Research On The Development Strategy Of Qinhuangdao Fanghua-SECM Machinery Co., Ltd.

Technical equipment for auto parts are the basis for automobile industry,which determines the level of product quality,production efficiency and manufacturing cost.It has been an essencial indicator for the engineering and manufacturing level of the country.In recent years,China's technical equipment industry has been developed rapidly.It is a main problem how to better survive and develop in the competitive environment for every enterprise to make a suitable strategy.This article researches the development strategy of Qinhuangdao Fanghua-SECM Machinery Co.Ltd.(hereinafter referred to FSM)as a research object.This paper consists of four parts.Firstly,it introduces the background and significance of this paper and research status of domestic and overseas market and describes the research methods and contents of this paper.Secondly,it analyzes external environment of FSM with PEST environment analysis method.It focuses on the macro and industry environment,industry status and trend of development.With Michael Porter's five competition driving forces analyzes the environment of competition and then analyzes and researches internal resources.Thirdly,it uses the tool of SWOT to analyze the status that it faces and summarizes FSM's strength,weakness,opportunity and threat.And then make the strategy of enterprise development.With the tool of strategy map and quantitative analysis,makes FSM's strategic target.With the company's vision mission and development target,makes the strategic key point and detailled strategy.Finally,it provides effective measures to ensure the sustainable and stable development from the aspects of technical innovation,government support,corporate culture,information management and marketing management.