摘 要
现阶段，福建省 A 木材贸易有限公司怎样依据企业自身的品牌优势，在提
高木材营销能力的前提下减少经营风险、增强质量管理等是企业战略发展面临
的最迫切任务。尽管最近几年，由于福建省 A 木材贸易有限公司各高管的共同
努力下，企业拓展了经营规模、创造了良好的发展前景，然而，综合而言，与
国内大企相比，无论是业务的增长能力或是获利能力，福建省 A 木材贸易有限
公司仍然差之甚远，仍然没有获得飞速发展，需要持续提高企业的获利能力

所以，对于福建省 A 木材贸易有限公司而言，其必须尽可能提高自身的战略管
理水平

本文运用管理学理论知识，基于对战略分析方法的充分理解，通过查阅大
量的与战略发展相关的欧亿·体育（中国）有限公司、文献及前人的研究，在此基础上，分析福建省 A
木材贸易有限公司发展环境，对 A 木材贸易有限公司所处的内部、外部环境现
状作了全面的分析。进而制定福建省 A 木材贸易有限公司发展战略，公司采取
差异化的竞争战略，即主要体现在完善组织结构、提供标准化服务、打造个性
化产品、创新渠道。最后探讨 A 木材贸易有限公司差异化战略实施情况，A 木
材贸易有限公司差异化战略实施取得了一定的效果，员工满意度、销售净利率、
公司资产增加率、公司收入增加率和生产效率得到很好的改善，达到理想的最
好结果。同时 A 木材贸易有限公司差异化战略实施对公司发展、公司员工素质
提高和公司企业文化建设都起到一定的支持作用

本文重新定位 A 木材贸易有限公司的未来发展战略，在修改原有落后战略、
制定新的发展战略的基础上，明确 A 木材贸易有限公司的未来发展方向，具有
一定现实意义和应用价值

关键词：木材贸易 差异化战略 竞争战略
Abstract
At this stage, Fujian Trade Co., Ltd. A timber according to how their
own brand, reducing business risk under the premise of improving timber
marketing capabilities, enhance the quality of management is the most
urgent task facing the development of corporate strategy. Although in
recent years, due to the joint efforts of all Fujian Trade Co., Ltd. A timber
executives, companies expand the scale of operation and create a good
development prospects, however, in all, compared with the domestic
large enterprises, whether it is business ability to grow or profitability,
Fujian Trade Co., Ltd. a timber is still far worse and still did not get the
rapid development, need to continue to improve the profitability of
enterprises. Therefore, the Fujian A timber trade limited company, it must
be possible to improve their strategic management level.
In this paper, the knowledge management theory, based on the
strategic analysis of full understanding, by finding a lot of research and
strategy relevant information, documents and predecessors, on this basis,
Fujian Province Development Co., Ltd. A timber trade environment,
internal and external status quo a timber trade Co. environment made a
comprehensive analysis. A further development of the timber trade Co.,
Fujian Province development strategy, the company adopted
differentiated competitive strategy, which is mainly reflected in the
perfect organizational structure, to provide standardized services, create
personalized products, channels of innovation. Finally, we discuss
Timber Trade Co., Ltd. A differentiation strategy implementation, A
Timber Trade Co. differentiation strategy has achieved some results,
employee satisfaction, sales margin, the rate of increase of company
assets, revenue and productivity increase rate is obtained good
improvement, best achieve the desired results. Meanwhile A timber tradeI
Co. differentiation strategy implementation of the company's
development, improve the quality of staff and corporate culture
construction have played a supporting role.
This article repositioning strategy for future development A timber
trade Co., modifying the original strategy behind the development of the
new development strategy based on a clear future direction A timber
trade Co., Ltd., has a certain practical significance and application value.
Keywords： timber trade Differentiation strategy Competitive strategy
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