Research On Competitive Strategy Of ZH Machinery Co., Ltd.

Manufacturing is the basic industry that provides materials,equipment and technology for national economic development,and is the strongest power to support national economic development.Machine tool accessory industry is an indispensable pillar industry for the development of manufacturing industry,and its development level plays a key role in the development of China’s manufacturing industry.With the high quality development of China’s economy to the manufacturing industry put forward higher requirements,machine tool accessories industry also ushered in new opportunities and challenges for development.En Machinery Co.,LTD.,as a leading enterprise in the machine tool accessories industry,faces new development opportunities and more intense competition.In order to stabilize its dominant position in the market,it is necessary to seize the opportunities and choose scientific and reasonable competition strategies to lay a foundation for the sustainable development of the enterprise in the future.This paper analyzes the internal and external environment of ZH Machinery Co.,LTD.First of all,the macro environment is analyzed by PEST analysis,and the external environment of the enterprise is analyzed from the aspects of politics,economy,culture and society.Five forces model is used to analyze the industrial environment.At the same time,it analyzes the opportunities and threats of the main competitors and the external environment of the company,builds AHP-EFE matrix to analyze the external environment of the company,and concludes that the company faces more opportunities than threats,and needs to actively seize the opportunities and eliminate threats.Secondly,the ah P-IFE matrix is constructed to analyze the internal environment of the company through the analysis of the company’s resources,capabilities and environmental advantages and disadvantages.It is concluded that the company has certain competitive advantages,the internal strategic environment advantages are stronger than the internal disadvantages,and the comprehensive position of the company is above the industry average level.Thirdly,SWOT analysis and QSPM matrix are used to construct key evaluation factors.Through the questionnaire,determine the weight of indicators and score.According to the scoring results and feasibility analysis of alternative strategies,the differentiation strategy is determined to be more suitable for the future development of the company.Finally,put forward feasibility for differentiation competitive strategy implementation plan,at the same time,according to the situation of useful machinery co.,LTD and strategy guarantee measures are put forward,in the company system,organization structure change,update,enterprise culture,to improve the operating system,strategy in human resources management to strengthen staff training,clear promotion channels,establish and improve the assessment system of talent file,Strengthen budget management,increase financing management,strengthen investment management in financial management.In this article,through the use of theoretical knowledge,to research and analyze useful machinery co.,LTD.,according to the status quo,machine tool accessories company status quo and development trend of industry,machine tool accessories enterprises in fierce competition in the industry and the development trend of how to use their own advantages,meet the challenge,seize the opportunity,so as to improve its strength and maintain core competitiveness in the field of machine tool accessories,Continue to maintain sustainable development in the development of the industry.It is expected to have theoretical and practical significance for the development of machinery manufacturing industry.