宜昌高新园林公司公共园林业务竞争战略研究

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作者	李刚健
姓名汉语拼音	ligangjian
学号	2021000011029
培养单位	兰州财经大学
电话	13886728419
电子邮件	751307094@qq.com
入学年份	2021-9
学位类别	专业硕士
培养级别	硕士研究生
一级学科名称	工商管理
学科代码	125101
第一导师姓名	陈菁
第一导师姓名汉语拼音	chenjing
第一导师单位	兰州财经大学
第一导师职称	副教授
题名	宜昌高新园林公司公共园林业务竞争战略研究
英文题名	Research on the Competitive Strategy of Public Landscape Business of Yichang High tech Landscape Company
关键词	园林行业公共园林业务竞争战略差异化战略
外文关键词	Landscape industry ;Public landscape business ;Competition strategy ;Differentiation strategy
摘要	随着现代社会经济稳定发展，城市化进程持续加快，推动生态文明建设成为时代发展的必然选择。作为生态文明建设的重要基础，园林绿化行业迎来空前的发展机遇。与此同时，伴随园林绿化需求的不断增长，催生出众多新兴园林绿化公司盲目跟风进入市场，导致行业恶性竞争愈演愈烈。宜昌高新园林公司是一家拥有苗木种植、景观设计和园林施工一体化的中小型园林企业，在经营过程中因其发展方向不清晰、战略管理不完善、组织架构不协调、资源配置不合理，多重因素致使公司利润降低。如何在激烈的市场竞争环境中利用自身优势抓住发展机遇，使公司公共园林业务持续保持行业领先地位，成为公司当下重点研究的课题。本文以战略管理相关理论为指导，运用文献分析法、问卷调查法、访谈法、案例研究法四种研究方法，结合宜昌高新园林公司的发展现状，对公司公共园林业务的竞争战略进行研究。首先，采用PEST 模型、竞争态势分析（CPM 矩阵）、波特五力模型、VRIN 框架对公司的内外部环境进行详细分析。其次，运用SWOT 矩阵综合分析出公司公共园林业务的四种备选竞争战略，并利用QSPM 矩阵分析得出差异化竞争战略为最优战略。最后，为保障公司公共园林业务差异化竞争战略的顺利执行，提出苗木差异化、服务差异化、品牌差异化、渠道差异化四个实施措施，以及组织保障、人资保障、财务保障、研发保障、文化建设五个保障措施，并运用平衡记分卡对差异化竞争战略的实施进行全面控制评价。通过以上一系列措施的顺利执行，有助于宜昌高新园林公司公共园林业务进一步占据业内领先优势。本文的研究结论对园林绿化行业相关从业者具有一定的借鉴价值，中小型园林企业可以根据市场宏观环境及内部经营现状，制定符合本企业长期发展目标的竞争战略，增强市场竞争力。
英文摘要	With the stable development of modern society and economy, the urbanization process continues to accelerate, and promoting the construction of ecological civilization has become an inevitable choice for the development of the times. As an important foundation for ecological civilization construction, the landscaping industry has ushered in unprecedented development opportunities. At the same time, with the continuous growth of demand for landscaping, many emerging landscaping companies have blindly followed the trend and entered the market, leading to increasingly fierce vicious competition in the industry. Yichang High tech Landscape Company is a small and medium-sized landscaping enterprise that integrates seedling planting, landscape design, and landscaping construction. Due to unclear development direction, incomplete strategic management, uncoordinated organizational structure, and unreasonable resource allocation, multiple factors have led to a decrease in the company's profits during the operation process. How to leverage its own advantages to seize development opportunities in the fierce market competition environment, and maintain the company's leading position in the public landscaping business, has become a key research topic for the company at present. This article is guided by the theory of strategic management and uses four research methods: literature analysis, questionnaire survey, interview, and case study. Combining with the development status of Yichang High tech Landscape Company, the competitive strategy of the company's public landscape business is studied. Firstly, a detailed analysis of the company's internal and external environment was conducted using the PEST model, competitive situation analysis (CPM matrix), Porter's Five Forces model, and VRIN framework. Secondly, the SWOT matrix was used to comprehensively analyze the four alternative competitive strategies for the company's public landscaping business,and the QSPM matrix was used to analyze the differentiation competition strategy as the optimal strategy. Finally, in order to ensure the smooth implementation of the company's differentiated competition strategy for public landscaping business, four implementation measures are proposed: seedling differentiation, service differentiation, brand differentiation, and channel differentiation, as well as five guarantee measures: organizational guarantee, human resources guarantee, financial guarantee, research and development guarantee, and cultural construction. The balanced scorecard is used to comprehensively control and evaluate the implementation of the differentiated competition strategy. The smooth implementation of the above series of measures will help Yichang High tech Landscape Company further occupy a leading position in the industry's public landscape business. The research conclusion of this article has certain reference value for practitioners in the landscaping industry. Small and medium-sized landscaping enterprises can develop competitive strategies that are in line with their long-term development goals and enhance market competitiveness based on the macro market environment and internal business status.
学位类型	硕士
答辩日期	2024-05-25
学位授予地点	甘肃省兰州市
语种	中文
论文总页数	93
参考文献总数	50
馆藏号	0006225
保密级别	公开
中图分类号	F203.9/1126
文献类型	学位论文
条目标识符	http://ir.lzufe.edu.cn/handle/39EH0E1M/36736
专题	MBA教育中心
推荐引用方式 GB/T 7714	李刚健. 宜昌高新园林公司公共园林业务竞争战略研究[D]. 甘肃省兰州市. 兰州财经大学,2024.

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