Integration Strategy Research Of Shaoxing City Bainaohui Decoration & Design Co Ltd.

The reform of housing system, the advancement of urbanization, together with the rapid economic development and the improvement of people's living standard have brought a broad market and fierce competition to the decoration enterprises. As a private decoration company, Shaoxing Bainaohui Decoration Design Co., Ltd. has developed for nearly 10 years now. In the process of business growth, the company is faced with the problem of selecting and making an integration-strategy.In this paper, it took the relevant theory of integration as the guide, and analyzed the macroeconomic environment, industry conditions, as well as the conditions which the company Bainaohui Decoration Design Co., Ltd faces. It made clear about the company's internal strengths and weaknesses as well as the opportunities and threats. And then it put forward the principles, procedures and specific proposals of integration strategy. First, Company Bainaohui can make design and construction integrated. Second, set up customization plants, offering personalized decorative materials. Third, build vertical or horizontal alliances with the real estate business, large-scale public decoration enterprises or professional components supplies (bathroom, cabinets, etc.) in order to form a multi-dimensional integration. Finally the paper discussed briefly about the implementation of the company's integrated strategy.Other domestic small and medium architectural decoration enterprises can learn from it when making their growth-strategy.