Research on the Competitive Strategy of Shandong M Auctions CO.LTD
|Keywords||Shandong M auction house limited liability company Porter competitive strategy theory Centralized competitive strategy|
Shandong M auction house limited liability company established in October 1992, (hereinafter referred to as M Company) is one of the auction company Shandong province established earlier, is also established in Rizhao City, the first auction institutions. With the increasing competition in the domestic auction market, the once glorious moment in the auction industry in Rizhao City M Company market share is declining, the company is facing unprecedented pressure to survive, urgent need to develop a new competitive strategy of the Company, guiding the company to regain in Rizhao City, even market competitive advantage of the province's auction industry. The article first reviews the foreign management experts on strategic management research focuses on the the Potter enterprise competition strategy content, expounded the theoretical significance of this paper differentiation strategy, low-cost leadership strategy and focused strategy three basic competitive strategy . Followed by the research methods of literature, questionnaire, compare and interviews, use of PEST analysis, Porter's five forces model, value chain strategy research tool of M where the company's external environment and internal environment for system analysis: As China's auction the rapid development of the industry, the community is also growing awareness auction, auction the scope of the subject is more and more widely, these M company provides opportunities for development. Competition in the auction industry is also increasing, the threat posed by competition between the existing auction company as well as new entrants veteran auction enterprise, so that the healthy development of the M company is facing unprecedented challenges. Internal environment to M company has more than 10 years of experience in the auction industry in the face of rapidly changing market environment, vague corporate strategy, the lack of adaptation of national policies and the new auction company obsolete internal management have become a stumbling block to the development of the company. With Comprehensive Evaluation of the SWOT analysis tool to analyze the three basic competitive strategy is applicable M Company, comparison, and ultimately determined to M Company centralization competitive strategy: combined company itself which phase of the operation, the integration of all resources, exceed and form their own core competencies. Specific measures include the implementation of the strategy: to create a flat organizational structure, the implementation of efficient human resource management, building a healthy corporate culture, improve the business processes of the scientific and efficient enterprise information systems through the effective control of the implementation of the strategy eventually established strategy to ensure the smooth realization of the company to seize the golden opportunity of rapid development of today's auction industry gradually restored, and to ensure that the auction market due market share in Rizhao City, and eventually the market leading position. Thesis M company competitive strategy formulation, research has practical value not only to the managers of M Company, has a certain theoretical reference of other auction enterprises.