当前，我国窗饰行业已形成了一定的产业规模，在国际窗饰市场的地位正日渐提高。 F 公司起源于六十年代，立足于台湾及大陆，是国际著名的窗饰产品制造基地，美国沃 尔玛指定窗饰制造商。F 公司目前正在从单纯外贸生产转型为内贸生产销售一体化，但 面对日益激烈的窗饰行业竞争环境，如何提出 F 公司更科学的发展战略，提高其在行业 的影响力显得尤为必要。 本论文对 F 公司定制窗饰业务战略的研究，是从产品、用户、生产、渠道等多维度 综合进行剖析，呈现的是较为全面的、可执行的、全方位的战略方案，这正是 F 公司现 实亟需的。加之当前美国贸易保护主义盛行，本论文案例企业从单纯外贸生产转型到内 销生产营销一体化，对于面临类似危机和风险的企业也具有较好的借鉴意义。 本文以F公司为研究对象,首先通过PEST分析法全面分析了公司经营的政治、经济、 文化和技术四个方面的外部环境。运用波特五力模型工具,理清窗饰行业的环境因素,从 而识别市场外部机会和外部威胁。接着,结合公司运营数据对企业内部资源和自身能力进 行分析。然后,运用 SWOT 矩阵分析法总结了 F 公司内部资源和能力的优劣势以及企业 所面临的市场机遇和威胁,并据此提出了适宜 F 公司发展的定制窗饰业务战略,实现公司 的长远发展。定制窗饰业务战略内容围绕产品、渠道、用户三大维度，不断提升窗饰定 制业务的能力和水平，树立并保持窗饰定制业务的行业核心竞争力。其次,设置专业化的 定制组织机构,利于组织管理、资源统筹及业务拓展的顺利开展。 关键词，窗饰企业；定制窗饰；竞争战略II Abstract At present, China's window decoration industry has formed a certain industrial scale, and its position in the international window decoration market is gradually increasing. Founded in the 1960s, F Company is based in Taiwan and the mainland. It is an internationally renowned window covering product manufacturing base and a Wal-Mart designated window dressing manufacturer in the United States. F company is currently transforming from pure foreign trade production to domestic trade production and sales integration. However, in the face of the increasingly fierce competition environment of window decoration industry, it is particularly necessary to propose F company's more scientific development strategy and improve its influence in the industry. The research on F company's customized window decoration business strategy is comprehensive analysis from product, user, production, channel and other dimensions, presenting a more comprehensive, executable and all-round strategic plan. This is exactly F. The company is in desperate need. In addition to the current prevalence of US trade protectionism, the case enterprise of this paper has transformed from simple foreign trade production to domestic production and marketing integration, and it has a good reference for enterprises facing similar crisis and risk. This paper takes F company as the research object. Firstly, it analyzes the external environment of the company's political, economic, cultural and technical aspects through PEST analysis. Use Porter's five-force model tool to clarify environmental factors in the window covering industry to identify external opportunities and external threats. Then, combined with the company's operational data, the internal resources and capabilities of the company are analyzed. Then, SWOT matrix analysis method is used to summarize the advantages and disadvantages of F's internal resources and capabilities, as well as the market opportunities and threats faced by enterprises. Based on this, the company proposes a customized window decoration business strategy suitable for F company development to realize the long-term development of the company. The strategic content of the customized window decoration business focuses on the three dimensions of products, channels and users, continuously improves the ability and level of the window decoration customization business, and establishes and maintains the core competitiveness of the window decoration customization business. Secondly, setting up a professional customized organization is conducive to the smooth development of organizational management, resource planning and business development. Key words: Blinds company; Customization blinds; Competitive strategyIII 目 录 摘要...........................................................................................................................................I Abstract ..................................................................................................................................... II 图表目录..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 研究背景 ......................................................................................................................... 1 1.2 研究目的及意义 ............................................................................................................. 3 1.3 文献综述 ......................................................................................................................... 4 1.4 研究方法与技术路线 ..................................................................................................... 9 1.5 论文结构和主要研究内容 ........................................................................................... 10 第二章 F 公司外部环境分析.................................................................................................12 2.1 F 公司市场竞争的 PEST 分析...................................................................................... 12 2.1.1 政策环境分析......................................................................................................... 12 2.1.2 经济环境分析......................................................................................................... 12 2.1.3 社会环境分析......................................................................................................... 15 2.1.4 技术环境分析......................................................................................................... 16 2.2 行业结构五力模型分析 ............................................................................................... 17 2.2.1 潜在进入者威胁..................................................................................................... 17 2.2.2 供应商议价能力..................................................................................................... 18 2.2.3 客户议价能力......................................................................................................... 19 2.2.4 窗饰行业竞争......................................................................................................... 19 2.2.5 替代品威胁............................................................................................................. 20 2.3 定制窗饰市场需求分析 ............................................................................................... 20 2.3.1 定制窗饰市场问卷调查......................................................................................... 21 2.3.2 调查结果分析......................................................................................................... 21 2.3.3 调查结论................................................................................................................. 24 2.3.4 定制窗饰发展趋势................................................................................................. 25 2.4 本章小结 ....................................................................................................................... 27 第三章 F 公司内部环境分析.................................................................................................28IV 3.1 F 公司的发展现状 ......................................................................................................... 28 3.1.1 公司简介................................................................................................................. 28 3.1.2 组织架构................................................................................................................. 28 3.1.3 经营产品种类构成................................................................................................. 29 3.1.4 相关经营指标分析................................................................................................. 35 3.2 F 公司产品能力分析 ..................................................................................................... 37 3.2.1 产品产业化能力..................................................................................................... 37 3.2.2 产品研发能力......................................................................................................... 38 3.3 F 公司生产实力分析 ..................................................................................................... 40 3.3.1 设备和人力的硬实力............................................................................................. 40 3.3.2 生产管理标准和供应链的软实力......................................................................... 42 3.3.3 系统软件的支撑实力............................................................................................. 45 3.3.4 健全的组织架构..................................................................................................... 45 3.4 本章小结 ....................................................................................................................... 46 第四章 F 公司定制窗饰业务战略的制定.............................................................................47 4.1 F 公司 SWOT 矩阵分析................................................................................................ 47 4.2 定制窗饰业务的战略定位 ........................................................................................... 48 4.3 战略目标 ....................................................................................................................... 49 4.4 定制窗饰业务竞争战略 ............................................................................................... 49 4.4.1 产品级和方案级一站式定制................................................................................. 49 4.4.2 产品创新................................................................................................................. 51 4.4.3 柔性化生产............................................................................................................. 53 4.4.4 定制渠道................................................................................................................. 55 4.4.5 定制服务................................................................................................................. 56 4.5 本章小结 ....................................................................................................................... 58 第五章 定制窗饰战略的实施与保障措施............................................................................59 5.1 战略实施内容 ............................................................................................................... 59 5.1.1 战略方案分解......................................................................................................... 59 5.1.2 行动计划编制......................................................................................................... 63 5.2 战略实施保障 ............................................................................................................... 65V 5.2.1 组织机构调整.......................................................................................................... 65 5.2.2 人力资源保障......................................................................................................... 66 5.2.3 激励机制保障......................................................................................................... 67 5.2.4 建立定制窗饰业务的制度与机制......................................................................... 67 5.2.5 调整企业文化......................................................................................................... 69 5.3 本章小结 ....................................................................................................................... 72 结 论........................................................................................................................................73