北京艺星装饰公司战略选择研究
摘要
随着我国经济的发展和生活水平的提高,我国建筑装饰行业呈现出前所未有的快速发展态势。目前国内的建筑装饰行业的发展存在着许多问题,企业管理粗放,仅凭经验进行运作,多数企业发展战略欠缺。建筑装饰企业由于行业进入壁垒小,中小企业众多,竞争较为激烈,降价促销成为竞争的主要手段,企业抵御风险的能力较小。面对复杂的内外部环境,中小型装饰企业如何立于不败之地,实现可持续发展,战略选择是企业管理工作的重中之重。
本文立足于当前我国建筑装饰行业发展的现状以及未来趋势预测,在学习国内外研究理论的基础上,对北京艺星装饰公司为代表的建筑装饰行业策略的宏观和微观环境进行了分析,提出了战略选择模型,并制定了保证战略实施的方法。应用PEST方法,分析了建筑装饰行业外部发展环境。运用SWOT模型,通过对北京艺星装饰公司进行内部条件分析,对所存在优势、劣势、威胁、机遇进行列表说明。在改进SWOT模型的基础上,根据定量化战略计划矩阵QSPM,选择与北京艺星装饰公司产业环境相适应的企业战略,根据选定的战略发展方向,对目标市场进行重新定位,提出具有绿色建筑装饰的新型战略目标规划,并提出可行的战略实施方案。最后,针对北京艺星装饰公司,论述其战略实施过程中的保障措施,确保战略规划能够顺利展开,实现企业的既定的目标。
Architectural decoration industry ushered in a huge potential development space, showing an unprecedented rapid development momentum, with the development of our national economy and the improvement of living standard. There are many problems with domestic architectural decoration industry. The phenomenon of experience management and operation promotes it, and they don't use the applicable corporate strategy. The building decoration companies are small and many, vicious competition still exists, resulting in competition between enterprises means of a price war, the less ability to resist risks, general lack of competitiveness. Faced with such a complex internal and external environment, the arts star decoration on behalf of small and medium-sized building decoration companies how to realize the sustainable development and implemented a competitive strategy to become the key of the business management.
The paper, based on the current status of architectural decoration industry in China industry development and future trends forecasting, in-depth and detailed discussion on Yixing Decoration Company which is representatives of the of the building industry, points out the corporate strategy and the guarantee for the implementation of the strategy method. This paper analyzes the architectural decoration industry external development environment based on PEST analysis. Using SWOT analysis method, we get the existence of the advantages, disadvantages, threats, opportunities of Yixing Decoration Company. Next, on the basis of improving the SWOT model, based on quantitative strategic plan matrix QSPM quantitative achieve the correct choice of the arts star decoration industry adapt to the environment, corporate strategy, according to the selected strategic objectives, the target market repositioning of the green architectural decoration of the new strategic goal planning, and put forward feasible implementation of the strategy. Finally it discusses its strategy to implement safeguards to ensure the process of competitive strategy to the smooth commencement for the Yixing Decoration Company.
本文立足于当前我国建筑装饰行业发展的现状以及未来趋势预测,在学习国内外研究理论的基础上,对北京艺星装饰公司为代表的建筑装饰行业策略的宏观和微观环境进行了分析,提出了战略选择模型,并制定了保证战略实施的方法。应用PEST方法,分析了建筑装饰行业外部发展环境。运用SWOT模型,通过对北京艺星装饰公司进行内部条件分析,对所存在优势、劣势、威胁、机遇进行列表说明。在改进SWOT模型的基础上,根据定量化战略计划矩阵QSPM,选择与北京艺星装饰公司产业环境相适应的企业战略,根据选定的战略发展方向,对目标市场进行重新定位,提出具有绿色建筑装饰的新型战略目标规划,并提出可行的战略实施方案。最后,针对北京艺星装饰公司,论述其战略实施过程中的保障措施,确保战略规划能够顺利展开,实现企业的既定的目标。
Architectural decoration industry ushered in a huge potential development space, showing an unprecedented rapid development momentum, with the development of our national economy and the improvement of living standard. There are many problems with domestic architectural decoration industry. The phenomenon of experience management and operation promotes it, and they don't use the applicable corporate strategy. The building decoration companies are small and many, vicious competition still exists, resulting in competition between enterprises means of a price war, the less ability to resist risks, general lack of competitiveness. Faced with such a complex internal and external environment, the arts star decoration on behalf of small and medium-sized building decoration companies how to realize the sustainable development and implemented a competitive strategy to become the key of the business management.
