The Research On Competitive Strategy Of DH Company

At present, the global economy has entered a new era of mediocrity ", showing a"adjustment "," transition "characteristics. The background and China stage factors integration, interaction, economic growth rate down, will Chinese into the structural adjustment of the "new normal" pattern. At this stage, the change of policy environment,market environment and financial environment, to bring greater pressure and challenge to the electric power industry. The object of this study is the small and medium-sized private enterprises DH company, founded in 1998, its main business is the development and production of intelligent electrical equipment, power distribution automation products. In recent years, the company’s operating income and net profit continued to grow, the size of the enterprise steadily and orderly growth, accumulated a certain risk of resistance.However, in the rapid development at the same time, in the economic downward pressure continues to increase, the bank credit situation is still tight, complex environment and taxation, land prices, and a series of reforms to make snap to further promote, enterprises are facing the bottleneck of innovation and transformation, strategic adjustment,profitability and risk control constraints, to make overall planning is in line with the national economic development planning and industrial policies, and ensure that the marketing, technology development, asset management, structural adjustment, talent development strategy into the overall development strategy, and the development of strategic research, formulation, implementation, adjustment and control of the whole process, fine management, the strategic intent to implement all aspects of business group activities, enhance their ability to resist risks, to win a piece of blue ocean market competition in the future.In this paper, the thought of strategic management, competitive strategy theory review, selected in the electric power industry is typical of DH company as the research object, the use of PEST analysis method and Michael Porter’s five forces model on the company’s industry environment were analyzed with SWOT analysis of objectiveinterpretation of the company’s opportunities and threats, strengths and weaknesses, make the quantitative analysis of the competition strategy of the company by QSPM matrix,that concentrated in distribution automation secondary equipment market differentiation strategy is the best choice of DH company, and puts forward a series of implementation ways: including product differentiation, service differentiation, brand differentiation.Finally, combining with the competition strategy implementation requirements and DH company’s actual situation, puts forward some measures for the implementation of the strategy: human resource strategy, technology development strategy, financial and marketing strategy, purchasing and production strategies, ensure the smooth implementation of the competition strategy of the company.In this paper, the combination of theory and practice, using competitive strategy analysis tools, choose to focus in distribution automation secondary equipment market differentiation strategy as the competition strategy of DH company and developed a corresponding implementation way, at the same time, put forward the measures to ensure the implement of competitive strategy of DH company, of DH company establish differentiated competitive advantage, expand market share, improve operational performance has a positive meaning.