Xx Architectural Design Firm Development Strategy Study

With China's entry into the WTO, the architectural design industry has stepped into a globalization era, with diversified competition. Foreign design houses with advanced management and good experience, quickened their steps of pouring in, occupied most shares in the advanced market, attracted many talents and impacted domestic design market greatly. To keep in line with international practices, those old and famous domestic design houses have to carry out reform and will undergo restructuring. So private-owned design houses will spring up widely. But these private firms are newly born and not mature enough to compete with those strong foreign rivals. XX architectural design house, a local house with 7 years' joint-stock system, is well-known in Chengdu. However it also has some managerial and service problems. China's accession to the WTO means both opportunities and challenges. How to utilize opportunities, explore its advantage and develop in a sustainable and health way is a crucial problem to be solved for XX design house. In the thesis through five forces and SWOT analysis, the writer puts forward some constructive ideas to the growth of this house. The paper is composed of four chapters. The first one is introductory, which briefly introduces the research object, background, research goals and the framework of the paper. The second chapter introduces the developing process and condition of Chinese architectural houses first, then applies five forces analytical model to analyze the macro competition environment in the industry, mainly focused on those major competitors. The third chapter is pointed to XX design house. SWOT tool is used to analyze its external opportunities, threats and internal strengths and weaknesses, with solutions also proposed. Based on the above chapters, the last chapter discusses such strategies as service marketing strategy, corporation management strategy and internal management strategy, among which service marketing strategy is emphasized. The emphases of the paper are service value chain theory, how to raise customer satisfaction and loyalty and how to stimulate employees to the utmost, while the strategy of internal marketing and full internal marketing are proposed. The reference in this field is quite limited in this new industry. The writer tries propose some solutions for XX house, based on the work experience there and theories of marketing, service marketing and competition advantage. The focus is on service marketing, and hopefully the thesis would to some extent be of some help and reference to the whole industry. Because the limit of time and the author's limited range of knowledge, the places of deficiency and omission existing in the article, still earnestly welcome readers to make a comment.