Study On The Development Strategy Of TNNY Construction Company

Construction industry plays a key role in the development of our national economy,social stability and progress,and it is an extremely important industry concerning our national economy and people’s livelihood.In recent years,the macro-control and supervision of China’s government on the construction industry has become increasingly strict,and the competition in the construction industry has become increasingly fierce.The managers of construction enterprises should be aware that it is extremely critical to formulate enterprise development strategies that conform to the current environment.As a group enterprise integrating the whole industrial chain of architectural decoration,TNNY Construction Company has achieved rapid development since its establishment by virtue of the geographical advantages of Guangdong Hong Kong Macao Greater Bay Area.However,in the process of rapid development of TNNY Construction Company,various problems such as declining corporate profits,gradually shrinking market share,and unclear strategic direction of the enterprise are also exposed.How to formulate a development strategy that conforms to the actual situation of the company is an urgent problem for TNNY Construction Company to solve.The author of this paper studies the development strategy of TNNY Construction Company based on business management theory and Porter’s competition theory in combination with his work experience.The research process can be divided into three steps:first,analyze the internal resource conditions and company capabilities of TNNY Construction Company through secondary data collection and field visits;The second is to analyze the political,economic,social and technological macro environment of TNNY Construction Company through PEST research method,and analyze the competitive environment of the industry of TNNY Construction Company through Porter’s five forces analysis model;The third is to determine the strategic direction of Shenzhen TNNY Construction Company through SWOT analysis,and determine the type of development strategy that TNNY Construction Company should choose under the current environment through QSPM analysis matrix.Through the research on the development strategy of Shenzhen TNNY Construction Company,it is found that TNNY Construction Company should choose the growth oriented(SO)strategic direction.The QSPM matrix determines that TNNY Construction Company should choose the intensive development strategy,and puts forward the main ways to implement the development strategy:first,optimize the existing company’s business structure;The second is to strengthen the company’s product R&D and innovation;The third is to strengthen the penetration of the existing market;Fourth,the Belt and Road is jointly built and shared;The fifth is to strengthen the company’s cost management.Finally,this study proposes the safeguard measures for the implementation of the development strategy of TNNY Construction Company,which mainly includes four aspects:the first is the human resources guarantee,including the establishment of a reasonable corporate compensation system,and the improvement of the enterprise’s talent training and development mechanism;The second is quality assurance,including the implementation of total quality management and the improvement of quality management supervision mechanism;The third is information assurance,including three strategies:building a research and development center with PLM as the core,establishing a sound production execution and process control,and building an integrated digital business console system;The fourth is marketing guarantee,including two strategies:good at marketing with the help of industry associations and customer resources,expanding marketing channels and improving the intelligent level of marketing.