本文以 MQ 幕墙企业为研究对象，采用了古老而富有生命力的文献研究法、实地调
研法和实事求是的案例分析法等研究方法。全文运用现代企业战略管理思想，和现代企
业管理分析工具，通过研究国内建筑幕墙行业发展现状、市场规模、利润水平及竞争现
状，分析幕墙行业存在的同质化、低价竞争及质量隐患问题；进而分析 MQ 幕墙企业在
国内幕墙行业所处的地位、企业内部、外部环境因素以及企业所面临的问题，在此基础
上提出 MQ 幕墙企业的发展战略，制定企业总体发展战略规划。为了保障总体战略目标
的实现，本文制定了详尽的实施方案
本文先后通过与 MQ 幕墙公司管理层进行访谈，访谈对象包括但不限于总经理、市
场总监、成本总监、各层级管理人员以及供应商、劳务队伍负责人等。比照查询权威网
站文献数据，运用 SWOT 管理工具分析企业内外部环境、公司优劣势、发展机遇和遇到
的威胁，运用五力模型分析工具分析相关方的讨价还价能力，通过内部价值链分析企业
在价值链上所处的位置以及作用。依据分析结果，提出 MQ 幕墙企业发展战略，制定了
总体战略目标，维持年度销售目标从 30 亿元向 50 亿元跨越，增加的 20 亿元主要为节
能环保改造项目，净利润率稳定在 5%的整体目标，保持幕墙行业前 10 强的发展水平
定位为节能环保+高端幕墙设计施工一体化服务商。围绕加强营销管理、加强品牌建设、
加强成本管理、加强团队建设、推广信息化管理、创新推动等方面阐述企业发展战略实
施的保障措施
关键词：幕墙企业；发展战略；战略实施Abstract
III
Abstract
Curtain wall industry development is deeply affected by the development of the
construction industry, the construction industry is facing a slowdown in the development of
the situation, more intense competition in the industry, the industry gross margin decreased
year by year. MQ curtain wall enterprises as a curtain wall design and construction of the first
class qualification of a well-known curtain wall enterprises, the development is also facing
various problems. This paper analyses the status quo of the development of curtain wall
industry and MQ wall enterprise internal and external environment, through the analysis of
internal value chain analysis, five forces model, making MQ curtain wall enterprise
development strategy, and formulate feasible implementation plans, hoping to help the
development of MQ curtain wall companies and industries.
In this paper, MQ curtain wall enterprises as the research object, using the ancient and
vigorous literature research method, field research method and the case study method of
seeking truth from facts. The use of ideas of modern enterprise strategic management, and
modern enterprise management analysis tools, the development status of domestic research,
building curtain wall industry market size, profit level and competitive situation analysis,
homogeneity, low price competition and quality problems of curtain wall industry existence;
and analysis of MQ wall corporate status, in the domestic industry in the internal wall and the
external environment factors and the problems faced by enterprises, put forward the
development strategy of MQ curtain wall enterprises, establish the strategic planning of
enterprise development. In order to ensure the realization of the overall strategic objectives,
this paper formulated a detailed implementation plan.
In this paper, interviews with the management of MQ curtain wall company were
conducted. The interview subjects included, but not limited to, general manager, marketing
director, cost director, management personnel at various levels, and suppliers, labor team
leaders and so on. According to authoritative website query literature data, the use of SWOT
management tools to analyze the internal and external environment and the company&39;s
strengths and weaknesses, opportunities and threats encountered, using five forces model
analysis tools related party bargaining power, by analyzing internal value chain enterprises in
the value chain of the position and role. According to the results of the analysis, proposed the
MQ curtain wall enterprise development strategy, formulate the overall strategic target,
maintain the annual sales target from 3 billion yuan to 5 billion yuan, 2 billion yuan more
mainly for the energy saving renovation project, net profit margin steady at 5% of the overall
goal, keep the development of curtain wall industry top ten levels.Abstract
IV
Positioning as energy-saving environmental protection + high-end curtain wall design
and construction integrated service provider. Focus on strengthen marketing management,
strengthening brand construction, strengthen cost management, promote information
management, promote innovation and put forward a feasible countermeasures.
Keywords: Curtain wall enterprise; development strategy; strategy implementation目 录
V
目 录
摘要....... I
Abstract .... III
第 1 章 绪 论 . 1
1.1 研究背景 .......... 1
1.2 研究目的与意义 ........... 2
1.2.1 研究目的 ........... 2
1.2.2 研究意义 ........... 2
1.3 国内外研究现状 ........... 2
1.3.1 国内研究现状 ... 2
1.3.2 国外研究现状 ... 5
1.4 研究内容与研究方法 ... 6
1.4.1 研究内容 ........... 6
1.4.2 研究方法 ........... 6
第 2 章 幕墙行业相关概述及其发展现状分析........... 8
2.1 幕墙行业相关概述 ....... 8
2.1.1 幕墙行业的概况 8
2.1.3 幕墙的优点 ..... 12
2.2 幕墙行业发展现状 ..... 13
2.2.1 幕墙行业市场规模分析 .......... 13
2.2.2 幕墙行业利润水平分析 .......... 14
2.2.3 幕墙行业市场竞争现状分析 ... 15
2.3 幕墙行业存在的问题 . 16
2.3.1 产品同质化 ..........
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