Research On The Competitive Strategy Of TJ Construction Company’s Housing Construction Business

In recent years,China’s national economy has achieved steady growth,and the total output value of the construction industry,as a pillar industry of China,has also maintained steady growth.With the general trend of continuous growth of the total output value of construction industry,the construction industry in Yunnan Province has also made great achievements.However,small and medium-sized construction enterprises in Yunnan Province are faced with the overall quality is low,the production efficiency is low,the lack of competition consciousness and the concept of strategic management.With the continuous increase of the number of enterprises in the construction industry,the competition in the industry is becoming increasingly fierce,coupled with the rising price of raw materials,the national requirements for energy conservation and environmental protection of new projects are becoming higher and higher,Domestic construction enterprises are facing the problems of declining benefits and profits.Facing the complex and changeable competitive market of the construction industry,what kind of competitive model and strategy the company adopts plays a vital role in the survival and development of the enterprise.TJ Construction Engineering Co.,Ltd.(hereinafter referred to as TJ)is a traditional small and medium-sized construction enterprise in Yunnan Province.Facing such fierce market competition,it must stand at the height of strategy and start from its own situation,study and analyze the external environment,industry environment,internal resources and capabilities of the company,so as to select an appropriate competitive strategy for the company’s main business housing construction business,Enhance the competitiveness of the enterprise,so that TJ company can survive tenaciously in the fierce market competition and achieve sustainable development.Taking TJ company as the research object,this paper studies the selection,implementation and guarantee measures of the company’s housing construction business competitive strategy by using the relevant theoretical knowledge and analysis methods of strategic management and combined with the business situation of the enterprise.Firstly,PEST analysis model is used to analyze the external political/ legal environment,economic environment,social environment and technical environment of TJ company.Porter five forces model is used to analyze the competitive environment of TJ company,divide strategic groups,analyze the main competitors of TJ company,and find its own advantages and disadvantages through the analysis of the internal environment of the enterprise,Use SWOT analysis tool to systematically analyze the advantages and disadvantages,opportunities and threats faced by TJ company,so as to select the appropriate strategic direction for TJ company.Then,the internal and external factor evaluation matrix analysis is carried out for TJ company,and the three basic competitive strategies are compared and analyzed for the application of TJ company’s housing construction business,so as to select the most suitable competitive strategy for TJ company.Finally,from the perspective of the internal value chain of the enterprise,the corresponding strategic implementation and safeguard measures are formulated for TJ company to ensure the implementation of its cost leading competitive strategy and the realization of its strategic objectives.This paper hopes that by studying the competitive strategy of TJ Company’s housing construction business,the competitive advantage and competitiveness of the enterprise can be improved,and the sustainable development of the enterprise can be realized.It also hopes that the research and conclusions of this paper can be used as a reference for the formulation and implementation of the competitive strategy of the same type of small and medium-sized construction enterprises in China.