FR城建公司竞争战略研究
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摘要
近几年来，随着全球经济一体化和政治、经济、社会与科技的发展，建筑企业面临的竞争压力不断增加。作为长沙市重点扶持的企业集团之一，FR城建公司如何识别竞争环境和自身的竞争力，制定有效的竞争战略，从而在未来激烈的市场竞争中求生存图发展，是目前迫切需要解决的重大问题。为此，本文应用战略管理的理论和方法，结合建筑企业自身的特点，对FR城建公司的竞争战略进行了深入的研究，并对建筑企业经营管理水平的提高进行了有益的探索。
本文在理论研究的基础上，首先，运用PEST分析法、波特的五种竞争力量模型以及外部要素评价(EFE)矩阵对FR城建公司竞争战略的宏观环境、产业环境、竞争态势进行分析和评价，分析了企业面临的机会与威胁，通过评价可得FR城建公司房地产业务处于一个较有吸引力的市场当中。其次，分析了FR城建公司在房地产领域发展具备的基本能力，运用内部要素评价(IFE)矩阵对FR城建公司的内部环境进行综合评价，分析了企业拥有优势和存在的劣势。再次，论文在内外部环境分析的基础上，对FR城建公司的竞争战略进行了定位，通过SWOT分析模型，运用定量规划评价矩阵(QSPM)对竞争战略进行了分析选择，确定以差异化战略为主、目标集聚战略为辅的竞争战略组合。最后，在竞争战略的实施上，提出FR城建公司应在产品差异化、形象差异化、完善组织结构、提高融资能力等方面做好工作，以保证竞争战略的有效实施。
In recent years, along with the economy globalization and the emerging political, economic, social and technological developments, the construction industry has encountered increasing competitive pressure. As one of the companies which get the most support from the government of Changsha, A Urban Construction Co. Ltd faces some very important problems, such as how to identify the competitive environment and the core competence of the company, how to design effective competitive strategy and how to survive and develop in the fierce competition in the future market. Using the theory of strategy management, this thesis studies the competitive strategy of A Urban Construction Co. Ltd according to the construction industry's characters and tries to find a way to help the China construction companies run more effectively.
Based on the theoretic research, firstly, PEST analytic approach, fivends of competition strength models and external key elements ofPorter's appraised matrix (EFE) are used to analyze and appraise the microscopically environment, industry environment, competition situation and competitive strategy of A Urban Construction Co. Ltd. Secondly, this research uses internal key element appraise matrix to carry on a comprehensive appraisal to the internal environment of Limited Company, pointing out that there are both the advantages and the existinginferior position. Thirdly, Based on the analysis of inside and outside environmental, the research makes a reservation to A Urban Construction Co. Ltd. Thought SWOT analysis model and using the quantitativeprogram evaluation matrix (QSPM) to analyze the competitive strategy,the research points out that the company should view difference strategy as the core, goal gathering strategy as the competition strategy. In the implementation of the competitive strategy, A Urban Construction Co. Ltd is advised to be in the difference of the products and images, improverganization structure and the ability of financing; take work well so as toensure the effective implementation of the competitive strategy.
本文在理论研究的基础上，首先，运用PEST分析法、波特的五种竞争力量模型以及外部要素评价(EFE)矩阵对FR城建公司竞争战略的宏观环境、产业环境、竞争态势进行分析和评价，分析了企业面临的机会与威胁，通过评价可得FR城建公司房地产业务处于一个较有吸引力的市场当中。其次，分析了FR城建公司在房地产领域发展具备的基本能力，运用内部要素评价(IFE)矩阵对FR城建公司的内部环境进行综合评价，分析了企业拥有优势和存在的劣势。再次，论文在内外部环境分析的基础上，对FR城建公司的竞争战略进行了定位，通过SWOT分析模型，运用定量规划评价矩阵(QSPM)对竞争战略进行了分析选择，确定以差异化战略为主、目标集聚战略为辅的竞争战略组合。最后，在竞争战略的实施上，提出FR城建公司应在产品差异化、形象差异化、完善组织结构、提高融资能力等方面做好工作，以保证竞争战略的有效实施。
In recent years, along with the economy globalization and the emerging political, economic, social and technological developments, the construction industry has encountered increasing competitive pressure. As one of the companies which get the most support from the government of Changsha, A Urban Construction Co. Ltd faces some very important problems, such as how to identify the competitive environment and the core competence of the company, how to design effective competitive strategy and how to survive and develop in the fierce competition in the future market. Using the theory of strategy management, this thesis studies the competitive strategy of A Urban Construction Co. Ltd according to the construction industry's characters and tries to find a way to help the China construction companies run more effectively.
