| With the introduction of Made in China 2025,the status of manufacturing as the basic industry of the national economy has become more and more stable.Especially in the era of epidemic,the advantages of my country’s manufacturing power have been highlighted.However,with the complexity of the international economic situation and the intensifying internal To compete,manufacturing companies have to reconsider their competitive strategies.Laizhou has a long industrial history and is one of the "Top 100 Industrial Counties" in my country.The creation of a group of manufacturing enterprises with modern competitive advantages has been included in the city’s 14 th Five-Year Development Plan.Although LZCD Machinery Co.,Ltd.has been actively participating in market competition since its establishment,there has never been a written and systematic competitive strategy within the company.In view of this study of LZCD Machinery Co.,Ltd.’s competitive strategy,combined with the internal and external environment faced by the company’s development,choose and It is of great significance to formulate a specific competitive strategy.This research combines the relevant theories of competitive strategy and comprehensively uses the tools and methods of matrix selection to carry out systematic research.Firstly,quantitative and qualitative analysis was made on the internal and external environment of LZCD Machinery Company’s competitive strategy formulation,and then three alternative strategies of low cost,differentiation and centralization were compared and analyzed,and the strategic plan matrix was used to select the differences suitable for LZCD Machinery Company.Finally,the implementation strategy and guarantee mechanism of the differentiated competition strategy are proposed.The research points out that the differentiation strategy is the most suitable market competition strategy for LZCD machinery company at present.In terms of product differentiation,it is necessary to focus on the current differentiated high-efficiency wet mixing granulator and dry granulator,and highlight the differentiation of product varieties.Through the implementation of the brand strategy,while enhancing the company’s brand awareness and reputation,it pays more attention to the creation of differentiated product brand images.It is necessary to actively invest in scientific research,continuously optimize the product performance of the company’s granulator,and form the differentiation of the company’s product performance.In terms of marketing differentiation,it is necessary to form a price competitive advantage based on cost-effectiveness,but not to pursue low prices too much,and form a pricing method based on quality.At the same time,in terms of channel construction and promotion strategy,we must combine the company’s actual excavation of the uniqueness of LZCD Machinery Company to form a relative competitive advantage with other companies in the industry;in terms of service differentiation,we must comprehensively optimize pre-sale,in-sale and after-sale customer services System,combined with customer needs to build a targeted service mechanism,to form a differentiated service supply mechanism that provides special services according to the special needs of customers.In order to ensure the smooth implementation of the differentiated competition strategy of LZCD Machinery Company,this paper puts forward specific guarantee suggestions from the aspects of organizational system,human resources,culture,information technology,resources,and risk control.In theory,the results of this research can further enrich the theoretical system of the competition strategy of machinery enterprises,lay a certain theoretical foundation for the follow-up research on the competition strategy of the machinery and equipment industry,and in practice can directly provide reference materials for the development planning of LZCD Machinery Company.It provides a reference blueprint for the senior management of the company to formulate a systematic competitive strategy. |
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