中交第一航务工程局有限公司欧美市场拓展战略研究

发布时间：2018-06-17 18:35

本文选题：中交一航局 + 欧美市场　；参考：《兰州交通大学》2014年硕士论文

【摘要】：2013年,虽然全球经济状况仍然十分脆弱,诸多发达国家经济发展仍然乏力,有的国家和地区非常不稳定,但是伴随全球经济不断复苏,欧美等诸多领域的建筑市场也许会呈现出非常良好的势头。对于世界建筑市场而言,欧美等仍处于非常关键的主导地位,长期以来始终属于世界一流跨国承包商必争之地。与此同时,国内经济增长放缓,产能过剩,投资基础建设大大降低,大量国内资金融入欧美市场,政府鼓励工程企业走出去。中交第一航务工程局有限公司作为国有大型骨干施工企业,经营以港口工程施工为主的多元化、跨行业、跨区域进行。中交一航局“走出去”战略实施已经历经5年,但在欧美市场一直没有打开市场,存在管理短板、业务瓶颈等诸多问题,因而研究中交一航局进行欧美市场拓展战略对于其欧美市场业绩增加有重要意义。本文为采用PEST分析法,从法律、制度、技术、社会四大方面进行了欧美市场宏观环境的分析,并指明了欧美建筑市场的特点与进入的壁垒障碍。结合SWOT分析了其优劣势与面临的机遇和条件,并制订了企业在欧美市场拓展发展的战略选择图,本文通过SWOT和PEST分析发现,中交一航局拓展欧美建筑市场的外部环境较为有利,虽然有一定的威胁,但更多的是机会,但要特别注意在拓展欧美建筑市场承包工程时要把控好风险。不过中交一航局目前内部环境较佳,但在综合竞争力较欧美老牌国际承包商稍弱。除了受欧美市场政策壁垒影响外,中交一航局在欧美建筑市场的运营方式是制约其发展的关键。因而,中交一航局拓展欧美市场的战略的选择应该坚持“扬长避短,抓住机会”原则,采用SO与WO战略相结合,即先采蘑菇后多元的扩张型发展战略。采用曲线开拓欧美建筑市场、开发绿色产品、横向一体化发展、差异化本土经营的具体市场开拓策略。本文的创新之处,结合企业实际案例来,并运用最近4年较新的数据来进行研究,具备一定的实践和理论价值。而本文需要完善的地方是:因我国关于对外项目承包行业分布方面的信息仍然没有做过细致深入的分析,我们对于该问题对国内对外项目承包的相关研究相对不够深入,缺乏走过的定量分析;由于中交一航局具体业务、人员等具体资源资料搜集的局限性,没能结合具体业务在欧美某典型市场进行更深入的研究,致使最后所提建议比较宽泛。
[Abstract]:In 2013, although the global economic situation is still very fragile, the economic development of many developed countries is still weak, and some countries and regions are very unstable. But with the continuous recovery of the global economy, the building market in many fields, such as Europe and America, may show a very good momentum. For the world construction market, Europe and America are still in a very good way. The key dominant position has long been a place for the world's first-class multinational contractors. At the same time, domestic economic growth has slowed, overcapacity is overcapacity, investment infrastructure is greatly reduced, a large number of domestic funds are integrated into the European and American markets, and the government encourages engineering enterprises to go out. For 5 years, the strategy of "going out" has not been opened in the European and American markets, and there are many problems in the European and American markets, such as short board management and business bottlenecks. This paper analyzes the macro environment of European and American market from four aspects of law, system, technology and society in four aspects of law, system, technology and society, and points out the characteristics of the European and American building market and barriers to entry, and analyzes the advantages and disadvantages and the opportunities and conditions for the European and American construction market. According to the SWOT and PEST analysis, it is found that it is more favorable to expand the external environment of the European and American construction market. Although there are certain threats, it is more opportunity, but we should pay special attention to controlling the risk when expanding the construction market project in Europe and America. At present, the internal environment is better, but it is weaker in the comprehensive competitiveness than the European and American international contractors. In addition to the impact of the European and American market policy barriers, the operation mode of the China and the European construction market is the key to the development of the European and American construction market. The principle of opportunity is combined with the strategy of SO and WO, that is, the multiple expansion development strategy after the mushrooms are first picked, the curve opens up the European and American building market, the development of green products, the horizontal integration development, the specific market development strategy of the differential local management. There are some practical and theoretical values for the study of the data. But this article needs to be perfected. Because the information of the distribution of the foreign project contracting industry is still not thoroughly analyzed, we are not deeply concerned about the study of the domestic and foreign project contracting, and lack the quantitative score. Analysis of the limitations of specific resources, such as the specific business of the China exchange and the one airlines, and the failure to carry out a more in-depth study in a typical market in Europe and America with specific business, resulting in a broader proposal.
【学位授予单位】：兰州交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92;F272

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