Analysis Of The Competition Strategy Of Shenyang Yinxiang Company

Shenyang Yinxiang Co.Ltd is a large-scale private-owned enterprise, mainly product Railway rubber parts, Service railroad already had a few years. With China’s rapid development of the high-speed railway, the next ten years are the key period to the enterprise’s rapid development.In the enormous market competition pressure, Yinxiang company how to take advantage,make clear their competitive strategy is the key to the company to achieve better development.First,this article introduces the company’s basic situation,then analysis the macro environment, industry competition and internal conditions using the PEST analysis, SWOT analysis, five forces model analysis. Analysis, companies are facing the national industrial policy support and other aspects of the favorable factors and high entry barriers to potential entrants of development opportunities, while also facing fierce competition to competitors of threat. The company has advantage of a certain size, R&D, brand in the internal conditions,while the company also has the disadvantage of low market share.Using the SWOT analysis method and the theory of core competence, Yinxiang company has advantage of Large scale, complete equipment, strong brand building, marketing network construction and product R&D capability.After analyzing the company’s internal and external environme,weinduct the strengths and weaknesses of the company,opportunities and threats facing in the exterior environment, with which as the foundation, this article analyzes the competitive strategy of the company and draw up the mixed strategy of low cost strategy and differentiation strategy ultimately.In order to ensure the effective implementation of strategy, we puts forward implementing the strategy focuses on the following aspects:constructing organization adapt strategic’s development; perfect the technology innovation system of enterprise to improve the product R&D ability; sustainable brand construction, enhance brand’s influence; take the customer as the center, take the market as the guidance, strengthen enterprise’s marketing ability; perfect human resource’s management and development; improve the corporate culture.This kind of competition strategy and its making process, whether it is for Yinxiang, or for other domestic’s company operating railway rubber parts, is can be used for reference.