Development Strategy Research For CRE Group CO.,LTD

Railway survey and design institutes, which are indispensable of construction projects, play a pivotal role in the economic development drawn by massive infrastructure investments in the railway, urban rail transit system and municipal industries. Led by the "go global" strategy, railway survey and design enterprises also play a vital part in enhancing the country’s image, strengthening global competitiveness and carrying out the "go global" strategy. One major issue left to be examined by a railway survey and design institute is how to enhance the competitiveness and maintain its place in this market filled with fierce competition.This paper uses the CRE Group as the subject to analyze the strategic role of the survey and design enterprise in domestic and world markets and present the main argument.First, the paper will review the development strategies of the CRE Group and uses the Porter five forces model to analyze the main goals set by the status quo and the strategy plans.Second, this paper will combine the analysis of macroeconomic environment to examine the survey and design market, the operation environment and the competitiveness in the railway, urban rail transit system and other municipal engineering industry in the coming years. Based on these analyses, the paper will find some internal advantages and disadvantages and external opportunities and threats. Then, using the SWOT analysis, the paper will provide the company with potential strategies, based on which the paper will choose.Third, the paper will establish the company’s seven goals and measures, which are to set development strategies, to extend the brand influence, to enhance technological research qualities, to build the standardization system, to plan human resources strategy, to develop an internal management system with characteristics, to develop the multi-industry branch companies located outside Beijing according to their own characteristics and to create a unique company culture.Fourth, this paper will set the location, goals and business strategies for the company’s six main business sections:the section of railway survey and design, the section of unban rail transit system survey and design, the section of foreign business, the section of general contracting, the section of product and technology consulting and other business and the section of construction supervision.Hopefully, with the following analysis, this paper will have some reference value on the development strategies of the CRE Group.