Research On Competitive Strategy Of H University Architectural Design Institute In The Context Of New-type Urbanization

As the slowing growth of China macro-economy,the Changing of marketing economy,the improvement of Industry expertise,the building of other designing institute,the strong pressure of foreign construction enterprises,the more and more difficulty of undertaking Engineering projects,the development of H University Architectural Design Institute(hereinafter referred to as “HUADI”)faces severe situation.HUADI is state-owned enterprises that reformed from the traditional institution.But now with the change of enterprise property,its social role is also changed from service delivery to market competition.Under the background of new-type urbanization,the architectural design market provides more opportunities for HUADI,At the same time,it also faces more competition and challenge,HUADI needs to enhance competitiveness to adapt itself to the market economy under the circumstances of open competition.The HUADI is the research object in this paper.This paper use methods of PEST analysis,the Potter competition named "five forces model'',SWOT analysis and other modern enterprise management theory to analysis enterprise's external macro environment,the industry environment,and internal environment.At the same time to analysis the competitors and the system operating status of HUADI,we found that the existing enterprises is lacking of strategic planning documents,and the modern enterprise mechanism is not good enough.Also it is lacking of marketing capabilities within the qualified scope.Low efficiency and poor customer service consciousness is also need to be strengthened.This paper puts forward the strategic goal of HUADI as the guidance,grasps the orientationdevelopment of enterprises,will focus on the new project of urbanization,the implementation of gatheringstrategy.The specific strategy including implementation of internal promotion strategy also named "repair skills",the implementationof university resources strategy nam ed" industry-university-institute-creation",and also the implementation of outside extension strategy named "with the times".Finally,this paper puts forward four aspects to unsure the strategy implement including human resources,enterprise culture,information communication and performance evaluation.From the nip in the bud,completes the feedforward control,real-time tracking,completes the actual control,timely analysis summary,well feedback on three aspects of strategic control.Achieve new town "a dominant element" in architectural design,cultural relic protection,urban planning,construction plan review services such as" multiple collaborative ",the HUADI into school-run enterprises in Fujian province "industry-university-institute-creation" combined with the best and new town construction design of the most influential in the field of modern enterprise competition strategic objectives.