Research On Competitive Strategy Of QL Power Generation Equipment Manufacturing Company

After years of development and progress in the field of power generation equipment production,from the initial technology introduction to the gradual absorption,transformation and independent research and development,its technical strength and vehicle energy scale have entered a very mature and stable period,except for a few sophisticated industries.In recent years,with the adjustment of the national industrial structure,the traditional thermal power industry has entered a long contraction stage,and the new energy industry,such as compressed air energy storage,photo-thermal,photovoltaic,pumped storage power generation,has gradually entered the fast lane,and has received strong support from national industrial policies and funds.In addition,power equipment manufacturers are not only suffering from overcapacity,industrial structure upgrading adjustment,but also facing severe market competition pressure.QL Power Generation Equipment Manufacturing Company is a manufacturer specializing in the production of air-cooled generators established in 1958,and has a high market position in the same type of enterprises.It produces QA series generators,which producing by traditional technology,and WB series generators,which producing by imported technology.In addition to products,its main business also extends to generator maintenance and transformation services.In recent years,affected by overcapacity in the industry,the company is facing great market pressure,market share continues to decline,and profitability is also getting worse and worse.And limited by the company management system,want to enhance the market competitiveness is also very difficult,the business situation is not very optimistic.Through PEST analysis model and five-force competition model,this paper analyzes the macro situation and industry environment of QL Power Generation Equipment Manufacturing Company,combs the opportunities existing in its external environment,and dissects the internal situation of the enterprise from multiple aspects,and draws the conclusion that opportunities outweigh threats in the external environment,while in the internal enterprise its advantages are better than disadvantages.Use three competitive strategies(cost leading strategy,differentiation strategy and focus strategy)to conduct qualitative analysis on the situation of QL Power Generation Equipment Manufacturing Company,and then use QSPM matrix to conduct quantitative analysis on the selection of the company’s competitive strategy,and finally determine the cost leading strategy as the competitive strategy that QL Power Generation Equipment Manufacturing Company should choose.This paper further determines the plan and measure to implement cost leadership strategy of QL Power Generation Equipment Manufacturing Company,that is,to optimize the organizational structure,shape the corporate culture,strengthen human resource management,upgrade the information platform,and make financial management work well,integrate procurement resources and enrich marketing means to improve the company’s competitive level and ensure the completion of strategic objectives.