摘要
近年来，中国建设行业在几十年高速发展后进入减速，面临着行业改革的形势。“十三五”后，国家公布了一系列促进产业市场健康可持续发展的政策。在此期间，中国的建设公司必须采取适当的战略措施来维持和改善市场地位。燕阳公司是江西省具有代表性的民间建设企业，作为拥有住宅都市农村开发省特别资格的国内企业。目前没有关于燕阳公司在业界新时代的市场开发战略的特别调查。
根据作者在燕阳公司的工作经历，对于公司在市场计划和发展战略上拥有丰富的一手资料。基于相关理论，本文首先分析了燕阳公司的市场开发战略环境、公司资源状态和开发状态。燕阳公司发展战略，是省内市场的整合、地方外市场的扩大、组装、EPC市场的扩大、以及“全球化”的海外战略。最后，从人才、商业营销、技术、组织和合作的角度分析市场开发战略的实施，强化企业文化，加强内部管理，改进财务预警机制，响应并保障国家政策和其他战略。
关键词: 燕阳公司;建筑;市场发展;竞争力;战略研究
Abstract
In recent years, after decades of rapid development, China's construction industry has entered a slow down state, and is facing the situation of industry reform. After the 13th five year plan, the state has issued a series of policies to promote the healthy and sustainable development of the industry market. In this period, China's construction enterprises need to take appropriate strategic measures to maintain and improve their market position. F company is a representative private construction enterprise in Jiangxi Province, which has special qualification issued by the Ministry of housing and urban rural development. At present, there is no special research on the market development strategy of F company in the new era.
According to the author's working experience in Yanyang company, he has rich first-hand information about the company's market planning and development strategy. Based on the relevant theories, this paper first analyzes the market development strategic environment, company resource status and development status of Yanyang company. The development strategy of Yanyang company is the integration of the provincial market, the expansion of local and foreign markets, the assembly, the expansion of EPC market, and the overseas strategy of "globalization". Finally, from the perspective of talent, business marketing, technology, organization and cooperation, it analyzes the implementation of market development strategy, strengthens corporate culture, strengthens internal management, improves financial early warning mechanism, and responds to and guarantees national policies and other strategies.
Key words: Yanyang company; construction; market development; competitiveness; strategic research
目录
一、绪论1
（一）研究背景1
（二）研究意义1
（三）研究内容1
二、燕阳公司市场发展战略环境分析3
（一）政策法律环境3
（二）经济环境3
（三）社会环境3
（四）科学技术环境4
三、燕阳公司市场发展现状及存在的问题5
（一）公司简介5
（二）燕阳公司市场发展分析5
（三）燕阳公司发展中存在的问题6
1.企业竞争力有待提高6
2.企业业务结构有待优化6
3.改进营销方式6
4.海外市场开拓不足6
四、燕阳公司的市场发展战略实施7
（一）实行人才计划7
（二）优化营销方式7
（三）加大技术投入、组建设计院7
（四）组建海外运营团队8
结论9
参考文献
