Research On Competitive Strategy Of DT Machinery Manufacturing Co.,Ltd.

The background of implementing the strategy of building a strong manufacturing country brings opportunities for further promoting the sustainable and rapid development of manufacturing industry.The development level of machinery manufacturing industry directly affects the development of the country,and it is the concentrated embodiment of the comprehensive strength of the country.Machinery manufacturing industry directly provides equipment,technology and material support for the development of the national economy,and it is the most basic industry to drive the economic development.DT Machinery Manufacturing Co.,Ltd.was founded in October 2003,which is a wholly-owned subsidiary of Weifang HA radiator group.DT Machinery Manufacturing Co.,Ltd.mainly produces radiators such as oil,gas and water for internal combustion engines.It has a strong professional R&D and production capacity of radiator equipment.The corporate culture of the company adheres to the concept of "honest operation,pursuit of excellence,manufacturing of high-quality products and dedication to the society".The company has advanced production equipment,strong development technology,efficient scale production,strict quality control,low product price and high-quality after-sales service.The products are trusted by the market,and the company has great development potential.However,there is still a certain gap compared with the international first-class enterprises in the same industry,such as:the operation quality is still not healthy,the product sales volume is high,but the industry profit lags behind the competitors;the product export is still lagging behind,a large number of product market exploration is not enough,and huge market opportunities are lost;the preparation for high-end products is insufficient,and the leading edge reserve of the industry is lacking Technology,lack of first-class products leading the industry,etc.,the company has optimization space in competitive strategy.In this context,this topic takes DT Machinery Manufacturing Co.,Ltd.as a case,based on the study of enterprise strategy theory,competitive strategy theory,value chain theory and relevant competitive strategy theory of machinery manufacturing industry,analyzes and studies the research situation of enterprise theory of machinery manufacturing industry at home and abroad,and studies the selection,implementation and guarantee of competitive strategy of DT Machinery Manufacturing Co.,Ltd.In this paper,pest four factor model,Porter’s "five forces" model,EFE(external factor assessment)matrix,IFE(internal factor assessment)matrix are used to analyze the macro advantages of the industry,such as loose political and legal environment,stable economic growth environment,sufficient labor force,and advanced industrial technology factors.At the same time,it also faces fierce industry competition and fluctuating raw materials In terms of enterprise resources,DT Machinery Manufacturing Co.,Ltd.has its own assets in terms of land,plant and equipment,with reasonable distribution of tangible assets,low risk,sound assets,and intangible assets such as good trademark brand,innovative patent technology,advanced heat exchange research technology,etc DT Machinery Manufacturing Co.,Ltd.has a sound product quality evaluation system,low financial risk,young staff,high technical level and strong marketing ability.Combined with the analysis of external environment and internal environment of DT Machinery Manufacturing Co.,Ltd.,SWOT analysis method is used to analyze the strengths,weaknesses,opportunities and threats faced by DT Machinery Manufacturing Co.,Ltd.It is concluded that DT Machinery Manufacturing Co.,Ltd.has high market share,advanced production equipment,increasing sales revenue year by year,sound and advanced international quality management system At the same time,there are also disadvantages such as narrow capital source,low operation quality,less product export,insufficient high-end products,unsound organizational structure,and strong bargaining power of downstream buyers.Facing the rapid growth of global investment,high-quality development of domestic economy,technological progress,detailed division of labor and no leading enterprise in radiator industry In the face of fierce competition,foreign investment,improvement of R&D ability in the same industry,rapid product upgrading and backward development pace of enterprises,this paper analyzes the applicability of cost leading strategy,differentiation strategy and focusing strategy,and analyzes the competitive strategy that TD Machinery Manufacturing Co.,Ltd.can implement through quantitative strategic planning matrix Finally,DT Machinery Manufacturing Co.,Ltd.should adopt the focus strategy at this stage.In this paper,from the development of new structure and multi series products,efficient radiator materials,radiator modular production,optimization of market and project development,segmentation of target market customers,optimization of product services and other aspects of DT Machinery Manufacturing Co.,Ltd.focus on the implementation of the strategy,from strengthening infrastructure support,optimizing human resource management,increasing enterprise technology development,improving enterprise branch Four aspects of learning management put forward safeguard measures.This paper combines the theory of enterprise competitive strategy with the practice of DT Machinery Manufacturing Co.,Ltd.and uses the competitive strategy model to determine the focus strategy as the competitive strategy of DT Machinery Manufacturing Co.,Ltd.and puts forward corresponding implementation suggestions and safeguard measures,which is of positive significance for DT Machinery Manufacturing Co.,Ltd.to optimize product production,improve sales revenue,expand market share and improve management efficiency.