The Research On The Strategy Of Improving The Core Competitiveness Of MRKJ Company

In 2021,the Central Economic Work Conference stressed the need to enhance the core competitiveness of the manufacturing industry and create a number of "specialized and special new" enterprises.In recent years,under the background of the Sino-US trade war and the new coronavirus epidemic,the operation of various industries in China has been hit hard,and MRKJ company is no exception.As a technological innovation demonstration enterprise in Shandong Province and a hidden champion enterprise in Shandong Province,MRKJ company’s operating income was as high as 2.014 billion yuan,operating profit as high as 235 million yuan,now due to raw material price changes,supply chain disruption and customer loss and other reasons,the company’s operating income and net profit were sharply reduced by 17% and 21% respectively.The changes in the industrial environment force enterprises to start thinking about how to enhance their core competitiveness to cope with the uncertainty of the environment and maintain the resilience of the industrial chain.In this paper,the theoretical literature and practical data are sorted out,the understanding of the connotation of core competitiveness is integrated into the research,and it is clear that core competitiveness refers to the ability of an organization to cope with changes and win over competitors.In order to study the level of core competitiveness of MRKJ Company,According to the logical context of "problem raising-identification-evaluation-promotion strategy",this paper demonstrates MRKJ’s existing core competitiveness and its composition by means of competitive differentiation analysis and value chain analysis,and further analyzes the structural problems of MRKJ’s existing core competitiveness by means of analytic hierarchy process and fuzzy comprehensive evaluation.Based on this,the core competitiveness enhancement strategy of MRKJ company is proposed.The research found that MRKJ has formed an initial core competitiveness in its development process by relying on its complete market access qualification,low labor cost,emphasis on environmental protection and safety production,high level of financial management,high stability of customers for well-known enterprises and high level of product research and development and manufacturing.The changes of external and internal environment lead to the shortcomings of the company in human resource management ability,information construction level,supply chain management ability,customer relationship management ability,brand awareness,new product output rate and other aspects.Based on this,this paper puts forward the corresponding core competitiveness enhancement strategy,and suggests that enterprises build professional talent team in organizational management ability,strengthen the supervision mechanism of rules and regulations and optimize the production and sales process.Integrate internal resources in terms of marketing capabilities,lay out a global customer service platform and enhance the corporate brand image;In terms of R&D and innovation ability,we attach importance to product research and development and build technological innovation platform.For MRKJ Company,this paper applies the core competitiveness theory to the operation of MRKJ company,and solves the dilemma that the core competitiveness of the company is weakened.For other enterprises,this paper provides ideas for enterprises in trouble to understand the components of their core competitiveness and identify their competitiveness level,and also provides quantitative research basis and operational example for enterprises to establish a comprehensive and innovative core competitiveness index evaluation system and comprehensively evaluate their core competitiveness.