上海住宅裝修現(xiàn)狀與發(fā)展策略的研究

1、上海住宅裝修現(xiàn)狀與開展策略的研究摘 要：上海是國際化的大都市，隨著中國參加WTO，國外將有一大批著名的家裝設計、施工、總承包企業(yè)和大型家裝集團涌入，其先進的市場拓展理念和競爭才能、科學的組織和管理體系、完善的技術手段和市場化運作機制以及高度家裝成品化、工廠化和產(chǎn)業(yè)化的消費、加工集成形式，將使上海的住宅裝修行業(yè)面臨宏大的市場沖擊、劇烈的競爭和嚴峻的挑戰(zhàn)。但同時，也為上海住宅裝修業(yè)的整合及促進快速開展，提供了強大的動力和難得的機遇。首先，本文經(jīng)過對上海住宅裝修現(xiàn)狀的調(diào)查，面臨上海住宅建立開展的新形勢，運用所學工商管理相關理論，包括SWOT分析法和市場細分的原理等知識，綜合考慮當前本市家裝企業(yè)內(nèi)部條

2、件和外部環(huán)境的各種因素，進展系統(tǒng)評估，對各自的裝修企業(yè)進展再定位，從而選擇最正確的市場經(jīng)營戰(zhàn)略。其次，隨著社會主義市場經(jīng)濟體制的逐步完善和世界經(jīng)濟一體化進程的快速推進，住宅裝修目前這種零星分散的作坊式小規(guī)模消費經(jīng)營方式與社會化的住宅裝修產(chǎn)業(yè)化的矛盾變得越來越突出。一方面表達在這種小規(guī)模消費的組織化程度低，缺乏市場開拓才能，難以適應劇烈市場競爭和需求的變化，除了要承擔自然風險外，還要承擔宏大的市場風險。廣闊中小型家裝企業(yè)應當利用自己的現(xiàn)有實力、管理規(guī)模、人力資源、設計施工質量保障體系等方面的優(yōu)勢，采取多元化的市場戰(zhàn)略，利用自己差異化競爭優(yōu)勢，在多樣化經(jīng)營上尋找長期開展的時機。對此，本文根據(jù)本市中

3、小型裝修企業(yè)的特點，提出了上海住宅裝修業(yè)的定位和產(chǎn)業(yè)化開展的策略，通過實行家裝業(yè)的整體創(chuàng)新，有效整合，走住宅裝修產(chǎn)業(yè)化開展的道路，并力求建立產(chǎn)業(yè)開展園區(qū)，進步住宅裝修產(chǎn)業(yè)化的創(chuàng)新程度，培育家裝龍頭和品牌企業(yè)，構建良好的住宅裝修產(chǎn)業(yè)市場和法制環(huán)境，全面提升上海住宅裝修業(yè)的開展程度。關鍵詞: 上海住宅 裝修開展 策略研究Abstract: Shanghai is an internation metropplis and a famous cultural city within historical contest in our country. Follwing chinas entering

4、 WTO,a lot of forEign designess, working enterrises, project undertakers and package dealers specialized for housing decoration with famous brands will come into our country. ThEIr adwanced marketing concepto, competition ability, scientific management rational organization, perfect technology, mark

5、eting operation mechaniom are challenges to comestic housing decoration professionals. Their high class prefabric part_production, factory working and assembly induster pattern are schock to domestic housing decoration market. But it offers a stimulant and an opportunity to development and reform of

6、 housing decoretion enterprises in shanghai.Facing new situation, the decision_makers of housing decoration lompanies should make a system apptaisal with SWOT analysis method after an investigation in actualities of housing decoration in shanghai. While pondering over varions factors which play effe

7、cts upon companies from inside and outside, they should determine market positions for their companies and select an optimal stategy for business in market.Following perfecting of socialion market economy and integration of world economy, small individual business are reactions against large social

8、industry patterns in housing decoration trade. The contradiction brings not only natural risks but also big market risk to dealers from small enterprises of housing decoration, because they are lack of marketing ability in front of acute competition of business and rapid change of demands.The Author

9、 thinks that middle and small enterprise dealers should adjust their market strategy with multi_policies, look for their opportunity of long_term development in multi_scopes of business with advantages of differential and flexible patterns, and rely on their individual strength, mamagement concept,

10、human resource and quality control system for design and work, to keep their manket position.According to features of middle and small enterpyises of housing decoration in shanghai Municipality, the author makes a proposal on strategy for position and developing shanghai Housing Decoration Industry. It covers integration innovation, effective reform, trade industrialization and brand forging. Aiming at establishment of industeial park and cultivation of reputed enterprise, it encourages initiative in housing decoration, market_opening with legal conscinouness so as t