Research On The Competitive Strategy Of Shandong Haitian Construction Engineering Consultation Company

Shandong Haitian Construction Engineering Consultation Company. (hereinafter referred to as SDHT) launched the construction cost consulting service in 1986. Through the past 20 years, the firm has grown from a public institution in the planned economy into an impersonal entity taking an active part in market competition. Although the enterprise size and profit earning capacity have developed greatly, problems still exist such as unreasonable organization structure, out-dated enterprise culture and insufficient business innovation capability. To make further development in fierce market competition, SDHT must work out a feasible competitive strategy.In view of external environment of SDHT, along with the development of socialist market economy and deepening of investment structural transformation of China, construction cost consultation firms have been well received by the society as a component of the market service system. The steady and high-speed development of national economy and state owned investment provide more service fields and opportunities for SDHT. However, there are serious challenges and uncertainties in the external business environment of SDHT, caused by state relaxation of admission policies for construction cost consultation firms, experimental execution of agency construction system, difficult self-discipline of construction cost consultation industry and tough competition environment. In view of internal conditions, SDHT has well developed with remarkable risk resistant capacity, powerful technical force and high staff quality, enjoying good reputation. With an image of leading enterprise, the company won some advantages in competition, but still has shortcomings in business mechanism, management level and innovation capability.On this basis of the above-mentioned, this thesis put forwards the basic competitive strategy of SDHT, guided by the competitive strategy theory of Michael Porter and by using SWOT analytical method to extract the key elements affecting its development: Dissimilation strategy. Through dissimilation in service varieties and quality, actively carry out project claim business and engineering information consultation, mainly involving high quality overall process cost control service; Dissimilation in marketing means to reduce bid quantity and establish a relation marketing system; Dissimilation in various links of the business value chain to ensure the implementation of the dissimilation strategy and keep advantage in competition. Strategy implementation measures are also suggested: Innovate company cultural construction; improve company control structure; implement human resource strategy, establish complete performance management and control system; Strengthen innovation in research and development, give prominence to dissimilation of products and service and service; carry out relation marketing, strengthen company competitive power; reinforce service quality and create brand advantage. Through execution of the above measures, powerful support will be provided for the company to grow in the fierce competition in the global economic integration, so as to build SDHT intox?onstruction cost consulting sex?e company well known in China.