为了在激烈的竞争中保持工程造价行业的市场占有比，增强竞争力，企业通过调整 自身战略，在新经济常态下的竞争格局找到自身定位和比较优势，增加盈利，增强竞争 能力，以此增加经营效益和增强抵御风险的能力。若战略管理不善，严重时可能使企业 面临对市场定位不明晰，经营陷入困局，最终影响到企业的可持续发展。 广州JH咨询公司是广州市专注于房地产成本管控的造价咨询公司，成立于2008年， 也是华南地区开展全过程造价咨询业务较早的公司之一。现今在新经济常态下，加上受 国家政策对房地产的宏观调控的影响，其竞争压力在与之俱增。这压力一方面来源于房 地产项目成本管控方面，因房地产的宏观调控政策有银行利率、地价竞标、拆迁等费用 限制等，这些都反映在地产开发成本上，故此，房地产企业对于造价咨询公司要求越来 越高；另一方来源于企业内部的发展，如何壮大公司规模、留住人才，都是企业发展需 要思考的问题。 本文在国内外相关研究成果的基础上，基于波特竞争战略理论，对比广州 JH 咨询 公司的外部环境做出 SWOT 分析，从宏观环境、竞争对手、客户市场与机会和威胁等 角度进行诊断，并结合公司内部状况，探究公司发展历程和对比其他公司的竞争分析， 通过指标分析、数理统计等方式，为公司制定有效的经营战略，从定价、客户、品牌和 技术方面提出差异化竞争战略，建立起一套切实可行的管理方案，提出了适合公司发展 的战略选择，根据战略的目标和计划，制定出公司的战略运营及实施保障。 通过对广州 JH 咨询公司的战略研究，通过对企业整体的梳理，企业面对的机遇、 挑战、困惑、期待都将使得所有处在行业转型期的企业可以去借鉴，同时也使得我们更 加清晰的准确的定位自身企业，以便制定长远战略高度。 关键词，工程造价；房地产；咨询；服务；战略II Abstract In order to maintain the market share of the engineering cost industry in the fierce competition and enhance the competitiveness, enterprises find their own positioning and comparative advantages by adjusting their strategies and finding their own positioning and comparative advantages in the competition pattern under the new economic normal, increase their profits and enhance their competitiveness, so as to increase the operating efficiency and enhance the ability to resist risks. If the strategic management is not good enough, the enterprise may face unclear market positioning and run into a dilemma, which will ultimately affect the sustainable development of the enterprise. Guangzhou JH consulting co., ltd. is a cost consulting company focusing on real estate cost control in guangzhou, which was established in 2008. It is also one of the earliest companies in south China to carry out whole-process cost consulting business. Nowadays, under the new economic normal, and under the influence of national policies on the macro-control of real estate, the competitive pressure is increasing. On the one hand, the pressure comes from the cost control of real estate projects. The macro-control policies of real estate include bank interest rate, land price bidding, demolition and other expense restrictions, which are reflected in the real estate development costs. The other party comes from the internal development of the enterprise. How to expand the scale of the company and retain talents is a question that needs to be considered in the development of the enterprise. In this paper, on the basis of relevant research results at home and abroad, based on the porter competitive strategy theory, compared to guangzhou JH consulting company's external environment to make a SWOT analysis, from the macroscopic environment, competitors, customers, markets and opportunities and threats such as point of diagnosis, and connecting with the company's internal situation, explore the company development and compared with other company's competitive analysis, through the index analysis, mathematical statistics and so on, make effective management strategy for the company, from the aspects of pricing, customers, brand and technology puts forward differentiation competitive strategy, set up a feasible management scheme, put forward the suitable strategic choice for the development of the company, According to the strategic objectives and plans, formulate the company's strategic operation and implementation guarantee. Through the strategic study of guangzhou JH consulting company, through the overall analysis of the enterprise, the opportunities, challenges, confusion and expectations that the enterprise faces will enable all enterprises in the industry transformation period to learn from,III at the same time, make us more clear and accurate positioning of their own enterprises, in order to develop a long-term strategic height.. Keywords: Construction cost; Real estate; Consulting; Service; StrategicIV 目 录 摘要...........................................................................................................................................I Abstract .................................................................................................................................... II 第一章 绪论..............................................................................................................................1 1.1 研究背景与意义 .............................................................................................................. 1 1.1.1 行业发展背景............................................................................................................ 1 1.1.2 研究意义.................................................................................................................... 3 1.2 国内外研究现状 .............................................................................................................. 3 1.2.1 战略管理的相关研究................................................................................................ 3 1.2.2 工程造价的相关研究................................................................................................ 4 1.2.3 服务化的概念............................................................................................................ 4 1.2.4 工程造价服务战略.................................................................................................... 5 1.3 研究目的与意义 .............................................................................................................. 7 1.3.1 研究目的.................................................................................................................... 7 1.3.2 研究意义.................................................................................................................... 7 1.4 研究方法与技术路线 ...................................................................................................... 7 1.4.1 研究方法.................................................................................................................... 7 1.4.2 技术路线.................................................................................................................... 8 第二章 外部环境分析..............................................................................................................9 2.1 宏观环境分析 .................................................................................................................. 9 2.1.1 经济因素.................................................................................................................... 9 2.1.2 社会文化因素.......................................................................................................... 14 2.1.3 政治法律因素.......................................................................................................... 17 2.1.4 技术因素.................................................................................................................. 18 2.1.5 市场环境.................................................................................................................. 19 2.2 行业竞争环境分析 ........................................................................................................ 21 2.2.1 行业内现有企业的竞争.......................................................................................... 21 2.2.2 新进入者的威胁................................................