The paper, based on the current status of architectural decoration industry in China industry development and future trends forecasting, in-depth and detailed discussion on Yixing Decoration Company which is representatives of the of the building industry, points out the corporate strategy and the guarantee for the implementation of the strategy method. This paper analyzes the architectural decoration industry external development environment based on PEST analysis. Using SWOT analysis method, we get the existence of the advantages, disadvantages, threats, opportunities of Yixing Decoration Company. Next, on the basis of improving the SWOT model, based on quantitative strategic plan matrix QSPM quantitative achieve the correct choice of the arts star decoration industry adapt to the environment, corporate strategy, according to the selected strategic objectives, the target market repositioning of the green architectural decoration of the new strategic goal planning, and put forward feasible implementation of the strategy. Finally it discusses its strategy to implement safeguards to ensure the process of competitive strategy to the smooth commencement for the Yixing Decoration Company.
引文
[1]邓逸荣,陈峻.建筑装饰工程前期管理中的问题及对策[J].山西建筑,2010(3)：229-230
[2]科克,李欣,李景华.企业战略[M].中国大百科全书出版社,2005：67-98
[3]Martti Lindman. Low-tech, small- and medium-sized enterprises and the practice of new product development An international comparison[J].European Business Review,2008,20(10):51-72
[4]李春波.企业战略管理[M].清华大学出版社,2011：76-143
[5]Werner H. Hoffmann, Roman Schlosser. Success factors of strategic alliances in small and medium-sized enterprises—An empirical survey[J]. Long Range Planning,2001 (34):357-381
[6]刘志刚,谭云清.战略管理理论、案例与盈利模式[M].上海交通大学出版社,2010：98-105
[7]陈蕾.中小企业发展战略制定问题探讨[D].厦门大学,2007：34-36
[8]Peter B. Fuller. Assessing marketing in small and medium-sized enterprises[J].European Journal of Marketing,1994,28(12):34-49
[9]刘颖主.企业战略管理[M].中国电力出版社,2007：54-59
[10]俞建国.中国小企业发展战略研究[J].中国企业战略传播网,2004(10)：34-37.
[11]李庆华.战略管理[M].中国人民大学出版社,2009：207-224
[12]陶声良.企业战略管理[M].武汉大学出版社,1997：214-253
[13]刘伟,刘国宁,中国职业经理人培训中心.市场营销[M].中国言实出版社,2005：87-147
[14]张国良.战略管理[M].浙江大学出版社,2009：54-94
[15]曾琢.中小企业战略选择初探[J].北方经贸.2005,(09)：93-94
[16]王鑫,我国中小企业战略研究[J].管理经纬,2009,53(10)：54-61
[17]冯国科,李真.新时期下我国中小型企业发展战略分析[J].经营管理者,2010(17)：145-153
[18]Paolo Pratali.Strategic management of technological innovations in the small to medium enterprise[J].European Journal of Innovation Management,2003, 6(6):18-31
[19]林广瑞,李沛强.企业战略管理[M].浙江大学出版社,2007：67-87
[20]陆生堂.中小企业战略管理浅析[J].中国经贸导刊,2011,10：70-71
[21]M. du Plessis. The strategic drivers and objectives of communities of practice as vehicles for knowledge management in small and medium enterprise[J]. International Journal of Information Management2008(28):61-67
