Research On The Investment Strategy Of Mid-to-high-end Home Furnishing Industry Enterprises

The rapid growth of China economy driven by the real estate market is expanding,the market demand for furniture is more and more big,the rapid development of furniture industry,furniture industry profit level much higher than other industries,the furniture industry has attracted a large number of capital,industry competition has entered the white hot state.Home industry competition is becoming increasingly fierce,the way of competition is also becoming more and more diverse,at the same time,gradually tend to the high-end home market.In the face of the fierce competition in the high-end market,the Home Furnishing in development strategy and investment strategy of the new direction of how to cope with the choice of investment strategy and how to implement and expand to become China’s large enterprise development must face the problem.At the same time the new entrants should also have a full range of investment direction for the industry to consider.In this paper,the domestic and international high-end home market as the background,the investment strategy analysis,this paper is divided into six parts.The first part is the introduction,mainly discusses the background and significance of this study,literature review at home and abroad.Research methods and so on,the second part is the related theory,mainly discusses the strategic investment decision,the life cycle theory and the investment strategy,the competition strategy and so on.Analysis of the status quo at home and abroad Home Furnishing industry development the third part,this paper argues that the present with the rapid development of global industry,many enterprises Home Furnishing production technology to achieve a high degree of mechanization and automation,has brought rapid growth of production capacity.These enterprises are no longer satisfied with the domestic market,began to develop international trade,in the global formed a specialized division of labor.Makes the home production centralization,the industrialization,the automation,the human nature.At the same time,it analyzes the problems existing in the development of domestic industry.The fourth part of the main analysis of China’s home industry investment environment,this paper believes that the current furniture industry,the average profit compared to many other industries is still relatively high,the development of space is still great.At the same time,combined with the analysis of the industry,it is found that the current competition is fierce,facing the critical period of transition,scientific and reasonable investment strategy is very important.The fifth part analyzes the Countermeasures of Meikailong investment strategy and implementation.Although the traditional Home Furnishing stores channels and management are very mature,even with high visibility,but had to face the new Internet experience competition,and customized the impact of more large-scale enterprises,the more difficult the transformation,the star of the Chiron is Home Furnishing industry leading enterprises,its strategic transformation the planning and implementation of various difficulties,at present,the company has to face competition from all sides,facing a crucial period of transition,this paper based on the industry overall grasp,using the SWOT analysis method,to Meikailong advantage and disadvantage,opportunity and threat analysis,finally Meikailong strategy the direction of the transformation,focus and investment,this paper argues that Meikailong should focus on the implementation of internal promotion,diversified way Expansion of the scale,while accelerating the construction of e-commerce platform for investment and information systems investment,and finally to strengthen investment in the brand to create publicity.