Research On Development Strategy Of Changsha Electrical Machinery Co., Ltd

With China's entering into the World Trade Organization (WTO), the state-owned enterprises, the heavy machinery equipment and electronic & electrical enterprises in particular, are losing the industrial protection and are confronted with the competition from the world class enterprises. The progress of science and technology and the fast change of social human life make the competition among enterprises to be the one of enterprise core competence, which no firm can avoid. Under such complex, competitive environment, the strategic management of an enterprise, especially the setup of enterprise development strategy and its effective implementation, is of great significance for the survival of the enterprise.This thesis takes Changsha Electrical Machinery Co., Ltd. (hereinafter Changsha Electri-Machinery) as the case company. Under the instruction of the competition strategy theory and the strategy choice theory, this thesis takes the strategic integration model as the main line of thought and studies in detail the macro environment and the industrial environment Changsha Electri-Machinery is in. It analyzes the core resources and competitive advantage of Changsha Electri-Machinery and put forward the general development strategy for Changsha Electri-Machinery. Further, the author discusses from the strategic level of the company how Changsha Electri-Machinery can better make definite its mission, according to the demand of the customers and the market development. Based on a good understanding of the company vision and development strategy goal, the author designs for Changsha Electri-Machinery some relevant strategic contents and effective implementation tactics, which are in relation to the industry competition and the realization of the company's development strategy.In the process of making the development strategy of Changsha Electri-Machinery, this thesis focuses on the mission and the strategic positioning of the company, as well as the vision and core competence of Changsha Electri-Machinery. To be specific, it is about how Changsha Electri-Machinery can choose, by using scientific methods, the external environment and the competitive advantage for its industrial development and strategic positioning (i.e., strategic choice and setup) in today's complex global environment. The focus of the strategy implementation study of this thesis, is on the core competence paths in implementing development strategy of Changsha Electri-Machinery and on strengthening the corporate culture for the company's development. Based on relevant strategic management theory, the author firstly carried out an in-depth investigation to the current business situation of Changsha Electri-Machinery, and made clear the opportunities and threats Changsha Electri-Machinery faces. In accordance with the development direction of electrical machinery industry, the author puts forward the strategic expectation, the essential values, the basic goal, and the business focus for Changsha Electri-Machinery. Furthermore, the author ascertains the company's product strategic positioning principle and the main products positioning, and strategic positioning aim, and clarifies a framework for the strategic positioning. To sum up, the author develops a rather complete strategic implementation plan for Changsha Electri-Machinery, including the company development implementation stages, the detailed organizational strategies of each implementation phase, and the detailed implementation measures for the strategic implementation. In the end, the author points out that good corporate culture ensure the proper implementation of strategies.