Research On Developing Strategy For Chongqing Roads Infrastructure Technique Co., Ltd

With the world economy globalization, constant technology updating, new corporate operation mode teeming and the communication revolution, today more and more enterprises have been aware of the importance of the strategy management. Therefore, how to put up the correct strategy decision based on the environments inside and outside of enterprises has presented its realistic value.According to the professional assessment methodology, this paper focuses on the developing strategy of CHONGQING ROADS INFRASTRUCTURE TECHNIQUE COMPANY LIMITED a small-scale enterprise specialized on new material used in road. Through a systematic analysis of the external factors in politics, law, economy, society culture, science and technology and etc., the enterprise's reaction availability to key external factors is evaluated by using EFE Matrix. And road new material industry's lifecycle phase is determined by using Lifecycle Theory. It also applies Potor's Five-Forces Model of Competition to analyze all sorts of the competitive pressures and intensity of it as well as to evaluate the effectiveness of the presently adopted competitive strategy used in CQRIT. The opportunities and threats lying in the macro-environment and the business competition is fond out after all these analyses. Meanwhile, it applies the comprehensive audit for the enterprise's management, marketing, production and quality controlling, research and developing ability, road engineering and technique consulting, computer information systems management, financial management and financial situation, and corporate culture, etc. And it also applies the IFE Matrix to evaluate the advantages and disadvantages existing inside the enterprise, and the special ability and main weaknesses is analyzed. Then, it adopts SWOT Matrix to match the key internal and external factors, which results in four sorts of alternative strategies for enterprises to guide the enterprise to give full play to strong points, seize opportunities, offset the threats and make good use of opportunities, eliminate weaknesses, reduce the threats. Besides, it adopts the SPACE Matrix to analyze and evaluate the present strategic position and action. And then the developing strategy that should be chosen in the enterprise may be determined with the defined tasks, long -term and short-term targets.The last conclusion we draw is: the small-scale road new material specialized enterprises like CQRIT should adopt the related diversification strategy for the development under such macro-environment and industry condition. As for the dilation of the road new material business should apply the intensive strategy, and some of product development strategy, market development strategy and market penetration strategy, and the differentiation competitive strategy should be insisted in putting in practice. For the distinctive road pavement business, focus competitive strategy and differentiation competitive strategy should be adopted. Synergy of the two businesses can make the enterprise obtain the basic competitive advantage, and the competence can be improved steadily.Finally, the relative advice is given on how to carry out the developing strategy, and the strategy evaluation is made out.