The Study On Development Strategy Of Guangxi Hualan Design Group

Market competition mechanism is introduced to architectural design industry in China in the early 21st century, and market environment is formed where State-owned enterprises, private enterprises and foreign-funded enterprises are competing with each other. With the changes in the competitive environment、new urbanization and regulation on housing market, domestic construction design enterprises are facing new challenges of obtaining a sustainable competitive advantage and building the core competitiveness of enterprises.Since the establishment of Guangxi Hualan Design Group, the company adheres to the business philosophy of people-oriented and technological innovation, emphasizes quality and teamwork, compliances with industry standards, provides architectural design products and consulting services with high quality and customer satisfaction, and makes a positive contribution to industrial construction and development of urbanization in Guangxi and the country. This paper is to apply strategic management theory and learn from the advanced experience of construction enterprises at home and abroad, and use SWOT model to formulate the group’s development strategy.This paper suggests that Guangxi Hualan Design Group should adopt growth-led strategy as overall strategy, enhance the comprehensive strength by expanding the breadth and depth of business, and expand the advantages of technology, personnel, qualifications and brand. The company’s development strategy should focus on combining horizontal diversification and vertical integration, and achieving regional strategic plan. R&D capabilities、personnel development、brand value and risk Management should be paid more attention during the process of development strategy implementation.