Research On The Strategy Of Improving The Market Competitive Advantage Of Z Company From The Perspective Of Value Chai

As the trend of economic globalization intensifies,the market competition becomes increasingly fierce.How enterprises survive and develop in the fierce market competition,there is no doubt that enterprises have competitive advantages.Many theories have different studies on competitive advantage,but they always come to one point in the end: an enterprise has advantages over its competitors in the market.Such advantages can be technological advantages,resource advantages,product differentiation advantages,and of course cost advantages,which are manifested in many aspects.There are many ways to judge which aspect or several aspects of an enterprise’s competitive advantage.Taking Z Company as an example,this paper analyzes the company’s market competitive advantage with the value chain.This paper takes Z company as the research object and analyzes the competitive advantage of the enterprise from the perspective of value chain.By analyzing the situation of the middle,middle and downstream industries in the vertical value chain of Company Z,the competitors and substitutes in the horizontal value chain of Company Z,and the two major activities of the internal value chain of Company Z,it is found that the company has obvious competitive advantages in the links of corporate culture,corporate infrastructure,logistics service and after-sales service,and the company has a general competitive advantage in the procurement of raw materials.Weak competitive advantage in technology research and development,human resource management,production and operation and marketing.This paper collects the information of Z Company’s market competitive advantage through questionnaire survey,combines with the characteristics of automobile stamping parts industry,analyzes the market factors of the company,and proposes improvement countermeasures and safeguard measures for the problems of Z company’s competitive advantage,that is,optimize the internal value chain by improving technology,human resource management,marketing and after-sales service.Optimize the external value chain by adopting synergistic development and resource complementarity,and implement corresponding safeguards by strengthening purchasing capacity,corporate culture,production operations and information technology to further enhance the competitive advantage of enterprises.