| From 2010 onwards, China’s economy has been slowing down, and manufacturing, infrastructure construction, real estate and other areas also have been decelerating. With the economy into the new normal, the growth rate has slow down to middle-high-speed, and the development process has more emphasis on adjusting the structure, stabilizing the growth and sustainable development. Under the impact of the new normal economy, the growth rate of the domestic construction industry has gradually slowed down, and construction companies generally decline in performance. At the same time, the state introduced many new policies, new processes and new technologies, such as state-owned enterprise reform, fabricated buildings, BIM technology. The construction industry has began to enter the transformation period, and the industry structure will be sundry in the future. As the traditional state-owned construction enterprises, how to deal with the macroeconomic situation in the transition, the decline of the construction industry growth and emerging industry trends, choose which direction and path of development, are the key for the traditional construction enterprises to survive in the future fierce competition.Taking the local state-owned construction enterprises Scegc NO.5 Construction Engineering Group Company ltd. as the example, This paper, through the Porter Five Forces Model and PEST environmental analysis, does a systematic analysis of domestic and international macroscopical environment and the overall environment and competitive environment of construction industry. And the existing resources and capabilities of the enterprise, as well as the main problems are summarized. Through SWOT analysis,the paper concluded that under the new economic normality, the domestic construction industry slowed down, but the competition was still fierce, overseas construction market opportunities are obvious, and that Wujian Group has some advantages in terms of brand, financing and qualification, but it is still insufficient in technical innovation and management norms, and the future is likely to severely restrict the development of enterprises. QSPM method concluded that the ST strategy is most suitable for the future development of Wujian Group. The ST strategy means that Wujian Group should focus on national and western economic investment focus, seize the opportunities for overseas construction, strengthen cooperation with other enterprises to jointly cope with the challenges; exert super-quality advantages to open up high-level business, the introduction of modern construction industry talent to the construction industry direction. At the same time to expand have qualified support areas. According to the ST strategy, the paper has determined the orientation of "the modern comprehensive construction service provider based in Shaanxi, leading the west, famous outside the province, internationally famous". In addition, the ST strategy also means the Wujian Group should improve the business of housing construction, decoration and other construction, extend its services business scope such as investment, financing and property services, expand its business in building construction, green building and intelligent building market. Further strengthen party building, optimize internal management, attach importance to human resources, speed up information construction, strengthen brand building, improve staff security, increase external cooperation.This paper studies the development strategy of Scegc NO.5 Construction Engineering Group Company ltd. In the background of the new normal economy, clarifies the national macro situation and the development of the construction industry, puts forward the future development direction and key points of the construction group, The application of strategic theory accelerates the transformation and upgrading of enterprises under the new economic norm, and provides reference for other construction enterprises to carry out strategic research. |
