国家宏观调控背景下的中建二局经营策略研究

发布时间：2019-02-23 22:14

【摘要】：近几年来受国内外经济波动的影响，国家宏观调控不断增强，尤其对房地产业出台了一系列的调控政策，使得其下游企业的建筑业市场竞争也日趋激烈。在激烈的市场竞争和复杂多变的市场环境下，正确把握国家宏观经济调控导向，调整和制定有效的经营策略，实现企业与外部环境变化的动态匹配，进而提高企业竞争力，是建筑施工企业的当务之急。论文基于国家宏观经济调控背景，对中建二局经营策略进行了较为系统深入的研究，对该公司目前经营管理策略的调整、未来发展战略的制定有一定的借鉴及参考意义。同时对提高我国建筑施工企业的经营管理水平以及优化建筑企业内外部的资源配置也有积极意义。论文运用PEST分析法对二局所处的外部经营环境进行了分析；运用波特的“五力”模型对二局的行业竞争状况进行分析；运用SWOT分析法对企业内部的优劣势进行分析。通过分析，对二局目前整体的经营环境形成了一个系统的认知。在此分析的基础上，提出了对中建二局“大市场、大业主、大项目”三大经营策略进行调整和优化的具体措施，以及“主抓房建龙头，寻求增长点突破；强化海外业务，国内国外一体化；迎接核电春天，确保核心竞争力；依托钢构优势，实现纵横一体化；发展基础设施，赶搭政策速通车”五项“组合型”经营策略。同时，从营销组织机构、营销团队建设、营销制度建设及营销信息化建设等方面提出了相关措施建议，从而为二局经营策略的实施提供保障。最后论文得出以下结论：“大市场、大项目、大业主”经营策略对二局的经营发展是行之有效的，只有结合企业内部实际，，及外部经济发展环境，适时调整和优化，经营策略才能保持其生命力，促进企业发展。同时，经营策略的实施保障与控制离不开市场营销体系的建立与调整。希望通过研究对中建二局未来经营发展有一定的实际指导意义，对国内其他与二局情况相似的建筑施工企业也有一定的借鉴参考价值。
[Abstract]:In recent years, under the influence of domestic and foreign economic fluctuations, the national macro-control has been strengthened, especially for the real estate industry issued a series of regulatory policies, making its downstream enterprises in the construction industry market competition is becoming increasingly fierce. Under the fierce market competition and the complex and changeable market environment, we should correctly grasp the guidance of the national macroeconomic regulation and control, adjust and formulate effective management strategies, realize the dynamic matching between the enterprise and the external environment, and then improve the competitiveness of the enterprise. Is the construction enterprise's urgent affairs. Based on the background of national macroeconomic regulation and control, this paper makes a systematic and in-depth study on the management strategy of the second Bureau of China Construction Corporation, which has some reference significance for the adjustment of the current management strategy and the formulation of the future development strategy of the company. At the same time, it is of great significance to improve the management level of construction enterprises and optimize the internal and external resource allocation of construction enterprises. In this paper, PEST analysis method is used to analyze the external operating environment of the second bureau; Porter's "five forces" model is used to analyze the industry competition situation of the second bureau; and the SWOT analysis method is used to analyze the advantages and disadvantages of the enterprises. Through analysis, the current overall operating environment of the two councils formed a systematic understanding. On the basis of this analysis, the paper puts forward the concrete measures to adjust and optimize the three management strategies of "big market, big owner and large project" of the second Bureau of China Construction, as well as the concrete measures of "grasping the leading role of housing construction and seeking for a breakthrough of growth point"; Strengthen overseas business, domestic and foreign integration; meet the spring of nuclear power, ensure core competitiveness; rely on the advantages of steel structure, realize vertical and horizontal integration; develop infrastructure; catch up with the policy of "five" combination management strategy. At the same time, from the aspects of marketing organization, marketing team construction, marketing system construction and marketing information construction, this paper puts forward some relevant measures to guarantee the implementation of the second bureau management strategy. Finally, the paper draws the following conclusions: "large market, big project, big owner" is effective to the management and development of the second Municipal Council, only combining the internal reality of the enterprise and the external economic development environment, timely adjustment and optimization. Management strategy can maintain its vitality and promote the development of enterprises. At the same time, the implementation of business strategy guarantee and control can not be separated from the establishment and adjustment of marketing system. It is hoped that the research will have some practical guiding significance for the future management and development of the second Bureau of China Construction Corporation, and it will also have some reference value for other domestic construction enterprises similar to the second Bureau.
【学位授予单位】：中国地质大学（北京）
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272.3;F426.92

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