建筑设计院发展战略研究

上海 HM 建筑设计院发展战略研究The Development Strategy Study of SH-HM Architectural Design Co Ltd学 校 ： 学 院 ： 专 业 ： 作 者 ： 导 师 ： 学 号 ： 班 级 ： 答 辩 日 期 ： 2017 年 4 月 上海交通大学学位论文原创性声明本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论文不包含任何其他个人或集体已经发表或撰写过的作品成果。对本文的研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人完全意识到本声明的法律结果由本人承担。学位论文作者签名：日期： 年 月 日上海交通大学学位论文版权使用授权书本学位论文作者完全了解学校有关保留、使用学位论文的规定，同意学校保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。本人授权上海交通大学可以将本学位论文的全部或部分内容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存和汇编本学位论文。本学位论文属于：保密 ，在 3 年解密后适用本授权书。不保密 。（请在以上方框内打“”）学位论文作者签名： 指导教师签名：日期： 年 月 日 日期： 年 月 日上海 HM 建筑设计院发展战略研究摘 要建筑是时代的见证，建筑也承载着文化的记忆。建筑设计是一个传统的服务行业，它经历了时代的变化同时也经历了行业的转型。建筑设计和房地产行业具有高度的相关性，尤其是在近 30 年的城市运动、建筑和建筑的空前规模的情况下。在这一难得的历史机遇中，建设产业链也迅速发展。随着国民经济的快速发展，房地产业已成为国家不可缺少的经济支柱。根据国家统计局的数据，现在有一个行业是这样的。2013 年新屋开工数达到了 201208 万平方米。然而，在过去的十年里随着市场化改革的深化，建筑设计市场的区域边界已经完全被打破，国际建筑设计组织的阶段也进一步向外界开放。在行业市场竞争之后，原有的市场格局发生了巨大的变化。在宏观经济形势的背景下，根据我国当前城市化的速度，对未来几年建筑设计市场的影响进行了预测和分析。建筑设计行业最初的快速增长势头逐渐减弱。随着行业的进一步专业化和集群化，建筑设计企业将开始进入一个行业市场分化和整合的新阶段。适应工业前沿技术发展的变化，扩大相关设计产业的市场规模，形成更加专业的产业集群化。基于市场扩张，从而扩大辐射效应，增加市场份额和利润率，以保持可持续和稳定的市场竞争优势，是建筑设计行业目前的挑战。越是长期的快速发展，就越是隐藏着发展的危机。目前，面对极为错综复杂的国内外经济形势的情况，建筑设计在内的整个建筑行业都构成一定的潜在威胁。因此，为未来探索更合适的开发策略和模型市场变化势在必行，同时，这也是建筑设计行业中最紧迫的任务。作为一家具有 30 多年历史的民营上海设计院，现正处于完全的市场竞争环境中，以企业能够成为健康和可持续发展，同时也具备承担这个行业所具备的社会和文化责任。在本文中，使用了五力模型，PEST 模型，内部和外部要素评价矩阵和其他工具分析企业的宏观、内部和外部环境，找出影响企业发展的关键因素，以及企业在面临机遇、威胁和优势。在此基础上，利用SWOT 矩阵分析法，对企业的未来发展方向进行了分析。最后，整合 HM公司的愿景和使命被提议扩大专业一体化领域，整合和深化产业前沿技术战略，使企业能够形成市场竞争优势，以适应不断增长的市场竞争环境，实现企业的发展目标，进一步扩大市场份额，提高企业的整体收入，从而构建出上海 HM 建筑设计院的发展战略，以确保企业有能力适应长期发展。关 键 词 ： 建 筑 设 计 ， 发 展 战 略 ， 竞 争 优 势 ， 产 业 升 级The Development Strategy Study of SH-HM Architectural Design Co., LtdAbstractAs we know that architecture is the witness of the times. The building also carries cultural memory. Architectural design is a traditional service industry. Through changing times, our contemporary and modern construction industry also experienced reborn in baptism. Architectural design and real estate industry with a high degree of relevance, especially in the past thirty years of real estate development, architecture and construction industry chain in this rare historical opportunity has also been rapid developed. Along with the rapid development of the national economy, the real estate industry has become a pillar industry of the country. According to the National Bureau of Statistics figures shows that nationwide 2013 new housing construction area has reached two billion square meters. However, with the deepening of the past decade between the market-oriented reform, regional boundaries of architectural design market is completely broken, outside the open international architectural design coupled with our organization further pair have joined the fray, which occurred in the existing market structure a huge change. In the context of the macroeconomic situation, there is a forecast that Chinas current urbanization rate has the impact on the market in the next few years. Combined with further specialization in the industry and cluster development trend, architectural design companies will begin to enter a market differentiation and integration of a new phase. Cutting-edge technology to intensify the development of the industry to adapt to change and expand the market areas related to the design industry, and a more professional look cluster market expansion, thereby increasing endogenous radiation effects, increasing market share and profit margins in order to maintain a sustained, steady competitive advantage, is the current reality of the challenges for the architectural design industry. The more rapid development of such a long-term industry, the more memory the hidden crisis of development will be. Currently, in the face of domestic and international economic situation is extremely complicated environment, but also it will bring a potential threat to the overall construction industry, including architectural design. Therefore, in order to explore more suitable for their own development strategies and models to deal with possible future changes in the market, its also the priority for the architectural design industry. Shanghai HM Architectural Design co., LTD has more than 30 years of history with a deep restructuring in those years. Under the current environment with full market competition, in order to enable enterprises to maintain a healthy and sustainable development, and also to shoulder the responsibility of the social and cultural industries, in this paper, PEST model, five forces model and the internal and external factors evaluation matrix as well as other tools for business and enterprise internal and external macro-environment analysis to identify the key factors that influence the development of enterprises. SWOT analysis of the opportunity faced by enterprises, threats, strengths and weaknesses were derived, to define the future development direction, eventually combined with the companys vision and mission proposed expansion of areas of expertise, professional integration by integrating cutting-edge technology and in-depth strategy for mining industry enable enterprises to create market differentiation competitive advantage. In response to the growing competition in the market environment, and to achieve enterprises to further expand market share and improve their overall revenue target, therefore Shanghai MH Architectural Design co., LTD has developped the strategy to ensure that the enterprise has ability to go with the long-term development. Key Words：Architectural design; Development strategy; Focused differentiation Strategy; Related Diversification Strategy.目录第一章 绪论 .11.1 研究背景 .11.1.1 企业基本概况 .11.1.2 企业的发展目标 .11.2 研究目的及意义 .21.3 研究方法 .21.4 研究思路及基本结构 .2第二章 建筑设计行业的发展状况分析 .42.1 PEST 宏观环境分析模型 .42.1.1 行业政治环境 .52.1.2 行业经济环境 .62.1.3 行业社会文化 .72.1.4 行业技术环境 .72.2 行业内部环境分析 .92.2.1 行业现状 .92.2.2 行业的发展前景 .102.3 行业竞争环境分析 .122.3.1 五力竞争模型 .122.3.2 主要竞争对手分析 .132.3.3 潜在进入者威胁 .142.3.4 买方的议价能力