Research On Competitive Strategy Of RK Company In Digital Manufacturing Background

Since the new century,a new round of scientific and technological revolution and industrial revolution has emerged under the background of digital manufacturing.The developed countries like the United States,Germany have taken digitalization as the vital strategy to revitalize the economy and develop new kinetic industries,so as to actively seize the advantages in the global industries.With the development of digital technology,China’s economic development has also entered the new normal state.The national "Intelligent Manufacturing Development Plan(2016-2020)" has clearly determined the digital development goals of key fields and industries.Facing the rapid development of digital technology and increasing competition of competition,RK company,as a representative company in the rubber machine manufacturing industry,needs to utilize the digital technology to optimize enterprise management process and upgrade the products,so as to gain digital competitive advantages in the industry.This thesis starts with the introduction to theories on digitalization,competitive strategy and strategy analysis tools.Then,it illustrates samples of digital competitive strategies adopted by US,Germany and China,and the strategies adopted by two representative enterprises.Based on the analysis to internal and external environment of RK Company through the strategy analysis tools including PEST,Michael Porter’s Five Forces Model,EFE,CPM and IFE,the author proposes a competitive strategy solution based on SWOT analysis,and chooses the customized strategy for RK Company under the digital background.On the basis of analysis on the core and structure of the customized strategy,the author determines the form,implementation way and guaranteeing measures of the strategy and makes a detailed introduction,aiming to provide suggestions to RK company to realize the goal of global leader in the rubber machinery industry,and provide a stable development model under the background of digitalization for the rubber machinery companies.