Research On Development Strategy Of State-Owned CR Company

As the research object of this thesis,the CR company is a high-tech enterprise which is under a large state-owned enterprise group,whose main business is maglev rail transit products and services.Under the fierce market competition of China maglev rail transit industry,the CR company has emerged with many disadvantages,among which the most significant one is the lack of a complete,clear and practical development strategy,despite it having developed a new generation of medium-low speed maglev vehicle successfully.The intention of this thesis is to formulate a development strategy for CR company,and provide a reference for other enterprises in China's maglev rail transit industry.This thesis carries out research in the sequence of strategy analysis,strategy formulation and strategy implementation,while the research theory is based on Michael E.Porter's competitive strategy and competitive advantage.The research tools include PEST method,Five-Forces model,value chain model,SWOT model,IFE matrix,EFE matrix,Ansoff matrix,etc.Firstly,this thesis has analyzed the internal and external environment of CR company,has found the opportunity-factors such as the potential of maglev vehicle industry,and the threat-factors such as the fierce competition of maglev technical routes.In the meantime,it has found the superiority-factors such as the regional marketing system,and the weak-factors such as cash-flow shortage,and has found that CR company has no core ability currently.Secondly,this thesis has made the analysis of the internal and external factors of the CR company through the IFE matrix and the EFE matrix,which has defined the overall situation of CR company as "weaker in external,and stronger in internal".Meanwhile,the analysis has made clear the key-factors in the internal and external factors of the CR company and analyzed it.Then,this thesis has matched the internal key-factors to external key-factors through the SWOT model,and determined that the strategy combination,which accords with the long-term goals of CR company,is ST strategy combination(develop the advantage and avoid the threat).Next,through the Ansoff matrix and the Porter's basic competitive strategy matching method,this thesis determined that the product strategy of CR company is the Product Development strategy,while the basic competition strategy of intermediate speed maglev vehicle is the Focus & Differentiation strategy.Eventually,following the principles of "Step-By-Step" and "Exercisable",and the actual situation of state-owned enterprises,this thesis put forward the key measures of strategy implementation involve the organizational structure,performance appraisal and salary administration,marketing,R&D and manufacture.