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论文编号：	8132
作者编号：	2220140663
上传时间：	2016/5/22 10:59:58
中文题目：	高度国际公司装饰业务经营战略研究
英文题目：	Decoration Business Strategy Research of Good International Company
指导老师：	柳茂平
中文关键字：	高度国际公司 装饰业务 经营战略 价值链理论 企业资源
英文关键字：	Operation strategy；Strategic management；The value chain theory；Industrial environment
中文摘要：	建筑装饰行业是近年来快速发展的一个新兴行业，尤其是随着人们环保意识的增强、个性化家居的追求以及现代技术的发展，给建筑装饰行业的发展带来了机遇，同时也面临着更大的挑战。高度国际作为2012年进入建筑装饰的企业，有着自身特殊性：首先，是企业相对发展时间较短，建筑装饰经验及社会资源不足；同时，由于企业业务性质单一，与大型集团公司相比，综合实力较弱。但作为后进企业，其发展优势却较为明显，如企业人员年龄结构较小，容易接受新思想和新理念；企业负担较小，容易转型，调整灵活。本文以高度国际为例，借助战略管理理论、资源基础理论和价值链理论对高度国际所在的建筑装饰行业的一般环境、竞争环境和内部环境进行了分析，得出了高度国际的装饰业务范围和客户定位，制定了企业愿景和战略目标，并在最后提出了保证经营战略实现的系统措施。文章共包含五个部分：第一章是绪言，提出本文的研究背景、研究意义、研究内容和研究方法；第二章是基本理论，根据文章写作需要，概述了战略管理、资源基础和价值链理论；第三章是高度国际的内外环境分析，利用上述理论结合波特五力分析法对企业的一般环境、产业环境和内部环境进行分析；第四章是高度国际战略目标和经验战略种类的选择；第五章是系统的保障措施，主要包括业务措施、基础管理措施和和资源措施。最后是全文的总结，得出本文的结论，并指出了不足之处及以后的努力方向。
英文摘要：	Architectural decoration is an emerging industry with rapidly development speed in recent years, especially, because of the increasing environmental awareness, personalized furniture taste and modernized technology development, architectural decoration, caught its opportunity. Also, it is facing more challenges. As a newcomer of architectural decoration industry who entered in 2006, Highly International has its own particularity. First, shorter development periods made lower experiences and social resources. At the same time, it has lower comprehensive strength than mega groups because of simplex nature of its business operations. But, as a newcomer, it has obvious advantages such as young staffs,wide entrance of new thoughts and ideas, its smaller burden may also make Highly International be easy to do some transitions and adjust itself. Made Highly International as an example, this thesis depended on strategic management theory, resource-based theory and value chain theory, analyzed the general environment, competition environment and internal environment of architectural decoration industry. Then, summarized business scope and customer orientation of Highly International, formulated its enterprise visions and strategic objectives. At last, this thesis put forward systematically measures which can ensure the realization of business strategies. This thesis included five parts:the first chapter is the introduction. It put forward the research background, research significance, research contents and research methods of this thesis. The second chapter introduced basic theories, based on the writing demands,it summarized strategic management, resource base and value chain theories. The third chapter analyzed internal and external environment of Highly International, based on those theories above and Potter's " five force " theory, did several analyses of general environment, industry environment and internal environment. The forth chapter introduced choices of Highly International strategic goals and experience strategy types. The fifth chapter introduced systematically safeguard measures, includes business, infrastructure and resources management measures. At last, the conclusion part summarized the whole thesis and discussed some advantages and put forward the striving direction.
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