摘要
I
摘要
公路是经济发展的命脉，尽快建设农村道路路网，对于优化农村消费结构、
提升农民生活水平、促进区域经济发展均有重要意义。随着国道、省道、村道、
乡道等骨干线路的形成，乡村道路建设的重要性和必要性已日益凸现
目前，我国乡镇道路设计技术与设备基本成熟，为农村公路设计行业的发展
提供了空间。但随着人民生活水平提高，人们外出的需求逐渐增加，交通消费热
点凸现，出行人数和频率增加，出行距离延长，活动范围扩大，交通消费方式更
加多样化、个性化，特别是轿车进入家庭的步伐加快，对交通消费需求趋旺。一
方面是农民迫切需求的增加道路建设，另一方面是农村道路技术等级不高。随着
国家对农村建设重视程度的不断提升，农村公路建设取得了瞩目成就，基本实现
了公路“村村通”，为农村地区经济发展提供了可靠的基础设施支持。但按照国
家交通运输部门的技术等级划分标准来看，我国农村公路技术等级较低，多数农
村公路路面质量差尤其是村级公路，路面维护不足。可见，江西省农村公路建设
市场很大，对江西省道路设计行业即是机遇也是挑战
ZS工程设计有限公司是一家于2015年成立的小型工程设计公司，现主要业
务范围为，江西省内乡镇道路设计及现有道路的升级改造。在“十三五”规划当
中，ZS工程设计有限公司正处于如何在市场上提高知名度，占领一席之地，发
挥自己的优势，确定自己的市场竞争能力的关键时刻。所以研究ZS工程设计有
限公司选择与制定发展战略，并提出保障战略顺利实施的各项措施，为全面提升
企业经营决策效率奠定基础，使其能够在市场竞争中保持强劲优势
关键词：战略研究；乡镇道路设计；小微企业
Abstract
II
ABSTRACT
Highways are the pillar of economy. To establish a road network in rural area is
meaningful for optimization of rural consumption structure, increasing of
farmers’living standard and promotion of regional economic development. Along with
the establishment of roads with country level, provincial level, county level and
village level, the importance and necessity of the establishment of rural roads have
increased gradually.
Now, China’s design technology and equipment of rural roads has been already
mature, which is good to the development of the factor of rural roads design. However,
along with the increasing of people’s living standard and their demands on travel, the
traffic consumption attracts people’s attentions and more people choose to distant
travel frequently. The mode of traffic consumption is diverse and individual.
Especially the buying of cars in most families promotes the traffic demand.The reason
is that on one hand, farmers wish more roads, on the other hand, the poor technology
in rural roads. With the increasing focuses on the establishment of rural roads, China’s
establishment of rural roads wins global attentions and the country has met the goal of
“each county having their own road”, which supports the development of rural areas.
According to the categorization of technologies standard published by national
transportation department, China’s rural roads were established by poor technologies
and the surfaces of most rural roads are poor quality, especially for village-level
roads.Hence, there are huge opportunity in Jiangxi’s rural road establishment, which
not only is the chance but also the challenge for Jiangxi’s factor of rural roads design.
ZS Engineering Design Limited company is a engineering design start-up which
is founded in 2015. It mainly engages in the design of Jiangxi’s roads with county
level and town level and the upgrading of the current roads. In the period of national
13th five-year plan, it mainly focuses on the increasing of its brand recognition and
securing its market competence via its own advantages. Hence it chose and made the
development strategies, putting forward various measures to safeguard the successful
implementation of the strategies, laying a basis to accelerating the company’s
efficiency of business decision so as to keep its advantages in the fierce market
competition.
Key Words: strategic research; design of roads with county level and town level;
Small and micro enterprises
目录
III
目录
第1章绪论.......... 1
1.1 研究的背景和意义 ........ 1
1.2 研究方法 .... 2
1.3 研究内容及创新点 ........ 2
1.3.1 研究内容........... 2
1.3.2 本论文的创新之处... 2
1.3.3 本论文的不足之处... 3
第2章国内外战略管理理论综述.... 4
2.1 战略管理概述4
2.2 国内外战略管理理论文献综述 .......... 4
2.2.1 国外战略管理理论研究综述....... 4
2.2.2 国内战略管理理论研究综述....... 6
2.3 战略管理分析方法 ........ 7
2.3.1 宏观环境分析方法（PEST）....... 7
2.3.2 SWOT分析模型 ...... 7
2.3.3 波特五力分析模型... 8
2.3.4 定量战略计划矩阵（QSPM）....... 8
第3章 ZS工程设计有限公司内外部环境分析 .... 9
3.1 江西乡镇道路设计行业的PEST分析 ..... 9
3.1.1 政治要素分析（P）.. 9
3.1.2 经济要素分析（E）.. 9
3.1.3 社会要素分析（S）. 10
3.1.4 技术要素分析（T）. 10
3.2 江西省乡镇道路现状及市场前景分析 ... 11
3.2.1 江西省乡镇道路发展与其他省市乡镇道路比较分析.......... 11
3.2.2 江西省乡镇道路发展的主要特点.. 12
3.3 ZS工程设计有限公司波特五力分析..... 13
3.3.1 行业竞争对手分析.. 13
3.3.2 潜在进入者分析.... 13
3.3.3 替代品的威胁...... 14。