Based on the theoretic research, firstly, PEST analytic approach, fivends of competition strength models and external key elements ofPorter's appraised matrix (EFE) are used to analyze and appraise the microscopically environment, industry environment, competition situation and competitive strategy of A Urban Construction Co. Ltd. Secondly, this research uses internal key element appraise matrix to carry on a comprehensive appraisal to the internal environment of Limited Company, pointing out that there are both the advantages and the existinginferior position. Thirdly, Based on the analysis of inside and outside environmental, the research makes a reservation to A Urban Construction Co. Ltd. Thought SWOT analysis model and using the quantitativeprogram evaluation matrix (QSPM) to analyze the competitive strategy,the research points out that the company should view difference strategy as the core, goal gathering strategy as the competition strategy. In the implementation of the competitive strategy, A Urban Construction Co. Ltd is advised to be in the difference of the products and images, improverganization structure and the ability of financing; take work well so as toensure the effective implementation of the competitive strategy.
引文
[1] 罗伯特．S．卡普兰等，战略中心型组织[M]北京：人民邮电出版社，2004
[2] 吕文学，我国大型建筑企业竞争力评价及其提升途径研究[D]天津，天津大学，2004
[3] Stephen Mak, A model of information management for construction using information technology[J]Automation in Construction, 2001, 10: 257～263
[4] Teng Yuan Hsiao} Yue Hwa Yu} Idd K. Wemick, A note on material flows of construction aggregates in Taiwan[J]Resources Policy, 2001, 27: 135～137
[5] William Vidogah, Issaka Ndekugri, A review of the role of information technology in construction claims management, Computers in Industry, 1998: 77～85
[6] K.W. Chaua, Ying Cao, M. Anson, etc. Application of data warehouse and Decision Support System in construction management[J]Automation in Construction 2002, 12: 213～224
[7] Nashwan Dawood, Eknarin Sriprasert, Zaki Mallasi, etc. Development of an integrated information resource base for 4D/VR construction processes simulation[J] Automation in Construction, 2002, 12:123～131
[8] Nash Dawood, Abi Akinsola, Brian Hobbs, Development of automated communication of system for managing site information using Internet technology[J] Automation in Construction, 2002, 11: 557～572
[9] Britta Borg, Management Development in the Construction Industry-Guidelines for the Construction Professional[J]International Journal of Project Management 2003, 21: 307～308
[10] 阎利军．战略管理：房地产开发企业的理性选择[J]城市开发，2001(7)：42～44
[11] 王鹏，高扬．论战略资源与核心能力在房地产企业中的内涵[J]中国房地产金融，2002(3)：22～26
[12] 侯月玲，黄宇文．论房地产开发商核心竞争力的培养[J]城市开发，2001(12)：50～52
[13] 向小林，任宏，世界建筑业的发展与未来[J]建筑经济管理，1996，14(1)：57～58
[14] Thomas L. Wheelen; J. David Hunger. Strategic Management and Business Policy[M], Addison-Whlesley Publishing Company Inc.. 1983, P78
[15] 李仕明，现代企业经营战略管理，[M]．西安：电子科技大学出版社，1994：6
[16] H．塔威尔，企业的生存战略，[M]．上海：上海人民出版社，1994：16
[17] Michael E. Porter, Towards anemic Theory of Strategy, Strategic Management Journal [M] 1991, 12: 95～117
[18] 许庆瑞，企业经营战略，[M]．北京：机械工业出版社，1993：8
[19] 汪应洛，战略研究理论及企业战略，[M]．西安：西安交通大学出版社，1990：19．
[20] 解培才，工业企业经营战略，[M]．北京：中国人民大学出版社，1990：12
[21] 迈克尔，波特著，陈小悦译，竞争战略[M]，北京：华夏出版社，1997．
[22] 迈克尔·波特著．竞争优势[M]北京：华夏出版社，1997，36-38
[23] Andrews K R. The Concept of Corporate Strategy[M]Homewood.Ⅲ. Richard D Irwin, 1965, 101-108
[24] Chandler, A. Strategy and Structure: Chapters in the History of American Industrial Enterprise Cambridge[M]MA: MIT press, 1962.
