| China has entered “New normal†of economic slow-down in 2014. Under this circumstance, there would be short-term partial adjustments in most of the industries. However, for real estate industry and architectural design industry which targets to real estate market, the whole capacity will necessarily shrink, as the previous rapid development will shift to a track of slow decline. As a player of architectural design industry, we have already seen the dismal big picture of the business in China.As an architectural design firm with foreign investment background, ZL has developed itself from a small firm with less than 10 employees to a medium and large one with over 400 employees in 15 years since entered Chinese market. Along with unique operation principles and corporate culture, the comprehensive technical strength has earned ZL high reputation in the industry. Even though the firm has many brand advantages, it is still faced with problems in management and operation. In the increasingly competed environment, internal contradictions will gradually clear, which lead to the company cannot dive into the market and will be an obstruction for the development.By studying and analyzing internal and external circumstances of ZL firm, this thesis identifies current advantages and disadvantages of ZL and opportunities and challenges the firm faces. With the combination of characteristics of architectural design industry, by using SWOT analysis, the thesis develops corporate development strategies for ZL which are suitable for the market environment and correspondent implementation and protection systems. The aims of the thesis are to help ZL to deal with market changes, to seek more living space and to remain invincible in the increasingly fierce competition of the industry. |
