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摘要：上海是國際化的大都市，隨著中國加入WTO，國外將有一大批著名的家裝設(shè)計、施工、總承包企業(yè)和大型家裝集團涌入，其先進的市場拓展理念和競爭能力、科學的組織和管理體系、完善的技術(shù)手段和市場化運作機制以及高度家裝成品化、工廠化和產(chǎn)業(yè)化的生產(chǎn)、加工集成模式，將使上海的住宅裝修行業(yè)面臨巨大的市場沖擊、激烈的競爭和嚴峻的挑戰(zhàn)。但同時，也為上海住宅裝修業(yè)的整合及促進快速發(fā)展，提供了強大的動力和難得的機遇。

首先，本文經(jīng)過對上海住宅裝修現(xiàn)狀的調(diào)查，面臨上海住宅建設(shè)發(fā)展的新形勢，運用所學工商管理相關(guān)理論，包括SWOT分析法和市場細分的原理等知識，綜合考慮當前本市家裝企業(yè)內(nèi)部條件和外部環(huán)境的各種因素，進行系統(tǒng)評估，對各自的裝修企業(yè)進行再定位，從而選擇最佳的市場經(jīng)營戰(zhàn)略。

其次，隨著社會主義市場經(jīng)濟體制的逐步完善和世界經(jīng)濟一體化進程的快速推進，住宅裝修目前這種零星分散的作坊式小規(guī)模生產(chǎn)經(jīng)營方式與社會化的住宅裝修產(chǎn)業(yè)化的矛盾變得越來越突出。一方面體現(xiàn)在這種小規(guī)模生產(chǎn)的組織化程度低，缺乏市場開拓能力，難以適應(yīng)劇烈市場競爭和需求的變化，除了要承擔自然風險外，還要承擔巨大的市場風險。廣大中小型家裝企業(yè)應(yīng)當利用自己的現(xiàn)有實力、管理規(guī)模、人力資源、設(shè)計施工質(zhì)量保障體系等方面的優(yōu)勢，采取多元化的市場戰(zhàn)略，利用自己差異化競爭優(yōu)勢，在多樣化經(jīng)營上尋找長期發(fā)展的機會。

對此，本文根據(jù)本市中小型裝修企業(yè)的特點，提出了上海住宅裝修業(yè)的定位和產(chǎn)業(yè)化發(fā)展的策略，通過實行家裝業(yè)的整體創(chuàng)新，有效整合，走住宅裝修產(chǎn)業(yè)化發(fā)展的道路，并力求建立產(chǎn)業(yè)發(fā)展園區(qū)，提高住宅裝修產(chǎn)業(yè)化的創(chuàng)新水平，培育家裝龍頭和品牌企業(yè)，構(gòu)建良好的住宅裝修產(chǎn)業(yè)市場和法制環(huán)境，全面提升上海住宅裝修業(yè)的發(fā)展水平。

關(guān)鍵詞:上海住宅裝修發(fā)展策略研究

Abstract:Shanghaiisaninternationmetropplisandafamousculturalcitywithinhistoricalcontestinourcountry.Follwingchina’senteringWTO,alotofforeigndesigness,workingenterrises,projectundertakersandpackagedealersspecializedforhousingdecorationwithfamousbrandswillcomeintoourcountry.Theiradwancedmarketingconcepto,competitionability,scientificmanagementrationalorganization,perfecttechnology,marketingoperationmechaniomarechallengestocomestichousingdecorationprofessionals.Theirhighclassprefabricpart_production,factoryworkingandassemblyindusterpatternareschocktodomestichousingdecorationmarket.Butitoffersastimulantandanopportunitytodevelopmentandreformofhousingdecoretionenterprisesinshanghai.

Facingnewsituation,thedecision_makersofhousingdecorationlompaniesshouldmakeasystemapptaisalwithSWOTanalysismethodafteraninvestigationinactualitiesofhousingdecorationinshanghai.Whileponderingovervarionsfactorswhichplayeffectsuponcompaniesfrominsideandoutside,theyshoulddeterminemarketpositionsfortheircompaniesandselectanoptimalstategyforbusinessinmarket.

Followingperfectingofsocialionmarketeconomyandintegrationofworldeconomy,smallindividualbusinessarereactionsagainstlargesocialindustrypatternsinhousingdecorationtrade.Thecontradictionbringsnotonlynaturalrisksbutalsobigmarketrisktodealersfromsmallenterprisesofhousingdecoration,becausetheyarelackofmarketingabilityinfrontofacutecompetitionofbusinessandrapidchangeofdemands.

TheAuthorthinksthatmiddleandsmallenterprisedealersshouldadjusttheirmarketstrategywithmulti_policies,lookfortheiropportunityoflong_termdevelopmentinmulti_scopesofbusinesswithadvantagesofdifferentialandflexiblepatterns,andrelyontheirindividualstrength,mamagementconcept,humanresourceandqualitycontrolsystemfordesignandwork,tokeeptheirmanketposition.

AccordingtofeaturesofmiddleandsmallenterpyisesofhousingdecorationinshanghaiMunicipality,theauthormakesaproposalonstrategyforpositionanddevelopingshanghaiHousingDecorationIndustry.Itcoversintegrationinnovation,effectivereform,tradeindustrializationandbrandforging.Aimingatestablishmentofindusteialparkandcultivationofreputedenterprise,itencouragesinitiativeinhousingdecoration,market_openingwithlegalconscinounesssoastoupgradeShanghaiHousingDecorationIndustry.

Keyword：ShanghaiHousing,DecorationDevelopment,StrategyResearchandstudy