本文以新时代公司为研究对象，对其战略环境进行了系统分析，在此基础上
制定了多元化战略，并提出该战略实施的保障措施。首先，运用运用PEST分析、
波特“五力”竞争模型分析及SWOT分析等战略分析工具，对新时代公司内外部环
境进行了系统分析，得出新时代公司SWOT分析矩阵；其次，在此基础上，提出
新时代公司发展战略定位及目标，结合公司转型发展需求，制定新时代公司以PPP
为重点的“房地产开发+工程承包施工+建材加工贸易”多元化战略，并分析了实施
该发展战略必要性、紧迫性与可行性；最后，制定了新时代公司发展战略实施原
则、步骤，并从构建属地和谐关系网、培育PPP项目开发综合能力、构建PPP项目
风险防范体系、强化PPP及本土人力资源管理、加强企业文化建设、完善项目管
理制度等方面制定了发展战略实施保障措施
通过实施多元化战略，新时代公司将实现由工程承包业务绝对主导的发展模
式向房地产开发、工程承包施工与建材贸易多业务均衡发展模式的转型，降低纳
米比亚新政策带来的不利影响，实现企业持续发展，具有很强的现实意义。同时，
也对其他中小建筑企业转型发展具有一定的借鉴意义
关键词：新时代公司；建筑工程；战略转型；相关多元化战略
高级管理人员工商管理硕士学位论文
III
Abstract
NewEraInvestments(Pty)Ltd.isalocalregisteredChinese-ownedenterprise
thatspecializesinconstructionprojectcontractinginNamibia.Inrecentyears,In
ordertoprotectlocalconstructionenterprisesandimprovetheemploymentlevelof
localresidents,thegovernmentofNamibiahasmadeamajoradjustmentinmany
aspects,liketheconstructionprojectcontracting，theprojectpersonnelstructure,the
visapolicyandsoon.Thenewpolicyaftertheadjustmenthasbroughtserious
challengestothedevelopmentofChineseconstructionenterprises,includingNewEra
Investment(Pty)Ltd.Moreover,duetothelowthresholdofNamibiaconstruction
engineeringindustry,moreandmoreenterprisesarepouringintotheconstruction
contractmarketofNamibia,whichmakesNewEraInvestment(Pty)Ltd.facemore
andmorepressureoncompetitionandsurvival.Underthisbackground,inorderto
achievethesustainableandstabledevelopmentofthecompany,itisnecessaryto
exploreandstudythefuturedevelopmentstrategyofNewEraInvestments(Pty)Ltd.
TakingNewEraInvestment(Pty)Ltd.astheresearchobject,thispapermakesa
systematicanalysisofitsstrategicenvironment,furtherformulatestherelated
diversifieddevelopmentstrategyandputforwardthesafeguardmeasuresforthe
implementationofthestrategy.Firstly,weusedsomestrategicanalysistoolsto
systematicallyanalyzetheinternalandexternalenvironmentofthecompany,like
PESTanalysis,Potter'sfivepowercompetitionmodelanalysisandSWOTanalysis,
andgottheSWOTanalysismatrixofthecompany.Secondly,onthisbasis,weput
forwardthestrategypositioningandobjectivesofthecompanydevelopment,
combinedwiththeneedsofthecompanytransformationdevelopment,weformulated
thediversifieddevelopmentstrategyonRealEstateDevelopment”,“construction
projectcontracting”and“BuildingMaterialsprocessing&Trade,andanalyzedthe
necessity,urgencyandfeasibilityofimplementingthedevelopmentstrategy;Atlast,
weformulatedtheimplementationprinciplesandstepsofthecompany’sdevelopment
strategy.Inaddition,theguaranteemeasuresfortheimplementationofthecompany's
developmentstrategyarealsoformulatedfromthemeasuresofbuildingaharmonious
relationshipnetwork,strengtheningthemanagementofhumanresourceslocalization,
strengtheningtheconstructionofenterprisecultureandimprovingtheproject
managementsystemofthecompanyetc.
纳米比亚新时代有限公司发展战略研究
IV
Throughtheimplementationofrelateddiversifieddevelopmentstrategies,New
EraInvestment(Pty)Ltd.willrealizethetransformationfromtheabsolutelydominant
developmentmodeofengineeringcontractingbusinesstothemulti-businessbalanced
developmentmodelofrealestatedevelopment,engineeringcontractingandbuilding
materialstrade.Ithasgreatpracticalsignificancetoreducetheadverseeffectsofthe
newNamibiapolicyandtorealizethesustainabledevelopmentoftheenterprise.At
thesametime,italsoofcertainreferencesignificanceforthetransformationand
developmentofothersmallandmediumsizedconstructionenterprises.
KeyWord:NewEraInvestment(Pty)Ltd.;ConstructionEngineering;Strategic
Transformation;DiversifiedDevelopmentStrategy
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