Abstract
Shanghai is an international metropolis and a famous cultural city within historical contest in our country。 Following china’s entering WTO，a lot of foreign designees， working enterprises， project undertakers and package dealers specialized for housing decoration with famous brands will come into our country。 They’re advanced marketing concept， competition ability， scientific management rational organization， perfect technology， marketing operation mechanism are challenges to cosmetic housing decoration professionals。 Their high class prefabricates part production； factory working and assembly in duster pattern are schlock to domestic housing decoration market。 But it offers a stimulant and an opportunity to development and reform of housing decoration enterprises in shanghai。
Facing new situation， the decision makers of housing decoration companies should make a system appraisal with SWOT analysis method after an investigation in actualities of housing decoration in shanghai。 While pondering over various factors， which play effects upon companies from inside and outside， they should determine market positions for their companies and select an optimal strategy for business in market。
Following perfecting of social ion market economy and integration of world economy， small individual business is reactions against large social industry patterns in housing decoration trade。 The contradiction brings not only natural risks but also big market risk to dealers from small enterprises of housing decoration， because they are lack of marketing ability in front of acute competition of business and rapid change of demands。
The Author thinks that middle and small enterprise dealers should adjust their market strategy with multi_policies， look for their opportunity of long-term development in multi-scopes of business with advantages of differential and flexible patterns， and rely on their individual strength， management concept， human resource and quality control system for design and work， to keep their market position。
According to features of middle and small enterprises of housing decoration in shanghai Municipality； the author makes a proposal on strategy for position and developing shanghai Housing Decoration Industry。 It covers integration innovation， effective reform， trade industrialization and brand forging。 Aiming at establishment of industrial park and cultivation of reputed enterprise， it encourages initiative in housing decoration， market opening with legal consciousness so as to upgrade Shanghai Housing Decoration Industry。
Key words: Shanghai Housing Decoration Development
Strategy Research and study
