随着国民经济快速增长和人民生活水平不断提升，我国厨卫市场需求面临升级， 竞争日趋激烈，厨卫制造企业需要重新审视自身发展战略。系统完备的战略管理可 以帮助企业清醒认识行业内外部环境变化，制定合理的发展目标及战略规划，更好 地整合企业资源要素，优化资源配置，增强核心竞争力，实现可持续发展。 本文以WH有限公司厨卫产业作为研究对象，采用PEST方法对公司政治、经济、 社会和技术等外部因素进行系统分析；利用波特“五力模型”分析公司所处的行业 环境因素；通过内外部环境的综合分析，借助SWOT分析工具确定企业发展方向、战 略目标，并匹配相关竞争战略，提出竞争战略实施的保障措施。 研究认为，在外部环境方面，WH有限公司厨卫产业的机会在于城镇化快速发展、 居民消费需求转移升级、技术创新等因素助推厨卫行业的增长，威胁在于价格竞争 乏力、技术快速更迭；在内部环境方面，该公司的优势在于组织体系完善、有良好 的财务能力以及重视规模化制造，劣势在于信息化程度不足、人力资源结构不够完 整等。通过SWOT方法进行策略匹配，WH有限公司应该采取成本领先战略和差异化 战略综合实施的竞争战略。为保障战略实施，建议采用强化人力资源支撑、完善组 织保障、合理配置资源、增强品牌支撑基础等措施，促进WH有限公司在厨卫市场行 业实现可持续发展。 关键词：竞争战略；厨卫市场；SWOT分析 Abstract Alongwiththerapidgrowthofthenationaleconomyandthecontinuous improvementofpeople'slivingstandard,thecompetitionofbathroom& kitchenmarketbecomesincreasinglyfierceinChina,thebathroom&kitchen manufacturingenterprisesneedtoreviewtheirowndevelopmentstrategies. Thestrategicmanagementwithcompletesystemicallynotonlyhelpthe enterprisestounderstandchangesintheinternalandexternalenvironment oftheindustry,butalsotakeitasbreakthroughpointtohelpenterprises formulatereasonabledevelopmenttargetsandstrategicplans,inorderto integratetheelementsofenterprise’sresources,tooptimizetheallocation ofenterprisesresource,enhancecorecompetitiveness,toachieve sustainabledevelopment. ThispapertakesWHcompany，sbathroom&kitchenmarketastheobject ofresearch,conductedsystematicanalysisinpolitics,economy,societyand technologyforthecompanybyusesofPESTmethod;andanalyzedindustry environmentfactorswhichthecompanybelongstobyadopt“Fiveforcesmodel” ofPorter;throughthecomprehensiveanalysisofinternalandexternal environment,andwiththehelpofSWOTanalysistoolstodeterminethe enterprise’sdevelopmentdirection,strategictargets,andmatchesrelevant competitivestrategies,proposedsafeguardmeasuresofthecompetition strategyimplementation. Inaccordancewiththeresearch,regardingexternalenvironment,the advantagesofWHcompanyarerapiddevelopmentofurbanization,transferand upgradingofconsumerdemands,technologicalinnovationandotherfactors topromotetheincreaseofbathroom&kitchenindustry,andthreatenssuch aslackofpricecompetition,rapidchangesoftechnology;regardinginternal environment,theadvantagesofWHcompanyareperfectorganizationsystem, goodfinancialabilityandfocusonlarge-scalemanufacturing,andthreatens suchaslackofinformatization,incompletestructureofhumanresourceetc.. ThroughSWOTmethodforstrategymatch,WHcompanyshouldadoptstrategies ofcostleadinganddifferentiation.Inordertoensuretheimplementation ofstrategies,measuresshouldbetakenbyWHcompanytostrengthenthe supportofhumanresources,improvetheorganizationalsupport,and strengthenthebrandsupportbasistopromotethesustainabledevelopment ofbathroom&kitchenmarketindustry. Keywords:competitivestrategy;bathroom&kitchenmarket;SWOTanalysis 目录 第1章绪论........................................................................................................................1 1.1研究背景.......................................................................................................................1 1.2研究目的和意义...........................................................................................................2 1.3研究现状.......................................................................................................................2 1.4研究内容和技术路线...................................................................................................4 1.4.1研究思路..............................................................................................................4 1.4.2主要内容..............................................................................................................4 1.4.3技术路线..............................................................................................................4 1.4.4研究方法..............................................................................................................5 第2章基本理论................................................................................................................6 2.1战略管理概述...............................................................................................................6 2.1.1战略管理的概念和发展......................................................................................6 2.1.2战略管理的过程..................................................................................................6 2.2竞争战略.......................................................................................................................6 2.2.1竞争战略的定义..................................................................................................6 2.2.2基本竞争战略......................................................................................................7 2.3竞争战略分析模型.......................................................................................................8 第3章外部环境分析......................................................................................................9 3.1宏观环境分析（PEST分析）......................................................................................9 3.1.1政治法律环境分析（P）....................................................................................9 3.1.2经济环境分析（E）...........................................................................................9 3.1.3社会文化环境分析（S）...................................................................................9 3.1.4技术分析（T）.................................................................................................11 3.2行业环境分析（五力模型分析）.............................................................................11 3.2.1新进入者的威胁................................................................................................12 3.2.2现有竞争的抗衡................................................................................................13 3.2.3替代品的威胁....................................................................................................15 3.2.4购买者的侃价能力............................................................................................15 3.2.5供应商的侃价能力............................................................................................15 第4章内部环境分析......................................................................................................17 4.1公司基本情况............................................................................................................17 4.1.1公司概况............................................................................................................17 4.1.2公司发展现状...................................................................................................17 4.2公司内部条件分析.....................................................................................................18 4.2.1组织关系资源分析............................................................................................19 4.2.2人力资源分析....................................................................................................19 4.2.3财务资源分析....................................................................................................20 4.2.4营销资源分析....................................................................................................21 4.2.5服务资源分析.............................................................................................