古建筑是象征人类历史文明的文化标志之一,浓缩着各民族历史文化元素的 精髓,古建筑经过历史长河的冲刷，在她的面部留下深深的痕迹,这些痕迹具有表 征意义,在城乡统一化的过程中承担着发扬传统文化的作用。在当前经济新常态 下,我国古建筑行业的征程,正处于一个大范围历史文化建设的历史当口。 SQ 古建筑有限公司是一个具有一级施工总承包资质的企业，在我国经济进 入新常态发展的背景下，一个企业想要走可持续发展道路，应该采取何种竞争战 略，寻找企业管理的有效方法促进企业又好又稳的转型发展，对于 SQ 古建筑有 限公司来说具有理论与实践双方面重大意义。古建筑企业要重视品牌建设，及时 更新理念，通过交流考察和专家授课等方式来导入有效培训内容提升管理人员及 员工的技能，同时提高企业电子商务和信息化水平，尽力消除人才和资金的制约。 本文首先介绍了目前古建筑行业的发展现状和竞争环境，然后以 SQ 古建筑 有限公司为实例，对古建筑企业的内部环境和外部环境进行了全面分析,并且在 这个基础上对 SQ 古建筑有限公司进行了内部环境、宏观环境、竞争环境、战略 群体、SWOT 分析等的系统分析,进一步确定了 SQ 古建筑有限公司自身竞争的优 势，劣势，以及存在的机会和威胁。最后,结合古建筑企业的发展趋势和行业特 点,比较成本领先战略、集中化战略、差异化战略分析这三种竞争战略在 SQ 古建 筑有限公司进一步实施的切实性，制定适合其可持续发展的差异化竞争战略。 研究视角方面的创新正是本文所要体现的，目前在古建筑企业运用竞争战略 理论来研究的实体案例是行业空白，这对未来古建筑企业的发展提供一点经验。 关键词，古建筑；企业；竞争战略I Abstract As one of the cultural carriers of human civilization, ancient architecture concentrates the essence of a nation's cultural life and is the habitat of the soul of human culture. It shows the symbolic significance of pattern diversity and plays an obvious role incultural inheritance in the process of new urbanization. From the perspective of the development and vicissitude of the current economic and social forms, the development of China's ancient architecture industry is at a historical juncture of a large historical and cultural construction. SQ ancient building co LTD. Is a have level construction general contracting qualification of the enterprise, under the background of the development of our country's economy into the new normal, want to sustainable development, an enterprise should adopt what kind of competitive strategy, looking for enterprise management an effective way to promote the development of the enterprise, nice and steady transition, for SQ ancient building co., LTD. Has a great significance to both theory and practice. Ancient construction enterprises should attach importance to brand building, update their concepts in a timely manner, introduce effective training content to improve the skills of managers and employees by means of communication, investigation, expert teaching and other ways, improve the level of enterprise e-commerce and informatization, and try their best to eliminate the restriction of talents and funds. This paper firstly introduces the present situation of ancient building industry andthe competition environment, and then to SQ ancient building co., LTD., for instance, the ancient building internal and external environment of enterprise has carried on the comprehensive analysis, and on this basis to SQ ancient building co., LTD., the resource of enterprise, enterprise ability, enterprise culture and so on system analysis, further determine the SQ ancient co., LTD., its own competition advantage, disadvantage, as well as the opportunities and threats. Finally, in combination with the development trend and industry characteristics of ancient architectural enterprises, compare the feasibility of cost leadership strategy, centralized strategy and differentiation strategy in SQ ancient architectural co., ltd. for further implementation of these three competitive strategies, and develop differentiated competitive strategy suitable for its sustainable development. The innovation in the research perspective is exactly what this paper wants to reflect. At present, the entity cases studied in ancient architectural enterprises usingI competitive strategy theory are blank in the industry, which provides some experience for the development of ancient architectural enterprises in the future. Keywords: ancient architecture，enterprise，competitive strategyI 目 录 摘要.............................................................Ⅰ Abstract...........................................................Ⅱ 1 绪论..............................................................1 1.1 研究的背景和意义 ............................................1 1.1.1 选题背景...............................................1 1.1.2 研究意义...............................................2 1.2 研究的内容和目的 ............................................2 1.2.1 研究内容...............................................2 1.2.2 研究目的...............................................3 1.3 研究方法与技术路线...........................................4 1.3.1 研究方法...............................................4 1.3.2 技术路线...............................................4 2 理论基础和文献综述................................................5 2.1 概念界定 ....................................................5 2.1.1 古建筑.................................................5 2.1.2 古建筑行业.............................................5 2.2 竞争战略理论 ................................................6 2.2.1 成本领先战略...........................................6 2.2.2 差异化战略.............................................6 2.2.3 集中化战略.............................................7 2.2.4 动态竞争战略...........................................7 2.3 文献综述 ....................................................7 2.3.1 关于竞争战略的研究.....................................7 2.3.2 国内外建筑企业竞争战略相关研究现状....................11 2.3.3 文献评述..............................................12 3 SQ 古建筑有限公司的战略环境分析 ..................................13 3.1 SQ 古建筑有限公司基本情况 ..................................13 3.2 SQ 古建筑有限公司内部环境分析 ..............................13 3.2.1 资源条件分析 .........................................13 3.2.2 能力分析 .............................................15 3.2.3 企业核心能力分析 .....................................16 3.3 SQ 古建筑有限公司宏观环境分析 ..............................18V 3.3.1 政治法律环境..........................................18 3.3.2 经济环境..............................................19 3.3.3 科技环境..............................................21 3.3.4 社会文化环境..........................................23 3.4 SQ 古建筑有限公司竞争环境分析 ..............................24 3.4.1 现有古建筑企业间竞争..................................24 3.4.2 替代者的威胁..........................................25 3.4.3 潜在进入者的威胁......................................25 3.4.4 供方讨价还价能力......................................26 3.4.5 购方讨价还价能力......................................27 3.5 战略群体分析 ...............................................27 3.6 SWOT 分析...................................................29 3.6.1 机会分析..............................................29 3.6.2 威胁分析..............................................30 3.6.3 优势分析..............................................31 3.6.4 劣势分析..............................................32 3.6.5 SWOT 矩阵分析 .........................................32 4 SQ 古建筑有限公司的竞争战略选择 ..................................34 4.1 SQ 古建筑有限公司的愿景和目标 ..............................34 4.2 SQ 古建筑有限公司的竞争战略分析 ............................34 4.2.1 成本领先战略.........................................35 4.2.2 集中化战略...........................................36 4.2.3 差异化战略...........................................36 4.2.4 动态竞争战略.........................................38 4.3 SQ 古建筑有限公司的竞争战略选择 ............................38 5 SQ 古建筑有限公司的竞争战略实施与保障 ............................40 5.1 SQ 古建筑有限公司