Research On The Competitive Strategy Of High-efficiency Motor Of CRRC Zhuzhou Electric Co.,Ltd.

This study is based on the actual difficulties and problems encountered by CRRC Zhuzhou Electric Co.,Ltd,("The Company" hereinafter)in its day-to-day business operations.With China’s macro economy entering into "new norma",the problem of over capacity in China’s manufacturing industry looms large.The Company is no exception.Under such circumstances,in order for The Company to sustain its development,transformation is urgently needed.For years,The Company has not been able to resolve common difficulties facing the whole high efficiency motor industry,which results in limited company scale.Hence,The Company intends to seize market opportunities and technical trend,so as to,on the one hand,deliver targets prescribed in the Thirteenth Five-year,and on the other boost development of the whole high efficiency motor industry.This study will discuss the issues facing The Company in the context of the whole high efficiency motor industry,provide solutions and countermeasures and,most importantly,offer suggestions with regard to the strategy of high efficiency motor industry.This paper takes The Company as the object in high efficiency motor industry to study.At the beginning of this paper comes the background and significance of the research,which summarizes the competition,theory and actual practice of the industry.And then through the PEST analysis and Porter five force model and other tools,a systematic analysis is conducted on the company’s internal resources and external environment to clarify the company’s strengths or weaknesses based on the opportunities and threats facing in the industry.Then a SWOT analysis is performed,through which a WO strategy is suggested for The Company based upon philosophies and management rules from both home and abroad.The strategy suggests that The Company can formulate its own core products and technologies via cost control and improvement of technologies as well as internal management.This paper also puts forward the corresponding implementation measures from the aspects of corporate culture,organizational structure,human resources,production capacity,technical ability and marketing ability.This paper has value in both practical and theoretical perspectives.From practical perspective,this paper suggests suitable development strategy for The Company by combining the specific situation of the enterprise with the advanced competitive strategy theory to solve the current difficulties in high efficiency motor industry.From theoretical perspective,this study will help to speed up the market-oriented transformation of state-owned enterprises,carry out research on new industry development strategies and methods,and promote the strategic transformation of the manufacturing industry through reasonable strategic positioning and strategic choice.