[22]迈克尔·A·希特,R.杜安·爱尔兰.战略管理：竞争与全球化(第8版)[M]机械工业出版社,2010：96-132
[23]赵光洲.企业战略管理[M].高等教育出版社,2011：76-112
[24]家居千机变风尚[N].新浪网http://jiaju.sina.com.cn/news/091945428.html
[25]我国家居装饰装修市场发展迅猛拉动了发展分析[N].中国建材网,2007：156-204
[26]沈丽容.竞争情报：中国企业生存的第四要素[M]人民大学出版社,2003：216-276
[27]Samuel B. Moore, Susan L.Manring. Strategy development in small and medium sized enterprises for sustainability and increased value creation[J].Journal of Cleaner Production,2009(17):276-282
[28]石拓.新兴中小企业发展战略的研究与应用[D].西南交通大学,2010：176-185
[29]George Stonehouse, Jonathan Pemberton. Strategic planning in SMEs --some empirical findings[J].Management Decision,2002(40):853-861
[30]Dell.Hawrine.,Consumer Behavior Building Marketing strategy,International Thomson-publishing Inc.,2000
[31]Thomas T.Nagle & Reed K.Hoiden, The Strategy and Tactics of Pricing3th Edition, PrenticeHoll,2001
[32]包乐磊.西部民营建筑装饰企业的竞争力研究[D].西北工业大学,2004：116-185
[33]J.PAUI Peter&Jerry C.Olson, Consumer Behavior and marketing Strategy, TheMcGraw-Hill companies,Inc.,2000
[34]Carl McDaniel & Jr.roge Gates, Contemporary Marketing Research, The McGraw-Hill companies,Inc.,2000
[35]Philip Kotler, A Framework for Marketing Management,Prentice Holl,2002
[36]刘庆元.企业战略管理[M].中央广播电视大学出版社,2006：143-176
[37]任树东.增强装饰企业竞争力的几点要素[J].经营与发展,2008(11)：123-128
[38]Patsy Perry, Neil Towers. Determining the antecedents for a strategy of corporate social responsibility by small- and medium-sized enterprises in the UK fashion apparel industry[J].Journal of Retailing and Consumer Services 2009(16):377-385
[39]祝庆俊,东北民营建筑装饰企业的竞争力研究[D].清华大学,2005：21-25
[40]Edward Bernroider. Factors in SWOT analysis applied to Micro, small-to-medium, and large software enterprises:An austrian study[J].European Management Journal,2002,20(5):562-573
[41]石晓军,郭金龙Solvencyll和DFA的国际研究前沿综述和分析[J].保险研究,2008,(9)：34-39.
[42]王敏.基于产业链制定企业战略[J].当代经理人.2006(6)：32-39
[43]陶桂林.浅谈SWOT分析法在制定企业战略规划中的具体应用[J].现代经济信息.2010(26)：56-59
[44]张宏兴.WJ房地产开发有限公司战略实施[J].金融与经济,2010(1)：76-81
[45]梁进宇.建筑装饰工程前期管理中的问题及对策[J].山西建筑,2010(3)：123-126
[46]贺梁.中小装饰企业创业_发展研究[D].南京林业大学,2008：34-41
[47]Thomas W.Y. Man, Theresa Lau, K.F. Chan The competitiveness of small and medium enterprises A conceptualization with focus on entrepreneurial competencies[J].Journal of Business Venturing,2002(17):123-142
[48]泰守勤.促进我国中小企业发展对策浅析[J].企业观察,2003,(4)：135-138
[49]孙雷.中小型互联网公司发展战略研究[D].北京交通大学,2001(06)：2-10
[50]迈克尔·波特.竞争战略[M].华夏出版社,2001：135-155
[51]Harild Pechlaner, Frieda Raich, Anita Zehrer. Growth perceptions of small and medium-sized enterprises (SME's)-The Case of South Tyrol [J].Tourism Review,2004,59(4):312-339
[52]Klas Soderquist, J.J. Chanaron. Managing innovation in French small and medium-sized enterprises:an empirical study[J].Benchmarking for Quality Management & Technology,1997(4):259-272
