广西华蓝设计集团发展战略研究

发布时间：2018-09-12 07:07

【摘要】：我国建筑设计业于21世纪初开始引入市场竞争机制,国内建筑市场逐步开放,形成了国有企业、民营企业和外资企业相互竞争、共同发展的市场环境。随着企业竞争环境的加剧,以及新型城镇化和房地产业调控等政策变化的影响,如何获取可持续的竞争优势,打造企业核心竞争力是国内建筑设计企业面临的新难题,新的市场环境对企业的整体素质和综合能力提出了更高的要求。广西华蓝设计集团自成立以来,秉承以人为本和科技创新的经营理念,强调技术品质和团队合作,严格遵守行业各项标准,提供高品质和顾客满意的建筑设计产品和咨询服务,为广西及全国的工业化建设和城镇化发展做出了积极的贡献。本文运用战略管理理论和借鉴国内外建筑企业先进经验,分析国内建筑设计行业环境,采用SWOT分析工具制定集闭的发展战略。本文研究认为,广西华蓝设计集团应采取增长型战略作为总体战略,通过技术、人才、资质和品牌的优势,拓展业务广度和深度,不断增强集团综合实力。集团发展战略主要包括三个方面的内容。一是强化以建筑设计、规划设计、市政设计为基础的核心业务,继续向园林、轻纺、电力、化工等其他行业的设计咨询业务发展,实施相关业务多元化战略；二是逐步开展采购、施工、监理等工程总承包和项口管理业务,整合设计工程产业链,实现纵向一体化战略;三是立足广西重点城市,加强各分公司在其他一线城市的发展,实现重点城市全覆盖的区域战略部署。集团应从增强研发能力、构建人才队伍、提升品牌价值和强化风险管理等四个方面保障发展战略的有效实施,提升战略执行力。
[Abstract]:At the beginning of the 21st century, China's architectural design industry began to introduce market competition mechanism, and the domestic construction market gradually opened up, forming a market environment in which state-owned enterprises, private enterprises and foreign-funded enterprises compete with each other and develop together. With the aggravation of competitive environment of enterprises and the influence of new urbanization and real estate regulation and control, how to obtain sustainable competitive advantage and build core competence of enterprises is a new problem faced by domestic architectural design enterprises. The new market environment puts forward higher requirements for the overall quality and comprehensive ability of enterprises. Since its establishment, Guangxi Hualan Design Group has adhered to the management philosophy of people-oriented and scientific and technological innovation, emphasized technical quality and teamwork, strictly complied with industry standards, and provided high quality and customer satisfied architectural design products and consulting services. For Guangxi and the national industrialization construction and urbanization development has made the positive contribution. Based on the theory of strategic management and the advanced experience of domestic and foreign construction enterprises, this paper analyzes the environment of domestic architectural design industry, and adopts SWOT analysis tools to formulate a closed development strategy. This paper holds that Guangxi Hualang Design Group should adopt the growth strategy as the overall strategy, expand the business breadth and depth through the advantages of technology, talent, qualification and brand, and continuously strengthen the comprehensive strength of the group. Group development strategy mainly includes three aspects of the content. First, strengthen the core business based on architectural design, planning and design, municipal design, and continue to develop the design consulting business of garden, textile, electric power, chemical industry and other industries, and implement the diversified strategy of related business; Second, step by step the general contracting and management of projects, such as procurement, construction and supervision, integrate the design of engineering industrial chains, and realize the strategy of vertical integration; third, strengthen the development of branches in other first-tier cities based on key cities in Guangxi. Realize the regional strategic deployment of full coverage of key cities. The group should ensure the effective implementation of the development strategy and enhance the execution of the strategy from four aspects: strengthening the R & D ability, building up the talent team, enhancing the brand value and strengthening the risk management.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.92

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