The Shg Company Competitive Strategy

Shanhaiguan Shipbuilding Industry Co., Ltd (SHG) established in 1972, as a state-owned a-grade enterprise of China Shipbuilding Industry Corporation, is one of the ship repair and shipbuilding bases in China. With quickening of global economic integration paces, the survival and development of company is faced with enormous challenges. Presently, the company should urgently solve the problem how to further develop itself in the increasingly fierce international competition.It concludes that SGH Company is faced with external opportunity and challenge after comparing theory development of enterprise competing strategy with basic competing strategy, recalling the historical development of ship repairing industry, analyzing the present situation, predicting the future, analyzing competitive situation of ship repairing industry at home and abroad, and comparing with the main competitors of SGH Company. It defines the advantages and disadvantages and uses SWOT analysis while analyzing the company, and concludes that the company should follow the path of difference and form its own characteristic in the aspects of products and services in order to achieve a strategic goal in the ship repairing and shipbuilding industry.First, it discusses the main factor that drives the global competition among enterprises. The global economic integration, technological progress, the arrival of information age and the increase of knowledge-intensive degree have formed the main driving force of super competitive environment among modern enterprises. Under the new competitive environment, the traditional management conception cannot bring competiveness into company. Therefore, the manager should cultivate the new management conception, especially combine the change in internal and external environment, establish the competitive strategic of enterprise.It sums up the research situation of enterprise competitive strategy theory, and concludes that industry organization model and resource base model is the basis of enterprise's establishing competition strategy. Industry environment and internal resource affect the performance of enterprises, and they are crucial for enterprise's development and strategic implementation. It must combine company's external environment with internal resource and capability in order to develop the most effective competition strategy of enterprise. Therefore, it expatiates on macroeconomic environment, ship repairing industry's environment and internal environment of company; makes clear the opportunity and challenge of the company; and concludes the advantage and disadvantage of the company. After analyzing company's environment and capability, it discusses the advantages and disadvantages of enterprise, opportunity and challenge of environment by the method of SWOT analysis, and forms the corresponding strategic conception.According to actual situation of the company, it combines the characteristic of ship repairing industry to orient company in the market, and forms the strategic guiding ideology "saving force to develop, giving prominence to characteristic, and steady expansion". By comparing the three basic competition strategy and combining company's characteristic and the location in its industry with company's future development, it mainly adopts competition strategy of difference to differentiate its products and management from that of other enterprise to be on a good wicket in the competition.Finally, it implements the strategy on the aspects of company organization structure, strategic management of human resource, production management and clients' relationship management, which ensures that the company can effectively implement the strategy.