Research On Competitive Strategy Of China Railway Electric Equipment Company

China has introduced many supportive policies to address the bottleneck issue of high-speed rail transit equipment,which has to some extent led to an increase in research and development,design,and manufacturing enterprises for railway rail transit equipment,and intensified market competition pressure.In order to strengthen market competition,China Railway Electric Equipment Company needs to develop a scientific competition strategy to enhance the company’s long-term development ability.This thesis first takes China Railway Electric Equipment Co.,Ltd.as the research object.By sorting and summarizing relevant literature on enterprise competition strategy and rail transit enterprise competition strategy,it focuses on introducing competition strategy theory,differentiated competition strategy theory,and related analysis tools,and constructs the theoretical basis for this thesis’ s research.Secondly,analyze the current business situation and competitive strategy problems of China Railway Electric Equipment Company.The technical product homogenization level is high,the market sales channel strategy is unclear,customer service quality satisfaction is low,brand image investment is low,awareness is low,and product price competitiveness is weak.Then analyze the company’s core competitiveness such as research and development capabilities,financial situation,human resources,market,and products.Use the PEST method to analyze the policy,economic,social,and technological environment faced by the company.At the same time,analyze the industry competition environment based on the Porter Five Forces model.Subsequently,this thesis uses the SWOT analysis method to describe the company’s own strengths,weaknesses,opportunities,and threats,constructs a SWOT matrix,and uses the above analysis results to select a differentiated competitive strategy for China Railway Electric Equipment Company.Finally,China Railway Electric chooses a differentiated competitive strategy,strengthens research and development innovation and technological breakthroughs,and achieves differentiation of technological products;Actively expanding market channels,achieving differentiation between direct sales channels and overseas sales channels;The company also needs to actively carry out high-quality service marketing,establish and improve a customer after-sales satisfaction survey system,improve the professional level of service personnel,and achieve differentiation in service quality and brand image.