接下来，通过对公司当前战略的运行及资源拥有情况进行分析，认为其竞
争实力在山东省内具有较大优势，在国内市场处于中等水平。
在上述分析的基础上，报告运用SWOT 工具，综合分析了公司面临的机会与
威胁、优势与劣势，指出了公司面临的主要战略问题。并针对这些问题，提出
了关于公司总的发展方向和战略目标的建议，及长、中、短三个时间层面上的
主营业务组合策略等建议。
关键词：山东路桥，战略，公路建设，路桥施工行业
Abstract
The report firstly analyzed the external environment of Shandong Highway &
Bridge Group (SHBG) from two levels. The first level, factors as macroeconomic
conditions, national policies, reform of state-owned enterprises and China’s accession
to WTO have been giving the highway construction enterprises more opportunities
than challenges. The second level, inner characteristics of highway construction
industry, such as, developing trend, opportunities, etc, were analyzed. Especially,
Porter’s 5-Force Model was used while analyzing the competition extents. It was
concluded that there would be fiercer competition in the future; the Middle and West
Part of China would provide more opportunities; price, achievements and experiences,
capital strengths, qualifications would be the key factors in achieving success.
Secondly, the report analyzed the current strategic situation and different
resources owned by the Group. The following conclusions were drawn: SHBG has
higher competitive power within Shandong Province while in the whole country，it is
just in the middle level.
Based on the above analyses, a synthesis analysis of SWOT was made which
pointed out the advantages and disadvantages of SHBG. According the results, some
proposals about group’s strategy and tactics were put forward.
Key words: Shandong Highway & Bridge Group，Strategy，Highway
Construction，Industry of Highway Construction
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