湖南省交通规划勘察设计院国际市场拓展战略研究

发布时间：2019-03-01 14:08

【摘要】：湖南省交通规划勘察设计院(HNCDI)建院50年以来经历了创业、发展和腾飞的的历程,成长为全国勘察设计企业综合实力百强,但同时也面临着内外环境双重压力,必须寻找国际化发展突破。HNCDI虽具有文化、品牌、技术、人才等诸多资源优势,但在拓展国际市场的道路上,还存在诸多问题需要解决,在深刻变化的外部环境下,体制、机制、文化、人才正制约着国际化的进程,存在着摆脱传统观念束缚、国际项目运作模式、国际化人才培养、政治与经济关系等的困惑。文章选择HNCDI的国际市场拓展作为研究课题,通过研究,获得关于勘察设计企业国际化发展的具体模式与一手资料,为HNCDI的国际市场拓展以及同类企业的战略发展提供了新的思路。文章通过结合MBA课堂相关理论知识与本人在HNCDI的国际项目承包工作经验,综合应用企业战略管理及市场营销相关理论,探寻勘察设计企业的国际化道路。首先,文章对HNCDI的战略环境进行分析,从宏观环境和经营环境两方面进行分析,为后文的战略发展定位奠定基础；然后,文章进一步对HNCDI内部的经营业绩,经营能力以及人力资源这三方面进行SWOT分析,为后文的市场拓展战略制定奠定基础；其次,文章从国际市场拓展战略的总体规划、战略构建、实施要点这三方面进行相关战略的规划与实施；最后,文章从项目融资保障、组织机构保障、人才保障以及文化保障等多方面构建了HNCDI国际市场拓展的保障措施。
[Abstract]:In the 50 years since the establishment of (HNCDI) Institute of Transportation Planning and Design in Hunan Province, it has experienced the course of starting a business, developing and taking off. It has grown into a 100-strong reconnaissance and design enterprise in China, but at the same time it is also facing double pressures from inside and outside the environment. Although HNCDI has many resource advantages, such as culture, brand, technology, talent and so on, there are still many problems to be solved in the way of expanding the international market. Under the profoundly changing external environment, the system still needs to be solved. Mechanism, culture and talents are restricting the process of internationalization. There are some puzzles such as getting rid of traditional ideas, international project operation mode, cultivation of internationalized talents, political and economic relations, and so on. This paper chooses the international market expansion of HNCDI as the research subject, through the research, obtains the specific mode and first-hand information about the international development of survey and design enterprises. It provides a new train of thought for the international market expansion of HNCDI and the strategic development of similar enterprises. Based on the theoretical knowledge of MBA classroom and my experience in international project contracting in HNCDI, this paper comprehensively applies the theories of enterprise strategic management and marketing to explore the internationalization of survey and design enterprises. First of all, the article analyzes the strategic environment of HNCDI, from the macro environment and the management environment, which lays the foundation for the strategic development orientation. Then, the article further carries on the SWOT analysis to the HNCDI internal management performance, the management ability and the human resource, lays the foundation for the following market expansion strategy formulation; Secondly, the article from the international market expansion strategy of the overall planning, strategic construction, implementation of the main points of the three aspects of the relevant strategy planning and implementation; Finally, the article constructs the safeguard measures of HNCDI international market expansion from the project financing guarantee, the organization guarantee, the talent guarantee and the culture guarantee and so on.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F512-2

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