摘要
摘要
近几年，我国国民经济实现稳步增长，作为我国的支柱性产业的建筑业总产
值也保持稳步增长，跟随建筑业总产值持续增长的大趋势，云南省建筑业也取得
了不小成果。但是云南省中小型建筑企面临整体素质偏低，生产效率低下，缺乏
竞争意识和战略管理理念等问题，随着建筑行业企业数量的不断增加，行业的竞
争日益激烈，加上原材料价格不断上涨，国家对新建项目节能环保的要求也越来
越高，国内建筑施工企业面临着效益下降、利润下滑的问题。面对建筑行业这个
复杂多变的竞争市场，公司采取何种竞争模式和竞争战略，对企业的生存和发展
起到至关重要的作用。TJ建筑公司（下文简称为TJ公司）是云南省一个传统的
中小型建筑施工企业，面对如此激烈的市场竞争，必须站在战略的高度，从自身
情况出发，对公司所处的外部环境、行业环境以及公司内部的资源、能力等进行
研究与分析，为公司的主营业务房屋建筑业务选择合适的竞争战略，增强企业的
竞争力，使TJ公司能在激烈的市场竞争中顽强生存并取得可持续发展。
本文以TJ公司为研究对象，运用战略管理相关理论知识及分析方法，结合
企业经营状况，研究公司房屋建筑业务竞争战略的选择、实施和保障措施。首先
运用PEST分析模型对TJ公司所处的外部政治/法律环境、经济环境、社会环境
以及技术环境进行分析，运用波特五力模型对TJ公司所处竞争环境进行分析，
进行战略集团划分，分析TJ公司的主要竞争对手，通过对企业内部环境分析发
现其自身的优势与劣势，再此基础上，运用SWOT分析工具对TJ公司所具有的优
势和劣势以及面临的机会和威胁进行系统分析，为TJ公司选择合适的战略方向。
接着对TJ公司进行内外部因素评价矩阵分析，将三大基本竞争战略对于TJ公司
房屋建筑业务的适用情况进行比较分析，为TJ公司选择最适合的竞争战略。最
后从企业内部价值链的角度出发，为TJ公司制定了相应的战略实施及保障措施，
以保证其成本领先竞争战略的实施和战略目标的实现。
本文希望通过对TJ公司房屋建筑业务竞争战略的研究，提高企业竞争优势
和竞争力，实现企业的可持续发展，也希望本文的研究与结论对国内同类型的中
小型建筑施工企业竞争战略的制定与实施能有借鉴意义。
关键词：房屋建筑业务竞争战略总成本领先
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Abstract
Abstract
In recent years, China's national economy has achieved steady growth, and the
total output value of the construction industry, as a pillar industry of China, has also
maintained steady growth. With the general trend of continuous growth of the total
output value of construction industry, the construction industry in Yunnan Province
has also made great achievements. However, small and medium-sized construction
enterprises in Yunnan Province are faced with the overall quality is low, the
production efficiency is low, the lack of competition consciousness and the concept of
strategic management. With the continuous increase of the number of enterprises in
the construction industry, the competition in the industry is becoming increasingly
fierce, coupled with the rising price of raw materials, the national requirements for
energy conservation and environmental protection of new projects are becoming
higher and higher, Domestic construction enterprises are facing the problems of
declining benefits and profits. Facing the complex and changeable competitive market
of the construction industry, what kind of competitive model and strategy the
company adopts plays a vital role in the survival and development of the enterprise.
TJ Construction Engineering Co., Ltd.(hereinafter referred to as TJ) is a traditional
small and medium-sized construction enterprise in Yunnan Province. Facing such
fierce market competition, it must stand at the height of strategy and start from its
own situation, study and analyze the external environment, industry environment,
internal resources and capabilities of the company, so as to select an appropriate
competitive strategy for the company's main business housing construction business,
Enhance the competitiveness of the enterprise, so that TJ company can survive
tenaciously in the fierce market competition and achieve sustainable development.
Taking TJ company as the research object, this paper studies the selection,
implementation and guarantee measures of the company's housing construction
business competitive strategy by using the relevant theoretical knowledge and
analysis methods of strategic management and combined with the business situation
of the enterprise. Firstly, PEST analysis model is used to analyze the external political
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Abstract
/ legal environment, economic environment, social environment and technical
environment of TJ company. Porter five forces model is used to analyze the
competitive environment of TJ company, divide strategic groups, analyze the main
competitors of TJ company, and find its own advantages and disadvantages through
the analysis of the internal environment of the enterprise, Use SWOT analysis tool to
systematically analyze the advantages and disadvantages, opportunities and threats
faced by TJ company, so as to select the appropriate strategic direction for TJ
company. Then, the internal and external factor evaluation matrix analysis is carried
out for TJ company, and the three basic competitive strategies are compared and
analyzed for the application of TJ company's housing construction business, so as to
select the most suitable competitive strategy for TJ company. Finally, from the
perspective of the internal value chain of the enterprise, the corresponding strategic
implementation and safeguard measures are formulated for TJ company to ensure the
implementation of its cost leading competitive strategy and the realization of its
strategic objectives.
This paper hopes that by studying the competitive strategy of TJ Company's
housing construction business, the competitive advantage and competitiveness of the
enterprise can be improved, and the sustainable development of the enterprise can be
realized. It also hopes that the research and conclusions of this paper can be used as a
reference for the formulation and implementation of the competitive strategy of the
same type of small and medium-sized construction enterprises in China.
Key words: housing construction business; competitive strategy; total cost
leadership
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