Research On The Development Strategy Of Guodu Construction (group) CO., LTD

In the past a few years, the scale of the national architectural decoration industry growssubstantially, at an average annual rate of approximately13%. Apparently, the industryexpands at a much faster pace compared with the rate of economic growth in the same period.In the meantime, the industrialization level has obviously been improved, with rising volumesand values of enterprise assets, the investment ability, as well as the much improvedconstruction level of production and processing base, which enables the company to bringconstantly growing return on the investments. As market condition tightens, there has beensome outstanding achievements observed in the field of adjustments of business structure andoperating layouts, among which some enterprise’s attempts to gain access to the capitalmarket becomes a milestone for the industry. It expands industry’s influences further. What’smore, there has been innovation in technology that promotes international marketdevelopments and takes the international cooperation to an all new level.However, facing the situations such as worsening European sovereign debt crisis, slowrecovery of economy in the U．S． and voluntary domestic economy in China, the buildingdecoration market becomes more and more competitive. Given the situation described above,it is inevitable that the GuoDu Constriction (Group) Co., Ltd faces much greater pressure thanever. Not to mention that the corporation itself is exposed to potential damage caused byfalling profit level, inflexibility and inefficiency in management system and so on. Thediscussion about how to develop a suitable business strategy for the company has been urgent.The topic raised the concepts like optimization of enterprise resource allocation as well aspromoting company’s competitive power.By setting GuoDu Constriction (Group) Co., Ltd as a research object, this thesis usesenterprise strategy management theory such as design school, positioning school and resourceschool, including beyond-competitive strategy, cluster strategy and competitive strategy ofchange, to research domestic building decoration enterprise.，such as Industrialization levelthere has been considerable progress, technological innovation has a new progress and so on.It analyzes the internal and external environment of the enterprise, the opportunities and threats faced, along with analysis of its advantages and disadvantages, in order to produce thenext five-year general development strategy for the corporation, including the strategic goals,detailed strategy implementation and suitable suggestions to enhance the company’scompetitiveness.This thesis is an empirical and normative analysis, with the combination of researchmethods includes interviews of management personnel and collection of information, study ofdomestic and international economic environment, including political and legal environment,economic environment, social and cultural environment and technical environment,investigation and research to building decoration industry environment including the industrydevelopment status, characteristics, existing problems and development trend,and research ofdomestic industry related company management as well as analyzing the group’s humanresources, financial resources, operation resource. Last but not least, by studying the linkbetween the existing resources and external environment, combining all the above resultstogether, we can finally generate the development strategy for the corporation that by2016，tobecome a first-class large-scale integrated decoration enterprises in China building decorationindustry, operating revenues amounted to six billion yuan, and six aspects of overallimplementation strategy.This thesis consists of seven parts: the first part is introduction，including the backgroundinformation, the research goal and the significance, domestic and international research trends,research ideas and methods,and the possible innovation; the second part is related theoryexplained, mainly elaborates the enterprise strategic management theory school beforenineteen ninties, and the new strategic management theory after nineteen ninties; the third partis to analyze the external environment mainly analyzes the macro environment and buildingdecoration industry environment, and the opportunities and threats the group facing; thefourth part is to analyze the internal environment, the main analysis is human resources,financial resources, operating resources, analysis of enterprise internal strengths andweaknesses; the fifth part puts forward the enterprises strategy objectives in the future andfunctional strategic objectives; the sixth part puts forward12measures about the enterprisestrategy implementation; the seventh part is the conclusion, summarizes the strategyformation process of the group in the next5years, whereby the opportunities and threats,advantages and disadvantages that the group facing, related to the use of strategicmanagement theory and method.