Differentiation Competitive Strategy Of Mingjia Architecture Design Company Based On Multiple Amalgamation

Architectural Design Industry,serving as the key technical support industry of real estate industry that is one of the vital mainstay industries of China's economy,meets with the most favorable development opportunities in the tide of massive sustained growth of urban infrastructure construction in China.However,along with the gradual maturity and perfection of domestic architectural design market,the overseas architectural design enterprises are stepping in the domestic high-end market and have dominated a place,thereby the competitive environment in domestic high-end market is intensified.Meanwhile,the low and medium end design markets are also breaking down barriers and the competition becomes fierce increasingly.Since 2014,the real estate industry in Tangshan has been faced with its unprecedented crisis: rupture of the capital chain,forced to quit listing,forced to enter into partnership and industry restructuring.Obviously,the macro environment has already involved in a further adjustment period,which has exerted a whole influence on the architectural design industry.The current circumstance brings about that Tangshan Mingjia Architectural Design Consulting Co.,Ltd.(hereafter called “Mingjia Company”)faces enormous challenges in future development.Therefore,setting the strategic environment of Mingjia Company as research foundation,this thesis tries to make an analysis on the external macro environment by exercising PEST analytical method(from the four perspectives of politics,economy,society and technology);then,set forth the competitive environment of Mingjia Company by Porter's Model of Five Competitive Forces(suppliers,buyers,new entrants,substitutes and competitors).With regard to the internal micro environment analysis,this thesis points out the coexisted situation of advantage,disadvantage,opportunity and challenge of Mingjia Company by use of SWOT Analytical Method;furthermore,this thesis formulates the strategic orientation of the company from development philosophy,strategic objective,clients & projects and management;after that,this thesis makes the analysis of SO,ST,WO and WT in accordance with the current development situation of the company,confirms the principles of development strategy,and puts forward the concrete measures to achieve the company's development strategy.As for the analysis of internal resources and capacity environment,this thesis tries to understand the status of internal competitive environment by use of the VRIO Model as analysis tool.The development strategic program of Mingjia Company determines both the core concept of “Design Creates Value” and company's targets of market,finance and industry.This thesis brings forward the differentiation concepts on business,manpower,organization,management,technology and marketing in the light of the strategic principles of diversification,differentiation and integration.On the basis of the analysis of design project,manpower,technology,finance,organization and sales status of Mingjia Company,this thesis makes an analysis on the implementation background of the differentiation strategy under multivariate integration of the company and determines the safeguard measures for the implementation of the differentiation strategy,the differentiation strategic pattern of multivariate integration and the differentiation strategic control scheme.In order to promote the market competitiveness of Mingjia Company,this thesis puts forward the mode of “Engineering Procurement Construction”(EPC)and builds the implementing scheme of differentiation strategy of Edition 2.0 Products of Mingjia.