Research On Competition Strategy Of Tianjin Yitiancheng Architecture Engineering Design Company

Architectural design is conventionally, a knowledge and technology intensive industry. Prior to the Reform and Open, the industry was restricted by numerous factors and therefore it was hard to get a rapid development. Along with the Reform and Open and the rise of the real estate industry, the industry of architectural design started to prosper with a once-in-a-life-time opportunity of development. Meanwhile, market-oriented economy boosted a great number of restructured and new-born enterprises. As China officially joined WTO, many fully-fledged foreign architectural enterprises entered Chinese market successively. Competition within the industry has become white hot.Tianjin Yi Tian Cheng (Yi Tian Cheng constructional engineering and architectural design limited company) is a new medium-sized privately-operated architectural company. Its core business includes architectural design for civil and industrial use. Existing management problems in Yi Tian Cheng are, for example, flimsy management capability, staff’s insufficient loyalty and sense of responsibility, lack of interior systematical guarantee and technological innovation ability, etc. These management problems weakened the competitiveness of the company and led to a state of "just-surviving" in Yi Tian Cheng. In recent years, as the standardization of the government’s macro-control of the real estate market going, the exterior environment changed drastically. On this basis, accepting new external challenges and searching appropriate development strategy are of prime importance.This article aims at essential problems of companies. Firstly, it gives a close look at the interior and exterior of enterprises, distinguishes opportunities and risks outside an organization and advantages and disadvantages of the organization. Secondly, it uses EFE and IFE array to evaluate strategic factors both inside and outside the organization in order to establish a SWOT matching model for the organization. Thirdly, based on the analysis from the previously two steps, it confirms alternative strategies for the organization and establish a standardized and practical strategy-cluster strategy and differentiation strategy through a QSPM strategic analysis array. Finally, for an effective result of the implement and control strategy, a rationalized strategy supporting measure is established considering supports from organization structure, human resource, marketing, technology innovation, systematical culture, and finance.Being an out-and-out privately-operated architectural enterprise, Yi Tian Cheng provides a high reference value for its business model, marketing approach and management procedure. Further studies of this text may provide a use of reference and enlighten industry colleagues.