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论文编号：	12729
作者编号：	2320190479
上传时间：	2021/12/7 8:56:06
中文题目：	工程咨询企业GZ公司竞争战略研究
英文题目：	Research on the Competitive Strategy of GZ Engineering Consulting Company
指导老师：	牛芳
中文关键字：	工程咨询；竞争战略；差异化战略；价值链模型
英文关键字：	Engineering Consulting; Competitive Strategy; Differentiation Strategy; Value Chain Model
中文摘要：	工程咨询行业作为新兴的现代服务业，在我国起源于上世纪八十年代初，属于知识密集型行业，对专业技术有着较高的依赖程度。随着我国经济的不断发展，国家不断进行的城市和基础设施建设，为工程咨询的发展打开了巨大的空间。但随着工程咨询行业的不断成熟，国家也持续出台了与行业相关的一系列政策，对工程咨询企业的发展提出了很高的要求，也影响着企业对于竞争战略的选择。 本文以GZ工程咨询公司为例，利用PEST分析和五力模型等工具对宏观和行业环境进行分析，并在分析公司资源和能力基础上，分析公司的竞争战略选择。同时，研究进一步讨论了战略实施及保障问题，利用价值链分析方法探讨了GZ工程咨询公司差异化战略实施问题，并提出了战略实施的保障措施。 通过对GZ工程咨询公司进行宏观环境以及行业环境分析，本文研究发现GZ公司目前面临着国内外发展环境变化、工程咨询行业竞争激烈、人力成本压力增大给企业带来的影响。同时对公司进行内部分析发现，公司具有独特的核心竞争力，但是在业务上存在分布不均、专业过少、技术缺失的问题，在管理上存在市场意识不敏感、技术人才流失等问题。经过对GZ工程咨询公司分析，并考虑到公司在区域内有较高的知名度和声誉度，同时拥有明显的技术及人员优势，本文认为GZ工程咨询公司目前主要应该采用差异化战略。为了实现差异化战略，基于价值链模型从市场营销、业务拓展、项目运作、售后服务四项主要价值链活动以及技术开发、人力资源管理、基础设施管理、信息技术管理四项辅助价值链活动的角度提出战略实施措施。为保障战略的实施，从战略的过程控制、职能支持以及组织支持的角度，提出了保障措施。 本文研究能够为GZ工程咨询公司提供符合当前经营环境的竞争战略。同时，GZ工程咨询公司作为同行业中发展规模处于中上等、咨询内容较为全面、服务区域较广的企业，其面临的问题也具有一定的代表性，研究也可以为同行业企业提供参考。
英文摘要：	As an emerging modern service industry, the engineering consulting industry originated in my country in the early 1980s. It is a knowledge-intensive industry and has a high degree of dependence on professional technology. With the continuous development of my country’s economy, the country’s continuous urban and infrastructure construction has opened up a huge space for t he development of engineering consulting. However, with the continuous maturity of the engineering consulting industry, the state has also continuously issued a series of industry-related policies, putting forward high requirements for the development of engineering consulting companies, and also affecting the company’s choice of competitive strategies. This article takes GZ engineering consulting company as an example, uses PEST analysis and five-force model to analyze the macro and industry environment, and analyzes the company’s competitive strategy selection based on the analysis of the company’s resources and capabilities. Using the value chain analysis method, the issue of the implementation of the differentiated strategy of GZ Engineering Consulting Company was discussed, and the guarantee measures for the implementation of the strategy were put forward. Through the macro-environment and industry environment analysis of GZ Engineering Consulting Company，the study found that GZ Company is currently facing the impact of changes in the development environment at home and abroad, fierce competition in the engineering consulting industry, and increased pressure on labor costs. At the same time, internal analysis of the company found that the company has unique core competitiveness, but there are problems such as uneven distribution in business, too little specialization, lack of technology, insensitive market awareness, and loss of technical talents in management. After analyzing the GZ engineering consulting company, and considering that the company has a high reputation and reputation in the region, and has obvious technical and personnel advantages, the article believe that the GZ engineering consulting company should mainly adopt a differentiation strategy. In order to realize the differentiation strategy, GZ Engineering consulting company proposes strategic implementation measures based on the value chain model, the four main value chain activities from marketing, business development, project operation, and after-sales service, and the four auxiliary value chain activities of technology development, human resource management, infrastructure management, and information technology management. The study can provide GZ Engineering consulting company with a competitive strategy in line with the current business environment. At the same time, as an enterprise in the same industry with a middle-to-high development scale, comprehensive consulting content, and a wide range of services, GZ Engineering consulting company is also representative of the problems it faces, and research can also provide references for companies in the same industry.
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