| Under the pull of China's rapid economic development, infrastructure construction, resource development, and other industries related with the engineering machinery industry developed rapidly, which greatly stimulated the development of the engineering machinery market. China's engineering machinery market has become the large stage of international competitiveness. Caterpillar as the world's largest earthwork machinery and construction machinery maker has begun the cooperation of China as early as the 1970's. Regarding China as the important component of its global strategy, Caterpillar accelerates the development in China in the past ten years. Facing the strong competition from China's engineering machinery enterprises and world-known engineering machinery enterprises such as Komatsu and Ingersoll-Rand, Caterpillar must be clearly aware of their own, assess the macroeconomic environment carefully, and take measures actively in order to seek long-term development and maintain competitive advantage.Mechanical engineering products have the characteristic of mechanical, electrical and information integration, integrated and production and service integration. Therefore the industry chain's conformity and integration are important way that the engineering machinery enterprise realizes its competitive advantage. Utilizing the industrial cluster theory in the enterprise strategy formulation process is the unique characteristics of the paper. Based on the systemically elaboration of the industrial cluster theory, the paper gives a comprehensive and objective analysis of China engineering machinery market. And though target market choice, positioning, SWOT analysis it proposed a set of feasible developmental strategy and the strategy on China market based on industrial cluster theory for Caterpillar. Through the analysis on well-known engineering machinery enterprises such as Caterpillar, the paper made proposals in many aspects about China's independent engineering machinery brand building. |
PDF Full Text Request