The Competition Strategy Research Of Dalian Marine Diesel Co. Ltd(DMD)

Since the 21st century, along with the transfer of the international shipbuilding industry to Asia, shipbuilding industry of China has achieved an unprecedented high-speed growth, both in total scale, industrial foundation and comprehensive strength. Marine diesel engine at low-speed, as the core of the modern merchant power equipment, has a pivotal role in the shipbuilding industry. With the growth of shipbuilding volume in China, Marine diesel engine industry develops rapidly, making machine capacity and the yield have increased significantly, and has made outstanding achievements. But at the moment, shipping market and shipbuilding market are relatively weak, marine diesel engine manufacturing enterprises have to choose the right competitive strategy.In this paper, guided by the enterprise competition strategy theory, through the literature inquiry, collecting information on the internet, field visits and so on, with theoretical and empirical, by use of PEST Model, Porter’s Five Forces Model and SWOT Model, we learn about DMD Company’s the external and internal environment by the way of System Analysis. Thinking about the present situation and problems of competitors, we find out the contradictions and problems of the DMD Company at last. In general, the internal advantages outweigh the disadvantages, the opportunity than the threat in DMD Company. The Paper not only providing advice on strategy implementation for DMD Company, but also provides reference for other similar enterprises.In the statement of strategy management, combining the company cost strategy and differentiation strategy, the paper develops a long-term competition strategy and the reasonable suggestion for DMD Company, which has its practical significance and some theoretical value. Through research and application, DMD Company can improve the competitiveness and profitability, by some methods as strengthening the company’s technology development and innovation, optimizing the quality control system, strengthening the after-sale service system and network, improving cost control ability, strengthening marketing and the brand construction, in order to achieve the expansion and sustainable development.