家居产业作为重要的生活指标,也开始了新一轮的发展。然而,近几年经济形势不理
想,导致了行业整体发展水平减缓,行业内出现了恶性竞争、过度扩张等问题阻碍了
行业发展,行业内企业也遭遇了前所未有的危机。喜盈门以自身发展为例,深度剖析
了其发展特点及策略,旨在为建材家具行业以及零售业提供有效的参考
本文第一部分主要阐述了战略管理对于企业发展的重要性,由于国内企业在引进
国外先进理论方面远远落后于国外,许多国内企业目前还没有把理论与实践很好的结
合。第二部分结合家居建材的宏观环境,对现状进行分析,并结合自身管理经验,对
未来销售渠道、产品类型等作了预测。接下来,根据喜盈门内部调研数据对于客户进
行消费习惯分析,其中包括消费者的购买渠道、购买时间以及消费方式等,同时,从
数据看出,目前受经济因素影响较大的消费群还是低端客户,而价格指数对于中高端
用户的影响比较小。本文根据消费者的调研情况,对未来消费习惯和模式进行预测,
建材家具方面的购买可能越来越多由女性进行决策,此外,电子商户也会变成今后发
展的重要渠道。

最后,本文以喜盈门为例,分析了其日常运营、商业模式、内部体系等多方面的
市场竞争力指标,之后,本文围绕喜盈门的规模容量、市场份额、发展理念等展幵讨
论,并以此为基础,进一步论述喜盈门的差异化竞争策略,其中包括与国内同行在组
织模式的差异、与国外竞争对手在产品及销售业态的差异等,从多个方面进行深入探
讨喜盈门成功之道。也解析建材家具流通行业的现实情况和未来趋势。为国内家居建
材流通业在战略制定及规划方面,给予了指导性意见。

关键词:建材家具;流通业;经营战略;差异化竞争战略
中图分类号:F724
中国本土建材家具流通业差异化经营战略研究——以喜盈门为例
Abstract
Since the reform and opening up,with the rapid development of domestic economy
and the technology, People have more and more requirements for quality of life. Home
industry as an important indicator began a new round of development. However, in recent
years, the economic situation is not good, leading to a slowdown in the overall level of
development of the industry. Vicious competition would appear within the industry, and the
excessive expansion and other problems have hindered the development of the industry.
The enterprise industry experienced an unprecedented crisis. As an example, Cimen's
depth analysis of the characteristics and strategies of development designed to provide
effective reference for building decoration material and fiirniture retailer.
The first part of this paper mainly elaborates the importance of strategic management
for enterprise development. As domestic enterprises lags far behind foreign in the
introduction of foreign advanced theory, many domestic enterprises did not combine the
theory with practice effective. The second part is that with the macro environment of home
industry, analyzing the status, and with its management experience, made a prediction of
future sales channels, product type etc.. The Next is Cimen internal data research for
customers spending habits. Seen by data,economic factors affect a larger group of
consumers or the low-end customers.
Finally,we would analyze Cimen's competitive strategy. Discussed with scale, market
share and development of the concept discussed as the basis, probe Cimen's the
competitive strategy of differentiation for further, which includes the business model,
services, products, etc,guiding the Home building materials for domestic circulation in
strategy development and planning.
Keyword: Furniture and building materials, circulation industry. Business Strategy,
Differentiation Strategy
CLC: F724