CUCED's Competitive Strategic Researches Of Architecture Design Market

Architecture Design Industry (or ADI) is a traditional intelligenc-intensive and knowledge-intensive serving industry, it has played an important role in economic construction of China. After China being a member of WTO, more and more famous ADI companies from western countries are entering Chinese market, which poses great pressure to domestic companies which are changing from planning-economy to market-economy. CUCED is ongoing such a critic period. On the one and it is facing the low-price competition from home rivals, on the other hand it has to fight against overseas ADI companies with the advantages on capital, technology and management. At such a turning point, the company should re-exam competitive environment from the strategic angle and analyze its problems. To gain a continue development, the only way is to make right strategic decision and establish and maintain competitive edge. This paper applies the theories about strategy, competitive strategy and marketing strategy to analyze the strategy-making and strategy-implementation of CUCED.The thesis begins from the reviewing and summering the theories of strategy and Competitive strategy in order to set up a framework for strategy making. Secondly, research as been done from two sides—environment and organization. The exterior environment actors include politics, economy, society, culture and technology. Then analysis focuses on CUCED's competitive environment in local market with a Five-Forces model. In the aspect bout organizational factors, detailed anatomy has been done with the Value-Chain model and VRIO framework. Thirdly, based on the above examination, the important opportunities and threats have been identified as well as the company's strengths and weaknesses, then proposes a focus-differentiation strategy. Further more the marketing strategy is adopted to carry out the competitive strategy to pass the valuable uniqueness to customers. Finally, HR and organizational structure should also be adjusted to support the marketing strategy, and a study to the strategic risk and the control is carried on.The conclusion are: ADI is lack of the base for cost-leadership strategy. At the same time, CUCED has the advantages such as excellent fame, powerful technical base and familiarity with the local humanity, geography and economy. So it is recommended CUCED adopt focus-differentiation strategy. Marketing strategy sets up a bridge between market and the product, it makes the company focus totally on market to create and pass the value.