Research On Competitive Strategy Of Changchun Building Materials Co.,Ltd In Yaxin Group

The ready-mixed concrete industry development and continuing update of product and service supported the estate and infrastructure a lot in the past 20 years.With the decreasing development of upstream and the environmental protection concept and policy,the RMC industry effected was deferred,overcapacity,unbalanced regional development and aggregates supplying are serious.ChangchunCity's RMC market take one third of the provincial requirement as the capital.Although the economy slowed down in 2019,the market requirement will surge with the integration of Changchun & Jilin,Changchun & Gong zhuling and new district's projects.The RMC companies need to consider how to win in the competitive but full of opportunity situation.The research bases on Changchun Building Materials Limited in Yaxin Group.The background and significance were list our firstly.Through the theory and literature review,we can understand the major theories and current status in China and aboard,mainly analysis on the three basic competitive strategy.The Changchun Building Materials Limited was simply introduced from financial,market,capital and human resources,the problems were point out in unreasonable company positon,low market share and high production cost.The PEST model was used to analysis the macro environment firstly then,overall positive policy,economic growth is slowing,the population are steady.Crushed sand,recycled aggregates and high performance admixture are both opportunity and challenge.Porter Five Model was used to analyze the industry environment.Different ownership enterprises are competitive;Bargaining is powerful to equipment and admixture but weak to aggregates and cement suppliers;Bargaining power to customer is very weak;New entrants with construction background is threatening;Alternative has no threat in a short term.The enterprise resources and ability are highlighted in the internal environment analysis,resources,industrial chain cooperation,marketing,excellent operation,research and development and e-commercial are included.In matrix of SWOT strategic analysis,according to the overall environment is good,more disadvantages are inside,the WO strategy should be as the basic strategy in the enterprise business level with SO strategy's supporting.The company's strategic objectives are on the group management principle,industry's target and BSC at last.The possibility of differentiation was dropped out firstly for the objective and SWOT qualitative analysis before.By using QSPM quantitative strategic planning matrix to the overall cost leadership and centralization strategy through empowerment score after calculation,it is concluded that the enterprise should adopt centralization as the basic competition strategy,the infrastructure,public and industrial channel should operate the brand differentiation through raw materials and product quality;low-cost market penetration strategy should be used in the estate and commercial complex channel in a short distance from the sites.At last,the adjustment of organization,human resources and industry chain cooperation can ensure the implementation of the strategy.