Shandong Province Urban Construction Design Group Development Strategy Research

With the deepening of reform and opening up, China's economic development has entered a "new normal", in the mean while, engineering survey and design industry which is closely related to urban construction and economic development, is also facing unprecedented pressure and challenges. Faced with new development requirements of the new economic situation, whether it is national policy guidance, industry development trend of the competitive environment or their own development needs, it is extremely urgently requires companies with newer thinking, a broader perspective to actively plan for development, promote enterprise development strategy with optimization and upgrading. The purpose of this thesis is to research and develop new business development strategy, to determine the new strategic goal and practical plan, to constantly create power of enterprise's sustainable development, and to promote long-term healthy development of enterprises, based on Shandong Urban Construction Design Group (the following referred to as SUCDG).This article is based on research enterprise strategic management theory, through the large number of internal and external environment information of SUCDG, combines with the present situation of survey and design industry, for its problems at present, makes a detailed introduction of SUCDG's basic information, internal structure, operating conditions and personnel structure.The article analyzes SUCDG's external environment, summarizes it's all kinds of threats and opportunities.Next, based on the company's internal system of property rights, it makes a more detailed exposition of its internal environmental management and management mechanisms to identify SUCDG's advantages and disadvantages.Then, through the SWOT matrix analysis, the paper expounds the enterprise's opportunities and threats as well as the existing strengths and weaknesses, uses BCG model in graphical to display relative competitive position and difference of business growth rate of each department, so that the company can put forward serials of strategic plan to make a feasible development strategy of SUCDGFinally it raises the development strategy of SUCDG as "doing fine and stronger design consulting main industry, developing total project contracting business, developing investment and financing, project management and other services, appropriately operating refined real estate projects, and strives to promote a international comprehensive engineering general contracting enterprise combined with serials of business of design investment,design consulting,general construction contractor and real estate development".It defines the development goal as"becoming a well-known professional design company with core competitiveness, total contracting capability and distinctive property brand in national survey and design industry".