北京林业大学战略管理——福美公司案例分析

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1、福美公司软陶瓷的蓝海战略分析--战略管理作业学生姓名学号专业班级指导教师福美公司软陶瓷的蓝海战略分析摘要报告利用战略管理原理简要分析掌握了装饰装修瓷砖最新技术的广州福美公司所面对的外部环境的机遇与挑战以及公司自身的优势与劣势，并在此基础上给出适应其发展愿景的建议，以期企业内外部资源与外部环境优势整合，促进长足可持续发展关键词：战略管理，陶瓷行业，软瓷砖技术11目录一．福美公司的战略分析（一）装饰装修的宏观PEST分析··············································31.政治因素分析·························

2、···································32.经济因素分析····························································32.1国际市场状况························································32.2国内经济环境························································43.社会因素分析·············································

3、···············44.技术因素分析····························································4（二）陶瓷行业的五力模型分析···············································41.业内竞争激烈····························································42.潜在的新进入者不断增多··················································43.替代产品较多··

4、··························································44.供应商的原材料报价不断升高··············································45.购买者的购买能力呈现上升状态············································5（三）福美公司的内部分析11···················································51.软瓷砖的技术优势································

5、························52.福美公司的资源优势······················································63.福美公司的能力分析······················································61.1优良的科学技术研究能力··············································61.2良好的生产能力······················································61.3开拓市场

6、和营销能力的不足············································6（四）福美公司的价值链分析·················································71福美公司的未来愿景······················································72.福美公司的人力资源管理分析··············································73.福美公司的科学技术活动分析································

7、··············74.福美公司的基础性活动分析················································7（五）福美公司的SWOT分析·················································8二．福美公司的战略选择建议···················································9三．福美公司的战略实施建议········································