本文以 DL 园林为研究对象，在对相关文献述评的基础上，运用战略管理理论知识
研究了公司的运营战略。首先，采用 PEST 分析法和 SWOT 分析法分析了 DL 园林公
司的宏观发展环境和行业竞争环境，并从公司内部分析了企业的各项运营能力；其次，
对公司的内部优劣势和外部机会与威胁进行了详细分析，构造了 SWOT 分析矩阵，并
在此基础上提出了公司的愿景、使命和发展目标，提出了公司的职能战略、竞争战略
和成长战略；最后，提出了公司战略的实施保障和控制措施，从组织结构再造、完善
人力资源管理体系、强化技术和服务创新、建立有效的财务支撑体系以及构建战略评
价体系五个方面进行了详细阐述。
本文的研究结果对 DL 园林的长远发展将起到重要的指导作用，对公司有效地实施
战略管理具有重要意义，同时对于行业内其它企业的发展战略也有一定的参考价值。
关键词：园林公司；发展环境；经营战略；V
ABSTRACT
With the development of economy and society, and the improvement of people's living
standards, China's landscaping industry ushered in a very favorable development opportunity.
DL Co. Ltd. had survived in the fierce competition in the market and became a gradual grand
landscape company. Facing the new situation with opportunities and challenges, DL Co. Ltd.
has to design its operating strategic and improve its management ability, to achieve a
strategic transformation growth.
This article mainly takesDL Co. Ltd. as the object of study. On the basis of the review of
relevant literature, it uses the strategic management theory to study the company's operating
strategy. First, with the PEST analysis and SWOT methods, it analyzesDL Co.
Ltd.’smacroscopic environment and industry competition environment, and then analyzes
the enterprises from the internal of the operational capacity. Second, using the method
SWOT Analysis, it studies the internal strengths and weaknesses and external opportunities
and threats of DL Co. Ltd., and the SWOT Analysis Matrix is constructed. Uponthis, the
company's vision, mission and development goals are proposed, after which the functional
strategy, competition strategy and growth strategy are puttingforward. Finally, it expounds
the strategy implementation and control of DL Co. Ltd.’s strategy, and proposes the ways of
recycling the organization structure, consummating the human resource management system,
strengthening the innovation of technology and service, establishing an effective financial
supporting system, and building a strategic evaluation system.
The conclusions of this article will play an important role in DL Co. Ltd.’slong-term
development. It is of great significance to the implement of DL Co. Ltd.’s strategic
management. At the same time, it also has a certain reference value for other companies in
this industry.
Key Words：Landscape Company; Development Environment; Operating Strategy
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