| In recent years,China sees a steady development on fishery production.With continuous improvement of people’s living standards and the emerging of other industrial jobs,fish processing enterprises are faced many social pressures around labor such as recruiting difficulties,using difficulties,and retaining difficulties.In the context of country’s advocating on expansion of domestic demand,promoting high-quality development and industrial transforming and upgrading,fish processing enterprises are trying to empower fish processing in a more scientific way to achieve the purpose of improving quality and efficiency,achieving scale production,and then building up their position and competitiveness in the market.In order to meet the needs of this huge market upgrade,more equipment suppliers from home land and abroad enter which makes the entire market competition fierce than ever.When looking at world-wide fish processing equipment,the equipment from European and American countries is sitting in the leading position benefiting of high automation and intelligence.Marel,located in Denmark,has mature soil in fishing industry.After more than 40 years’ development,it has become a leading supplier in the industry,and its business has reached all over the world.In recent years,Marel is increasing its investment in China and is taking many initiatives to further explore the Chinese market.Making what kind of competitive strategy,to make Marel China strongly competitive under fierce competition,and to make it sitting in the leading position in the Chinese market as it is in the global market,is an important research topic of Marel China.Based on the research on current situation of China’s fish processing industry,this study combines the PEST analysis method,Porter’s five-force competition model,SWOT analysis method,EFE and IFE matrix,QSPM matrix and other analysis methods learned in management courses.Comprehensively analyzed Marel China’s external and internal environment,the matching percentage of the three basic competitive strategies in the company,the performance of various activities through the value chain,and quantitative factors with weight score,etc.Getting the conclusions that:Marel China needs to make full use of and further develop its advantages,precisely carrying out SO strategy;established the QSPM quantitative strategic plan matrix,Marel China needs to choose differentiation competitive strategy to meet challenges and enhance competitiveness;Marel China also have to formulate specific implementation measures and corresponding guarantee activities around value chain activities,to ensure the smooth implementation.This research brought up some innovative points,says:firstly put forward a clear differentiation competitive strategy around Chinese market within the company;root with localized R&D and products,clearly emphasized localization concept;determined to step into the non-consumed market and improve the company’s overall income. |
