Research On Development Strategy Of Guangxi A Road & Bridge Company

The author analyzes the external and internal strategic environment of Guangxi A Road & Bridge Company with PESTEL analysis method, strategic group analysis method, "five forces model" analysis method and other analysis methods, and evaluates and determines the company’s advantages, disadvantages, opportunities and threats by applying IFE and EFE matrix analysis methods. Based on the above research, the author matches alternative strategies for the company by applying SWOT matrix analysis method; at last, he makes choice of the best development strategy for the company according to comprehensive advantage theory and proposes the safeguard measures for realization of this strategy.The paper is divided into five chapters, including introduction, internal strategic environment analysis, external strategic environment analysis, strategy matching and selecting, safeguard measures etc.Chapter one is the introduction. The author introduces the background and research meaning of the paper as well as research methods, contents and framework; meanwhile, he makes a comprehensive statement on references quoted in this paper.Chapter two is the internal strategic environment analysis of the company. In this chapter, the author mainly analyzes the advantages and disadvantages of the company from two aspects, namely resources and capabilities. Firstly, the author analyzes the tangible and intangible resources of the company, especially mechanical equipment, human resources, technology, reputation, performance and qualification. Secondly, he analyzes the company’s capabilities in management, marketing, finance, production and research, enterprise information management etc. Lastly, he evaluates and determines the internal advantages and disadvantages of the company with IFE matrix analysis method.Chapter three is the external strategic environment analysis of the company. In this chapter, the author analyzes the external strategic environment from two aspects, namely macro environment and industrial environment. Macro environment analysis focuses on the company’s political environment, policy and legal environment, economic environment, technological environment, social environment, cultural environment, population environment, natural environment etc.; industrial environment analysis focuses on the situation of civilian vehicle holding quantity in Mainland China, the situation of highway development and passenger & cargo transportation development, the situation of highway construction enterprise distribution in Mainland China and the situation of strategic group. Meanwhile, the author analyzes the five competitive forces of the highway construction industry with Porter’s "five forces model" analysis method, namely intra-industry competition analysis, potential entrant analysis, substitute analysis, the buyer’s bargaining ability analysis and the supplier’s bargaining ability analysis. At last, the author evaluates and determines the opportunities and threats of the company with EFE matrix analysis method.Chapter four is to match and determine the strategy. Based on the above analysis, the author makes clear the company’s vision and mission, and then puts forward the development goal for the next five years. At last, he matches all alternative strategies for the company with SWOT matrix analysis method, and then makes choice of the best one according to comprehensive advantage theory.Chapter five is safeguard measures. In the chapter, the author proposes relevant safeguard measures for realization of the company’s development strategy from the aspects of organization, capital, technology, talents, corporate culture and information system.