Research On Industrial Products Market Competition Strategy Of R Nuclear Power Company

In recent years,the global energy crisis occurred frequently,the price of oil,natural gas and other conventional fossil fuels soared,supply and demand were unstable,Chinese government under the dual requirements of energy independence and climate commitment,decide to development the nuclear power to achieve low-carbon energy transformation which is an important policy during the 14 th Five-Year Plan period.According to this Plan,the average annual investment in nuclear power projects will reach 100 billion.So,China’s nuclear power market will have a broad prospect in the future,and the nuclear power equipment manufacturing industry which is an important link to the nuclear power industry chain will keep growing accordingly.At the same time,the government promote nuclear power equipment localization vigorously,a large number of private nuclear power equipment enterprises rise rapidly and become an important part of the nuclear power equipment market.R Company,as the typical representative of industrial products production and sales of private enterprises in nuclear power industry,also have kind of problems that lack of core competitiveness,homogenization is serious and the profit margin is low which are universal in this type of company,R company have urgent need of reforming reshape the marketing concept and marketing resources.By studying the market competition strategy of R Company,it will help to discover the specific problems in the nuclear power industry,and play positive role in studying the development of the industrial product market in nuclear power industry and to know how to promote the development of equipment manufacturing enterprises in the nuclear power industry.From the perspective of current industrial product marketing,this paper analyzes the external environment of R company with the help of PEST and Porter’s five Forces model after doing a lot of literature research,and invites 12 senior experts which works in this industry to conduct in-depth interviews to determine the major opportunities and major threats regarding R company.Through to the nuclear power industry practitioner’s questionnaires to determine the weight of the external key factor,then constructs EFE matrix,it is concluded that the main business for R company is too simplex,the key factor which affected by the policy seriously threatened R company development.The dual role of external and internal factors should be fully considered when establishing competitive advantages.Therefore,18 persons which in charge of relevant business modules in R company were invited to conduct interviews to sum up the advantages and disadvantages of the internal environment of R company and diagnose the internal environment of the company.After issuing questionnaires to these persons again,the author determined the weight of the key internal factors and constructed the IFE matrix,and concluded that R company has the product quality,reliability,aftersales services strength and strong technical research and development strength.According to this conclusion,the SWOT and QSPM tools are used to make competitive strategy selection.The analysis shows that with the enterprise size and industry nature of R company,the reliability and difference of products cannot be ensured at the same time as the cost reduction.It is more suitable to concentrate resources to provide customers with differentiated products and supporting services.The competitive strategy of differentiation and centralization is more suitable for the development of enterprises at present stage.Finally,according to these strategic measures,the specific content and safeguard measures of R company’s difference and concentrated strategies are issue and confirmed,such like strengthening human resource management,improving marketing methods,and perfecting financial management system.The formulation of high-quality competition strategy can realize the rapid growth of enterprises,improve the market competitiveness and operating efficiency,and expand the market share.The research results conducted are not only for R company to put forward a viable industrial products market competition strategy,but also helpful for the same type of company which making industrial products,this thesis did have certain reference significance.