Study Of The Competitive Strategy Of Shandong Qilu Electrical-machinary Manufacturing Co. Ltd.

Shandong Qilu Electrical-machinary Manufacturing Co. Ltd. (EMMC)is a state-owned enterprise, specialized in the production and service of turbo-generators and AC motors. In recent years, with the high-speed development of Chinese economy, as the energy sources of economic development, electric power faces severe situation. The shortage of electric power will exist for a long time. The persistent development of Chinese economy make the use of electric power increase rapidly, which has brought great opportunity for fire-power equipment manufacturing enterprise like EMMC. At the same time, state power policy make the efficiency of power equipment and environmental protection request more severely. And the situation after our country joined the WTO also brings challenges for the existence and development of electric power. So, research for the competitive strategy of EMMC in the competitive market has practical and far-reaching significance.This thesis has five parts. It researches EMMC from outside and inside environment and make suggestion of competitive strategy.The first part introduces background, structure frame and train of thought of this article. It also talks about the significance for the company like EMMC. It enumerates some classic strategy management theories that the thesis refers and introduces the basic condition and market position of EMMC.The second part tells us the power equipment's demand condition of our society through outside environment such as politics and law, economy, technique, policy and human culture of EMMC. It discusses the trade characteristics and direction of development of power equipment nowadays. It uses Porter's Five-Forces Model theory to analyze the challenges and opportunities our company faces; the third part earnestly analyzes inner resources of EMMC through aspects such as achievement condition, resources condition, factor of disadvantage and value chain of company. It points the company's advantages such as technique, brand, product capacity, capital collection and disadvantages such as unreasonable product structure, short of integrative product, personal quality, financial management and so on. It applies SWOT model to analyze and expound present strategy.The fourth part introduces the optional strategy of EMMC and gets conclusion on the basis of foregoing statement: EMMC should take strategy of differentiation in the market competition, therefore, we put forward a concrete strategy plan.The fifth part explains the company's competitive strategy, practical strategy and the control of strategy.This thesis is a study to generator manufacturing industry in the time when our country is carrying out macro-control well and the economy is dropping off from tiptop. A successful company's competitive strategy should give prominence to unity and practice. In the process of carrying our strategy, we should control the strategy efficiently so that we can carry out the strategy successfully and strengthen company's market competition and development.