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摘要
目前家具行业发展面临内外部不利环境。世界经济增长正遭受高通胀困扰，
我国对房地产行业宏观调控，导致家具行业发展的外部环境趋紧。同时，碳达峰
和碳中和环保趋严政策下，家具企业的生产成本攀升，企业发展的内部环境不容
乐观。此外，伴随着短视频、直播风口等全民皆商的新零售营销渠道的快速变革，
消费者对家具制造企业的终端营销和服务能力的要求越来越高。因此，国内家具
企业需要结合当前形势，审视企业的实际情况，并寻找出一条符合自身发展的道
路。
本文首先从公司现状以及存在的问题出发，指出卓玖公司存在产品单一、业
务领域单一、市场开发不足三方面的问题。其次，分析了卓玖公司所面临的内外
部环境，应用 PEST理论和波特五力模型，对卓玖公司面临的宏观环境和行业环
境进行分析，现阶段卓玖公司发展面临新零售直播风口和实木家具智能化机遇，
以及平价替代品和环境资源紧张带来的挑战；从公司资源、公司能力两方面分析
了卓玖公司的内部环境，卓玖公司除了自主研发和生产外，还有直营渠道门店的
核心优势。再次，结合 SWOT分析工具确定卓玖公司的战略选择。主要从卓玖公
司的总体战略和职能战略两个层次进行阐述。目前而言，卓玖公司总体战略选择
是发展型战略，通过产品、服务和营销三方面的转型升级实现卓玖公司蜕变，进
入二线品牌，并为产品多元化扩张与推广打下基础。职能战略在于确定和协调企
业短期经营活动，使其与总体发展战略一致，从战略联盟、新产品扩张、绿色发
展、数字化实施四方面着手，在保证经济效益的情况下注重环保，从而实现可持
续发展。并提出了从企业文化塑造、营销渠道拓宽、人力资源保障、企业 ERP系
统优化管理四个方面保障战略得以实施。总结与展望部分，反思在全球经济大环
境的影响下，家具企业应该符合当下国情和政策进行转型升级，提升自身的竞争
力。
关键词：发展战略，家具，可持续发展
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Abstract
At present, the development of furniture industry is facing internal and external
adverse environment. The world economic growth is suffering from high inflation.
China's macro-control of the real estate industry has led to the tightening of the
external environment for the development of the furniture industry. At the same time,
under the strict policies of carbon peak and carbon neutralization environmental
protection, the production cost of furniture enterprises is rising, and the internal
environment of enterprise development is not optimistic. In addition, with the rapid
change of new retail marketing channels such as short videos and live broadcast outlets,
consumers have higher and higher requirements for the terminal marketing and service
ability of furniture manufacturing enterprises. Therefore, domestic furniture enterprises
need to combine the current situation, examine the actual situation of enterprises, and
find a road in line with their own development.
Firstly, starting from the current situation and existing problems of the company,
this paper points out that Zhuojiu company has three problems: single product, single
business field and insufficient market development. Secondly, this paper analyzes the
internal and external environment faced by Zhuojiu company, and analyzes the macro
environment and industry environment faced by Zhuojiu company by using PEST
theory and Porter's five forces model. At this stage, the development of Zhuojiu
company is facing the opportunities of new retail live broadcast outlets and intelligent
solid wood furniture, as well as the challenges brought by affordable substitutes and
the shortage of environmental resources; This paper analyzes the internal environment
of Zhuojiu company from the aspects of company resources and company capacity. In
addition to independent research and development as well as production, Zhuojiu
company also has the core advantage of direct channel stores. Thirdly, combined with
SWOT analysis tool, this paper determines the strategic choice and implementation of
Zhuojiu company, from the perspectives of the overall strategy and functional strategy
of Zhuojiu company. At present, the overall strategic choice of Zhuojiu company is
development strategy, which realizes the transformation of Zhuojiu company through
the transformation and upgrading of products, services and marketing, makes Zhuojiu
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