摘要
随着我国全面建成小康社会的快速推进，供给侧改革的有效实施，人们的消费水
平和生活质量不断提升，对住房及与住房相关的装饰、装修和建筑材料的需求也随之
增加，进而带动了家居建材行业的快速发展。相关企业为了提升竞争力，抢占市场份
额，纷纷选择以定制礼品的方式作为营销手段，帮助企业做大做强。本文研究的 D 公
司就是一家专注家居建材行业的礼品公司，该公司在发展过程中遇到如何利用自身优
势与能力，制定公司发展战略等问题和挑战，本研究旨在运用相关理论等方法提出公
司的发展战略选择和实施路径，为公司决策提供参考，对其他相关公司形成借鉴

本文分六个部分对 D 公司进行研究。第一部分为绪论，通过文献研究法研究企业
战略管理的发展进程、礼品行业发展历程以及常用的战略分析工具，提出本文的研究
思路和方法；第二部分运用实地调研等方法，分析了 D 公司的发展现状，阐述了存在
的主要问题有：销售渠道单一、产品同质化严重、物流配送服务质量不高效率低下、
缺乏高端人才、资金流动性不足等；第三部分运用五力模型等分析工具对 D 公司的外
部环境和内部因素进行分析，分析现阶段 D 公司的外部机会与威胁、优势与劣势；第
四部分运用 SWOT 矩阵分析工具，得出选择集中型战略作为 D 公司的发展战略，即集中
于市场渗透、产品开发和市场开发；第五部分对 D 公司集中型发展战略的实施制定具
体措施，即专注家居建材礼品定制市场，并通过加快市场开发、提高产品竞争力、完
善信息系统、加强团队建设、提高生产配送能力以及创新营销方式等措施来提高企业
核心竞争力；第六部分提出 D 公司战略实施控制的三种方式，即事前控制、事后控制、
过程控制三种方式，以保障公司战略的有效实施，保证企业的健康成长

关键词：D 公司；发展战略；实施措施；实施控制V
ABSTRACT
Since China’s reforming and opening, the economy is developing rapidy. With the living and
consumption level of Chinese is improving continually, the demand for housing and related
decoration, improvements and construction materials has also increased. The prosperous of
the real estate industry promote the development of household building materials industry
quickly which leads to more and more enterprises to choose the customize gifts as a
promotional tool. How to use their own advantages and abilities to enhance the core
competitiveness by making development strategy, is not only a problem urgently to be
solved in D company but the major issue of gift enterprise managers facing at present in
China.
Based on the D Company as the research object, the research mainly contents six parts.
The first part is the introduction. Through literature research method,we study the process of
development of the strategic management, the development course of gift industry, the
commonly used strategic analysis and the selection tools, and then come up with the research
ideas and methods . The second part using the field research and empirical research, analyze
the D company current development situation and existing problems. The third part,
analyzing tools such as the empirical research, theoretical research, five models and so
on ,analyzed the external environment and internal factors of D Company and concluded that
the present stage D Company of the development of the external opportunities and threats,
advantages and disadvantages of the company. The fourth part, combined with the third part
of the external environment and internal factors of the D Company, utilized SWOT matrix
analyzing tool to draw a conclusion that the Centralized strategy is currently the most
suitable strategic choice for D Company. In another word, it focuses on the development of
market penetration, product development and market development strategy. The fifth part is
the implementations of concrete measures towards centralized development strategy in the D
Company focusing on household building materials gifts customized market and accelerate
the development of the market to improve product competitiveness and the information
system, strengthen the team building, improve the ability of production and distribution, as
well as innovative marketing methods and so on and improving enterprise core
competitiveness. The final part puts forward D company strategy implement control content
and puts forward three kinds of control mode: the prior control, afterwards control and the
process control, these three ways ensure the effective implementation of the company&39;sVI
strategy so as to ensure the healthy growth of the enterprises.
Key Words: D Company; Development strategy; Implementation Measures; Control of
implementationVII
目 录
摘要...........III
ABSTRACT.........V
目 录.........VII
1 绪论.1
1.1 选题背景与选题意义.........1
1.1.1 选题背景.....1
1.1.2 选题意义.....2
1.2 国内外研究综述.....2
1.2.1 战略管理.....2
1.2.2 礼品行业相关研究.3
1.3 研究思路与研究方法.........3
1.3.1 研究思路.....4
1.3.2 主要研究方法.........4
1.4 相关理论基础.........5
1.4.1 礼品的内涵.5
1.4.2 五力模型.....6
1.4.3 SWOT 模型....7
2 D 公司发展现状与问题......8
2.1 D 公司发展概况......8
2.2 D 公司在发展中存在的问题..........8
2.2.1 销售渠道单一.........8
2.2.2 产品同质化严重.....9
2.2.3 物流配送服务质量不高效率低下 9
2.2.4 公司中高端管理人才缺乏.9
2.2.5 库存积压过多，资金流动性不足.......... 10
3 D 公司外部环境和内部因素分析11
3.1 基于五力模型的 D 公司外部环境分析.. 11
3.1.1 家居建材客户选择多，议价能力强...... 11
3.1.2 现有礼品公司快速发展，竞争程度加剧..........12
3.1.3 部分家居建材企业强势自营礼品.......... 13
3.1.4 产能过剩，供应商可替代性强.. 14VIII
3.1.5 产品同质化严重...15
3.2 D 公司的内部因素分析....15
3.2.1 组织资源...16
3.2.2 人力资源........
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