Research On Strategic Management Of University Planning And Design

Shanghai Tongji Urban Planning and Design Institute (hereinafter referred to as "TJUPDI") was established in1996based on the Urban Planning&Architecture Studio. As an institute exclusively owned by Tongji University, TJUPDI also boasts as one of the first institutes obtaining Grade-A Qualification for Urban and Tourism Planning business around the whole country. Relying on of China’s rapid development and urbanization as well as the support of College of Architecture and Urban Planning of Tongji University, the Institute has achieved much progress and become one of the top units in the field of urban planning and design. During the process of deepening economy reform, improving laws and regulations, and continuously professionalizing the service demand, Tongji Planning Institute was also facing the problems as a young enterprise despite the great achievement both in staff number and business output.The kernel issue is that how to keep the development momentum and build the future competitive advantage to realize the transition to a mature enterprise.With the help of the theoretical guidance and research methods of the modern enterprise management,, with deep analysis of the external resources and internal capabilities, opportunities and challenges, strengths and weaknesses, etc., this paper focus on the strategy of "Tongji planning" for the brand,"creating the ideal living environment "for the vision," Construction of urban planning cluster platform " for the positioning as the strategic thinking.With detailed steps such as strengthening the organization efficiency, human capital and collaborative innovation for strategy implement from2010, TJUPDI has preliminary finished the positioning transformation from a small and medium sized university-owned institute to a large, modern and knowledge-based innovative corporate.