Research On Competitive Strategy For Gas Turbine Of QN Company

QN Company is a high-technology company which mainly focuses on the R&D and manufacture aspects of the technology-intensive products, including drilling machine, sludger, gas turbine and wind-driven generator. Particularly, as the company's leading product, the gas turbine has gained the customers'trust at home and abroad depending on its high quality. The company has already formed a relatively stable management model and the adjustment mechanism, and has also possessed relative competitive power in the market. The company is going to enter a new stage of rapid development. However, along with the development, the company also encounters many problems and challenges—lack of strategic commanding, more intensive market competition, urgent requirement of management level improvement, shortage of high quality human resources, recommend of products improvement, etc.. The essential reason for the above problems is the QN Company has not developed a detailed, systematic, and comprehensive competitive strategy to lead the company's continuous and healthy development. Therefore, the company should specify its vision and mission, with consideration of the features of its leading product, to establish the proper competitive strategy and improve the strategic management mechanism in order to build up stable foundation for the future.The essay has reviewed the research results achieved by specialists of management at home and abroad, which includes the traditional theory of strategy, domestic achievements of strategy study, and the new development of theory of strategy. The essay then specifies the types of basic competitive strategy, as well as the means and techniques of studying competitive strategy. In addition, the essay narrates the research documents about competitive strategy of Chinese companies which produce gas turbine. Based on the analysis of theory, through PEST, five forces model and some other means, the writer has analyzed and evaluated the external environment as well as internal resources and abilities separately by using data from real investigation and survey, concluding the opportunities, threats, goodness and weakness of the company during current period. Based on the above analysis, using the SWOT analysis tools,the article analyses development opportunities, threats, strengths and weaknesses, and then, comparing three basic competitive strategies separately, QN companies ultimately identifies Differentiation Strategy, mainly achieving product differentiation and service differentiation. In order to make sure the company will effectively employ the differentiation strategy, the essay specifies some recommends—strengthen construction of enterprise culture, regulate organizational management, optimize human resource management, improve the ability of production operation, improve marketing capability, enhance technical innovation, etc..