[53]迈克尔.波特.竞争论[M].中信出版社,2003：111-154
[54]Mike Simpson, Jo Padmore. marketing in small and medium sized enterprises[J].International Journal of epreneurial Behaviour &Research,2006,12(6):361-387
[55]李玉刚.战略管理[M].科学出版社,2009：45-95
[56]杜建刚.自我SWOT分析的基本途径[J].企业改革与管理,2009(3)：76-81
[57]Michaer E.Porter.Competive Strategy. MCB UP Ltd,1997:28-32 Selin Hanife Eryuruk,Fatma Kalaoglu, A Besoa Rabenasolo.Evaluation of
[58]Glabalization Stragies:External Analysis of the Turkish Clothing Industry.Textile Research Journal,2010.22(3):1380-1381
[59]中国建筑装饰协会《”十二五”行业发展规划纲要编制组》.中国建筑装饰行业”十二五”发展规划纲要(讨论稿)[J].石材,2011(7)：176-183
[2]科克,李欣,李景华.企业战略[M].中国大百科全书出版社,2005：67-98
[3]Martti Lindman. Low-tech, small- and medium-sized enterprises and the practice of new product development An international comparison[J].European Business Review,2008,20(10):51-72
[4]李春波.企业战略管理[M].清华大学出版社,2011：76-143
[5]Werner H. Hoffmann, Roman Schlosser. Success factors of strategic alliances in small and medium-sized enterprises—An empirical survey[J]. Long Range Planning,2001 (34):357-381
[6]刘志刚,谭云清.战略管理理论、案例与盈利模式[M].上海交通大学出版社,2010：98-105
[7]陈蕾.中小企业发展战略制定问题探讨[D].厦门大学,2007：34-36
[8]Peter B. Fuller. Assessing marketing in small and medium-sized enterprises[J].European Journal of Marketing,1994,28(12):34-49
[9]刘颖主.企业战略管理[M].中国电力出版社,2007：54-59
[10]俞建国.中国小企业发展战略研究[J].中国企业战略传播网,2004(10)：34-37.
[11]李庆华.战略管理[M].中国人民大学出版社,2009：207-224
[12]陶声良.企业战略管理[M].武汉大学出版社,1997：214-253
[13]刘伟,刘国宁,中国职业经理人培训中心.市场营销[M].中国言实出版社,2005：87-147
[14]张国良.战略管理[M].浙江大学出版社,2009：54-94
[15]曾琢.中小企业战略选择初探[J].北方经贸.2005,(09)：93-94
[16]王鑫,我国中小企业战略研究[J].管理经纬,2009,53(10)：54-61
[17]冯国科,李真.新时期下我国中小型企业发展战略分析[J].经营管理者,2010(17)：145-153
[18]Paolo Pratali.Strategic management of technological innovations in the small to medium enterprise[J].European Journal of Innovation Management,2003, 6(6):18-31
[19]林广瑞,李沛强.企业战略管理[M].浙江大学出版社,2007：67-87
[20]陆生堂.中小企业战略管理浅析[J].中国经贸导刊,2011,10：70-71
[21]M. du Plessis. The strategic drivers and objectives of communities of practice as vehicles for knowledge management in small and medium enterprise[J]. International Journal of Information Management2008(28):61-67
[22]迈克尔·A·希特,R.杜安·爱尔兰.战略管理：竞争与全球化(第8版)[M]机械工业出版社,2010：96-132
[23]赵光洲.企业战略管理[M].高等教育出版社,2011：76-112
[24]家居千机变风尚[N].新浪网http://jiaju.sina.com.cn/news/091945428.html
[25]我国家居装饰装修市场发展迅猛拉动了发展分析[N].中国建材网,2007：156-204
[26]沈丽容.竞争情报：中国企业生存的第四要素[M]人民大学出版社,2003：216-276
[27]Samuel B. Moore, Susan L.Manring. Strategy development in small and medium sized enterprises for sustainability and increased value creation[J].Journal of Cleaner Production,2009(17):276-282
[28]石拓.新兴中小企业发展战略的研究与应用[D].西南交通大学,2010：176-185
[29]George Stonehouse, Jonathan Pemberton. Strategic planning in SMEs --some empirical findings[J].Management Decision,2002(40):853-861
