中高端家居行业企业投资战略研究

【作者】 汪晶；

【导师】 高波；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2016， 硕士

【摘要】 中国经济的快速增长带动了房地产市场规模不断扩大,市场对家具的需求越来越大,家具企业得以快速发展,家具行业的获利水平大大超过其他行业,因而家具行业吸引了大量的资本,行业竞争已进入白热化状态。家居行业的竞争越来越激烈,竞争的方式也越来越多样化,同时,逐渐趋向于中高端家居市场。面对激烈的竞争,中高端家居市场在新的发展战略及投资战略方向的确定方面该如何应对如何选择投资战略并如何实施,成为我国大型企业扩大发展必须面对的问题,同时新进入者也应该对行业投资方向有一个全方位的考虑。本文的研究以国内外中高端家居市场为大背景,进行投资战略分析,本文分为六个部分。第一部分为绪论,主要论述了本文研究的背景意义、国内外文献综述及研究方法等。第二部分为相关理论,主要论述战略投资决策、生命周期理论与投资战略、竞争战略等。第三部分为国内外家居行业发展现状分析,本文认为目前随着全球工业的迅猛发展,许多家居企业的生产技术达到了高度的机械化和自动化,带来了生产能力的快速增长。这些企业不再满足于国内市场,开始发展国际贸易,在全球形成了专业化的分工,使得家居的生产集中化、产业化、自动化、人性化,同时分析了我国家居行业发展存在的问题。第四部分主要分析我国家居行业投资环境,本文认为目前家具行业的平均利润相比其它众多行业还是比较高的,发展空间依然很大。同时结合行业分析,发现目前竞争异常激烈,面临转型的关键时期,科学合理的投资战略非常关键。第五部分分析了红星美凯龙的投资战略及实施对策。传统的家居卖场尽管渠道和管理等都非常成熟,甚至具有较高的知名度,但是不得不面对互联网新体验的竞争,以及定制化带来的冲击,越是规模较大的企业,转型越是困难,本文研究的红星美凯龙便是家居行业的龙头企业,其战略转型的规划与实施存在各种各样的困难。目前,公司不得不面对来自各方面的竞争,面临转型的关键时期,本文的研究在对行业整体把握的基础上,运用SWOT分析方法,对红星美凯龙的优势、劣势、机会、和威胁进行分析,最后指出红星美凯龙战略转型的方向和投资的重点,本文认为红星美凯龙应重点落实内部提升,采取多元化方式扩张规模,同时加快电子商务平台建设投资和信息系统建设投资,最后是在品牌打造的宣传方面的加强投资。更多还原

【Abstract】 The rapid growth of China economy driven by the real estate market is expanding,the market demand for furniture is more and more big,the rapid development of furniture industry,furniture industry profit level much higher than other industries,the furniture industry has attracted a large number of capital,industry competition has entered the white hot state.Home industry competition is becoming increasingly fierce,the way of competition is also becoming more and more diverse,at the same time,gradually tend to the high-end home market.In the face of the fierce competition in the high-end market,the Home Furnishing in development strategy and investment strategy of the new direction of how to cope with the choice of investment strategy and how to implement and expand to become China’s large enterprise development must face the problem.At the same time the new entrants should also have a full range of investment direction for the industry to consider.In this paper,the domestic and international high-end home market as the background,the investment strategy analysis,this paper is divided into six parts.The first part is the introduction,mainly discusses the background and significance of this study,literature review at home and abroad.Research methods and so on,the second part is the related theory,mainly discusses the strategic investment decision,the life cycle theory and the investment strategy,the competition strategy and so on.Analysis of the status quo at home and abroad Home Furnishing industry development the third part,this paper argues that the present with the rapid development of global industry,many enterprises Home Furnishing production technology to achieve a high degree of mechanization and automation,has brought rapid growth of production capacity.These enterprises are no longer satisfied with the domestic market,began to develop international trade,in the global formed a specialized division of labor.Makes the home production centralization,the industrialization,the automation,the human nature.At the same time,it analyzes the problems existing in the development of domestic industry.The fourth part of the main analysis of China’s home industry investment environment,this paper believes that the current furniture industry,the average profit compared to many other industries is still relatively high,the development of space is still great.At the same time,combined with the analysis of the industry,it is found that the current competition is fierce,facing the critical period of transition,scientific and reasonable investment strategy is very important.The fifth part analyzes the Countermeasures of Meikailong investment strategy and implementation.Although the traditional Home Furnishing stores channels and management are very mature,even with high visibility,but had to face the new Internet experience competition,and customized the impact of more large-scale enterprises,the more difficult the transformation,the star of the Chiron is Home Furnishing industry leading enterprises,its strategic transformation the planning and implementation of various difficulties,at present,the company has to face competition from all sides,facing a crucial period of transition,this paper based on the industry overall grasp,using the SWOT analysis method,to Meikailong advantage and disadvantage,opportunity and threat analysis,finally Meikailong strategy the direction of the transformation,focus and investment,this paper argues that Meikailong should focus on the implementation of internal promotion,diversified way Expansion of the scale,while accelerating the construction of e-commerce platform for investment and information systems investment,and finally to strengthen investment in the brand to create publicity.更多还原