The Research On Development Strategy Of HK Company Shanghai Branch

As China's economic development has entered the New Normal,the globalization of economics and the improvement of socialism market economy,the architectural industry,who has been through the second decade and will soon enter the third,experienced the continuous slowdown for years and now has generally going up.Meanwhile,the architectural industry has been in the very significant period while the country is aiming at investing in transportation infrastructure construction and strictly controlling the house price,both architectural industry and the architectural design industry are facing the new opportunities and challenges,and the fierce competition is keeping changing also.For the survival and development of themselves,all the state-owned,private and foreign capital firms are looking for the way out of the competition.The HK Company Shanghai Branch,as the only wholly-owned subsidiary in China of the cross-country large provider of design and consulting service,has already had a series of high-end and middle level healthcare projects built or under construction,but so far,the Shanghai branch cannot make a profit of itself,and the recent marketing effort and contract signing are both not optimistic.This thesis aims to have detailed analysis for the external environment and internal conditions of Shanghai branch,and comes to the results of its opportunities,threats,advantages and disadvantages,and takes these as the reliable basis to make the managing decisions.The next step is to utilize the SWOT analysis model to get the overall development strategy and the generic competition strategies that are suitable for the HK company Shanghai branch.Based on this thesis' s study,HK company Shanghai branch should apply the diversification strategy as its overall development strategy and make use of differentiation as the competition strategy.The Shanghai branch should pay its fully development attention on high-end healthcare projects,while suspending sport and hotel design business.The thesis also provides suggestions for the implementation of the strategies through rational allocation of resource,staff and firm ability development,basic business adjustments and supporting activities improvements.In the end,it lists out the guidance for the strategy assessment and control methods to complete the whole progress of company development strategy study.