盐源朗萨家私竞争战略分析研究

盐源朗萨家私竞争战略分析研究(论文9200字)
摘要
改革开放以来，随着人民生活水平的提高和收入的增加，对家居用品的需求也在不断扩大和变化，家居行业也如雨后春笋般发展起来。在这机遇和竞争面前，竞争战略成了企业发展的关键因素。竞争战略的有效制定，对于其提高自身核心竞争力具有重要的意义。朗萨家私于2009年进驻盐源，是当时盐源首家大型品牌家具卖场，因此以最快的速度在盐源发展开来，占领了很大的市场份额。但由于其他品牌相继而至，对朗萨家私有了不同程度的影响。在这样的环境下，综合运用多种竞争战略是企业发展的最佳选择。
论文的主要内容是通过对朗萨家私各方面的了解和盐源市场的了解，来分析竞争战略对企业的重要性，从中学习对市场的分析，对机遇的把握和对挑战的有效应对。

关键词：机遇  挑战  品牌  竞争  竞争战略
 
Abstract
Since China's reform and opening up, with the improvement of people's living standards and income increases, the demand for household goods also continues to expand and change, household industry also have sprung up. In front of the opportunity and competition, competitive strategy has become key factors in the development of enterprises. Effective competition strategy, has the vital significance for improve their core competitiveness. Sasso furniture in 2009 stationed in YanYuan, YanYuan was the first big brand furniture stores, therefore with the fastest speed in the YanYuan development and occupied a large market share. But because of other brands are, to the gran sasso furniture with different degrees of influence. In such an environment, the integrated use of a variety of competitive strategy is the best choice for enterprise development.
The main content of the paper is based on the gran sasso furniture all aspects of understanding and YanYuan market understanding, to analyze the importance of competitive strategy for enterprises, learn from the analysis of the market, to grasp opportunities and to effectively cope with challenges.

Keywords: Opportunities  The challenges  The brand            The competition  Competitive strategy

目录
摘要    I
Abstract    II
目录    III
1 导论    1
1.1  研究的背景    1
1.2  研究的意义    2
2  行业分析    3
2.1  行业分析    3
3 朗萨家私简介、盐源市场分析及战略分析    4
3.1  朗萨家私简介    4
3.2  宏观市场分析    4
3.2.1  政策支持    4
3.2.2  盐源经济状况分析    5
3.2.3  消费主体分析    5
3.2.4  全面技术领先    6
3.3  微观市场分    6
3.3.1  供应商价格策略    6
3.3.2  购买者行为分析    7
3.3.3  潜在竞争威胁    7
3.3.4  竞争行业分析    7
3.4   战略分析    10
3.4.1  全面成本领先战略    10
3.4.2  差异化战略    11
3.4.3  集中化战略    11
4 朗萨家私竞争战略存在的问题及改进措施    12
4.1 存在问题    12
4.1.1 内部问题    12
4.1.2：外部问题    12
4.2 改进措施    12
5 总结    14
6 参考文献     1
7 致谢    2