摘要

近年来,随着经济的发展及市场环境的变化,目前河南高速公路的市场定

位及战略已经不能适应发展的需要,新的市场定位及战略调整显得非常必要。

市场发展战略正是目标和手段的统一体,正确制定市场发展战略,对提高企业

的经营管理水平和核心竞争力具有十分重要的作用。

基于此,本文选取了河南髙速公路发展有限责任公司作为研究对象,从研

究的相关理论与方法入手,详细介绍了髙发公司的基本情况、市场发展战略现

状以及市场发展战略调整需要考虑的问题,对高发公司的内外部环境进行了全

方位、多角度的分析,并坚持以市场为导向、集约型发展和创新发展为原则,

把髙发公司战略短期规划与长期规划相结合,形成三个层面的发展方向,第一

层面为高速公路的建设和运营管理,第二层面为服务区、公路养护、智能交通

等业务,并适时开发物流业务,第三层面为金融性控股为主,将高发公司市场

发展战略由原来的“稳定型战略”调整为多元化战略”。最后从优化组织管理结

构、人力资源保障、完善科技创新体系、建立先进的生产保障体系、建立成本

控制管理体系、企业文化建设六个方面提出了一系列市场发展战略实施保障措

施,力求推动髙发公司市场发展战略调整的顺利实施。

本文的研究结果不仅能对髙发公司市场发展战略调整提供理论和实践支

持,打造核心竞争力,为公司的持续快速发展奠定坚实基础,同时也能为同企

业提供一定的经验借鉴,从而大幅推动我国髙速公路产业的科学发展。

关键词:河南髙速;市场发展战略;市场定位;战略调整

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Abstract

Abstract

In recent years, with economic development and the market environment

changes,the current highway in Henan market positioning and strategy can not meet

the development needs of the new market positioning and strategy adjustment is very

necessary. Market development strategy is the unity of objectives and means,the

right to develop the market development strategy, improve enterprise management

level and core competitiveness has a very important role.

Based on this, this paper selects Henan Expressway Development Co., Ltd. as

an object of study, from the study of the theory and methods,a detailed description

of the high incidence of the company's basic situation, market development strategy

and market development strategy to adjust status issues to be considered,and for the

high incidence of the company's operating environment analysis, the high incidence

of the company's internal and external environment of a comprehensive, multi-angle

analysis, which on the basis of recommendations of high incidence company will

market development strategy adjusted todiversification strategy “,and from the

optimization of organizational management structure,human resources and support,

and improve scientific and technological innovation system ’ the establishment of

advanced production security system, establishment of cost control management

system,corporate culture made a series of six aspects of the implementation of

safeguards market development strategy,and strive to promote high company's

market development strategy to adjust the smooth implementation

In this paper, high marketing strategy case study not only want to adjust the

company's market development strategy to provide theoretical and practical support

to build the core competitiveness for the company's sustained and rapid development

has laid a solid foundation. We also hope to provide some kind motorway companies

draw on market development strategy, thus greatly promoting the scientific

development of highway industry.

Keywords: Henan speed ; market development strategies ; market positioning ;

strategic realignment

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