上海住宅裝修現(xiàn)狀與發(fā)展策略的研究
【內(nèi)容摘要】
上海是國際化的大都市，隨著中國加入WTO，國外將有一大批著名的家裝設計、施工、譆@邪笠島痛笮圖易凹龐咳?，其先进的手C⊥卣估砟詈途赫芰?、科学的讬┋和管莱堝系、完深l募際跏侄魏褪諧』俗骰埔約案叨燃易俺善坊⒐こЩ筒禱納?、加工集迟牐蕜Μ将使晌r５淖≌靶扌幸得媼倬藪蟮氖諧〕寤鰲⒓ち業(yè)木赫脫暇奶粽?。但同时，覅ⅹ晌rＷ≌靶摶檔惱霞按俳燜俜⒄梗峁┝飼看蟮畝湍訓玫幕觥�
首先，本文經(jīng)過對上海住宅裝修現(xiàn)狀的調(diào)查，面臨上海住宅建設發(fā)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)部條件和外部環(huán)境的各種因素，進行系統(tǒng)評估，對各自的裝修企業(yè)進行再定位，從而選擇最佳的市場經(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)模生產(chǎn)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。一方面體現(xiàn)在這種小規(guī)模生產(chǎn)的組織化程度低，缺乏市場開拓能力，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，還要承擔巨大的市場風險。廣大中小型家裝企業(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(zhì)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)營上尋找長期發(fā)展的機會。
對此，本文根據(jù)本市中小型裝修企業(yè)的特點，提出了上海住宅裝修業(yè)的定位和產(chǎn)業(yè)化發(fā)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)化發(fā)展的道路，并力求建立產(chǎn)業(yè)發(fā)展園區(qū)，提高住宅裝修產(chǎn)業(yè)化的創(chuàng)新水平，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)的發(fā)展水平。

關鍵詞: 上海住宅 裝修發(fā)展 策略研究
Abstract
Shanghai is an international metropolis and a famous cultural city within historical contest in our country。 Following china’s entering WTO，a lot of foreign designees， working enterprises， project undertakers and package dealers specialized for housing decoration with famous brands will come into our country。 They’re advanced marketing concept， competition ability， scientific management rational organization， perfect technology， marketing operation mechanism are challenges to cosmetic housing decoration professionals。 Their high class prefabricates part production； factory working and assembly in duster pattern are schlock to domestic housing decoration market。 But it offers a stimulant and an opportunity to development and reform of housing decoration enterprises in shanghai。
Facing new situation， the decision makers of housing decoration companies should make a system appraisal with SWOT analysis method after an investigation in actualities of housing decoration in shanghai。 While pondering over various factors， which play effects upon companies from inside and outside， they should determine market positions for their companies and select an optimal strategy for business in market。
Following perfecting of social ion market economy and integration of world economy， small individual business is reactions against large social 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 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， management concept， human resource and quality control system for design and work， to keep their market position。
According to features of middle and small enterprises 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 industrial park and cultivation of reputed enterprise， it encourages initiative in housing decoration， market opening with legal consciousness so as to upgrade Shanghai Housing Decoration Industry。

Key words: Shanghai Housing Decoration Development
Strategy Research and study

目　　錄

【內(nèi)容摘要】 4
Abstract 5
一、緒論 7
二、上海住宅裝修的基本現(xiàn)狀 9
（一）上海住宅裝修歷史的演變過程和現(xiàn)狀 9
（二）本市存量和增量房產(chǎn)的基本情況 9
（三）住宅裝修類型及總量分析 10
（四）住宅裝修隊伍與管理現(xiàn)狀的分析 10
（五）國外住宅裝修業(yè)的調(diào)研與經(jīng)驗借鑒 11
三、住宅裝修的態(tài)勢與存在的問題 13
（一）城市住宅建設與市民生活質(zhì)量的需求 13
（二）住宅裝修市場與行業(yè)發(fā)展的相關因素 14
（三）住宅裝修存在的主要問題和面臨的挑戰(zhàn) 15
四、宅裝修發(fā)展的趨勢與對策 17
（一）住宅裝修產(chǎn)業(yè)的定位與特點 17
（二）住宅裝修業(yè)的發(fā)展趨勢 17
（三）住宅裝修產(chǎn)業(yè)市場拓展的基礎條件 18
（四）上海住宅裝修產(chǎn)業(yè)持續(xù)發(fā)展的策略 20
五、結論 21
參考文獻： 23
致謝： 24