Research On Bulldozer Competitive Strategy In SHANTUI Construction Machinery Co., Ltd

Engineering machinery industry belongs to the typical investment-led industries, the development of the industry is closely related to the national economic growth, social investment in fixed assets, major construction projects and the construction of urbanization. Since the "11th five-year plan", the growth rate of national economic has accelerated further, infrastructure investment has further strengthened, National implement a number of major construction projects, "the power transmission from west to East, west east gas pipeline, the south to North Water Diversion Project, the Qinghai Tibet railway, Beijing Shanghai High-speed Rail"and other major infrastructure construction projects started in succession, creating a huge demand of engineering machinery market, contributing to the further development of Chinese engineering machinery industry, the size of China engineering machinery market has increased from 162 hundred million Yuan in 2006 to 5000 hundred million Yuan in 2011. Now Chinese has become one of the world’s largest construction machinery market and the world’s largest construction machinery production country.With the rapid development of China engineering machinery market, China engineering machinery enterprises have also made rapid development. Fast to enlarge the scale of enterprises, to become "the overall scheme of engineering machinery provider" become a common choice of the industry leading enterprises, "related diversification" become a common enterprise development strategy into a giant mechanical engineering industry, through a series of mergers and acquisitions, the scale of the enterprise has obtained the development of ultra conventional. With the continuing impact of the financial crisis and the "four trillion" investment adverse consequences appear gradually, the domestic construction machinery industry group run into the quagmire:accounts receivable, inventory pressure remains high anxiety, funding pressure times show, enormous business risk and so on, after ten years ultra high speed development,the construction machinery industry came to a need to rethink the crossroads, the healthy development of the core business in every engineering machinery enterprise is more important.The bulldozers business is the core business of Shantui shares, but also the foothold of the related diversification development strategy, if no the healthy development of bulldozers business, there will no shantui related diversification strategy. Shantui shares should be fully aware of the importance of bulldozer service and the complex competition environment, timely adjust the competitive strategy to keep the leader in bulldozer business.In this paper, I will use the strategic management theory as a guide, closely connect with the actual development of Shantui company, use the PEST analysis, Five forces model to analysis the macro environment, industry environment and the major competitors,and to implement in-depth analysis of the internal resources, ability and core competence, through the SWOT analysis method,I propose the product competitive strategy of cost leadership and differentiation integration, finally, I propose the security measures to implement the competitive strategy from the aspects of system security, ability security, personnel security, cultural security, striving to achieve the sustained and healthy development of Shantui bulldozers business.In this paper, I use the competitive strategy management theory and related analysis tools, aiming at the product of competition strategy of the bulldozer business, to provide enterprises with a strategic options. The research results have partly been applied to the development of enterprises, and provide a product competition strategy research ideas to other domestic manufacturers of bulldozer.