Research On The Strategy Of Qingdao Hesheng Machinery And Electronic Equipment Co., Ltd

With the deepening of reform and opening policy and the rapid development of national economy, service industry is meeting a real opportunity to develop , and social cooperation and division of labor is becoming more and more specific in China. The trade of equipment installation and maintenance , as a subsidiary body of industrial enterprises, has become a separate industry. Its development reflects the whole process of the reform of state enterprises and it is experiencing a new leap.Qingdao Hesheng Mechanical and Electrical Equipment Co.,Ltd. ( shortened as Hesheng Co. as follows ) is a small company specializing in equipment installation and maintenance. It is crucial for it to survive and develop in the complicated market, to avoid the threats of other trades and changes of laws and policies, to better strategic analyses and plans , hence it can possess its own competitive advantages and occupy an important place in the fierce competition , as is the basic solution to the problem.This thesis starts from analyzing the internal and external environment of Hesheng Co. , fully harnesses the theory of modern strategic management on the basis of practice of enterprise management and makes a systematic qualitative and quantitative analysis of corporation developmental strategy. Meanwhile, the author makes use of PEST model and Porter's model of competitive structure to analyze internal and external environment, competitive present situations and competitive structure of industries; makes use of the matrix of competitive factors to compare the capability of competitors. The author also analyses the resources and capability of the company by the means of value chains, evaluates various factors confronted with the company such as employment, threats, advantages and disadvantages by Internal and External Factor Evaluation Matrix (IFE, EFE) and Analytical Hierarchy Process (AHP). Then the author puts forward some alternative plans for enterprise strategy by using SWOT analysis, and finally determines the strategic plans by the evaluative means of Quantitative Strategic Planning Matrix and presents specifically the mid-and-long-term strategic goals and meanwhile advances some constructive advice and practical measures on the enforcement of strategic plans.