Study On The Competitive Strategy Of T Company Under The Background Of Hainan FTP

Enterprise strategy is the key factor for enterprises to obtain competitive advantage in a certain period of time.It is also an effective means to guide the long-term development direction of enterprises and achieve internal and external balance.Based on Porter’s relevant theoretical research,the formulation of strategy needs to follow the objective law of the market.Enterprises generally make competitive strategy choices and timely adjustments based on internal and external conditions and their own development.At present,the notion,ideas and methods of enterprise strategy have been widely accepted and applied by enterprises.T company is a local state-owned high-tech enterprise in Hainan.The production and manufacturing of vehicle plates and certificates is one of the company’s main businesses,and its products cover the whole province of Hainan.As a traditional manufacturing enterprise,T company is in a field with small local market risk,fixed mode and stable production.With the application of new technology and the development of industrial model,under the background of the construction of free trade port in Hainan,the superficial prosperity and stability is difficult to cover up the deep-rooted problems.From the internal perspective of T company,the current main problems include insufficient attention to medium and long-term planning,backward organizational structure,simple production management mode and so on.Therefore,formulating a competitive strategy in line with its own actual situation is the key for T company to face the market,meet challenges and obtain advantages.Taking T company as the research object,based on the elaboration and analysis of enterprise strategy theory,competitive strategy theory and enterprise strategy analysis tools,this paper analyzes the macro environment and industrial competition structure with PEST analysis model and Porter five forces model respectively.Combined with the analysis of the company’s internal environment,using SWOT analysis method and QSPM matrix,this paper puts forward some suggestions on the strategic direction of expansion and development of T company and the competitive strategy of differentiation.Including the implementation of specific measures of competitive strategy focusing on talent training differentiation with market-oriented incentive as the key,R & D differentiation with customer value creation as the core,user demand-oriented service differentiation,product differentiation with integrated product services,and resource differentiation of industrial chain with integrated upper and lower resources.This paper also puts forward the implementation guarantee measures of competitive strategy,mainly through the adjustment of organizational structure and business process optimization,strengthening the construction of corporate culture,enriching product structure,effectively expanding the market,carrying out university industry research cooperation,building talent system,strengthening the management ability of financing channels and improving the ability to deal with risks.This paper combines the enterprise competitive strategy theory with the actual situation of T company.Based on the competitive strategy model tool,this paper formulates a practical and reasonable implementation path for T company,and in order to ensure the smooth implementation of the strategy,it also formulates the corresponding safeguard measures,which has certain practicability and operability.It has certain reference significance for state-owned manufacturing enterprises in Hainan free trade port.