导　　师： 宋铁波

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 华南理工大学

摘　　要： 建筑业是一个国家国民经济和社会发展的重要支柱，也是各国政府调控经济的承载产业，建筑业的发展直接影响国民经济的运行态势。随着市场化竞争的加剧，国民经济的增长，建筑企业将面对更多的挑战和机遇。在这种大环境下，战略管理的思想越来越受到国内大中型建筑企业的重视，战略管理将成为建筑企业求生存、谋发展的必然选择。 具备房屋建筑总承包特级资质的Z建筑公司，作为中国目前最大规模的单一法人的建筑企业，目前在行业内开创性实施区域化运作，其第七区域公司总部设在广州，该区域公司负责广东和海南地区的市场经营管理，目前已在中山和海南设立分公司。随着经济的高速发展，公司在广东地区的市场深耕，现将目光聚焦深圳市场。在分析深圳市场的需求和未来发展趋势，以及公司自身资源和能力后，提出进入深圳市场的战略规划，在深圳设立分公司。 本文以实际调研的材料为分析基础，在此基础上运用了经典的战略管理分析方法，比如PEST分析模型、波特五力竞争分析模型，对Z建筑公司内部资源、能力和外部的宏观环境、行业环境和进入壁垒等进行了分析。在以上分析的基础上提出在深圳新设分公司的模式进入该市场，并且以单个工程项目开发的“点”状态逐步转变为以“面”状态的来开拓市场，注重工程施工质量，树立企业品牌。通过塑造企业竞争力、关注关键客户、提供差异化产品来取得市场。最后，对进入深圳建筑市场的战略实施提出分阶段实施的计划，并在实施战略方面提出，包括调整组织结构、人才支持、区域公司提供的职能保障等方面的具体措施，同时对可能出现的经营风险提出防范建议，为企业决策者决策提供参考借鉴作用。 同时，该文对其他建筑企业面对新形势新机遇提供一定的参考和借鉴。因此，也具有很强的实用性和参考作用。 The construction industry is an important pillar for national economy and socialdevelopment, bearing modulation function by each government. The development ofconstruction industry brings direct impact on the operational state of the national economy.With the intensification of market competition and the growth of economy as well,construction companies will face more challenges and opportunities. Upon such environment,more and more construction enterprises stress on strategic management, which becomeinevitable choice to the development of whole construction industry. Accredited with general contracting qualification of housing construction, the ZConstruction Co. at present is the largest single corporate enterprise in China, pioneering theimplementation of the regional operation. Headquartered in Guangzhou, its7th regionalcompany is responsible for market operation and management of Guangdong and Hainanwith branches in Zhongshan and Hainan. With the rapid economic development, thecompany has been trying to develop Guangdong region and now focusing its attention on theShenzhen market. Considering the needs and future development trends in Shenzhen, as wellas the company's own resources and capabilities, the company raises strategic planning forthe access of Shenzhen by setting up branch. Upon the analysis basis of on-site research data, the dissertation adopts classic strategicmanagement analysis methodology, such as PEST Analysis Model and Porter's Five ForcesCompetitive Analysis Model, to look into both internal resources incl. resources/&capabilities of Z Company and external resources incl. macro-environment, industryenvironment and entry barriers. Upon above analysis, the dissertation advises to set up newbranch in Shenzhen market and reposition target customer group. To gain market share, thecompany is to stress on project quality, branding management, establishment of enterprisecompetitiveness, key account management and product differentiation. Finally, thedissertation defines the step goals of the strategic implementation as well, including theadjustment of the organizational structure, personnel support, and regional business units’ support. Meanwhile the dissertation raises preventative inputs for possible business risks,which offers valuable reference for the decision-makers of enterprises. At the same time, the subject is providing certain reference as well for other constructioncompany when facing new opportunities and threats. Therefore, the subject also is good atpractical operation

关 键 词： 进入战略 进入壁垒 建筑施工企业

分 类 号： [F272 F426.92]

领　　域： [经济管理] [经济管理] [经济管理]