上海住宅裝修現(xiàn)狀與發(fā)展策略分析
1.6萬字 19頁



【內(nèi)容摘要】
上海是國(guó)際化的大都市，隨著中國(guó)加入WTO，國(guó)外將有一大批著名的家裝設(shè)計(jì)、施工、總承包企業(yè)和大型家裝集團(tuán)涌入，其先進(jìn)的市場(chǎng)拓展理念和競(jìng)爭(zhēng)能力、科學(xué)的組織和管理體系、完善的技術(shù)手段和市場(chǎng)化運(yùn)作機(jī)制以及高度家裝成品化、工廠化和產(chǎn)業(yè)化的生產(chǎn)、加工集成模式，將使上海的住宅裝修行業(yè)面臨巨大的市場(chǎng)沖擊、激烈的競(jìng)爭(zhēng)和嚴(yán)峻的挑戰(zhàn)。但同時(shí)，也為上海住宅裝修業(yè)的整合及促進(jìn)快速發(fā)展，提供了強(qiáng)大的動(dòng)力和難得的機(jī)遇。
首先，本文經(jīng)過對(duì)上海住宅裝修現(xiàn)狀的調(diào)查，面臨上海住宅建設(shè)發(fā)展的新形勢(shì)，運(yùn)用所學(xué)工商管理相關(guān)理論，包括SWOT分析法和市場(chǎng)細(xì)分的原理等知識(shí)，綜合考慮當(dāng)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(jìn)行系統(tǒng)評(píng)估，對(duì)各自的裝修企業(yè)進(jìn)行再定位，從而選擇最佳的市場(chǎng)經(jīng)營(yíng)戰(zhàn)略。
其次，隨著社會(huì)主義市場(chǎng)經(jīng)濟(jì)體制的逐步完善和世界經(jīng)濟(jì)一體化進(jìn)程的快速推進(jìn)，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(yíng)方式與社會(huì)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(chǎng)開拓能力，難以適應(yīng)劇烈市場(chǎng)競(jìng)爭(zhēng)和需求的變化，除了要承擔(dān)自然風(fēng)險(xiǎn)外，還要承擔(dān)巨大的市場(chǎng)風(fēng)險(xiǎn)。廣大中小型家裝企業(yè)應(yīng)當(dāng)利用自己的現(xiàn)有實(shí)力、管理規(guī)模、人力資源、設(shè)計(jì)施工質(zhì)量保障體系等方面的優(yōu)勢(shì)，采取多元化的市場(chǎng)戰(zhàn)略，利用自己差異化競(jìng)爭(zhēng)優(yōu)勢(shì)，在多樣化經(jīng)營(yíng)上尋找長(zhǎng)期發(fā)展的機(jī)會(huì)。
對(duì)此，本文根據(jù)本市中小型裝修企業(yè)的特點(diǎn)，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(shí)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(gòu)建良好的住宅裝修產(chǎn)業(yè)市場(chǎng)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(guān)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

一、緒論 1
二、上海住宅裝修的基本現(xiàn)狀 2
（一）上海住宅裝修的演變過程和現(xiàn)狀 2
（二）本市存量和增量房產(chǎn)的基本情 2
（三）住宅裝修類型及總量分析 2
（四）住宅裝修隊(duì)伍及管理現(xiàn)狀剖析 3
（五）國(guó)外住宅裝修業(yè)的調(diào)研與借鑒 3
三、住宅裝修的態(tài)勢(shì)與存在的問題 4
（一）城市住宅建設(shè)與市民生活質(zhì)量的需求 4
（二）住宅裝修市場(chǎng)與行業(yè)發(fā)展的相關(guān)因素 5
（三）住宅裝修存在的主要問題和面臨的挑戰(zhàn) 6
四、住宅裝修發(fā)展的趨勢(shì)與對(duì)策 6
（一）住宅裝修產(chǎn)業(yè)的定位與特點(diǎn) 6
（二）住宅裝修業(yè)的發(fā)展趨勢(shì) 7
（三）住宅裝修業(yè)市場(chǎng)拓展的基礎(chǔ)條件 7
（四）上海住宅裝修產(chǎn)業(yè)持繼發(fā)展的策略 9
五、結(jié)論 9

參考文獻(xiàn) 11
致謝 12





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鄭也夫 《中國(guó)社會(huì)中的信托》
中國(guó)城市出版社 2003年1月 P301-302 “重建信托對(duì)策”
韓岫嵐 　　　《管理學(xué)基礎(chǔ)》
經(jīng)濟(jì)科學(xué)出版社 2000年6月 P286-290 “控制內(nèi)容”