MBA教育中心知识库

  面对新冠疫情、经济衰退等多重冲击，通信行业生存面临巨大的考验。但随着国家计划建设信息网络等新型基础设施作为经济稳定增长的重要手段，粤港澳大湾区的新型数字基础设施规划，城镇化进程的加快，“智慧城市”的推进和“碳达峰、碳中和”新发展理念使通信行业又迎来了新的发展契机。

  南方设计院主要从事通信工程、行业信息化等规划、设计和系统集成。但是现阶段公司面临越来越复杂的挑战与问题，主要表现为工程建设环节设计费严重下浮；设计方案过度同质化；集客市场开发利用严重不足；核心骨干员工绩效、薪酬体系与行业大环境不匹配；竞争战略模糊。在此背景下，如何使企业保持通信设计行业第一梯队，成为南方设计院必须面对的研究课题。

  本论文通过利用CPM矩阵、PEST模型、波特五力模型等方式，对南方设计院所在的外部宏观环境进行了剖析，得出南方设计院处于发展阶段，发展潜力空间很大；从企业的经营现状、资源、能力3个视角对南方设计院内部环境进行了剖析，得出南方设计院发展的机遇大于威胁，具有一定的竞争优势；利用EFE矩阵分析得出在通信行业环境可有效利用机会规避威胁，利用IFE矩阵分析得出在公司内部因素可有效利用优势克服劣势。利用SWOT矩阵加以总结剖析，并提出了多种备选战略。利用QSPM矩阵对备选战略进行了优选，确定南方设计院应优先选择差异化竞争战略。为保证“差异化竞争战略”的有效落地，提出了产品、服务、渠道、品牌4个差异化实施措施；提出了相匹配的产品开发战略、人力资源战略、市场营销战略等职能战略的执行保障措施，为了配合差异化战略的成功落地，从3个阶段进行控制，有助于实现南方设计院保持持续的竞争优势。

    In the face of multiple shocks such as COVID-19 and economic recession, the communications industry is facing enormous challenges. However, with the national plan to build new infrastructure such as information network as an important means of stable economic growth, the planning of new digital infrastructure in Guangdong, Hong Kong and Macao Bay area, the acceleration of urbanization, the promotion of "smart city" and the new development concept of "carbon peak and carbon neutralization", the communication industry has ushered in new development opportunities.

    Southern Design Institute is mainly engaged in planning, design and system integration of communication engineering and industry informatization. However, at this stage, the company is facing more and more complex challenges and problems, which are mainly reflected in the serious decline of design cost in engineering construction; Excessive homogenization of design scheme; The development and utilization of the customer collection market is seriously insufficient; The performance and salary system of key employees do not match the general environment of the industry; The competitive strategy is vague. In this context, how to make enterprises maintain the first echelon of communication design industry has become a research topic that Nanfang design institute must face.

    By using CPM matrix, PEST model and Porter's five forces model, this paper analyzes the external macro environment of Southern Design Institute, and comes to the conclusion that southern Design Institute is in the development stage and has great development potential; This paper analyzes the internal environment of Nanfang Design Institute from the perspectives of business status, resources and ability, and comes to the conclusion that the development opportunity of Nanfang Design Institute is greater than the threat, which has a certain competitive advantage; EFE matrix analysis shows that opportunities can be effectively used to avoid threats in the communication industry environment, and IFE matrix analysis shows that internal factors of the company can effectively use advantages and overcome disadvantages. The SWOT matrix is used to summarize and analyze, and a variety of alternative strategies are put forward. The QSPM matrix is used to optimize the alternative strategies, and it is determined that southern design institute should give priority to the differentiated competition strategy. In order to ensure the effective implementation of "differentiated competition strategy", four differentiated implementation measures of products, services, channels and brands are put forward; Put forward the implementation guarantee measures of matching functional strategies such as product development strategy, human resources strategy and marketing strategy. In order to cooperate with the successful implementation of differentiation strategy, control from three stages is helpful to realize the sustainable competitive advantage of Southern Design Institute.