摘 要：上海是国际化的大都市，随着中国加入WTO，国外将有一大批著名的家装设计、施工、总承包企业和大型家装集团涌入，其先进的市场拓展理念和竞争能力、科学的组织和管理体系、完善的技术手段和市场化运作机制以及高度家装成品化、工厂化和产业化的生产、加工集成模式，将使上海的住宅装修行业面临巨大的市场冲击、激烈的竞争和严峻的挑战。但同时，也为上海住宅装修业的整合及促进快速发展，提供了强大的动力和难得的机遇。
    首先，本文经过对上海住宅装修现状的调查，面临上海住宅建设发展的新形势，运用所学工商管理相关理论，包括SWOT分析法和市场细分的原理等知识，综合考虑当前本市家装企业内部条件和外部环境的各种因素，进行系统评估，对各自的装修企业进行再定位，从而选择最佳的市场经营战略。
    其次，随着社会主义市场经济体制的逐步完善和世界经济一体化进程的快速推进，住宅装修目前这种零星分散的作坊式小规模生产经营方式与社会化的住宅装修产业化的矛盾变得越来越突出。一方面体现在这种小规模生产的组织化程度低，缺乏市场开拓能力，难以适应剧烈市场竞争和需求的变化，除了要承担自然风险外，还要承担巨大的市场风险。广大中小型家装企业应当利用自己的现有实力、管理规模、人力资源、设计施工质量保障体系等方面的优势，采取多元化的市场战略，利用自己差异化竞争优势，在多样化经营上寻找长期发展的机会。
    对此，本文根据本市中小型装修企业的特点，提出了上海住宅装修业的定位和产业化发展的策略，通过实行家装业的整体创新，有效整合，走住宅装修产业化发展的道路，并力求建立产业发展园区，提高住宅装修产业化的创新水平，培育家装龙头和品牌企业，构建良好的住宅装修产业市场和法制环境，全面提升上海住宅装修业的发展水平。
    关键词: 上海住宅 装修发展 策略研究

    Abstract: Shanghai is an internation metropplis and a famous cultural city within historical contest in our country. Follwing china’s entering WTO,a lot of foreign designess, working enterrises, project undertakers and package dealers specialized for housing decoration with famous brands will come into our country. Their adwanced marketing concepto, competition ability, scientific management rational organization, perfect technology, marketing operation mechaniom are challenges to comestic housing decoration professionals. Their high class prefabric part_production, factory working and assembly induster pattern are schock to domestic housing decoration market. But it offers a stimulant and an opportunity to development and reform of housing decoretion enterprises in shanghai.
    Facing new situation, the decision_makers of housing decoration lompanies should make a system apptaisal with SWOT analysis method after an investigation in actualities of housing decoration in shanghai. While pondering over varions factors which play effects upon companies from inside and outside, they should determine market positions for their companies and select an optimal stategy for business in market.
    Following perfecting of socialion market economy and integration of world economy, small individual business are reactions against large social industry patterns in housing decoration trade. The contradiction brings not only natural risks but also big market risk to dealers from small enterprises of housing decoration, because they are lack of marketing ability in front of acute competition of business and rapid change of demands.
    The Author thinks that middle and small enterprise dealers should adjust their market strategy with multi_policies, look for their opportunity of long_term development in multi_scopes of business with advantages of differential and flexible patterns, and rely on their individual strength, mamagement concept, human resource and quality control system for design and work, to keep their manket position.
    According to features of middle and small enterpyises of housing decoration in shanghai Municipality, the author makes a proposal on strategy for position and developing shanghai Housing Decoration Industry. It covers integration innovation, effective reform, trade industrialization and brand forging. Aiming at establishment of industeial park and cultivation of reputed enterprise, it encourages initiative in housing decoration, market_opening with legal conscinouness so as to upgrade Shanghai Housing Decoration Industry.

  Keyword： Shanghai Housing, Decoration Development , Strategy Research and study

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