At present, with the change of world economic situation, theinternational shipbuilding market slumps in price. But the transaction is stillactive. The current shipping capacity of merchant ship is unable to meetmarket demand. There is a clear need for new vessels. As the world's thirdlargest shipbuilding country, China's shipbuilding capability, annualshipbuilding output and handheld orders are on top of the world. Chinaentered the golden season of the shipbuilding. Undoubtedly, the rapiddevelopment of China's shipbuilding industry provides a good opportunityfor the development of marine air conditioner manufacturing industry.However, coupled with RMB appreciation, international energyprices, major raw materials and labor cost rising sharply, many airconditioner enterprises are in trouble. The competition among enterprisesbecomes more and more intense because of surplus productivity forces.Although, X company well runs business in a new round of constructionpeak of military vessels, its enterprise management mechanism, operatingmechanisms and ideas can not fully meet the requirements of thedevelopment of market economy. Meanwhile, X company has to face theproblem of high operating cost, low production efficiency, and great challenge of civilian market. As a result, according to X company's actualsituation, it is particularly important to carry out its development strategystudy.The author takes X company as the subject of the research. At first, theauthor will give a brief introduction of X company. Then the author proceedsto an analytical framework, that is, Porter's Five Force Model, tounderstand external environment. Step by step, the author conducts SWOTanalysis to understand internal environment. Based on internal and externalenvironment analysis, the author raises the discussion on the adoptedstrategy, analyzes the effectiveness and makes suggestions of internalmanagement, establishing a global marketing network etc. Finally, theauthor draws a conclusion.This report follows the modern enterprise management theory, and theacknowledge of the strategic theory, the economic technology, theory ofaccounting, sales marketing, etc. to determine the correct developmentstrategic plan,in order to offer the references for the long term developmentof X company. |