随着装饰市场的激烈竞争，大型装饰装修企业越来越重视战略规划，关注内外部环 境，发挥自身核心竞争力，或者补齐自身短板，并通过业务组合战略的制定和执行，以 支撑企业战略规划的落地。J 公司作为国内知名的大型装饰装修企业，走过了 23 年的发 展历程，但现在遇到了瓶颈。怎样寻找到突破口，推动 J 公司顺利度过瓶颈期，是本文 研究的重点问题。在制定了未来五年的战略发展计划之后，必须深入研究业务组合战略， 这关乎企业在未来很长一段时间内的竞争优势的建立。本文将在一定的理论基础之上， 通过各种方法针对 J 公司的业务组合战略展开研究。 本文首先针对多种业务组合分析工具做了简单介绍，接着着重分析了企业在现如今 的发展格局下所面临的内外环境状况，并重点分析 J 公司现有每一个业务，从而得出公 司业务存在的问题，以及组合存在的问题，包括，业务战略不够清晰、阿米巴经营模式 导致战略落实阻力比较大、业务之间协同性严重不足。针对上述问题和分析结果，结合 J 公司的实际情况，为其制定了进攻性的施工业务发展战略，竞争型的设计、贸易、软 装、装配式装修业务发展战略，退出型的物业和家居店业务发展战略。与此同时，改善 组织架构、加快人才培养、资金筹措、完善信息系统是战略实施的控制要点。在重组组 织架构的同时，一方面要加快人才的培养和引进，另一方面则要丰富企业的融资渠道和 降低融资成本。 本文为 J 公司 2018-2022 年的战略规划和实施，优化其业务结构，利用和形成自身 的竞争优势，做了有利的探索。 关键词，战略研究；业务组合；装饰装修II Abstract With the fierce competition in the decoration market,thelarge-scale decoration enterprises pay more and more attention to strategic planning,focus on the internal and external environment,develop their core competitiveness, or make up their own shortcomings; through enacting and performing the strategy of business portfolio, in order to support executing the strategic planning. As a well-known large decoration enterprise, Company J has encountered a bottleneck after 23 years of development. Under the guidance of the new five-year strategic planning, it is necessary to plan rationally the business portfolio development strategy to enhance its competitiveness. Therefore, it is of great significance to study the business portfolio strategy of CompanyJ by using various methods based on the theoretical knowledge learned. In this thesis, a variety of analysis tools for business portfolio are introduced, and the internal and external environment faced by enterprises under the current development pattern are analyzed; then the analysis of each existing business of Company J is carried on, so as to obtain the problems existing in the company's business and in the portfolio. These problems include unclear business strategy, the Amiba business model leading to the greater resistance to strategic implementation, lack of synergy between businesses.In view of the above problems and analysis results, combined with the actual situation, the company Jis formulated by an offensive strategy of construction business development;a competitive strategy of design, trade, soft packaging and assembly business development;aexit-orientedstrategy of home store business development. In the meanwhile, Improving the organizational structure, speeding up the training of talents, raising funds and perfecting the information system are the key points of the strategy implementation.While restructuring the organizational structure, on the one hand to accelerate the training and introduction of talents, on the other hand to enrich the financing channels and reduce financing costs. This thesis makes beneficial exploration for J company's strategic planning and implementation in the year of 2018-2022, optimization of business structure, utilization and formation of its own competitive advantages. Key words:Study on Strategy; Business Portfolio; DecorationIII 目录 摘要.............................................................................................................................................I ABSTRACT ............................................................................................................................. II 第一章绪论................................................................................................................................1 1.1 研究背景和意义.......................................................................................................... 1 1.1.1 研究背景............................................................................................................. 1 1.1.2 研究意义............................................................................................................. 3 1.2 文献综述...................................................................................................................... 3 1.2.1 战略模型综述..................................................................................................... 3 1.2.2 同类型公司的战略研究文献............................................................................. 6 1.3 研究内容与方法.......................................................................................................... 8 1.3.1 研究内容与目的................................................................................................. 8 1.3.2 研究方法和创新................................................................................................. 8 第二章 J 公司管理与业务现状分析.....................................................................................10 2.1 J 公司的基本情况 ..................................................................................................... 10 2.2 J 公司现有业务现状及其评价 ................................................................................. 12 2.1.1 设计业务........................................................................................................... 12 2.1.2 施工（公装）业务........................................................................................... 13 2.1.3 软装业务........................................................................................................... 13 2.1.4 贸易业务........................................................................................................... 14 2.1.5 家居店业务....................................................................................................... 15 2.1.6 物业经营业务................................................................................................... 15 2.1.7 家装 EPC 业务 ................................................................................................. 15 2.1.8 装配式业务....................................................................................................... 16 2.3 J 公司业务存在的问题 ............................................................................................. 16 2.3.1 关于业务的 BCG 矩阵分析 ............................................................................ 16 2.3.2 J 公司业务组合存在的问题 ............................................................................ 18 2.4 J 公司内部环境 SWOT 分析 .................................................................................... 19 2.4.1 公司内部环境分析........................................................................................... 19 2.4.2 公司 SWOT 分析 ............................................................................................. 21IV 2.5 本章小结.................................................................................................................... 22 第三章 J 公司面临的市场环境分析...................................................................................23 3.1 外部环境 PEST 分析................................................................................................. 23 3.1.1 政策环境分析................................................................................................... 23 3.1.2 经济环境分析................................................................................................... 24 3.1.3 社会文化环境分析........................................................................................... 25 3.1.4 技术环境分析................................................................................................... 25 3.2 基于波特五力模型的行业结构分析........................................................................ 26 3.2.1 现有企业之间的竞争....................................................................................... 26 3.2.2 潜在进入者分析............................................................................................... 27 3.2.3 替代品威胁分析............................................................................................... 27 3.2.4 供应商与客户的议价能力............................................................................... 28 3.3 行业需求环境分析.................................................................................................... 28 3.4 本章小结.................................................................................................................... 31 第四章 J 公司业务组合战略...............................................................................................32 4.1 J 公司各种新业务的组合方案 ................................................................................. 32 4.1.1 设计业务的发展战略....................................................................................... 32 4.1.2 施工业务的发展战略....................................................................................... 33 4.1.3 贸易业务的发展战略....................................................................................... 33 4.1.4 家居店业务的发展战略................................................................................... 34 4.1.5 物业经营业务的发展战略............................................................................... 34 4.1.6 家装 EPC 业务的发展战略 ............................................................................. 34 4.1.7 软装业务的发展战略....................................................................................... 34 4.1.8 装配式业务....................................................................................................... 34 4.2 J 公司新业务组合的评估与选择 ............................................................................. 35 4.3 本章小结.................................................................................................................... 37 第五章 J 公司业务组合战略的实施和控制.......................................................................38 5.1 优化公司治理结构.................................................................................................... 38 5.2 人才培养和引进........................................................................................................ 39 5.3 发展资金的筹集........................................................................................................ 40V 5.4 完善业务信息技术管理系统.................................................................................... 40 5.5 业务组合战略的控制原则........................................................................................ 41 5.6 本章小结.................................................................................................................... 41 结论..........................................................................................................................................42