Research On The Development Strategy Of CEC From 2015 To 2019

China Railway Engineering Consultant Group(CEC), founded in July,2004 and constructed from five railway design institutes, is a large-scale comprehensive survey and design group specialized in engineering survey, design, consultancy, general contracting, construction supervision, and product research and development. After 10 years of rapid development, CEC has made great progress and its brand, position in railway industry and comprehensive strength has been significantly enhanced. Currently, national investment in infrastructure and railway construction is still growing continuously. Domestic construction market still has a large increasing space and a long lifetime. CEC is facing some important development opportunities. But its old strategy is not enough in guiding the company’s development direction in this new era. Adjustments must be made to clarify the development concepts and direction, to balance business sectors, and to improve its core competence, so as to speed up enterprise’s transformation and upgrading and achieve sustainable development.Using strategic management theory and research method, this paper reviewed and evaluated CEC’s development strategy for the last ten years, analyzed the macro environment, industry environment, competition environment that CEC is facing. Identified opportunities and threats brought by changes in the external environment, furthermore, by dissecting CEC’s internal development factors, such as resources, capabilities and core competences, CEC’s advantages and disadvantages were identified. Based on these researches, a new era’s development strategy has been constructed, that is:’centering around the main thread, speeding up two changes, forging three brands, realizing four breakthroughs, leaping into a first-class international engineering consulting company’. For those main business sectors such as railway, urban transportation, overseas projects, EPC, project supervision etc., three kinds of development strategies were presented which corresponding to three aspects of them:business positioning, development target, and major measures. Focusing on the human resource management, R&D administration, organizational optimization and Information technology, strategic measures for the key functions is constructed. Finally, safeguards have been made for strategy conducting, sub-strategies materializing and appropriate balancing between six major relationships.