摘 要：随着我国经济的高速发展以及近几年房地产业的爆发，家具产业在短短十几年的快速扩张中，就走完了国外几十年的发展道路。这为中国家具业赢得了世界制造大国和世界出口第一的美誉。与此同时，浙江家具产业也得到了迅速地发展，在整个领域中有着举足轻重的地位。因此，在这样的时代背景下，研究提升浙江家具产业竞争力的策略，为浙江家具产业转型升级提供参考。本文首先从浙江家具产业的现状进行分析，重点分析出口市场分布、产业品牌现状及分布现状，概括出浙江家具产业的发展现状。再根据概况提炼出现状，从“波特钻石理论”的六大因素来分析浙江家具产业存在的问题，总结出制约浙江家具产业发展的因素，分别从宏观、微观两方面来阐述。最后通过对案例的分析和总结从政府、企业和行业协会三方面进行讨论，提出对浙江家具产业竞争力提升的策略。
关键词：波特钻石理论；浙江家具产业；策略研究
Abstract: With the rapid development of the economy and the outbreak of the real estate industry in the recent years, there are more than 10 years of the rapid expansion in a short span of the furniture industry .It won the world manufacturing power and the world exports first reputation for the furniture industry .At the same time, Zhejiang furniture industry also got a rapid development,Therefore, the research on enhancing the competitivenessof Zhejiang furniture industry provided a reference. Firstly, my paper analyzed the current status from the angle of the export market distribution, the industrial brand status and the distribution of the status quo. According to the current situation, Then from the six factors of ‘Potter Diamond Theory’ it analyzed the problems of Zhejiang furniture industry, sumed up the restriction of Zhejiang furniture from the macro and micro two aspects . Finally, through the analysis and summary of the case it from the government, enterprises and industry aspects it put forward the strategies of the competitiveness of Zhejiang t furniture industry.
Key words: Potter’s diamond theory; Zhejiang furniture industry; strategy research
目 录
(四)比较优势和竞争优势双重理论……………………………. 5
（二）浙江家具产业竞争力现状…………………………….. 12
四、浙江省家具产业存在主要问题……………………………… 17
4．企业战略、结构和同业竞争…………………………….. 18
（二）制约浙江家具产业发展因素分析……………………….. 18
五、浙江家具产业典型企业案例分析——以顾家工艺为例……………. 21
（一）
（二）
六、提升浙江家具产业竞争力的对策……………………………. 23
4．关注世界家具品牌时尚理念…………………………….. 24
