| Urban-rural planning is such an industry that mainly provides planning and consulting services for the government,and it is also a more competitive industry.For a long time,because the traditional urban-rural planning and design institutions are mostly public institutions or state-owned enterprises,they have mature development paths.So there are few studies on the development strategy of urban-rural planning and design institutions in China.In 2018,the Ministry of Natural Resources of the People’s Republic of China was established,and the government department in charge of urban and rural planning industry were also adjusted from the Housing and Construction Department to the Natural Resources Department.In 2019,the state proposed to establish a land and space planning system.The new industry management system and business structure system make the traditional urban and rural planning industry face new changes.In this context,planning and design institutions,both within and outside the system,need to comprehensively examine the development environment and their own development situation;need to study and judge the development needs of the planning industry in the new era in advance;need to explore opportunities and new ways out in the development,and formulate new development strategies,so as to adapt to the new market environment.H Urban &Rural Planning Company(hereinafter referred to as "HURPC")is one of the top private urban and rural planning and design institutions in X Province,and it also has certain representative in China urban and rural planning and design institutions.This paper takes HURPC as the research object,under the guidance of strategic management theory,analyzes the external environment and internal environment faced by HURPC by PEST analysis method,on this basis,constructs the competitive situation matrix,constructs the external factor evaluation matrix,determines the internal advantages and disadvantages of enterprises,and constructs the internal factor evaluation moment.Array.The analysis shows that China is about 15 years away from the stage of stable urbanization,and the sustainable development of urbanization will bring stable business opportunities to the planning and design industry.The economy of the country and X Province will maintain medium-high speed growth and transform to High-Quality Development,andalso bring stable economic environment to the planning and design industry and HURPC.The establishment of Land and Space Planning System will make the planning industry Facing a new round of planning climax,it also brings benefits to the planning and design industry.Therefore,the analysis shows that HURPC will mainly face four external opportunities,namely,"urbanization","local market","land and space planning" and "business driven by space planning".As an industry closely related to the government,the business of HURPC is mainly carried out in X Province,but the economic development and financial revenue of X Province are at the middle and lower level of the country,the per capita GDP and financial revenue are at the bottom level of the country,the financial revenue of X Province at all levels is not high,the payment pressure increases,the pace of governments at all levels in infrastructure construction slows down,and they will spread to planning business.The arrangement and payment of fees will be deeply impacted,of course include HURPC.At the same time,after adjusting to the Land Space Planning system,traditional urban & rural planning and design institutes will face the impact of traditional land planning institutes,the development of technology also makes network design institutes potential competitors,and the construction of land space planning information platform also creates a new technical threshold.Therefore,the study believes that HURPC will mainly face five threats,including "government investment","competitors","potential competitors" and "technology threshold".In addition,the analysis shows that as the top urban and rural planning and design institution in X Province,HURPC mainly has the service advantages,technical advantages,social network advantages and market brand advantages of the local market,as well as the advantages of team cohesion and development awareness.However,compared with other counterparts in China,HURPC has obvious disadvantages such as weak domestic technical competitiveness,weak domestic brand competitiveness,relatively low per capita income level,and weak profitability,as well as insufficient application of new technology and relatively backward management mode.Then,the SWOT analysis method is used to match the strategic plan,and it is concluded that the alternatives that HURPC can focus on include "market penetration","market development","horizontal cooperation","vertical integration".Finally,through the quantitative strategic planning matrix(QSPM)to evaluate the strategic attraction of the above-mentioned alternatives,combined with the strategic budget,it is concluded that HURPC should focus on strengthening and integration strategies,and focus on the strategic plans of "market penetration".In the second level should focus on the "vertical integration" and "horizontal cooperation" "Market development" strategic.At the end of the study,it issuggested that HURPC should be positioned as a land and space planning and design institution with strong professional strength and forward and backward comprehensive service ability,leading in the business market and technical level of X Province,and having a certain influence in the whole country.And focus on the strategies of market penetration for capacity-building and resource allocation.This paper is divided into five chapters.The first chapter is the introduction,which mainly describes the research background,purpose,significance,methods and content.The second chapter is about the analysis of the development strategic environment of HURPC.It mainly bases on PEST analysis,combines with the comprehensive analysis of urbanization factors,and then to determine the external opportunities and threats of HURPC and construct its competitive situation matrix.The third chapter is the strategic analysis of the capability and resource of HURPC.It mainly analyzes the internal environment of HURPC,determines its internal advantages and disadvantages,and constructs the internal factor evaluation matrix.The fourth chapter is about the strategic choice of HURPC company.The company level development strategy of HURPC is determined through three stages.In the matching stage,SWOT analysis is used to match the strategic plan of HURPC and propose alternative strategic plan;in the evaluation stage,quantitative strategic plan matrix(QSPM)is used to evaluate the alternative strategy of HURPC;in the strategy determination stage,the company level strategy of HURPC is determined through the strategic budget map.At the same time,some suggestions are put forward for the implementation of HURPC’s strategy.The fifth chapter is the research summary and prospect.The study on HURPC’s strategic choice is expected to provide some inspiration for the domestic urban-rural planning and design institutions’ strategic development,as well as some supplement for the application of strategic management theory. |
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