[25] 美]戴维·贝赞可、戴维·德雷诺夫、马克·尚利．公司战略经济学[M]北京大学出版社，1997．
[26] 何庆明、戴丽萍．企业竞争战略[J]中国集体经济，2005(1)
[27] 长沙统计年鉴[M]湖南统计出版社，2005，67-68
[28] 中国房地产信息网
[29] 长沙市建委开发处．2004年11月“国房景气指数”上升0.22点[J]湖南房地产 2005，(1)：34
[30] 英]格里·约翰逊、凯迈·译．公司战略教程[M]北京：华夏出版社，斯科尔斯著，金占明、贾秀梅2003．10．
[31] 马云俊、安玉兴．现代企业竞争战略的分析与选择[J]发展战略，2004(9)．
[32] 陈松，梁德平．房地产企业的竞争战略[J]重庆建筑大学学报(社科版)，2001(1)：34～37
[33] 付物，潘健．关于房地产公司发展战略的研究报告[J]商业研究，2001(1)：169～172
[34] 方劲松．房地产开发企业竞争战略探讨[J]当代建设，2001(1)
[35] 李怀建、刘鸿钧．我国房地产企业的竞争战略分析[J]江苏商论，2003(5)
[36] 项保华．企业战略管理—概念、技能与案例[J]北京：科学出版社，2001．8
[37] 陈忠卫，王晶．企业战略管理[J]中国统计出版社，2003，41-45
[38] 刘艳雯．房地产企业如何创名牌[J]城市开发，2001(1)：31～32
[2] 吕文学，我国大型建筑企业竞争力评价及其提升途径研究[D]天津，天津大学，2004
[3] Stephen Mak, A model of information management for construction using information technology[J]Automation in Construction, 2001, 10: 257～263
[4] Teng Yuan Hsiao} Yue Hwa Yu} Idd K. Wemick, A note on material flows of construction aggregates in Taiwan[J]Resources Policy, 2001, 27: 135～137
[5] William Vidogah, Issaka Ndekugri, A review of the role of information technology in construction claims management, Computers in Industry, 1998: 77～85
[6] K.W. Chaua, Ying Cao, M. Anson, etc. Application of data warehouse and Decision Support System in construction management[J]Automation in Construction 2002, 12: 213～224
[7] Nashwan Dawood, Eknarin Sriprasert, Zaki Mallasi, etc. Development of an integrated information resource base for 4D/VR construction processes simulation[J] Automation in Construction, 2002, 12:123～131
[8] Nash Dawood, Abi Akinsola, Brian Hobbs, Development of automated communication of system for managing site information using Internet technology[J] Automation in Construction, 2002, 11: 557～572
[9] Britta Borg, Management Development in the Construction Industry-Guidelines for the Construction Professional[J]International Journal of Project Management 2003, 21: 307～308
[10] 阎利军．战略管理：房地产开发企业的理性选择[J]城市开发，2001(7)：42～44
[11] 王鹏，高扬．论战略资源与核心能力在房地产企业中的内涵[J]中国房地产金融，2002(3)：22～26
[12] 侯月玲，黄宇文．论房地产开发商核心竞争力的培养[J]城市开发，2001(12)：50～52
[13] 向小林，任宏，世界建筑业的发展与未来[J]建筑经济管理，1996，14(1)：57～58
[14] Thomas L. Wheelen; J. David Hunger. Strategic Management and Business Policy[M], Addison-Whlesley Publishing Company Inc.. 1983, P78
[15] 李仕明，现代企业经营战略管理，[M]．西安：电子科技大学出版社，1994：6
[16] H．塔威尔，企业的生存战略，[M]．上海：上海人民出版社，1994：16
[17] Michael E. Porter, Towards anemic Theory of Strategy, Strategic Management Journal [M] 1991, 12: 95～117
[18] 许庆瑞，企业经营战略，[M]．北京：机械工业出版社，1993：8
[19] 汪应洛，战略研究理论及企业战略，[M]．西安：西安交通大学出版社，1990：19．
[20] 解培才，工业企业经营战略，[M]．北京：中国人民大学出版社，1990：12
[21] 迈克尔，波特著，陈小悦译，竞争战略[M]，北京：华夏出版社，1997．
[22] 迈克尔·波特著．竞争优势[M]北京：华夏出版社，1997，36-38
[23] Andrews K R. The Concept of Corporate Strategy[M]Homewood.Ⅲ. Richard D Irwin, 1965, 101-108
[24] Chandler, A. Strategy and Structure: Chapters in the History of American Industrial Enterprise Cambridge[M]MA: MIT press, 1962.
[25] 美]戴维·贝赞可、戴维·德雷诺夫、马克·尚利．公司战略经济学[M]北京大学出版社，1997．
[26] 何庆明、戴丽萍．企业竞争战略[J]中国集体经济，2005(1)
[27] 长沙统计年鉴[M]湖南统计出版社，2005，67-68
[28] 中国房地产信息网
[29] 长沙市建委开发处．2004年11月“国房景气指数”上升0.22点[J]湖南房地产 2005，(1)：34
[30] 英]格里·约翰逊、凯迈·译．公司战略教程[M]北京：华夏出版社，斯科尔斯著，金占明、贾秀梅2003．10．
[31] 马云俊、安玉兴．现代企业竞争战略的分析与选择[J]发展战略，2004(9)．
[32] 陈松，梁德平．房地产企业的竞争战略[J]重庆建筑大学学报(社科版)，2001(1)：34～37
[33] 付物，潘健．关于房地产公司发展战略的研究报告[J]商业研究，2001(1)：169～172
[34] 方劲松．房地产开发企业竞争战略探讨[J]当代建设，2001(1)
[35] 李怀建、刘鸿钧．我国房地产企业的竞争战略分析[J]江苏商论，2003(5)
[36] 项保华．企业战略管理—概念、技能与案例[J]北京：科学出版社，2001．8
[37] 陈忠卫，王晶．企业战略管理[J]中国统计出版社，2003，41-45
[38] 刘艳雯．房地产企业如何创名牌[J]城市开发，2001(1)：31～32