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1、AbstractArchitecturalornamentationinvolvesinmultipleindustries,contributesignificantlytothenationaleconomy.Infacingofnewnormalineconomics,bothopportunitiesandchallengesfallupondomesticarchitecturalornamentationindustry.Hong’anBuildingCo.,Ltd.hasdevelopedmorethanonedecade.Coupledwiththeslowdown
2、ofmacro-economy,Hong’anisonthethresholdofchangingitsstrategies.Firstly,thedissertationconductsliteraturereviewontheconceptsofstrategicmanagement,thetheoreticalevolvementofstrategicmanagement,theprocessofstrategicmanagementandtoolforstrategicmanagement,amongwhich,thetoolslaythefoundationforlate
3、ranalysis.Secondly,PESTandfivecompetitiveforcesareemployedtoanalyzetheexternalandinternalenvironmentofHong’an.TheresultsareusedbySWOTanalysis,whichidentifiesthestrengthsthatHong’anpossessesincludehighlyidentificationofcorporatespirit,accumulatedcustomerloyalty,wellcoordinationamongmanagersandh
4、ealthyfinance.Theweaknessesincludepoorbrandawareness,shortageofprofessionalmarketingteam,shortageofmanagementteamandoverrelianceoncertainmarket.Theopportunitiesconsistofstrongsupportbygovernmentpolicy,newmarketderivedfromnewdemand,enhancementofproductivityandoptimizationofindustrialstructure.T
5、hecounterpartthreatsarecomposedofslowpaceofeconomicdevelopment,influencebyinternet,fiercecompetitionandshortageoflabor.Basedontheanalysis,SO,ST,WOandWTstrategiesarecomeupwith,correspondentwithspecificimplementationroutes:qualityandservicestrategy,marketingstrategy,cost-controlstrategyandtalent
6、sstrategy,respectively.Qualityandservicestrategyincludesrigorouscontrolonbuildingmaterialandquality,effectiveenhancementonservicequality.Marketingstrategyincludespositioning,raisingbrandingawareness,establishingmarketingfacultyandadoptingeffectivemarketingchannels.Cost-controlstrategyincludese
7、stablishingcost-controlmodel,arrangingworkingprocedures,andriskmanagement.Talentsstrategyincludestraincurrentemployees,introducingoutstandingemployeesandrefiningcorporateculture.Finally,suggestionsaremadeontheprinciplesandassurancemeasu
