SDE公司中东区域项目群市场开发策略研究

发布时间：2018-04-26 22:17

本文选题：市场开发 + 中东区域　；参考：《山东财经大学》2015年硕士论文

【摘要】：目前,在竞争日益激烈的情况下,工程类公司组织在从事项目市场开发的过程中,已经不能够在长时间内只在个别项目上投入资源,需要越来越多地同时进行多个项目的市场开发,以求获得尽可能多的机会。如果将单个项目的市场开发行为本身视为项目执行,则需要工程类公司组织具备同时管理多个项目的能力,也就是项目群管理。项目群管理则运用各种方法和工具,对具有某一特质的多个项目进行协同管理,帮助组织实现项目与组织战略相结合。近年来,随着我国“走出去”发展战略的实施,中国工程公司越来越多的参与到国际工程项目的建设中去,尤其是电力工程建设。在工程获取,也就是市场开发方面,虽然也进入了多个市场,获得了若干项目,但与之前一直在国际工程承包市场占据优势地位的欧美和日韩公司相比,即便是在市场开发阶段,中国工程公司的差距仍然很大,还不能完全适应国际高端EPC项目市场开发的管理需求,多数情况下只能靠低价,或者是投融资来带动项目中标。具体到中东区域,该地区情况复杂,社会和经济环境多变;手握石油美元,对项目要求高;长期受西方国家影响,各种程序的执行较为严格。针对这一区域的市场开发的思考对于项目群管理的分析、研究很有代表意义。本文以从事国际电力工程建设的SDE公司在中东市场开发的实例出发,针对市场开发活动的全过程,运用项目管理、风险管理、资源优化配置、协同管理等有关知识和管理工具,结合区域内多个项目市场开发的全过程,对适应区域性国际项目市场开发的项目群管理活动进行系统性的分析,对适应复杂环境下项目群管理理论进行研究。综合运用文献调查法、定性分析法结合项目市场开发实践,找到多项目同时进行市场开发项目群管理的改进措施,改善市场开发管理的针对性和有效性。
[Abstract]:At present, under the increasingly fierce competition, the organization of engineering companies, in the process of developing the project market, has not been able to invest resources on individual projects for a long time. More and more projects need to be developed at the same time in order to get as many opportunities as possible. If the market for a single project is developed, The behavior itself is regarded as the project execution, and the engineering company organization has the ability to manage multiple projects at the same time, that is, the management of the project group. The project group management uses various methods and tools to manage the multiple projects with a particular trait to help organize the combination of the project and the organizational strategy. With the implementation of "going out" development strategy, Chinese engineering companies are increasingly involved in the construction of international engineering projects, especially the construction of electric power engineering. In the field of engineering acquisition, that is, market development, although it has also entered a number of markets and gained a number of projects, it has dominated the international engineering contract market before. Compared with the European and American companies in Europe and the United States, even in the stage of market development, the gap between China's engineering companies is still large, and it can not fully adapt to the management needs of the international high-end EPC project market. In most cases, it can only rely on low price, or investment and financing to lead the project. The economic environment is changeable, the oil dollar is held in hand, the demand for the project is high, and the implementation of various programs is more strict for a long time affected by the western countries. The consideration of the market development in this area is of great significance to the analysis of the project group management. This paper takes the example of the development of SDE company in the Middle East market for the construction of international power engineering. In view of the whole process of market development activities, the whole process of project management, risk management, resource optimization and coordination management, combined with the whole process of multi project market development in the region, is used to systematically analyze the management activities of the project group adapted to the regional international project market, and to adapt to the complex ring. In this paper, the management theory of project group is studied. Using the literature survey method, qualitative analysis method combined with the project market development practice, we find the improvement measures of multi project and the management of the market development project group at the same time, and improve the pertinence and effectiveness of the market development management.

【学位授予单位】：山东财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.61;F274

【参考文献】