新加坡DS公司中国发展战略研究

上海交通大学硕士学位论文新加坡DS公司中国发展战略研究姓名：林建华申请学位级别：硕士专业：工商管理（MBA）指导教师：田澎20030608DS,DesignStudioDesignStudioDesignStudio,STUDYONBUSINESSDEVELOPMENTSTRATEGYOFDSCOMPANYINCHINAABSTRACTWithfastgrowthofChinaeconomyandgreatinternaldemand,moreandmoreforeigninvestorswereattractedtoChinamarket.Furnitureanddecorationindustry,asatraditionalone,needabundantlabourresourcesandlarge-sizefactory,whichgreatlyrestrictsitsdevelopmentinSingapore.Meanwhile,therealestateinSingaporeisalsoinstagnancy.Therefore,foregroundoffurnitureanddecorationindustrylookssorrowfulinSingaporemarket.But,greatChinamarketprovidesSingapore’sfurnitureanddecorationindustrywithlargedevelopmentspace;andsincetherearemanycommongroundsinculture,language,lifestyle,etcbetweenChinaandSingapore,enterprisesfromSingaporehavemoreadvantagesthanthosefromEuropeandAmerica.Abundantlaboursandlow-costgroundrentmakefurnituresanddecorationsmadeinChinamuchcompetitiveininternationalmarket.AsaleadingcompanyinSingaporefurnitureanddecorationindustry,DesignStudioisinfluencedbySingaporeentireeconomycircumstance,andfindsnomuchroomforsalesgrowthwithfurtherincreaseofmarketshareinSingaporemarket.Hence,DesignStudiodecidestoenterChinamarketinordertofindfurtherdevelopmentforcompanyfuture.Firstly,thethesisanalyzescompetitionstatusofSingaporefurnitureanddecorationindustrywithactualsituationofDesignStudio.Then,itexpatiatesforming,establishment,executionandcontrolofDesignStudiodevelopmentstrategyinChina.Keywords:DesignStudio,furnituredecoration,architecturedecoration,strategy,economyMBADS11.1GDP7-820026600208220031535200224038020200510351DesignStudioDesignStudioDesignStudio40DesignStudio1.2DesignStudioDesignStudioDesignstudioSWOTMBADS2DesignStudioMBADS3DesignStudio199435DesignStudio1995DesignStudio2003116DesignStudio1992199319941995DesignStudio1996318199831999SiematicArdmorePark,TheEdgeonCairnhillTheLadyhillCondominium200026ISO9002200020011PANELZ”,200220029MAP65352002CorianCorianCorianCorianMBADS420025050199920012001200220022002DesignStudio2.1,CEOCEO22uuuMBADS5uuSiematic”Map”Corian”2001Panelz”uDesignStudiou19961999uØ3701700ØuuPANELZ”PANELZ”uuMBADS6uSiematic”MapCorianMBADS712341.(economiesofsclae)MBADS8(constantreturnstoscale)(diseconomiesofscale)MCACMCACMCAC2.3.4.3.150152730287320BITMBADS93.13.3.11.2.3.4.5.6.2000200282200315352002240380MBADS1020200510DesignStudio119472198334DesignStudio3.3.2MBADS113.3.33.3.43.21999-2001DesignStudio199920002001SitLeyTimberPteLtd11.215.478.5SieMaticMöbelwerke0.259.844ShanghaiLiunHooCoPteLtd7.096.296.17YiLinTimber&ConstructionPteLtd7.492.237.3DIYSales(UK)Ltd0.82.695.9126.8336.5231.883.3.5MBADS123.31999-200210DesignStudio199920002001200210ChinaConstruction(SouthPacific)PteLtd–1.3780.01DragagesSingaporePteLtd0.0117.511.3611.39HoiHupRealtyPteLtd(6.640.063.14–HotelPhoenix(Singapore)PteLtd11.871.750.070.09HP&PartnerTechnicalServices5.060.14––HyundaiEngineering&ConstructionCo.,Ltd.0.02–3.511.32NakanoSingapore(Pte)Ltd5.20.729.594.61SBSTransitLtd–––6.66ShimizuCorporation9.368.3417.680.42SimLianConstructionCo(Pte)Ltd2.025.8710.750.86SomersetInvestmentsPteLtd–5.56.81–TanglinCorporation(Private)Limited––1.069.66TiongAikConstructionPte.Ltd.––1.0412.03TiongSengConstruction(Pte)Ltd6.764.49––UniversalBuildingMaterialPteLtd(2)0.157.40.05–WintrustInvestmentPteLtd5.59–––WohHupPrivateLimited–9.180.860.0452.6862.3363.9157.093.2MBADS13MBADS14DesignStudio119992002:4.119992002199920002001200212,113,0004822,083,00056.827,377,00070.830,153,00071.712,960,00051.413,800,00035.510,347,00026.810,848,00025.8156,0000.62,982,0007.7935,0003.41,024,0003.525,229,00010038,865,00010038,659,00010042,025,0001004.1199920024.22002MBADS1570%20026536SiematicMapCorian219992002:4.2199920021999200020012002882,0007.34,453,00020.24,378,000164,885,00016.21,485,00011.51,904,00013.8-1,609,000-15.6-1,736,000-1626,00016.719,0000.6-452,000-48.3-297,000-292,393,0009.56,376,00016.42,317,00062,852,0006.84.319992002MBADS164.41999-2002200020002001200220014.51999-2002199920002001MBADS173199920024.31999-2002199920002001200225,128,00099.638,828,00099.937,912,00098.140,193,00095.6101,0000.437,0000.1747,0001.91,832,0004.44PsDesignStudio4.2.11ArtformWoodProductsPteLtdRichEcho(S’pore)PteLtdChesuyanInteriorDesign&DecorationPteLtd2,ChengMengFurnitureCompany(Private)LimitedShanghaiChongKeeFurnitureandConstructionPteLtdChesuyanInteriorDesign&DecorationPteLtd3,PANELZ4.2.2MBADS184.2.34.2.4CEOCEO4.3.1200220022944.4215252196294720099639046007754MBADS1983DesignStudiojust-in-timeISO90024.3.24.6uuuuPVCuPUuØ2211112010-20Ø186MBA782MBADS20MBADS215.1.1200285005.12002182002182147031.36%623.0743.42%344.4225.52%2147064191017140249165.3%6.35.1200218200284114958075.984296.65MBADS225.1.22001109,640369.25185.795.2199856630.0434.04199950121.6426.25200062220.3021.70200167519.8421.44200293027.8523.375.1.3u20008.0%u200166003600240012006002018005.22001u2020200MBADS235.1.42001360055125.1.550040140MBADS245.1.62002720035.1.720004551199910.8%2001495010.2%50%5.3MBADS255.42001200058819993.8%2001711200017.2%2000198517005.1.8DesignStudio1.2.3.20034.WTO5.6.20022008GDP0.320