Research On Competitive Strategy Of The Decoration Group Of Shaanxi Construction And Engineering Group Corporation

As the economic development and by market demand in China,the decoration industry has shown a leaping development trend.The decoration market of construction in China is being proactively promoted to maturity by professional teams and industrial associations after developing for more than three decades.Furthermore,the clients are demanding more in quality and taste of the decoration than ever before,showing an increasing interest in top class decoration.This industry has gradually presented a development trend of chain operation,collectivization and standardization.Despite the differences,the competitive strategy of each company in the world must be established based on the analysis of external environment,industrial environment,competitor and on the market positioning,market strategy,implementation plan.Any information inaccuracy or uncertainty of one link could pose a negative impact on the accuracy of other links,which would result in a wrong overall strategic direction,and eventually putting the company in a difficult situation.Facing the impact of the global economic crisis,the rapid economic development and the fast changing market,the company needs to enhance its core competitiveness through optimizing the company competitive strategy and elevating the competitive advantages of the company,which is the problem that needs to be solved immediately.This paper firstly analyzed the competitive environment facing the public decoration business of the Decoration Group of Shaanxi Construction and Engineering Group Corporation to know its internal advantages and disadvantages,external opportunities and threats by using PEST analysis,Porter's five forces model,macro-environment analysis,industrial environment analysis,external factors analysis,internal environment analysis and SWOT model.Secondly,through IFE and EFE matrix analysis,it is concluded that the public decoration business of the Decoration Group has a slight advantage in the market competition and its market competitiveness needs to be improved by expanding advantages and avoiding disadvantages.Thirdly,according to the comparative analysis and expert scoring method,the Decoration Group should choose the differentiation strategy,which not only can make the group gain the advantage in the fierce market competition,but also can lift the overall entry thresholds of the industry.Finally,in order to ensure the effective implementation of the differentiation strategy,this paper suggests that the Decoration Group of Shaanxi Construction and Engineering Group Corporation should strengthen the guarantee measures in expanding the market,optimizing the organization,safety and quality,corporate culture,etc.Finally,it guarantees the implementation of the competitive strategy of the public decoration business of the Decoration Group of Shaanxi Construction,to promote its healthy and good development.