流通市场中的重要力量,为我国建材家居产品的供销做出
了巨大贡献。虽然我国十几年前就已经出现了建材家居卖场,但其中很多建材卖
场处于逐步创新的阶段,还远远没有成熟,仍存在着很多问题。在今天异常激烈
的市场环境下,我国的建材家居零售企业和建材家居卖场都面临着更加复杂的经
营环境。在这样的环境下,诸如建材家居卖场怎样正确认识欧亿·体育（中国）有限公司特征和发展趋势、
建材家居卖场如何找到并运用符合自身实际的发展模式等问题,都已经成为业界
关心的重大课题
本文首先阐述了企业战略管理的相关基础理论以及国内外研究综述,这些理
论部分的分析为后面的实际问题解决和研究提供了有力的基础;接着论述了建材
家居卖场的现状特征,对建材家居卖场面临的外部环境进行了全面分析,并详细
剖析国内外建材家居卖场的发展趋势;然后以国邦芙家居建材卖场为例,对国邦
美家居建材卖场的发展现状、优劣势特点等进行系统分析,并在认真调研的前提
下深度挖掘出国邦美家居建材卖场目前存在的诸如自身定位不准确、人才管理不
到位、缺乏长远战略等主要问题和成因;最后,针对现存问题和成因,进行逐一
分析,对国邦芙家居建材卖场发展战略的制定和具体实施提出合理化的对策,从
而为国邦美家居建材卖场的可持续健康发展提供指导性建议,以应对日益激烈的
市场竞争
希望通过本文的研究,能够对国邦美家居建材卖场规范运营和健康发展提供
有益的帮助,同时也希望能够为国内同类建材家居卖场的发展创新提供一些参考
和借鉴
关键词:建材家居卖场;国邦美家居建材卖场;战略联盟;发展对策
Abstract
As the important circulation market strength, home building materials markets
make great contributions to the supply and marketing of our country building
materials household products. Although some home building materials markets has
emerged for more than ten years, most of the household building materials retail
enterprises are still in the development stage and are far from mature. There are a lot
of problems. In today's such a market environment, our country 's household building
materials circulation industry and home building materials markets are faced with
more complex business environment. In such an environment, such as how home
building materials markets understanding industry characteristics and development
trend,how home building materials markets to find and to use a suitable actual
development pattern and so on, they have become the important issues of concern.
This paper first describes strategic management theories of the enterprise and
reviews of foreign and domestic, these theoretical analysis have provided the
powerful basis for followed practical problem's solution and research. Then the status
characteristics of the home furnishing building materials circulation industry are
described, and a full analysis of the external environment to building materials home
furnishing industry are analyzed. The next presentation is a detailed analysis of the
development trend of domestic and foreign building materials home furnishing
industry. Then the case analysis of Gobon Beautiful House Building Materials Stores,
its development status and the advantages and disadvantages of characteristics are
analyzed, and the main problems and causes mining depth Gobon Beautiful House
Building Materials Stores abroad at present in the premise of serious investigation and
study also are analyzed. Finally, aiming at the existing problems and causes, with one
corresponding measures, the paper put forward countermeasurcs rationalization for
the establishment and implementation of Gobon Beautiful House Building Materials
Stores development strategy, providing guidance and advice to store state beauty
home furnishing building materials for the sustainable and healthy development, to
cope with the increasingly fierce market competition.
Hoping that through this paper, it can provide some help for the Gobon
Beautiful House Building Materials Stores standardized operation and healthy
development. At the same time, it also provides some reference for the development
of innovation to domestic similar building materials home furnishing stores.
Key words: home building materials stores; Gobon Beautiful House Building
Materials Stores; strategic alliance; development countermeasures.
第一章绪论
一、研究背景
自2011年以来,在国家限价令、保障房建设、限购令等一系列政策的调控
下,房地产市场的成交量出现了很大的萎缩,处在下游的建材家居业同样遭受到
严峻考验。去年全国“两会”期间温总理就明确表态:我国房价还远远没回归到
理性的价格,所以目前我们将“继续调控不放松,稳定房产政策预期”定调成房
地产欧亿·体育（中国）有限公司政策的主要方针。相关专家也预测:随着房地产市场在未来一两年的进
一步降温,我国建材家居欧亿·体育（中国）有限公司可能将面临更加艰难的“寒冬”。上游房地产销售
惨淡将直接影响下游建材家居市场业,房屋成交量的下降使得可装修面积总量急
剧缩水,建材家居卖场销售预期随之也将受到严重影响,众多建材家居企业因为
轮番出台的房地产政策导致在经营中倍感吃力,整个市场疲软使建材家居业面临
着巨大考验。当前我国建材家居卖场存在较大的危急:超过30%的传统装饰市场,
仍是以租代管的粗放式经营方法,处于亏损经营面临倒闭;还有30%的传统装饰
市场,由于品牌差、竞争不足,难以承受来自市场之间、特别是来自洋超市的竞
争威胁,经营处于盈亏持平;30%的市场勉强维持,有经济效益的市场只是少数
目前我国建材家居卖场面临的状况表现为如下几个方面:其一是结构失衡和
竞争白热化,近几年来,随着连锁建材家居卖场和建材超市的不断扩张,如红星
美凯龙、居然之家、宜家、东方家园、月星家居等,经济发达地区的建材类产品
销售渠道开始变得更为拥挤。与此同时,二三线城市的建材家居卖场随着城市建
设速度的加快,在各方面因素的共同作用下,很快也达到了饱和。尤其是2010
年以来,房地产欧亿·体育（中国）有限公司随经济形势时有波动,外贸出口形势正在恶化,出口转内销
增多,一些大型购物中心涉足建材家居卖场欧亿·体育（中国）有限公司等,更加剧了建材家居市场供需
上的失衡,白热化竞争状态已经呈现。甚至很多卖场变成了亏损市场或濒临被迫
关闭的市场。仅以合肥为例,近几年来建材家居卖场迅猛扩张,市区主要的建材
家居卖场就有国邦美家居、凤凰城家居广场、伊赛特、瑶海家居、红星美凯龙、
居然之家等数十家,总体体量在两百万平米以上。尤其是红里美凯龙、月星家居
及居然之家等连锁卖场的进驻,使得合肥建材家居市场区域竞争更为加剧。如此