Research On Competition Strategy Of South China Coal Company

With the development of global economic integration, the international oil pricerise substantially, western countries financial crisis, strengthen the diversification ofenergy development become more and more important, has now become a tide of globaleconomic development. China is the world’s second largest energy producer and thecountry of the biggest consumption, the state attaches great importance to thedevelopment of coal production and adjust the structure of coal mine, acceleratemodernization, China’s coal mine machinery manufacturing industry has brought greatdevelopment opportunity. However, coal mine machinery demand rose for coalmachinery industry development offerred good development opportunity, but alsobrought great challenges.As a production machine, mining machine, cutting machine, conveyor belt andother high-tech content of the coal mine machinery of complete sets of equipment ofprivate joint-stock limited liability company, Southern China coal mine machinerycompany in recent years has developed very rapidly. But the coal mine machinerymarket fierce competition, Southern China coal mine machinery companies are now inmiddle and small coal mine machinery enterprises to large and medium-sizedenterprises during the transition period, from the face of suppliers, buyers, potentialcompetitors, substitutes, the industry competitors such as all-round competition,Southern China coal mine machinery company in terms of personnel, technical level,market share to equipment the funds, temporarily unable to Chinese and foreign largeand medium-sized enterprises, the overall strength is weaker, to large coal minemachinery of complete sets of equipment enterprise, implementation spans typedevelops inevitable encounter many difficulties and problems.This article through to the Southern China coal mine machinery company externalindustry environment analysis, using Potter Porter’s five forces analysis, SWOT analysisand competition analysis model, obtains the Southern China coal mine machinerycompany to break through a tight encirclement, generally should adopt differentialcompetitive strategy, including " technology to realize the poor dissimilation strategy "," strategy of brand products "," customer solutions Programme differentiation strategy "and " channel construction differentiation strategy " in four parts. The article also fromstrategic identity concept, positioning technology and product selection, expand marketing mode, information service and timely customer service strategy evaluationand other aspects of the specific implementation steps and suggestions.In this paper, for the Southern China coal mine machinery company next to location,choose the right competitive strategy, creative significance, at the same time for othercoal mine machinery industry in the development of enterprises, has a certain referentialsignificance.