Development Strategy Research Of Shandong Hongchang Road & Bridge Group Co., Ltd

As a pillar industry of China's national economy in social and economic development, highway construction industry has been playing a pivotal role. In recent years, China's highway construction industry enters into a fast-growing "golden period". At the same time, the market is also experiencing rapid change, and competition has become increasingly fierce. Facing to both opportunities and challenges, Shandong Hongchang Road & Bridge Group Co., Ltd, as a class-I general contracting engineering company, is imperative to re-plan its development strategies.In accordance with the ideas, in this article, of putting forward questions, analyzing problems, investigating and problem-solving research, first of all, this paper conducts a large number of thorough and meticulous investigation and research works for the strategy change process. Then, using PEST analysis, Porter's five forces model to analyze the changes of external environment and industry environment, and forecast the size of the industry and identify key factors of business success. With combination of internal resources of Hongchang Company, this paper has summed up, by using SWOT matrix, the advantages and disadvantages as well as opportunities and threats facing, and selected the direction of the enterprise's strategy choosing, determined the guiding idea for development strategy and strategic objectives, and develop the company's overall development strategy. On this basis, restructures the company's existing portfolio and re-positioning by the use of GE matrix operations, and selects the corresponding business strategy. During the implementation of the strategy, the following six aspects has been proposed to safeguard the implementation : marketing mechanisms innovation, enhancing project management capabilities, expanding overseas highway construction market, strengthening human resources management, strengthening company's information management, building advanced enterprise culture, etc.The purpose of this paper is to help Hongchang company to form development strategies by analyzing the external and internal environment, improve effectiveness of business decision-making, and has great practical significance to the company's long-term development. Also this paper can supply certain reference value to other road construction enterprise in development strategy analyzing and formulation.