The Competitive Strategy Analysis Of The SHZF Building-Design Company

With a great development of constructing industry in China, the architecture-design industry has started a fast growth and many architect's companies are in their best time. On the one hand, this industry has shown a complexion of variation of industry players. On the other hand, most players are small companies, which lead to a hard competition.The SHZF building-design company is a middle-size private company, whose business is mainly concentrated on layout and building design. After a longterm operation, she has accumulated qualified technic capability and get a great reputation. Moreover the company has set up a efficient system and is getting more and more customers. The company's main competitors are those like private companies, while state-owned companies and small architect's offices are the alternatives to her. With the opening of this market to foreigners, more foreign architect's offices are also becoming potential competitors.This paper will carry out a number of analysis with regard to the SHZF company's state, the industry fundamental environment and development trend, competition analysis, SWOT analysis, and so on. By the end of the paper, the author will bring her viewpoint that based on the strategies of differentia and centralization, the company should select her general stratagem comparing with the industry state and her advantages. The general stratagem in author's view is including brand and reputation, human resource, innovation, customer relationship management, marketing and integration. All these strategies should be feasible. Finally the author will give her constructive suggestion about the possible problems in the implementation of the stratagem.As one well-developed and middle-size company, the SHZF company is a typical private company with like background, market environment, human resource, business size, technic capability, competition condition and business opportunities. The author believes that the strategies and measures discussed on the ZHONGFANG company in this paper will be referential for like companies.