近年来，随着互联网技术的发展和普及，电商销售的模式成为了零售欧亿·体育（中国）有限公司的 新宠。电商凭着低成本、强运营、重物流的优势在市场上兴起，对线下零售店造 成很大的冲击。 面对新的竞争形势和挑战，为使深圳市九州花英花艺有限公司（以下简称九 州花艺公司）进一步提高自己的竞争优势，保证持续盈利，必须制定一套与公司 实际状况和市场发展要求相符、具备有效性与可行性的营销战略方案，这对于提 升九州花艺公司的品牌形象、顾客满意度、以及欧亿·体育（中国）有限公司地位至关重要。 本文基于企业战略管理理论，采用有效的战略分析方法与工具，对九州花艺 公司进行竞争战略研究。首先，运用EFE矩阵和IFE矩阵分别从外部环境与内 部环境对九州花艺公司进行深入分析，分析其在未来发展中可能会面临的各种风 险与机会，明确该公司发展的优劣势。其次，通过SWOT矩阵对内外部环境关 键因素进行分析，提出九州花艺公司的备选战略。最后，通过QSPM矩阵对九 州花艺公司的备选战略进行定量分析，根据九州花艺公司当前发展的实际情况， 制定具体可行的竞争战略。 研究表明，九州花艺公司应当采用差异化战略，以提升组织竞争力为核心， 重视组织内部配合，进而实现九州花艺公司的战略目标。此外，本文就九州花艺 公司竞争战略的实施，提出了具体的实施措施与风险控制方案，为九州花艺公司 的竞争战略定位和实施、管控等提供了切实可行的方案指引。 关键词：花艺，竞争战略，差异化 EMBA 学位论文 作者：郭静 九州花艺公司竞争战略研究 II STUDY OF COMPETITIVE STRATEGY OF JIUZHOU FLORAL COMPANY Abstract In recent years, with the development and popularity of Internet technology, e-commerce sales has become the new trend in the retailing industry. It emerges in the market with the advantage of low cost, strong operation and convenient logistics, which has posed a great threat to offline retailing stores. Faced with the new competitions and challenges, Shenzhen Jiuzhou Huaying Floral Co., Ltd. (hereinafter referred to as Jiuzhou Floral Company) finds it necessary to formulate effective and feasible strategies in accordance with its actual conditions and market development requirements, in order to further improve its competitive edges and maintain sustainable profits. It is also vital for Jiuzhou Floral Company to promote its brand image, enhance customer satisfaction and strengthen its position in industry. Based on the theory of enterprise strategic management, this paper studies the competitive strategy of Jiuzhou Floral Company by using effective methods and tools of strategic management. First of all, EFE matrix and IFE matrix are used to conduct an in-depth analysis of Jiuzhou Floral Company from the external and internal environments, to analyze various risks and opportunities it may face in the future development, and to identify the advantages and disadvantages of the company's development. Secondly, the SWOT matrix is used to analyze the key factors of internal and external environment and propose the alternative strategy of Jiuzhou Floral Company. Finally, the QSPM matrix is applied in the quantitative analysis on the alternative strategy of Jiuzhou Floral Company, thus to develop a feasible competitive strategy based on the corporate actual conditions. The research shows that Jiuzhou Floral Company could achieve its strategic objectives by adopting the differentiation strategy, focusing on its organizational competitiveness, as well as paying attention to the internal cooperation. Moreover, this paper puts forward the specific implementation measures and risk control plans when Jiuzhou Floral Company carrying out its competitive strategies, and it also provides practical guidance for the positioning, implementation, management and EMBA 学位论文 作者：郭静 九州花艺公司竞争战略研究 III control of its competitive strategy. Keywords: The Floriculture, Competitive Strategy, Differentiation EMBA 学位论文 作者：郭静 九州花艺公司竞争战略研究 IV 目 录 中文摘要 ..................................................................................................... I Abstract ..................................................................................................... II 第一章 绪论 .............................................................................................. 1 1.1 研究背景与意义 ............................................................................................. 1 1.1.1 研究背景 .................................................................................................. 1 1.1.2 研究意义 .................................................................................................. 3 1.2 研究思路与内容 ............................................................................................. 4 1.2.1 研究思路 .................................................................................................. 4 1.2.2 研究内容 .................................................................................................. 6 1.3 研究方法 ......................................................................................................... 6 第二章 企业战略相关理论与工具综述 .................................................. 8 2.1 企业战略相关理论综述 ................................................................................. 8 2.1.1 竞争战略理论 .......................................................................................... 8 2.1.2 价值链理论 .............................................................................................. 8 2.2 企业战略分析工具综述 ................................................................................. 9 2.2.1 PEST 分析法 ........................................................................................... 9 2.2.2 五力模型法 .............................................................................................. 9 2.2.3 EFE 矩阵 ............................................................................................... 10 2.2.4 IFE 矩阵 ................................................................................................. 10 2.2.5 SWOT矩阵分析法 ................................................................................ 10 2.2.6 QSPM分析法 ......................................................................................... 10 第三章 九州花艺公司外部环境分析 .................................................... 12 3.1 宏观环境分析 ............................................................................................... 12 3.1.1 政治因素 ................................................................................................ 12 EMBA 学位论文 作者：郭静 九州花艺公司竞争战略研究 V 3.1.2 经济因素 ................................................................................................ 13 3.1.3 社会文化因素 ........................................................................................ 13 3.1.4 技术因素 ................................................................................................ 14 3.2 欧亿·体育（中国）有限公司分析 ....................................................................................................... 16 3.2.1 新进入者的威胁 .................................................................................... 17 3.2.2 替代品的威胁 ........................................................................................ 18 3.2.3 买方力量 ................................................................................................ 18 3.2.4 供方力量 ................................................................................................ 19 3.2.5 现有竞争者的竞争强度 ........................................................................ 21 3.3 竞争对手分析 ............................................................................................... 22 3.4 外部因素评价矩阵（EFE 矩阵） ............................................................. 26 第四章 九州花艺公司内部环境分析 .................................................... 29 4.1 公司简介 ....................................................................................................... 29 4.2 资源分析 ....................................................................................................... 29 4.2.1 有形资源分析 .............................