中建八局鋼結構工程公司競爭戰略研究

Abstract

中文摘要 建築業對於一個發展中國家來說是國民經濟增長的主要引擎之一，為此，我國為了保持GDP持續穩定增長，實現第十二個五年計劃確定的經濟增長目標，在今後很長一段時期內，仍然會大力進行基礎設施建設和城市建設，加快城鎮化建設進程。當然，由於我國改革開放以來長期二位數的經濟增長，國家基礎設施建設和城市建設已經形成相當大的規模，以後的經濟增長將逐漸向節能環保、高科技、高附加值方向發展，建設的高峰期在逐步過去，基礎設施建設和城市建設也將逐漸轉型升級，打造國務院提出的經濟升級版。簽於此，對於我國的建築施工企業來說如何選擇一條可持續發展之路是當務之急。 本文運用戰略管理的基本理論，對中建八局鋼結構工程公司（以後簡稱為鋼構公司）的競爭戰略和實施措施進行了較全面較透徹的研究。論文從鋼構公司目前或今後一段時間發展過程中遇到的瓶頸問題著手，應用“PEST”理論模型對目前我國宏觀經濟環境進行了分析；應用邁克爾•波特的“五種力量模型”對鋼構公司所處的建築行業環境進行了分析；應用傑伊•巴尼基的“VRIO框架理論”對鋼構公司的資源和能力進行分析；應用“SWOT分析法”對鋼構公司外部環境的機會和威脅、內部環境的優勢和劣勢進行分析研究，並依此選擇鋼構公司的總體競爭戰略為“市場廣覆蓋，產品深開發，服務全過程”。 並根據確定的鋼構公司競爭戰略給出了一系列與之匹配的關鍵實施措施，使企業資源配置更加合理、更加有效的利用；組織結構更加合理；充分發揮企業優勢，揚長避短，使企業競爭戰略得到順利實施。為鋼構公司管理層進行競爭戰略決策和制定各管理職能線上的關鍵措施提供有價值有意義的參考。 關鍵字：建築鋼構 施工企業 競爭戰略 戰略實施

The research on competition strategy of the Steel Structure Company of China Construction Eighth Engineering Division Corporation NAME：Zhenyan Jiang MONTH/YEAR：SEP, 2013 ADVISER：Xueliang Wu TITLE：THE RESEARCH ON COMPETITION STRATEGY OF THE STEEL STRUCTURE COMPANY OF CHINA CONSTRUCTION EIGHTH ENGINEERING DIVISION CORPORATION Construction industry is one of the primary engines for the national economic development in developing countries. In China, the infrastructure and urbanization construction will be enhanced for quite a long time, so as to maintain a steady growth of GDP and reach the economic growth targets of the 12th Five-Year Plan. Since the reform and opening policies were launched, China has witnessed a rapid economic growth, thus the infrastructure and urban construction has reached a huge scale and the peak season has gone. From now on, energy conservation, environmental protection and high value-added of science and technology will be oriented to transform the economic growth mode which Chinese government is supporting and promoting. Therefore, it is urgent for Chinese construction enterprises to find a new way to maintain sustainable development. This paper conducts a deep analysis to the development strategy and implementation measures of the Steel Structure Company of China Construction Eighth Engineering Division Corporation Limited (“the steel structure company “thereafter ) with the basic theory of strategy management. Starting with the elaboration of the bottleneck problem the Steel Structure Company may encounter, this paper analyses the macroeconomic environment in China using PEST model, the business competition condition of construction industry using Michael Porter`s Five Forces model, the Steel Structure Company`s resource and capacity using Jay Nicky`s VRIO theory, the Steel Structure Company`s outer opportunities & risks and inner advantages and disadvantages using ”SWOT model”, thus to determine the company’s general competition strategy of “wide range of marketing, deep development of product and whole process of services”. This paper also analyzes a series of implementation measures based on the strategy to make full use of the advantages of the company, make the resource allocation more efficient, the organization structure more reasonable thus to ensure smooth implementation of the strategy finally. The conclusion proposed in this paper could provide valuable reference for the managers of Steel Structure Company to make policy and strategic decision. Key Words: architecture steel structure, construction enterprise, competition strategy strategy implementation