深圳中易天公司发展战略研究 建筑业是我国国民经济增长的重要力量，据国家统计局数据，2018年全国 建筑业总产值235086亿元，占国民生产总值的26.11%。但我国建筑行业劳动生 产效率低、浪费严重、平均产值利润率仅在3.5%左右，这迫切要求建筑业利用 信息技术提高生产效率和管理水平，提升盈利能力和核心竞争力。我们常见的 CAD、3DMAX等技术，因为技术的局限和信息的无法共享，未能有效提升建筑 业效率。随着现代信息和通信技术的突破性进展，BIM技术以其强大的可视、 协调、可优化出图等功能，有效提高了建筑业劳动生产效率、降低浪费率，从而 提高建筑业平均产值利润率。 深圳中易天公司是一家专业从事建筑业BIM全生命周期技术应用的国家级 高新技术企业。公司拥有完整的高速公路和城市轨道交通BIM产品线，在粤港 澳大湾区取得了一定的市场地位，同时也面临了一些的问题，如产品议价能力不 强、缺乏核心竞争力、产品研发方向不正确统筹不力、大量研发投入与销售不匹 配流动资金不足、品牌影响力弱等。据其原因，主要是缺乏高水平专业人才、战 略规划不清、盲目研发投入导致运营成本过高等造成。另外公司建筑信息化服务 行业所处地区竞争压力相对较大、新市场开发难度大进一步压缩了公司的生存空 间。 本文针对深圳中易天公司面临的问题，结合PEST和波特五力模型分析所处 的外部环境和建筑业行业发展现状，深度剖析公司内部环境，同时利用SWOT 分析法找出公司发展的优劣势、机会和威胁。综上分析，中易天公司一直耕耘于 城市轨道交通、高速公路信息化市场，形成了自己的特色优势，具一定的市场竞 争力，结合公司目前的形势公司应采用加强型发展战略。具体实施采用市场开发 战略、产品开发战略、市场渗透战略，分别为利用好即将市场化的校企合作项目 快速占领全国轨道交通信息化市场，提高公司现有产品的竞争力和加强新产品的 研发，加速城市轨道交通信息化服务市场渗透。提升公司的市场竞争力，实现公 司快速和长远发展，带动BIM行业发展的同时亦为我国建筑业提质增效做出一 定的贡献。 I 关键词： 建筑业信息化，BIM，战略管理，发展战略 II Abstract Research on Development Strategy of Shenzhen Zhongyitian Company The construction industry is an important force in China's national economic growth. According to the National Bureau of Statistics, the total output value of the national construction industry in 2018 was 235,086 billion yuan, accounting for 26.11% of the national GDP. However, China's construction industry has low labor productivity, serious waste, and an average output profit margin of only about 3.5%. This urgently requires the construction industry to use information technology to improve production efficiency and management levels, and improve profitability and core competitiveness. Our common CAD, 3DMAX and other technologies have failed to effectively improve the efficiency of the construction industry because of technical limitations and the inability to share information. With the breakthrough progress of modern information and communication technology, BIM technology has effectively improved the labor productivity of the construction industry and reduced the waste rate with its powerful functions of visualization, coordination, and optimization of drawing, thereby increasing the average output value and profit of the construction industry rate. Shenzhen Zhongyitian Company is a national high-tech enterprise specializing in the application of BIM full life cycle technology in the construction industry. The company has a complete BIM product line for expressways and urban rail transit, and has achieved a certain market position in the Guangdong-Hong Kong-Macao Greater Bay Area. It also faces some problems, such as weak bargaining power, lack of core competitiveness, and poor product development direction. Besides, incorrect coordination, insufficient R & D investment and sales, insufficient liquidity, and weak brand influence are also serious problems. According to the reasons, there are mainly due to the lack of high-level professional talents, unclear strategic planning, and blind R & D investment leading to high operating costs. In addition, the competitive pressure of the company's construction information service industry is relatively large, and the difficulty of developing new markets further compresses the company's living space. III This article focuses on the problems faced by Shenzhen Zhongyitian Company, combined with PEST and Porter's five-force model to analyze the external environment and the development status of the construction industry, analyzes the internal environment of the company in depth, and uses SWOT analysis to find the advantages and disadvantages of the company's development , Opportunities and threats. Based on the above analysis, Zhongyitian Company has been cultivating in the urban rail transit and highway informatization market, forming its own unique advantages and having certain market competitiveness. The company should adopt an enhanced development strategy in light of the company's current situation. The specific implementation adopts the market development strategy, product development strategy, and market penetration strategy, respectively, to make good use of the market-oriented school-enterprise cooperation project to quickly occupy the national rail transportation informatization market, improve the competitiveness of the company's existing products and strengthen the research and development of new products To accelerate the penetration of the urban rail transit information service market. Improve the company's market competitiveness, realize the company's rapid and long-term development, drive the development of the BIM industry, and also make certain contributions to improving the quality and efficiency of my country's construction industry.