佛山市顺德区比邻装饰工程公司竞争战略研究 随着我国市场经济的不断发展，我国房地产行业迎来了20多年以来的高 速发展期。近年来，我国房地产市场持续火爆，其中，以北上广深为代表的 一线城市房价持续走高。与房地产行业紧密关联的装修行业近年来也获得持 续高速发展，据装饰协会“十三五”发展规划纲要，2020年我国住宅装饰装 修年产值争取达到2.4万亿元，同比2015年实现44.57%增幅。截止2017年 底，我国家装行业总产值已达到1.78万亿元。相关数据表明，我国新房装修 与二手房装修市场前景仍然广阔，特别是二手房二装市场发展潜力巨大。同 时，从家装行业的现状来看，我国现阶段家装行业是一个高度分散的行业， 行业竞争者数量众多。据相关数据统计，截止2017年底，我国共有13.2万 家装企业，相比较2010年，家装企业数量减少了1.6万家，这表明我国家装 行业正逐步向品牌化集中，未来只有具备一定的品牌知名度，且在家装行业 某一领域具备专业优势和特色的家装企业才有更强的生命力。 比邻公司作为一家刚刚起步的旧房翻新改造企业，其在激烈的市场竞争 中获得了快速的发展。但是，仍然面临激烈的竞争，为了进一步提升市场竞 争力，本文结合比邻公司的实际情况，运用战略管理相关理论，对比邻公司 竞争战略进行了深入的研究。本研究在文献综述和理论研究的基础上，通过 内外环境分析，明确了比邻公司的竞争现状和存在的问题及成因，在此基础 上，形成SWOT分析模型，最后制定了比邻公司的竞争战略以及相应的保障措 施。主要内容如下： 首先，经过研究，发现比邻公司在市场竞争中仍然存在品牌定位不清且 推广不利、忽视市场渠道管理和客户价值挖掘、产品线单一，较难满足业主 多元化需求等关键问题，造成现阶段比邻公司市场竞争力不足的主要原因为： 比邻公司发展起步晚，品牌建设、渠道管理以及客户管理仍处于起步阶段， II 投入资源不足，相关管理体系和市场策略需要进一步完善。 其次，宏观上，从政治法制、经济因素、技术因素和人文地理环境几个 方面以及波特五力模型分别分析了比邻公司的宏观环境和行业环境；微观上， 分别从企业管理能力、财务能力、人力资源能力、外部资源能力四个主要方 面研究了公司内部环境发展潜力；从而建立SWOT分析模型，分析了公司的优 势、劣势、机会和威胁，提出了该公司差异化竞争战略。 最后，基于上述分析，制定了比邻公司差异化竞争战略实施的具体措施： 走中心城市直营体验店+二三线城市加盟店模式；以标准化+局部个性化展开 竞争；长期去公司化+强化平台竞争战略；构建线上网络渠道，提升市场渠道 能力，打造平台战略。同时，提出了公司竞争战略实施的保障措施：构建内 部激励体系、加强企业文化建设、提高信息化应用等，以保障竞争战略措施 落地。 关键词： 家装行业，战略管理，竞争战略，差异化战略 III Abstract Study on Competitive Strategy of Biling Decoration Engineering Co. Ltd. in Shunde District, Foshan City With the continuous development of China's market economy, China's real estate industry has ushered in a period of rapid development over 20 years. In recent years, China's real estate market has continued to be hot. Among them, the prices of first-tier cities represented by the North and Guangzhou-Shenzhen continue to rise. The decoration industry closely related to the real estate industry has also achieved sustained and rapid development in recent years. According to the “13th Five-Year Plan” of the Decoration Association, the annual output value of China's residential decoration and decoration will reach 2.4 trillion yuan in 2020, an increase of 44.57% compared with 2015. . By the end of 2017, the total output value of China's national installed industry has reached 1.78 trillion yuan. Relevant data show that the market prospects for new home decoration and second-hand housing renovation in China are still broad, and the development potential is huge. At the same time, from the current situation of China's national loading industry, China's home improvement industry is a highly fragmented industry at present, and there are many competitors in the industry. According to the statistical analysis of relevant data, as of the end of 2017, there are a total of 132,000 home improvement enterprises in China. Compared with 2010, the number of enterprises in the national assembly industry has decreased by 16,000. This indicates that the national equipment industry is gradually realizing the concentration of the home improvement industry. As a newly-renovated old house renovation company, the Biling Company has achieved rapid development in the fierce market competition. However, it still faces fierce competition. In order to further enhance the market competitiveness, this paper combines the actual situation of Biling Company, applies the theory of strategic management, and conducts in-depth research on the competition strategy of Biling Company. Based on literature review and theoretical research, this study clarifies the IV status quo of competition and the problems and causes of Biling Company through internal and external environmental analysis. On this basis, the SWOT analysis model is formed, and finally the competition strategy of Biling Company and safeguards are established. The relevant research conclusions are as follows. First, Problems in the market competition of Biling companies: After research, this paper finds that the Biling companies still have unclear brand positioning and unfavorable promotion in the market competition, neglecting market channel management and customer value mining, and the product line is single, which is difficult to satisfy the owners. Key issues such as diversified demand, the main reason for the lack of market competitiveness in Biling companies at this stage is that the development of Biling companies is late, brand building, channel management and customer management are still in their infancy, and relevant management systems and market strategies need to be further improved. Secondly, Analysis of internal and external environment competition in BilingXinwu companies: After internal and external environmental analysis, it is known that the development of BilingXinwu companies faces the following opportunities: second-hand housing transactions in Guangzhou, Foshan and Shenzhen continue to be hot, and the development potential of old housing renovation market is huge; The refurbishment industry is fragmented and has not yet formed a leading enterprise, which provides development opportunities for small and medium-sized old houses to be refurbished. Similarly, faced with the influence of real estate market regulation and control policies, second-hand housing transactions may have certain impact, and demand may exist in the short term. The risk of downturn, the fragmentation of the old house renovation industry, the fierce market competition, and the large number of competitors in the industry. At the same time, the Biling Company has stable company management team in the market competition, high overall quality, relatively complete internal management system, outstanding executive team ability, outstanding business development ability, high customer satisfaction, and the overall scale of the company's business. Smaller, the existing resources and capabilities are more difficult to match the company's rapid growth requirements, the customer base is still weak, the customer value is still lack of V in-depth mining, the company's business products are relatively single, it is difficult to meet the diversified needs of customers and other disadvantages. Finally, Market competition strategy of Biling Company: Based on internal and external environmental analysis, Biling Company can strengthen the construction of direct sales stores, enhance brand influence, standardization and individualization, meet the diversified needs of customers, strengthen Corporation, and strengthen designers. Construction team, supervision management, rapid promotion of franchise construction, and expansion of small and medium-sized cities. In order to ensure the smooth progress of the company's competitive strategy, it is necessary to implement the construction of online network channels, enhance market channel capabilities, build employee incentive systems, enhance employee enthusiasm, people-oriented, and strengthen corporate culture. This paper provides a guiding significance for improving the market competitiveness of Biling Company .At the same time,