曲美家居集团股份有限公司发展战略研究 近年来，我国家居行业迅速发展，生产和销售共同保持着繁荣的景象。2010 年至 2017 年，家居企业的生产总值由 3072.8 亿元增长至 7872.5 亿元，年复合 增长率达到 14.4%，远远高于同期 GDP 的增速。由此可见，随着城市化的水平 日益提高，住房消费成为了一个新的经济增长点，不仅带动了下游市场的旺盛 需求，也推动着家居行业的发展。 当下的家居消费群体更趋向于年轻一代，他们不但注重家居产品的功能需 要，也将追求风格多样化、彰显个性的需要放在了同等的重要位置上，而且这 样的特征日益明显。与此同时，很多国内外家居企业都顺应行业内的发展趋势 以及消费者的需求，拓展自身的业务领域，以占据市场份额。 目前，曲美家居集团股份有限公司完成了制造品牌向商业品牌转型，不断 丰富产品结构，推出风格各异、不同档次的家居系列，来满足不同阶层消费者 的需求。然而，曲美家居集团股份有限公司仅仅对家具产品和品牌完成了转型 与提升，而对于产品品类的单一化、业务领域的局限性、市场开发等方面尚有 不足之处。家居市场竞争日益激烈，对于曲美家居集团股份有限公司来说，这 必然成为其未来发展的巨大挑战。 本文以战略管理理论为基础，应用文献分析法和比较分析法、通过 PEST 和 SWOT 分析工具对曲美家居集团股份有限公司的市场、外部环境与内部环境进 行分析。在曲美家居集团股份有限公司成功上市战略转型后的基础上，实现了 曲美家居集团股份有限公司在中国市场顺应家居行业的发展趋势及多元发展的 合理规划，从而支撑未来曲美家居集团股份有限公司产品的品类扩张和项目的 推广与支持，在保证社会效益、环境效益的同时，增加企业经济效益，能够使II 企业得到可持续发展，提高企业在行业内的综合竞争力。 关健词： 发展战略，家居，差异化，多元化III Abstract Study on the Development Strategy of Qumei Home Furnishings Group Co., Ltd. In recent years, the home furniture industry developed rapidly in China, and both of them kept a common prosperity of well-production and well-sale. From 2010 to 2017, the GDP of household companies increased from 307.28 billion to 787.25 billion, with the annual compound growth rate is up to 14.4%, it is much higher than the GDP growth in the same period. Thus it can be seen, with the level of urbanization is increasing, housing consumption has become a new economic growth point, it is not only driving the strong demand of the downstream market, but also promoting the development of the home furnishing industry. Nowadays, household consumer groups tend to be younger generations, they are not only concerned about the functional needs of household products, but also put the pursuit of style diversification and highlighting the need for personality on the same important position, which are the features become apparent increasingly. At the same time, many domestic and foreign home furnishing enterprises comply with the development trend of the industry and consumer demand, expand their business areas in order to occupying the market share. At present, Qumei Home Furnishings Group Co., Ltd. has completed the transformation from manufacturing brand to commercial brand, constantly enriched the senior product structure, launched different styles and different levels of home furnishing series to meet the needs of consumers of different classes. However, Qumei Home Furnishings Group Co., Ltd. has only finished the transformation andIV improvement of furniture products and brands, but it still has some deficiencies in product category simplification, business scope limitations and market development. An increasingly intense in the competition of furniture market, it is bound to become future development of the great challenge for Qumei Home Furnishings Group Co., Ltd.. Based on the strategic management theory, using literature analysis and comparative analysis, PEST and SWOT analysis tools to analyze the market, external environment and internal environment of Qumei Home Furnishings Group Co., Ltd.. After successful listed strategic transformation, it has achieved the development of furniture industry in Chinese market trend and the diversified development of rational planning, so as to support the product category expansion, promotion and support of the projects. While ensuring social and environmental benefits, increasing economic benefits of enterprises can enable enterprises to achieve sustainable development and improve their comprehensive competitiveness in the industry. Keywords： Development Strategy， Home furnishings， Differentiation，DiversificationV 目 录 第 1 章 绪论......................................................................................... 1 1.1 研究背景与意义 ........................................................................... 1 1.2 研究方法与内容 ........................................................................... 3 1.3 理论基础和文献综述 ................................................................... 5 第 2 章 曲美家居集团股份有限公司发展现状和问题 ............... 8 2.1 公司概况 ....................................................................................... 8 2.2 公司发展现状 ............................................................................... 8 2.3 公司发展存在的问题 ................................................................... 8 第 3 章 曲美家居集团股份有限公司战略环境分析.................. 12 3.1 公司外部环境分析 ..................................................................... 12 3.2 公司内部环境分析 ..................................................................... 16 3.3 公司发展 SWOT 分析................................................................ 19 第 4 章 曲美家居集团股份有限公司发展战略制定及实施保障 .. 29 4.1 公司战略规划的目标 ................................................................. 29 4.2 公司发展战略的制定 ................................................................. 30 4.3 公司发展战略实施的保障措施 ................................................. 36 结 论 ............................................................................................... 39