摘要
随着中国宏观经济增速放缓，市场经济不断变化，行业专业技术不断提升，
其他设计院不断建立，国外建筑企业的强势挤压，工程项目承接越来越难，H 大
学建筑设计院的发展面临严峻形势。H 大学建筑设计院是由传统事业单位改制为
国有企业，随着企业属性的变化，它所承担的社会角色也随之改变，由服务提
供型转变成市场竞争型。新城镇化背景下的建筑设计市场为 H 大学建筑设计院
提供了更多的发展机会，同时也使其面临着更多的竞争与挑战，H 大学建筑设计
院需要提升竞争力去适应市场经济条件下的开放性竞争

本文以 H 大学建筑设计院为研究对象，运用 PEST 分析法、波特的竞争“五
力模型”、SWOT 分析法等现代企业管理理论对企业所处的外部宏观环境、行
业环境，企业内部环境及竞争对手情况进行分析，系统剖析 H 大学建筑设计院
的经营现状，发现其存在缺乏企业战略规划性纲领文件、现代企业机制不完善、
资质范围内市场营销能力不足、运行效率不高、售后服务意识有待加强等问题

本文以 H 大学建筑设计院竞争战略目标为导向，把握企业发展定位，将重点放
到新型城镇化项目上，实施目标集聚竞争战略。具体实施策略为内部提升策略
“修内功”，实施高校资源策略“产学研创”，实施外拓策略“跟时代”。最
后，研究提出从人力资源、企业文化、信息沟通、绩效考评四个方面保障竞争
战略实施，从防患于未然，做好前馈控制，实时跟踪，做好实际控制，及时分
析总结，做好反馈控制等三方面做好战略控制。最终实现新型城镇建筑设计“一
元主导”，文物保护、城乡规划、施工图审查等业务“多元协同”，将 H 大学
建筑设计院打造成福建省内校办企业中“产学研创”结合最优秀、新型城镇建
筑设计领域最具影响力的现代化企业竞争战略目标

关键词：新型城镇化 建筑设计院 竞争战略III
Abstract
As the slowing growth of China macro-economy, the Changing of
marketing economy，the improvement of Industry expertise , the building of
other designing institute , the strong pressure of foreign construction
enterprises, the more and more difficulty of undertaking Engineering projects ,
the development of H University Architectural Design Institute (hereinafter
referred to as “HUADI”) faces severe situation. HUADI is state-owned
enterprises that reformed from the traditional institution. But now with the
change of enterprise property, its social role is also changed from service
delivery to market competition. Under the background of new-type
urbanization, the architectural design market provides more opportunities for
HUADI, At the same time, it also faces more competition and challenge,
HUADI needs to enhance competitiveness to adapt itself to the market
economy under the circumstances of open competition.
The HUADI is the research object in this paper. This paper use methods of
PEST analysis, the Potter competition named five forces model’’, SWOT
analysis and other modern enterprise management theory to analysis
enterprise&39;s external macro environment, the industry environment, and
internal environment. At the same time to analysis the competitors and the
system operating status of HUADI, we found that the existing enterprises is
lacking of strategic planning documents, and the modern enterprise
mechanism is not good enough. Also it is lacking of marketing capabilities
within the qualified scope. Low efficiency and poor customer service
consciousness is also need to be strengthened. This paper puts forward the
strategic goal of HUADI as the guidance, grasps the orientationdevelopment
of enterprises, will focus on the new project of urbanization ， the
implementation of gatheringstrategy. The specific strategy including
implementation of internal promotion strategy also named repair skills, theIV
implementationof university resources strategy nam ed
industry-university-institute-creation, and also the implementation of outside
extension strategy named with the times.Finally, this paper puts forward
four aspects to unsure the strategy implement including human resources,
enterprise culture, information communication and performance evaluation.
From the nip in the bud, completes the feedforward control, real-time tracking,
completes the actual control, timely analysis summary, well feedback on three
aspects of strategic control. Achieve new town a dominant element in
architectural design,cultural relic protection, urban planning, construction
plan review services such as multiple collaborative , the HUADI into
school-run enterprises in Fujian
province
industry-university-institute-creation combined with the best and new town
construction design of the most influential in the field of modern enterprise
competition strategic objectives.
Keywords: New-TypeUrbanizationArchitectural Design Institute Competitive
StrategyV
目录
第 1 章绪论 1
1.1 研究背景...........1
1.1.1 建筑行业研究背景 ...........1
1.1.2 新型城镇化研究背景 .......2
1.2 研究目的和意义...........3
1.2.1 研究目的 ...3
1.2.2 研究意义 ...3
1.3 研究内容...........4
1.4 研究方法...........5
1.4.1 文献研究法 ...........5
1.4.2 实证研究法 ...........5
1.4.3 定量分析和定性分析相结合的方法 .......5
1.4.4 系统分析法 ...........6
1.4.5 比较分析法 ...........6
1.5 研究思路图.......7
第 2 章基本概念与理论综述…… 9
2.1 竞争战略相关概念的界定.......9
2.1.1 竞争战略理论 .......9
2.1.2 竞争战略分析工具 .........11
2.1.3 竞争战略特点 .....12
2.2 新型城镇化概念的界定.........13
2.2.1 新型城镇化基本概念 .....13
2.2.2 新型城镇化路径构想及建筑设计需求特点 .....13
2.3 国外企业战略研究综述.........14
2.4 国内企业战略研究综述.........15
2.5 国内建筑设计行业研究综述.16
2.6 本章小结.........18VI
第 3 章 H 大学建筑设计院基本概况及发展环境分析… 19
3.1 H 大学建筑设计院基本概况及内部环境分析.........19
3.1.1 单位简介 .19
3.1.2 组织机构 .19
3.1.3 资质建设 .20
3.1.4 发展历程 .20
3.1.5 经营状况 .21
3.2 建筑设计行业发展状况分析.23
3.2.1 建筑设计行业发展现状 ......
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