Road And Bridge Construction Enterprises Bidding Market Development Strategy Research

Since “the10th5-year plan”, the road and bridge industry of outside circumstance hadbeen changing rapidly, and the competitions are fierce in the enterprises. After getting into“the11th5-year plan”, as the state starts to intensify the investment in the constructionprogram, In particular, at the end of2008, In the context of the financial crisis, the state hasincreased its input into the transport infrastructure, setting off a new round of high tide of roadand bridge construction. The road and bridge industry meets new opportunities and challenges.Accordingly, some flexible companies obtain strategic priority by expanding quickly andachieving scale advantages. Guangdong Changda Highway Engineering Company Limited, asone of top road and bridge companies in Guangdong province, Tries to expand the market,strengthens the company’s industry position in a new round of opportunities.So this article focuses on the market development strategy of Guangdong ChangdaHighway Engineering Company Limited, based on current development opportunities of theroad and bridge industry.The author uses strategy management theory, marketing theory and relative analysismethods in this paper. Firstly, based on the economic characteristic of the road and bridgeindustry, the author analyzed and forecast the economic environment and competitionsituation of the road and bridge industry by “Five Forces” method, and concluded that thedemand capacity of road and bridge market would keep enlarging in a long period butindustry concentration would be increased and competition would be stronger. Then theauthor analyzes the market development strategy of Guangdong Changda HighwayEngineering Company Limited, and brought forward a new thought of market developmentmodel of road and bridge enterprises.Secondly, analyze the internal situation of Guangdong Changda Highway EngineeringCompany Limited by different business latitudes. The author puts “SWOT” method intoanalysis, and brought forward that SO strategy was the best competition strategy for ChangdaCompany. The strategy of Changda Company is to strengthen the advantages of epoxy asphaltconcrete pavement technology, advanced bridge technology and good government relations,seize the opportunity of huge market demand and seek greater market share. Finally, figures out the market development strategy of Guangdong Changda HighwayEngineering Company Limited and the strategic measures in the company level, operatinglevel and functional level.The major contribution and innovation of this article is to analyze in depth on theindustry environment and development trend of road and bridge industrial and to research onit’s market development strategy, which brings along significant instruction meaning andenlightenment role not only to the market development strategy and implement of ChangdaCompany but also to the management and development of the whole road and bridge industry.