The Research Of Competition Strategy On Btech Co.,Ltd.

Btech Elec&Tech Co., Ltd(B company) is one private company founded in Oct,2001,its original name is Bang Te sales department and renamed B company in2010,mainly manage SMT peripheral equipment and services and got rapid progress(2010-2012).The thesis utilizes Five forces analysis、"PEST" analysis、Value chain、SWOT analysisand some other strategy management tools, with comparison study、ration and figurate analysis and questionnaires, searching for the competitive strategy of the SMT peripheral equipment.First of all, the thesis makes an introduction about the definition and theories of strategic management, basic competitive strategies and the driving factors. Then by analyzing the macro environment, both the opportunities and threats confronted by the peripheral equipment company. Its main opportunities lies in newly rapid-progress industries such as IPHONE、HD TV, driving the continuous development of the SMT peripheral equipment; its main threats lies in fierce competitive industries shorten the space of the benefits; the continuous price for the main material makes the cost higher; high cost of the development enlarger the risk. Furthermore, Potential entrant and the replacer have no threat,bargaining and the provider of the raw material is the bigger threat,the competition among the industries is the most threat.The company’s advantages lie in large variety of providers, better brand, customer’s public praise; the bund and the innovation capacities are not enough, too many new salesmen have no systematic cultivation and the main product have less competition are its disadvantages.The SWOT analysis combines with the company’s mission, development object, total development strategy, with comparing with the low cost-strategy, differentiation-strategy and centralization-strategy, finally B company adopts the differentiation strategy.The competition among the enterprises is not only for the section, but the competition for the whole value chain, the comprehensive competitiveness of the whole value chain determines the enterprises’competitive power. Its main way of the competitive strategy is enhancing the competition of the enterprise through the remodeling and integration of each link. The main solution includes the enhancement of the enterprise’s culture construction therefore forming the new innovation culture; setting up and maintaining the elastic and flat organization chart, fulfilling every piece of the rules; fastening the construction of the company’s information; being the cost control as the start point and target of the finance management; viewing the keeping and cultivating talents as the essence of the HR management; braving to explore and innovate and making the preplan of the project; importing the new sales management mode, intensifying after-sale service and promoting the sales achievements through service.