A Research On The Development Strategy Of Guangdong D Construction Group

China's construction industry market has matured and is a "red sea" with fierce competition.Guangdong D Construction Group(referred to as "D Group")is the leader of private construction enterprises in Guangdong,facing direct competition from dozens of companies,affecting its project contracting and profitability.In addition,as a private enterprise,D Group is blocked in external financing and talent recruitment,and faces a more severe competition situation than state-owned enterprises.How D Group can achieve transformation and upgrading through strategy formulation and implementation,develop in the increasingly fierce market competition,and effectively compete with large state-owned construction enterprises is the research question of this study.In terms of internal and external environmental analysis,based on PEST analysis,Porter's five-force model analysis,internal resource assessment,EFE,and IFE,this paper concludes that D Group is currently facing external opportunities such as regional economic belts and "One Belt and One Road",external threats such as fierce competition in the construction industry,internal advantages such as quality control capability,and internal disadvantage such as marketing capability to be improved.In terms of strategy formulation,according to the large strategic matrix and SWOT analysis,this paper suggests that D Group should adopt relevant diversification strategies at the company level,including product diversification,market diversification and diversification of project development models.The adoption of low-cost strategies and strategic alliance strategies at the business level can support the relevant diversification strategies at the company level.Also,D Group should implement technical innovation strategies,marketing strategies and human resource development strategies at the functional level to support strategies at the business level and the company level.In terms of the implementation of the company-level strategy,this paper suggests that D Group should take measures to improve the comprehensive competitiveness in bidding,accelerate the preemption of blank markets in and out of Guangdong Province,attach great importance to the development of branch companies,and so on.In terms of the implementation of the business layer strategy,it is recommended that D Group control costs and improve efficiency in bidding,contract,and cost budget management,as well as attract high-quality projects and strategic cooperation in multiple forms and channels.In the implementation of the functional level strategy,D Group should establish new technical information groups,improve service quality,and improve performance,rewards and benefits management.At the same time,measures should be taken in the aspects of organizational system,production safety,financial management,and corporate culture construction to provide guarantee for the implementation of the three-tier strategies.