Study On The Optimization Of Competitive Strategy Of Xugong's Shovel And Transportation Machinery Division

In the 21 st century,under the background of economic globalization and the rapid development of Internet technology,the competition between countries and enterprises is becoming more and more fierce.Under the background of market warming and increasingly fierce competition,how to judge the current situation and adjust the competitive strategy is the key to restrict the sustainable development of construction machinery enterprises.Based on the theory of enterprise competitive strategy,this paper takes Xugong's shovel transport machinery department as the research object,and on the basis of analyzing the current development situation and competitive strategy of the construction machinery industry and division,Based on the questionnaire survey and fuzzy comprehensive evaluation model,this paper makes an empirical analysis of the competitiveness of the business department,and analyzes the problems existing in the current competitive strategy combined with the empirical results.Finally,combined with the analysis of internal and external environment and the result of SWOT matrix selection,the paper puts forward the optimization scheme,implementation measures and implementation guarantee for Xugong shovel transportation department's competitive strategy.The main contents of this paper are as follows:This paper uses expert estimation method and questionnaire survey method to determine the weight and single factor of competitiveness evaluation index.Combined with the empirical results of fuzzy comprehensive evaluation,the main problems existing in Xugong shovel transportation in the operation of competitive strategy are obtained.The main conclusions are as follows: the evaluation index system of competitiveness is constructed from four factors: core technical competence,international competition,marketing and product production,and the result of fuzzy comprehensive evaluation is based on the principle of maximum membership degree.Xugong shovel transportation competitiveness is in a good degree;The differences in the scores of each index were relatively small(82,82,82.25,80.00 and 80.75,respectively),which were in the range of 75 to 100.That is,Xugong shovel transport each index competitiveness is better;The problems in the operation of competitive strategy mainly include the lack of top-level core technology breakthrough and lack of strategic level scientific research personnel,international sales channels are still not perfect,international after-sales service system is not perfect,management personnel are complicated,and production costs are high.There are defects in the quality of some equipments.Secondly,based on the analysis of PEST and SWOT tools,the paper puts forward the strategy of "Top Core Technology Breakthrough" in terms of core technical competence,combined with the current situation and empirical results of Xugong's shovel transportation competition strategy.Put forward the strategy of "all-round coverage of the international sales network" and the "service" among the international competitors.In the aspect of marketing,the strategy of "optimizing internal marketing resources" is put forward,and the strategy of "product quality improvement and comprehensive cost reduction" is put forward in the aspect of product production.Overall,although Xugong LHD Machinery has a strong comprehensive competitiveness,there are still some problems in core patents,product quality,operation of the division and so on.Under the guarantee of sustained and steady economic growth,national policy support and continuous improvement of the internal system of the department,Xugong shovel transportation department will further enhance its comprehensive competitiveness through the implementation of the strategic plan of optimizing competition.