| In China’s equipment manufacturing industry,construction machinery is an important part of it,rock drilling machinery pneumatic tools and construction machinery industry is a subdivision of the market,belongs to the typical traditional competitive industry.In recent years,with the rapid development of private enterprises entering the rock drilling machinery and pneumatic tools industry,the gap between the equipment products produced by each enterprise has gradually narrowed,and the homogenization of rock drilling machinery products has led to the lack of competitiveness of enterprises.At present,there are also a lot of imitation rock drills in the domestic market,but also the existence of serious brand counterfeiting phenomenon,enterprises to combat ineffective,these counterfeit products continue to eat into the existing market share,there is vicious competition.This fierce competitive environment has led to the rock drilling machinery and pneumatic tools business of Tianshui Pneumatic Machinery Co.,Ltd.The company has an inherent sense of urgency to continue to play the brand advantage,speed up the process of enterprise transformation and upgrading,while enhancing the quality and efficiency of products,and must make corresponding countermeasures to actively respond to market changes and maintain thecompetitive advantage of enterprises.This paper is a study of Tianshui Pneumatic Machinery Co.,Ltd,by studying its rock drilling machinery and pneumatic tools business.Firstly,we summarize the theory of competitive strategy,secondly,we utilize the PEST model to examine the external macro environment,industry environment,and competitors,Porter’s five forces model and CPM matrix,and then we organize the key external environmental factors that affect the enterprise,and then we use EFE matrix to build a factor analysis matrix to evaluate the above environmental factors,so as to find out the opportunities and threats in the external environment of the enterprise.The EFE matrix is then used to construct a factor analysis matrix to comprehensively evaluate the above environmental factors and derive the opportunities and threats in the external environment.Then we use the expert interview method and questionnaire method to understand and organize the current resources and capabilities of the enterprise,combine with the VRIN model to analyze the core competitiveness of the enterprise,and use the IFE matrix to find out the internal strengths and weaknesses of the enterprise.Following the organization of the strengths,weaknesses,opportunities,and threats in both the internal and external environment,,we use SWOT matrix to analyze the alternative competitive strategy combinations,and then use QSPM matrix to evaluate and select the alternative strategy combinations,and then form a conclusion by comparison to determine the feasible competitive strategy.Finally,according to the development strategy goal of Tianshui Pneumatic Machinery Co.,Ltd,this paper proposes the implementation guarantee of the strategy from the level of human resources and corporate system to ensure the smooth implementation of the best strategic combination plan,taking into account the actual situation of the company. |
