Research Of Chengdu Road&Bridge Engineering Co., Ltd’s Competitive Strategy

For an enterprise, competitive strategy is an important foundation for its survival and growth. At the present stage, the economic environment the highway and municipal road enterprises faced has greatly changed in all aspects, such as construction investment growing in an the initial geometric series to steady growth. Under the fierce competition market condition, fully competitive makes the road and bridge construction enterprises into small profit era, if they want to be unbeatable and sustainable development under these conditions, they must have their own competitive strategies. Only strictly and effectively executed the development and competitive strategy according to their characteristics, which can avoid risks and seize opportunity, the enterprises can develop well, otherwise, it will be weeded out.Chengdu Road&Bridge Engineering CO.,LTD,as a private owned road and bridge construction enterprises in Sichuan province, mainly engages in highway and bridge engineering construction. For seeking a better living space and relative advantage in competition ability, and by in-depth analyzing the faced political and legal environment, economic environment, social and cultural environment, natural and macroscopic and microcosmic environments, and the relative conditions, such as the road&bridge construction market and the present situation of the company internal resources and capacity, the advantages of the nation investing heavily, the high quality management team, the enterprise qualification, the accurate engineering management, the BT ability, the information degree, and its brand construction etc.; The study shows that some disadvantage like that the enterprise scale is not big, research and the innovation ability is weak, relatively insufficient funds and management structure are relatively single, the development ability in other provinces is weak, incentive mechanism still need improving, etc..Through SWOT analysis, a feasible competition strategy----the total cost control combined with differentiation competitive strategy----was put forward. A nine function strategy was put forward to ensure the implementation of the competitive strategy, including the strategic cooperation with large enterprises in order to improve the competitiveness, developing the market marketing strategy, carrying out capital operation strategy, establishing human resources management strategy, carrying out the brand protection and corporate culture strategy, risk management strategy, decreasing the cost of the main business strategy, actively acquiring construction machinery strategy. The research can improve the market competition ability of the company, maintain the market share and improve operating income,has positive and realistic significance.