Study On The Business Strategy Of Shandong Lingong Co.,Ltd

Business strategy is an important issue which concerns the steady development in a long-term of enterprises, and the science and validity of the strategic policy determines the rise and decline of enterprises directly. Shandong Lingong Co., Ltd. is a listed company on engineering machinery, which devoted to design, production and selling of the loader. In order to winning in the fierce marketing competition, it must incorporate itself in the external environment condition, utilizing its own advantage fully, adapting to the change of the environment voluntarily, and base on development to make scientific management strategy and valid measurements that should be used to reply the change of external environment condition.This thesis is on the basis of summarizing the management theory of domestic and international business strategy at first, have investigated especially the key of Successful Factors(KSF), Value Chain and Strategy Alliance , and then analyze the external environment condition , trade competition state by using PEST analytic approach, Five Powers Model of Porter. In addition to this, some specialists have be invited to investigate and analyze the Key of Successful Factors of Shandong Lingong Co., Ltd. In the meanwhile, this thesis also adopted "Twelve Square Box model" and capability system model to explore thoroughly the source situation and capability system. On the basis of the above analysis, the author utilized the exterior essential factor appraisal matrix (EFE) and the internal essential factor appraisal matrix (IFE) to analysis the SWOT to Shandong Lingong Co., Ltd. Through this fuzzy judgment and the localization, the author think that the business strategy of the Shandong Lingong Co., Ltd. is belong to the strength strategy, namely the growth strategy. So on the basis of this, the enterprise should be further make the business strategy that implement high-quality goods project, promote brand value, strengthen the marketing channel, create the core competitive ability and realize the company sustainable development. On the sametime , the thesis also the corresponding function strategy after analysis. Finally, from the angle of the core competitiveness cultivation and strategic alliance's management, the paper has put forward the concrete method and measure to the implementation and control of business strategy, for example, improving the ability of providing different product and service further, perfecting the management system of quality constantly, strengthening enterprise cultural and turning alliance's ability into enterprises' core competitive power, etc.