但自21世纪初,受多重因素影响,建筑业的增长速度诸如增加值、新签
合同额、合同总额等等都在逐年下降,新签合同额虽然始终保持增长趋势,
但是其增长速度也在逐渐变缓[1]。加之国家对经济结构的宏观调控,固定
资产投资放缓,建筑业依靠政府投资飞速增长的时代已经过去,无论是业
主、施工方还是下游的材料商,所得利润都所剩无几。尽管国家出台房地
产利好政策、加强基建投资、提出“一带一路”的新型战略布局、加速
PPP项目建设等等,建筑行业的发展形势仍不容乐观。这说明建筑业现有
发展模式已无法与外界大环境相匹配,调整和转变战略刻不容缓。究竟什
么战略既可以与企业实际相契合,又能保证长期的稳定与发展,这是企业
需要在新常态下认真思索的,特别是对于A企业这类传统建筑企业

笔者深入了解战略管理理论方面的专业知识,详细分析了企业战略管
理的概念、流派、类型等多个方面,从而深刻了解战略管理理论体系,为
本文制定科学合理的战略奠定基础。同时运用PEST外部环境分析和SWOT
分析方法,切实分析A企业目前的现状及发展模式,量身定制符合企业的
市场发展战略方案。通过方案比选、构建出适用于大多数类似建筑企业的
实施与运营计划及战略保障措施,此处为本文的创新点。本文以八企业为
例,根据其市场目标和市场定位,得出宜采用多元化战略,从市场信息收
集筛选、投标过程报价的谨慎性、营销队伍建设、发展多元化市场等几个
方面提出相关建议,期望对A企业的发展提供一定的帮助

关键词:国有建筑企业,发展战略,多元化
I
北京化工大学专业硕士学位论文
RESERCH ON MARKET DEVELOPMENT
STRATEGY OF THE A ENTERPRISE
ABSTRACT
Construction industry as the country&39;s second largest industries, has
become an important pillar of national development. However, since the
beginning of the 21st century, due to multiple factors, the growth rate of the
construction industry, such as the added value, the amount of new contracts,
the total amount of contracts and so on, has been declining year by year. The
total amount of new contracts increased year by year, but its growth rate is
gradually slowing down. Combined with national economic structure
adjustment, investment in fixed assets down, the construction industry
dependent on the state investment in fixed assets driven by the rapid growth
has become history, both the owners, construction or downstream materials
business, the profits are running out. Although the state introduced real estate
favorable policies to strengthen infrastructure investment, put forward the
one way along the way of the new strategic layout, accelerate the
construction of PPP projects and so on, the construction industry development
situation is still not optimistic. This suggests that the construction of existing
development model has been unable to match the external environment, so it
is urgent to adjust and change its strategy. What strategy can not only
corresponds with enterprise reality, and can ensure the long-term stability and
development, this is the enterprise need to serious thinking under the new
normal, especially for this kind of traditional architecture the enterprise A.
Based on the theory of strategic management, this paper gives a more
ii
ABSTRACT
comprehensive understanding of the strategic management theory system by
analyzing the concept of enterprise strategic management, the analysis of the
genre and the type of strategic management, and provides the theoretical basis
for the better formulation strategy. At the same time, we use PEST external
environment analysis and SWOT analysis method to analyze the present
situation and development mode of the A company, and tailored to meet the
enterprise&39;s market development strategy. Through the program comparison, to
build suitable for most similar construction enterprises in the implementation
and operational plans and strategic safeguards, here for the innovation of this
article. In this paper, the A company, for example, according to its market
objectives and market positioning, it is appropriate to adopt a diversified
strategy, from the market information collection screening, bidding process
prudence, marketing team construction, the development of diversified
markets and other aspects of the relevant Recommendations, expectations of
the development of A enterprises to provide some help.
KEY WORDS: State - owned construction enterprises, development strategy,
diversification
m
目录
m-＊绪论 i
i.i研究目的和意义1.2研究内容和研究方法1.2. 1 PEST 分析法1. 2. 2 SWOT 分析法1.2. 3文献研究法第二章企业战略管理理论框架2. 1战略管理的概念2. 2战略管理的流派分析2. 2. 1传统战略理论阶段2. 2. 2竞争战略理论阶段2. 2. 3动态战略理论阶段2.2.4战略理论最新发展2. 3企业战略管理的类型第三章A企业战略发展过程环境分析3.1 A企业内部环境分析3. 1. 1 A企业概况3. 1. 2 A企业核心产业分析3. 1.3 A企业产业业务活动情况分析3. 1. 4 A企业财务情况分析3. 2 A企业的PEST外部环境分析3.2. 1 A企业的政治(Political)环境分析3.2.2 A企业的经济(Economic)环境分析3.2. 3 A企业的社会(Society)环境分析3. 2. 4 A企业的技术(Technology)环境分析3.3 A企业的SWOT分析3. 3. 1 A企业的优势与劣势V
北京化工大学专业硕士学位论文
3. 3. 2 A企业的机会与威胁
21
3. 3. 3 A企业的SWOT矩阵分析
22
第四章A企业的市场战略方向与方案选择
25
4.1 A企业的市场战略方案比选
25
4. 1. 1 A企业市场和产品定位
25
4. 1. 2 A企业市场战略目标
25
4. 1. 3 A企业市场战略选择
26
4.2 A企业的市场战略实施与运营
27
4.2. 1市场信息的收集和筛选
27
4. 2. 2投标过程及报价的谨慎性
27
4. 2_ 3营销队伍建设
28
4.2.4发展多元化市场
28
4.3 A企业的市场战略保障
30
4.3. 1人力资源保障
30
4.3.2项目管理水平保障
31
4.3. 3信息化保障
32
4.3. 4资金保障
32
第五章结论
33
参考文献 35
^ 39
作者和导师简介
41
VI
Contents
Contents
Chapter 1 Introduction1.1 Research purposes and significance1.2 Research content and research methods1.2.1 PEST analysis1.2.2 SWOT analysis1.2.3 Literature research methodChapter 2 Enterprise Strategic Management Theory2.1 Definition of enterprise strategic management2.2 Analyses of enterprise strategic management2.2.1 Traditional strategic theory stage2.2.2 Competitive strategy theory stage2.2.3 Dynamic strategy theory stage2.2.4 The latest development of strategic theory2.3 The Method of Enterprise Strategic ManagementChapter 3 Analysis of Enterprise Development Process Environment…11
3.1 Analysis of enterprise&39;s internal environment3.1.1 A company’s profile3.1.2 Analysis of enterprise core industry3.1.3 Analysis on the business activity of enterprise industry3.1.4 Analysis of enterprise financial situation3.2 Analysis of A enterprise&39;s PEST external environment3.2.1 Analysis of the political environment of enterprise3.2.2 Analysis of the economic environment of enterprise3.2.3 Analysis of the society environment of enterprise3.2.4 Analysis of the technology environment of enterprise3.3 Analysis of A enterprise&39;s SWOT external environment3.3.1 Strengths and weaknesses of the enterprise3.3.2 Opportunities and threats of the enterprise
21
3.3.3 Analysis of A enterprise&39;s SWOT matrix
22
Chapter 4 The Strategic Direction and
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