Research On The Development Strategy Of RH Company

The Enterprise Development Strategy is defined as an overall strategy established for the survival and development of it in a marketing environment with a fierce competition.It is the original resource for a company’s sustainable development.RH is a private enterprise with research and development,manufacturing,marketing and technical service of petroleum engineering equipment as main business.Fluctuations of international oil price,fierce marketing competition and lack of innovation ability contribute to RH caught to a dilemma with sustainable development potential insufficient.In order to grasp the market developing opportunity and to smoothly go throughout the hard time,RH needs desperately to set a series of competitive enterprise development strategy.This text firstly introduces the concepts and theory of enterprise development strategy and relevant model methods.An analysis of the external environment of RH and a discussion about the development situation and trend of petroleum equipment manufacturing techniques,which are based on macroscopic and industrial environment are conducted.A comprehensive analysis of internal resources and competitive abilities from the point of micro-situation indicates RH’s competition advantages and disadvantages.At the same time,SWOT strategy matrix is used to do the strategic alignment research to determine the enterprise strategic positioning and the development strategy.At last,based on the strategic analysis,the strategic goals,implementation steps and safeguards are proposed.This text suggests that if RH is to realize its sustainable development strategy,four aspects should be done: firstly implementing diversity strategy,secondly pushing EPC business strategy,thirdly perfecting technology innovation strategy and lastly achieving human resource development strategy.