
英文题目：	Research on the strategy of expansion and development for the branch company of ZSZ Decoration Group
指导老师：	戚安邦
中文关键字：	建筑装饰，企业扩张，分公司拓展，市场开发，营销策略
英文关键字：	Construction decoration,Enterprise expansion,Expand the branch company,Marketing development,Marketing strategy
中文摘要：	在我国，建筑装饰装修行业发展还不够成熟，行业集中度和进入门槛都比较低。由于其存在巨大的利润空间及良好的发展前景，吸引了一些的跨界机构加入该行列抢夺市场资源，并由此对现有的装饰装修公司构成了巨大威胁。对当前现有的装饰装修公司来说，如何扩大自己的市场容量、如何保持自身的领先优势，如何扩充企业实力实现规模经济，成为亟待思考的战略问题。深圳市ZSZ装饰集团有限公司（以下简称：ZSZ装饰集团）是一家多元化经营的装饰装修公司，除了主营建筑装饰装修设计与施工外，同时拥有建筑装饰、幕墙、城市照明、园林绿化等14项资质，在业内具有一定的品牌知名度和核心竞争力。ZSZ装饰集团，一方面面临良好的宏观经济形势和行业发展潜力，另一方面同时面临激烈的市场竞争态势，只有取得市场先机和规模经济优势，才能更稳、更快地提升自身的品牌影响力和市场占有率，由此实施增长型的战略发展思路成为其理性选择结果。本文运用经济学、管理学和市场营销学的相关理论，从宏观环境和装修行业分析入手，结合企业自身的资源实力，据此制订ZSZ装饰集团的发展战略规划和愿景目标。ZSZ装饰集团实施增长型战略，主要体现在区域分公司的拓展创建和市场开发两个方面。首先，本文分析了ZSZ装饰集团分公司的拓展模式，在此基础上，对ZSZ装饰集团分公司进行市场细分、目标市场选择和定位，借助4P营销组合工具，制订ZSZ装饰集团分公司的市场开发策略。通过对ZSZ装饰集团公司分公司拓展与开发战略的研究，一方面丰富了我国当前装饰企业的战略发展理论体系，是实践检验理论的有效尝试。另一方面，为建筑装饰企业的发展提供有益指导，为ZSZ装饰集团的分公司拓展和开发提供有效的方案参考，同时对建筑装饰行业内的其他企业具有一定的借鉴价值。
英文摘要：	In our country, the development of architectural decoration industry is not mature enough, industry concentration and low barriers to entry. Because of its huge profit space and good prospects for development, social capital investment has attracted more and more of the industry. Aggravate the blind competition in the industry, and to constitute a greater threat to the existing decoration company. For these decoration companies, how to expand their market capacity, how to maintain the leading advantage of their own, how to expand the strength of enterprises to achieve economies of scale, has become a strategic problem to think. Shenzhen ZSZ Construction Group Co. Ltd. (hereinafter referred to as: ZSZ Decoration Group) is a diversified business decoration company, in addition to the main building decoration design and construction, at the same time have building decoration, curtain wall, city lighting, landscaping and other 14 quality, has the brand awareness and the core competitiveness of a certain in the industry. ZSZ Decoration Group, is facing good development potential macroeconomic situation and the industry on the one hand, facing the intense market competition and on the other hand, only made the market opportunities and advantages of scale economy, can be more stable, faster to promote their brand influence and market share, the implementation of growth strategy development thinking has become the result of rational choice. This thesis employs the relevant theory of economics, management and marketing, from the analysis of the macro environment and decoration industry, combined with the enterprise's own resources strength, the development of strategic planning and vision accordingly formulate ZSZ Decoration Group. ZSZ Decoration Group implement the growth strategy, mainly reflected in two aspects to create expanding regional branch and market development. First of all, this thesis analyzes the mode of construction of ZSZ Decoration Group, on the basis of this, segmentation, selection and positioning of the regional market of customers, according to the target market positioning, develop marketing combination strategy matched with regional branch of market development. Through the research on the development strategy of ZSZ decorative Group Company, has enriched our country current decoration development theory system of enterprise, is an effective attempt to practice the theory of testing. On the other hand, provide useful guidance for the development of architectural decoration enterprises, to provide effective reference for the scheme of branch ZSZ Decoration Group expansion and development, and other enterprises in the building decoration industry has a certain reference value.
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