[30]Dell.Hawrine.,Consumer Behavior Building Marketing strategy,International Thomson-publishing Inc.,2000
[31]Thomas T.Nagle & Reed K.Hoiden, The Strategy and Tactics of Pricing3th Edition, PrenticeHoll,2001
[32]包乐磊.西部民营建筑装饰企业的竞争力研究[D].西北工业大学,2004：116-185
[33]J.PAUI Peter&Jerry C.Olson, Consumer Behavior and marketing Strategy, TheMcGraw-Hill companies,Inc.,2000
[34]Carl McDaniel & Jr.roge Gates, Contemporary Marketing Research, The McGraw-Hill companies,Inc.,2000
[35]Philip Kotler, A Framework for Marketing Management,Prentice Holl,2002
[36]刘庆元.企业战略管理[M].中央广播电视大学出版社,2006：143-176
[37]任树东.增强装饰企业竞争力的几点要素[J].经营与发展,2008(11)：123-128
[38]Patsy Perry, Neil Towers. Determining the antecedents for a strategy of corporate social responsibility by small- and medium-sized enterprises in the UK fashion apparel industry[J].Journal of Retailing and Consumer Services 2009(16):377-385
[39]祝庆俊,东北民营建筑装饰企业的竞争力研究[D].清华大学,2005：21-25
[40]Edward Bernroider. Factors in SWOT analysis applied to Micro, small-to-medium, and large software enterprises:An austrian study[J].European Management Journal,2002,20(5):562-573
[41]石晓军,郭金龙Solvencyll和DFA的国际研究前沿综述和分析[J].保险研究,2008,(9)：34-39.
[42]王敏.基于产业链制定企业战略[J].当代经理人.2006(6)：32-39
[43]陶桂林.浅谈SWOT分析法在制定企业战略规划中的具体应用[J].现代经济信息.2010(26)：56-59
[44]张宏兴.WJ房地产开发有限公司战略实施[J].金融与经济,2010(1)：76-81
[45]梁进宇.建筑装饰工程前期管理中的问题及对策[J].山西建筑,2010(3)：123-126
[46]贺梁.中小装饰企业创业_发展研究[D].南京林业大学,2008：34-41
[47]Thomas W.Y. Man, Theresa Lau, K.F. Chan The competitiveness of small and medium enterprises A conceptualization with focus on entrepreneurial competencies[J].Journal of Business Venturing,2002(17):123-142
[48]泰守勤.促进我国中小企业发展对策浅析[J].企业观察,2003,(4)：135-138
[49]孙雷.中小型互联网公司发展战略研究[D].北京交通大学,2001(06)：2-10
[50]迈克尔·波特.竞争战略[M].华夏出版社,2001：135-155
[51]Harild Pechlaner, Frieda Raich, Anita Zehrer. Growth perceptions of small and medium-sized enterprises (SME's)-The Case of South Tyrol [J].Tourism Review,2004,59(4):312-339
[52]Klas Soderquist, J.J. Chanaron. Managing innovation in French small and medium-sized enterprises:an empirical study[J].Benchmarking for Quality Management & Technology,1997(4):259-272
[53]迈克尔.波特.竞争论[M].中信出版社,2003：111-154
[54]Mike Simpson, Jo Padmore. marketing in small and medium sized enterprises[J].International Journal of epreneurial Behaviour &Research,2006,12(6):361-387
[55]李玉刚.战略管理[M].科学出版社,2009：45-95
[56]杜建刚.自我SWOT分析的基本途径[J].企业改革与管理,2009(3)：76-81
[57]Michaer E.Porter.Competive Strategy. MCB UP Ltd,1997:28-32 Selin Hanife Eryuruk,Fatma Kalaoglu, A Besoa Rabenasolo.Evaluation of
[58]Glabalization Stragies:External Analysis of the Turkish Clothing Industry.Textile Research Journal,2010.22(3):1380-1381
[59]中国建筑装饰协会《”十二五”行业发展规划纲要编制组》.中国建筑装饰行业”十二五”发展规划纲要(讨论稿)[J].石材,2011(7)：176-183