Research On The Development Strategy Of RCGL Construction Machinery Leasing Co.,Ltd.

On April 1,2017,the Central Committee of the Communist Party of China and the State Council issued a notice,deciding to establish a state-level new district,Hebei Xiong’an New Area.After three years of preliminary planning and preparations,in 2020,the Xiong’an New Area officially entered the stage of large-scale development and construction.Hundreds of key construction projects were constructed simultaneously,forming a construction situation in which tower cranes are plentiful and in full swing.Xiong’an New Area is known as the The largest construction site in the world.RCGL Construction Machinery Leasing Co.,Ltd.(hereinafter referred to as "RCGL Company")is a private enterprise registered in Xiong’an New Area.It was established in March 2018.Its main business is to lease construction hoisting machinery for construction projects.The vision and goal of RCGL Company’s development is to seize the opportunity of the times in the construction of Xiong’an New Area,stand firm and grow stronger.This paper takes the construction hoisting machinery leasing business of RCGL Company as a specific research case,based on the theory of enterprise development strategy and the theory of enterprise competition strategy,mainly use literature research method,comparative analysis method and field survey method to study the selection and formulation of RCGL company’s development strategy.This paper applies PEST analysis and Porter’s five forces competition model to analyze the external environment RCGL Company is facing at this stage from three aspects: macro environment,industry environment and competitive environment,meanwhile,the current internal environment of RCGL Company is analyzed in detail from the two aspects of internal resources and capabilities.The above analysis clarifies the necessity of formulating the development strategy of RCGL Company’s construction hoisting machinery leasing business.Based on the analysis of internal and external environment,this paper uses SWOT matrix analysis to obtain the optional development strategy of RCGL Company,and uses EFE matrix and IFE matrix to evaluate the external and internal environmental factors of the company,and then selects the optimal strategic plan through QSPM matrix,and next formulate RCGL Company’s overall development strategic goals and phased development strategic goals according to the above content.In view of the previous analysis results,combined with the development strategy of RCGL Company,this paper have formulated safeguard measures from six aspects,namely,optimizing the company’s organizational structure,improving human resource management,strengthening marketing and development,promoting brand and corporate culture construction,lean production management,attach importance to customer satisfaction to ensure the effective implementation of RCGL Company’s construction hoisting machinery leasing business development strategy and the full achievement of strategic goals.From the perspective of the development strategy of private enterprises,combined with the construction characteristics of Xiong’an New Area,this paper actively explores the strategic plan for the sustainable and healthy development of construction hoisting machinery leasing enterprises,and at the same time contributes to the construction of Xiong’an New Area.