Guangzi Company Development Strategy Research

Since the reform and opening, the national economy grown stably and fast, the scale of construction investment increased year by year. With the advancement of reform, the project approval system reformed, the authority of examination and approval transfer to a lower level, the main status of enterprise investment established, the government investment supervision system improved, the legal responsibility of intermediary service institutions are strengthening gradually. Both government and enterprise want an intellectual institution which is truly valuable and responsible. This brings the engineering consulting industry in our country new opportunities and challenges. With the increasing competition in the industry,enterprises have to consider their development from a strategic height in order to survival and sustainable development.Guangzi Group has to utilize the new situation, the new policy, new markets and new opportunities to adjustment and program the development in future combined with their own advantages and disadvantages. This paper based on the theory and practice, using the knowledge of strategic management to research the development of Guangzi Group. The purpose of this paper is to research ‘how to take the advantage of policy, how to deal with the competition, how to formulate the strategy and how to implement’.First, this paper uses the Porter Five Forces Analysis to analyze the external opportunities and threats in the policy environment, economic environment, social environment, industry environment and technology environment. Then this paper uses SWOT analysis model to analyze the advantages and disadvantages of internal environment, including company profile, enterprise qualification, the main business, the main customers, business finance, human resources and internal management system, and so on. Proposing the ‘product innovation strategy’. Finally, the strategic measures and guarantee system presented, such as forming a strategic alliance, improving the quality of the staff, developing the market, promoting the brand image, building best company culture and optimizing management.