Developing Trends Of House-decoration Market And Competition Strategies Selection Of House-decoration Enterprise

With the development of economy and the prosperity of the real estate industry, the modern house-decoration in China has grown rapidly, which aroused the market of the house-decoration with rapid development. In 2012, the total output value of decoration industry nationwide reached 1663.683billion yuan, is expected by 2015 will exceed 2000billion yuan. Meanwhile, as the competition in diversification of the house-decoration, the market competition is increasingly fierce, and then the enterprises of house-decoration are confronted by many difficulties and a lot of enterprise in business philosophy and business strategy has been outdated and antiquated. Therefore, the questions that house-decoration companies how to promote the strategic innovation and how to enhance core competitiveness have become the problems to be solved urgently in the new situation.The market of the house-decoration of Fuzhou city, which is the southeast coastal capital city in China, is selected as studying object in this dissertation. Base on the microeconomics, the relevant theories of statistics, and consulting relevant data, fieldwork, have detailed the house-decoration market in Fuzhou city of the development status and the market competition characteristics. By establishing the mathematical mode, predict the legalization of market demand for the market of the house-decoration of Fuzhou city. With the help of enterprise strategic theory and the analysis of the external environment and competition structure, and through the analysis of advantages and disadvantages in way of low-Cost Strategy and Differentiation Strategy, the Target Concentration Strategy, state that under the condition of adverse selection result from information asymmetry in the market, it is a fundamental way to keep the invincible position in developing of the brand strategy for a house-decoration enterprise in the keen market competitions. At last, through the analysis of the competitive strategy for AB company, is used for empirical analysis of the above views.