Study On Engineering Machinery Products Competitive Strategy Of EQ Co.,Ltd

In recent years,with the development of China's railway construction,the rail transportation equipment industry is also growing quickly.Facing the enormous potential and increasingly fierce competition market environment,EQ Company how to make full use of its own advantages,seize the opportunity and expand market share,how to further enhance the competing capabilities of engineering machinery products,which are very important at present and future development.This paper uses competition theory and strategic analysis methods to study the engineering machinery products of EQ Company.The main tasks are as follows:(1)We first analysis the engineering machinery products positioning and market positioning,next use Boston matrix to distinguish the products division.We find that the variety of engineering machinery products are few and lack of market response capability.(2)We analysis the external environment of EQ Company.Using PEST analysis method and Potter five forces model to study macro environment and industry environment,the results show that EQ Company has many opportunities such as policy and economy,but also faces with the threat of the strength of competitors and the enhanced ability to bargain between suppliers and purchasers.(3)We analysis the internal environment of EQ Company.By using the Value Chain Model,we find that EQ Company has good physical,financial and human resources,however,it falls short in several aspects,including technological innovation and sale service.(4)We analysis the competitive strategy of EQ Company.Using SWOT analysis method,we find that the engineering machinery products should take differentiation strategy.(5)Safeguard measures of EQ Company's engineering machinery products differentiation strategy.In order to make the strategy better implemented,a series of guarantee measurements have been set down,for example,technology,human resource,finance,enterprise culture and information.