竞争战略是企业发展战略的核心内容，是指导和管理具体战略经营单位完成公司整 体战略目标的计划和行动，其核心内容在于如何确定目标市场、识别本企业与竞争者之 间的差距、构建本企业的竞争优势。笔者在查阅大量文献资料的基础上，采用文献研究 法、案例分析法、实地调研与访谈法等，运用所学习的竞争战略理论，在深入调研BH 家具制造公司经营状况的基础上，探讨该公司在新经济常态下、当前经济下行压力下， 未来3-5年内的市场竞争战略选择及实施措施，研究内容主要包括以下几部分：一是建 立研究所需要的市场竞争战略及相关理论，二是借助常见的三种战略分析工具——通过 PEST分析BH家具制造有限公司所面临的宏观环境；通过五力模型分析BH家具制造公司 的产业竞争环境；通过SWOT分析BH家具制造公司面临的机会和优势、威胁和不足；三 是结合该公司产品生命周期的分析结果，为该公司明确其使命和战略目标，以及适合该 公司未来3-5年内的发展战略是稳健、适度的增长型战略，匹配的市场竞争战略是集中 战略；最后提出保障市场竞争战略的实施措施。希望本文的研究成果能够帮助BH家具 制造公司提供具有可行性的市场竞争战略选择参考作用，同时也为同类企业的市场竞争 战略选择分析提供借鉴作用。 关键词：家具制造公司；竞争战略；PEST分析；五力分析；SWOT分析 II RESEARCHONTHECOMPETITIVESTRATEGYOFBHFURNITURE MANUFACTURINGCO. ABSTRACT Competitivestrategyisthecorecontentofenterprisedevelopmentstrategy，itscore contentliesinhowtodeterminethetargetmarket，identifyingthegapbetweenthecompany anditscompetitors，buildingthecompetitiveadvantageoftheenterprise。Thispaperuses literatureresearch,casestudy，comparativeanalysis,fieldinvestigationandinterview,etc， undertheguidanceofcompanystrategyandcompetitionstrategytheory——Analyzethe macroenvironmentofBHFurnitureManufacturingCo.,Ltd.throughpest；analysisof industrialcompetitionenvironmentofBHfurnituremanufacturingcompanybyfiveforces model；SWOTanalysisofopportunities,advantages,threatsanddisadvantagesofBH furnituremanufacturingcompany；combinedwiththeanalysisresultsofthecompany's productlifecycle，Identifymissionandstrategicobjectivesforthecompany，andthe developmentstrategysuitableforthecompanyinthenext3-5yearsissteadyandmoderate growthstrategy，thematchingcompetitivestrategyisthecentralizedstrategy，andthe implementationmeasurestoguaranteethecompetitivestrategy。Itishopedthattheresearch resultscanhelpBHfurnituremanufacturingcompanytoprovideafeasiblereferencefor competitivestrategyselection.Atthesametime,italsoprovidesreferencefortheanalysisof competitivestrategychoiceofsimilarenterprises. KEYWORDS：FurnitureManufacturingCompany；CompetitionStrategy； PEST;Five-forcesModel;SWOT III 目录 摘要.........................................................................................................................................I ABSTRACT...................................................................................................................................II 第一章绪论.............................................................................................................................1 1.1研究背景及意义...........................................................................................................1 1.1.1研究背景.............................................................................................................1 1.1.2研究意义.............................................................................................................2 1.2相关理论及文献综述 1.2.1战略理论的研究发展阶段.................................................................................3 1.2.2竞争战略内涵及战略分析工具的研究.............................................................4 1.2.3中国家具企业市场竞争战略研究.....................................................................4 1.2.4文献述评.............................................................................................................5 1.3研究内容及方法...........................................................................................................6 1.3.1研究内容.............................................................................................................6 1.3.2研究方法.............................................................................................................6 1.4技术路线........................................................................................................................7 1.5主要创新点....................................................................................................................8 第二章BH家具制造公司的外部环境分析............................................................................9 2.1宏观环境分析（PEST分析）....................................................................................9 2.1.1政治法律环境......................................................................................................9 2.1.2经济环境...........................................................................................................10 2.1.3社会环境...........................................................................................................11 2.1.4技术环境...........................................................................................................12 2.2产业环境分析（五力分析）.....................................................................................13 2.2.1现有竞争对手的分析........................................................................................13 2.2.2潜在进入者的分析............................................................................................14 2.2.3顾客讨价还价的能力分析................................................................................14 2.2.4供应商讨价还价的能力分析............................................................................15 2.2.5替代品的威胁分析............................................................................................15 IV 2.3市场分析.....................................................................................................................16 2.3.1全国家具市场分析............................................................................................16 2.3.2教育家具市场分析............................................................................................17 第三章BH家具制造公司概况及内部环境分析..................................................................19 3.1BH家具制造公司概况...............................................................................................19 3.1.1发展历程............................................................................................................19 3.1.2业务范围............................................................................................................19 3.1.3组织结构............................................................................................................20 3.1.4主要经济指标....................................................................................................20 3.2内部资源分析.............................................................................................................21 3.3核心竞争力分析.........................................................................................................22 3.3.1与区外同行相比...............................................................................................22 3.3.2与区内同行相比...............................................................................................22 第四章BH家具制造公司的市场竞争战略选择................................................................23 4.1BH家具制造公司的使命和战略目标.......................................................................23 4.2BH家具制造公司的SWOT分析..............................................................................24 4.2.1SO战略—增长型战略......................................................................................26 4.2.2WO战略——弥补型战略................................................................................26 4.2.3ST战略——扩展型战略..................................................................................27 4.2.4WT战略——