The Competition Strategy Research of MT Machine ToolCo., LTD.
|Keywords||machine tool industry Competition strategy environment|
During "the 11th five-year plan",the machine tool industry of our country kept a rapid growth. The innovation capability strengthened constantly and the marketing competitiveness had a great development. In the 12th five-year, China will continue to promote the social and economy to develop faster and better. Meanwhile, the demand of common equipment, specialized equipment, shipment equipment and electrical machinery manufacturing investment will keep fast growth. The high-speed increase of manufacture will drive the increase of machine-tool products. With the guidance of the state industrial policies, the sophisticated products of machine tool will occupied more and more market share.The requirements of marketing will become more strict. The competition of the machine tool enterprises will also become more competitive.During this period, MT Machine Tool CO.,LTD has great opportunities, and also faces tremendous challenges. One hand, MT Machine Tool CO.,LTD strengthened the core technology and research in key technology for sustainable development in the field, and has gained some achievement; but on the other hand, its organization is confused, and development goals and strategies is not so clear.In such a critical period, with the strategic management theory of knowledge,this article analysis the internal and external envrionment of MT Machine Tool CO.,LTD, and select a most suitable strategy for it. This article provides constructive comments for the enterprise entering the first-class in the world.The article consists of seven parts. In the first section, it depicts the background and significance of this thesis. In the second section, it introduces the basic theories of enterprise strategy. In the third section, it analyses the external environment of MT Machine Tool CO.,LTD from the political, economic, social, technical point. In the fourth section, it analyses the internal environment of MT Machine Tool CO.,LTD. In the fifth section, the article selects a most suitable strategy for MT Machine Tool CO.,LTD on the basis of the external and internal analysis. In the sixth section, it introduces the implement of the strategy which selected in above. The seventh parts of the article is a summary of conclusions, it has a outlook of MT Machine Tool CO.,LTD development in the future at last.During the study, the author has used the qualitative analysis and quantitative analysis method, and this paper expounds the problems that MT machine group Co., LTD. encountered, under current macroeconomic situation. Finally it concludes that the differentiation strategy is the most suitable way for MT machine group Co., LTD.It can help the company to establish its core competitiveness, and win the competitive advantage.