Research On The Competitive Strategy Of XCMG Loader Business

Facing the impact of COVID-19 since 2020,China’s manufacturing industry has shown strong resilience and led the economic recovery.In recent years,the development goals of the 14th Five-Year Plan first put forward to keep the proportion of manufacturing industry basically stable,which reflects the importance of the country to the manufacturing industry.Construction machinery industry is an important part of manufacturing industry.For a long time,China’s construction machinery industry concentration is low,the structure is unreasonable,the technology is not advanced,compared with the United States,Japan and developed countries,the gap is large,showing low-end overcapacity.In recent years,after a series of adjustments,the market competition is becoming more and more standardized,and the industrial development is becoming more and more reasonable,but the opportunity of explosive growth becomes small and the market tends to develop steadily.In recent years,under the guidance of national policies and the efforts of various construction machinery enterprises,China’s construction machinery industry has achieved a leap in technology as a whole.The industry tends to be mature and competitive.This paper studies a typical business loader field of construction machinery.Firstly,by summarizing the relevant theories and previous research results of the competition strategy of construction machinery industry,it provides a theoretical basis for the research of XCMG loader business competition strategy.Secondly,through PEST analysis and five-force model analysis,the external environment of XCMG loader is analyzed,the strategic group and main competitors are analyzed,and the opportunities are sorted out.One is the "Belt and Road" strategy and international trend,the other is the opportunity of technological revolution in recent years,the third is the strengthening of environmental awareness,the replacement of new and old energy and the replacement of products.The main threats and challenges include:the change of supply and demand of raw materials and labor force leads to cost increase,the cyclical change of industry,the supply chain risk of large tonnage products caused by backward core technology and so on.The advantages and disadvantages of XCMG loader business are summarized from the analysis of production equipment resources,human resources,technology research and development ability,financial control ability and so on.The advantage is that we can use the group’s cooperative advantage to develop sales channels,better products,and relatively strong independent innovation ability.The disadvantage lies in the limitation of its own scale,the serious brain drain,the difficulty of talent introduction,and the weak competitiveness.Comprehensive analysis of the market development trend,using the SWOT analysis method for XCMG loader business competition to determine the differentiated competition strategy,and determine the brand image differentiation,product differentiation,service differentiation,channel differentiation implementation strategy.Finally,according to the actual situation of the enterprise,the relevant strategies to ensure the smooth implementation of the strategy are put forward from the aspects of corporate culture,enterprise system,strategic leader,enterprise human resources and so on.