-I- 摘要 改革开放以来，我国经济快速发展，城市化程度越来越高，带来了房地产业和 建筑装饰欧亿·体育（中国）有限公司的繁荣。然而，近年来随着国民经济增长水平放缓，建筑装饰欧亿·体育（中国）有限公司发 展形势日趋严峻。在多年的发展中，我国建筑装饰企业相当一部分是靠经验管理， 缺乏明确的企业发展战略。随着企业数量的增多，欧亿·体育（中国）有限公司内竞争越来越激烈，经营风 险加剧，价格竞争成为主要竞争手段，企业面临的经营风险越来越高。伴随着风险， 市场也带来了很多机遇。城镇化进程的加快，“一带一路”等政策的出台，给建筑 装饰欧亿·体育（中国）有限公司带来新的机遇。建筑装饰企业面对环境带来的风险和机遇，必须正确选择 企业发展战略，发挥自身优势，在新阶段的激烈竞争中逐步发展。 本文在当今背景之下，根据建筑装饰欧亿·体育（中国）有限公司的现状和未来发展趋势，结合战略管 理理论和唐山宏达建筑装饰公司的实际情况，全面研究其发展战略。首先，文章阐 述了企业战略管理的相关经典理论，包括企业战略管理的概念，主要类型，PEST 理论，波特五力模型理论，SWOT 理论，作为文章发现问题、解决问题的理论依据。 其次，文章分析了唐山宏达建筑装饰有限公司的战略环境，运用 PEST 分析法对外 部环境进行分析、运用波特五力模型对欧亿·体育（中国）有限公司环境进行分析，同时，通过实地调研和 人员访谈等对公司现状和存在的问题进行分析，提出了诸如组织架构不合理、人力 资源短缺、家装市场认知度不高、主营业务不明确等问题。再次，文章运用 SWOT 矩阵对公司的优势、劣势、机遇、威胁进行综合分析，并在此基础上，制定公司的 发展战略；最后，文章从人力资源、金融体系、质量管理、营销方式、企业文化建 设等方面，提出了发展战略实施的保障措施。 本文对宏达公司认识内部和外部环境、明确未来发展规划、科学管理、整合资 源等进行理论分析与指导。同时，对当前经济形势下的建筑装饰企业也有一定的借 鉴意义。 关键词，宏达公司；环境分析；SWOT；企业发展战略燕山大学工商管理硕士学位论文 -II- Abstract Since the reform and opening up, China's economy has developed rapidly and the degree of urbanization has become higher and higher, which has brought about the prosperity of the real estate industry and the architectural decoration industry. However, in recent years, with the slowdown of the National economic growth level, the development situation of the building decoration industry has become increasingly severe. In many years of development, a considerable part of our architectural decoration enterprises rely on experience management, lack of a clear strategy for enterprise development. With the increase of the number of enterprises, the competition in the industry is becoming more and more fierce, the experience risk is intensifying, the price competition has become the main means of competition, and the business risk faced by enterprises is getting higher and higher. Along with risk, markets offer many opportunities. The acceleration of the urbanization process and the introduction of the policy of one belt and one road bring new opportunities to the construction and decoration industry. Faced with the risks and opportunities brought by the environment, construction and decoration enterprises must correctly choose their development strategies, give full play to theirown advantages, andgradually developinthe fiercecompetition in the newstage. Under the current background, according to the current situation and future development trend of building decoration industry, combined with the theory of strategic management and the actual situation of Tangshan Hongda Building Decoration Company, this paper makes a comprehensive study of its development strategy. Firstly, the article elaborates the classical theories of enterprise strategic management, including the concept of enterprise strategic management, main types, PEST theory, Porter's Five Forces Model theory, SWOT theory, as the theoretical basis for the article to find and solve problems. Secondly, the article analyses the strategic environment of Tangshan Hongda Architectural Decoration Co., Ltd., uses PEST analysis method to analyze the external environment, uses Porter's Five Forces Model to analyze the industry environment, at the same time, through on-the-spot investigation and personnel interviews to analyze the company's current situation and existing problems, puts forward such as unreasonable organizational structure, shortage of human resources,Abstract -III- recognition of the home decoration market. Such problems as low awareness, unclear main business, etc. Thirdly, the article uses SWOT matrix to make a comprehensive analysis of the company's strengths, weaknesses, opportunities and threats, and on this basis, formulates the company's development strategy. Finally, the article puts forward the safeguard measures for the implementation of the development strategy from the aspects of human resources, financial system,quality management, marketing methods and corporatecultureconstruction. This paper gives a theoretical analysis and guidance to HTC in understanding the internal and external environment, defining the future development plan, scientific management and integrating resources. At the same time, it also has certain reference significance for the constructionanddecoration enterprises underthecurrent economicsituation. Keywords: Hongda decoration company;environmental analysi;SWOT;enterprise development strategy目 录 -V- 目 录 摘要....................................................................................................................................I ABSTRACT.......................................................................................................................... II 目 录.....................................................................................................................................V 第1 章 绪 论......................................................................................................................1 1.1 选题背景及研究意义..................................................................................................1 1.1.1 选题背景..............................................................................................................1 1.1.2 研究意义..............................................................................................................1 1.2 国内外研究现状..........................................................................................................2 1.2.1 国外研究现状...................................................................................................... 2 1.2.2 国内研究现状...................................................................................................... 3 1.2.3 研究评述..............................................................................................................5 1.3 研究内容和研究方法..................................................................................................6 1.3.1 研究内容..............................................................................................................6 1.3.2 研究方法..............................................................................................................6 第2 章 企业发展战略研究相关理论................................................................................... 9 2.1 企业发展战略的概念..................................................................................................9 2.2 企业战略的主要类型................................................................................................10 2.2.1 成本领先战略.....................................................................................................10 2.2.2 差异化战略........................................................................................................ 10 2.2.3 多元化战略........................................................................................................ 10 2.2.4 其他战略............................................................................................................ 11 2.3 企业发展战略的研究方法.........................................................................................11 2.3.1PEST 分析...........................................................................................................11 2.3.2 波特五力模型分析....................