A Study On The Competitive Strategy Of Xiamen AL Electric Power Engineering Co. Ltd

XiaMen AL electric power engineering Co. Ltd (XMAL) is a non-state stock corporation with a history less than 2 years. Facing the system reformation of Chinese electric power industry, the operating circumstance of this enterprise is going to be completely different. Critical challenges come to this young enterprise, then: how to establish its competitive strength basing on current advantages, how to successfully survive, and to keep sustainable / fast development. This thesis tried to analyze XMAL's external environment, enterprise resources and competitive ability, and to apply the SWOT analysis. Basing on the analysis, the research ascertained XMAL's developing orientation and strategic goal; and discussed suitable development strategy for best enterprise resource utilization, developing opportunity pursuing, and risk management.The research results argued that XMAL's strategic goal should be "To keep and enlarge market share basing on the concentrating strategy first"; the enterprise should try to obtain a yield higher than industry average level by establish a stable market competitive position, basing on differentiation strategy. The implement of development strategy was also discussed with Porter's Value-Chain Model: reform the key links to enterprise value creation—organizational structure, marketing, production management, technology innovation, human resource management, financial management and corporate culture building—to enhance core competitiveness and obtain competitive advantages. This thesis studied the development strategy for enterprise which facing a fast change from monopolized to competitive market in a short period, the research and discussion offered a reference of development strategy for those enterprise in similar situation.