Research On Development Strategy Of Loader Department Of Xiamen XGMA Machinery Co., Ltd.

It has got more than 40 companies of the loader industry by the representative of Xiamen XGMA Machinery co.ltd, Liugong Machinery,Lingong Machinery,Longong Machinery and Xugong Machinery. According to the preliminary estimate,overall production capacity of loader industry in China is far more than 400,000 at present, but the domestic market capacity has been continued to shrink, which has been decreased from 250,000 in 2011 to about 120,000 in 2014. The production capacity of domestic loader industry has been serious oversupplied. It has also exposed a series of problems, such as low barriers to entry, serious products homogenization, vicious price competition, poor quality and reliability of products and so on.By using the analytical tool(which is also called SWOT), the paper will research on the internal and external environment of the loader department of XGMA, and it will put forward the development strategy, which means that the production,the quality and the business model will play the leading role. Besides, the channel is the king of the strategic. To put these strategies into effect, we put forward some sound organizational structures, make sure the portfolio strategies, strengthen management system in quality and channel, and create strategic measures on forging business model and digital enterprise.