Study On The Development Strategy Of Hong’an Building Co., Ltd.

Architectural ornamentation involves in multiple industries, contribute significantly to the national economy. In facing of new normal in economics, both opportunities and challenges fall upon domestic architectural ornamentation industry. Hong’an Building Co., Ltd. has developed more than one decade. Coupled with the slow down of macro-economy, Hong’an is on the threshold of changing its strategies.Firstly, the dissertation conducts literature review on the concepts of strategic management, the theoretical evolvement of strategic management, the process of strategic management and tool for strategic management, among which, the tools lay the foundation for later analysis.Secondly, PEST and five competitive forces are employed to analyze the external and internal environment of Hong’an. The results are used by SWOT analysis, which identifies the strengths that Hong’an possesses include highly identification of corporate spirit, accumulated customer loyalty, well coordination among managers and healthy finance. The weaknesses include poor brand awareness, shortage of professional marketing team, shortage of management team and over reliance on certain market. The opportunities consist of strong support by government policy, new market derived from new demand, enhancement of productivity and optimization of industrial structure. The counterpart threats are composed of slow pace of economic development, influence by internet, fierce competition and shortage of labor.Based on the analysis, SO, ST, WO and WT strategies are come up with, correspondent with specific implementation routes:quality and service strategy, marketing strategy, cost-control strategy and talents strategy, respectively. Quality and service strategy includes rigorous control on building material and quality, effective enhancement on service quality. Marketing strategy includes positioning, raising branding awareness, establishing marketing faculty and adopting effective marketing channels. Cost-control strategy includes establishing cost-control model, arranging working procedures, and risk management. Talents strategy includes train current employees, introducing outstanding employees and refining corporate culture.Finally, suggestions are made on the principles and assurance measures on the implementation of the new strategies. They are centralized leadership, improvisation and realization and strengthening of human resources and improvement of digital resources.