Research On Development Strategic Transition Of Machinery Manufacturing Company A

In recent years,influenced by such factors as the "one belt and one way" strategy and the intensified investment in infrastructure construction in China,as well as the intensified price war in the industry and the deteriorating competition environment,"adjusting the structure,promoting transformation and increasing efficiency" have become popular words in the construction machinery industry.Under this influence,the construction machinery industry enterprises,especially the small and medium-sized private OEMs in the construction machinery industry,have opened the road of transformation and upgrading in order to maintain and enhance their competitive advantages under the new situation.Machinery Manufacturing Company A(hereinafter referred to as: A Company)is a private OEM enterprise in the construction machinery industry.It mainly deals in the replacement processing of crushing hammer assembly,the replacement processing of general mechanical parts and heat treatment services.Since its establishment,A company has achieved good development by virtue of its own technological advantages.However,after 2016,the operating performance of A company has not generally recovered as the trend of industry change,but has shown a downward trend of both income and profit.In this context,the author takes A company as the research object,uses SWOT,PEST,Porter’s Five Forces Model and other strategic analysis tools,uses questionnaire survey,in-depth interviews,literature survey and other research methods to deeply analyze A company’s strategic environment and strategic status quo from the macro environment,industry environment,internal business environment and other dimensions.According to the results of strategic analysis,the author puts forward four strategic transformation directions for A company: strengthening OEM,OEM+diversification,OEM+OBM and contracting OEM.The quantitative strategic plan matrix(QSPM)is used to evaluate the four strategic transformation directions in an all-round way.Finally,the development strategy of "OEM+OBM" is defined for A company.In order to ensure the landing of A company’s development strategy and the achievement of its strategic objectives after transformation,the author proposes a systematic and comprehensive implementation plan for A company’s strategic transformation landing from the aspects of the establishment and operation of its own brand,the adjustment of its organizational and governance system,the upgrading of its product value chain,the construction of its marketing system and the transformation of its human resources system.Because strategic management is a long-term dynamic management process,and the implementation of strategic plan is also restricted by many internal and external factors,the author also makes a comprehensive prediction of the potential risks in the implementation process of A company’s strategic transformation and landing implementation plan,and puts forward targeted prevention and control measures.