Research On Competitive Strategy Of Zhongheng Design Group

The "14th Five-Year Plan" has repeatedly emphasized the principle of "no real estate speculation" and clearly stated that the real estate industry should be fully regulated.In 2021,the country has intensified its prevention and control of the real estate industry.The real estate industry is cold,and the operation of the architectural design industry,which is closely related to the real estate industry,seems to have entered a downturn.In combination with the overall domestic real estate business situation,some architectural design companies with real estate companies as their main customers have suffered varying degrees of impact.Facing the overall fluctuation of the industry and future development trends,architectural design companies must re-examine the development situation of the industry,clarify the future competitive development positioning,and then adjust their own competitive strategy,focus on efficiency improvement,and cultivate core capabilities.Therefore,this article takes competition strategy as the research theme,selects Zhongheng Design Group as the research object,based on the development characteristics of architectural design sweat,and explores the transformation and upgrading development period.Zhongheng Design Group,as the first domestic IPO-listed architectural design company,How to grasp the opportunities of strategic transformation and development,analyze their own strengths and weaknesses,and formulate correct competitive strategic decisions to maintain the company’s core competitive advantages.First of all,this research comprehensively analyzes the industry background of Zhongheng Design Group,combined with current industry development trends,explores the practical significance of research on Zhongheng Design Group’s competitive strategy,and integrates and sorts out the literature and materials needed for the research to lay the foundation for the research of this article.The theoretical basis,the main idea of the research is clarified.Secondly,this research selects Zhongheng Design Group as the research object,combines the main business of the group,comprehensively evaluates the development achievements of the group in recent years,and explores the necessity of the group’s competitive strategic planning,and on this basis,it is clear that the group’s management needs to be resolved.The core issue.Thirdly,in order to fully explore the internal and external environment for the development of Zhongheng Design Group,comprehensively conduct macro-environment,micro-environment and internal conditions,SWOT analysis,clarify the market environment and competitive advantages and disadvantages required by the group’s operation and management,and thus determine the strategic direction of the group’s competition.Finally,on the basis of the above analysis,it is determined that the competition strategy of Zhongheng Design Group is to choose a differentiated strategy,thereby determining the specific measures for the implementation of the differentiated strategic plan,and improving the guarantee conditions from the aspects of human resources,management,capital,and information systems.Promote the implementation of the differentiation strategy,and promote the company to achieve sustainable and stable development.The thesis research has reached the following conclusions:First,construction engineering consulting design industry is a technology-intensive industry,the core of enterprise competitiveness is talent guarantee and development innovation,it will lack the foundation to implement the cost-leading strategy.After years of operation and accumulation,Zhongheng Design Group has accumulated a good reputation in the industry.It is an inevitable choice for the group to participate in the fierce market competition with the advantages of resources such as,technology and talents.Second,the key to the implementation of the differentiated competition strategy of Zhongheng Design Group lies in clarifying the business objectives of each stage,integrating the existing advantages of the group in management,products,marketing,technology,etc.,and further consolidating the four core businesses of the group,so that it is possible to achieve In the next 5 years,the group will grow into a national architectural design leading enterprise.