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1??ü′ê: é?o￡×??? ×°DT·￠?1 2????D??




Abstract
Shanghai is an international metropolis and a famous cultural city within historical contest in our country?￡ Following china?ˉs 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?ˉre 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





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