The Competitive Strategy Research Of Telecom & Electrification Engineering Co.Ltd Under The China Railway Erju Group Corporation

Telecom&Electrification Engineering Co.Ltd Under the China Railway Erju Group Corporation is one of the subsidiaries under the group company of China Railway Bureau two which equity controlled by Chinese railway project head office. It is a state-run construction enterprise that specialized engaged in electric project of the railway. As a result of a long time protection under the group company, it has not been become the subject of the competition market. Since system reformed in 1999, it has been lacked of the market competitive strategy of this leading business of electrified project. Therefore in the open market competition of electric affair, it lacks the operation policy of pertinence, and it's market share comes to a halt, profit ability of the project drops, the situation is serious. Through the research of this company market competition, the author attempts to lead the company to utilize its own advantage to hold the market opportunity during the period of the great-leap-forward development of the railway, to evade the competition risk, expand business scale, and create the good economic and social benefit.Based on the thoroughly investigations of the current situation of electrified project market, the author gave a detail division of the electrified market by using market division of marketing and choose theories of goal market. Confirmed the goal market of the competition that it should participate in. The author utilized five kinds of competition strength models of Potter's to analyze the trade structure in the goal market, especially for the situation of the main rival. And adopted SWOT analytical method to analyze the advantages and inferior position relative to the main rival and chance and threaten in goal of market environment. Finally suggested that the company use the general competition strategy theory todetermine the market competition strategy in electrification market.Utilizes the marketing study and related theories of the market competition strategy, combined the currently situation in electrification market with the truth of the company, this article reaches a conclusion that "By the total cost leading strategy to participate in railway electrification project goal market competition, by different service strategy to participate in city axle electrification project goal market competition " , And gives the definite steps of total cost leading strategy and service strategy .With the further development of the nation's economy, the socialist market economies become further improved, and gradually assimilate into the global economic integration. The state-run enterprise will be facing more complex competition environment and more strong competitors. For long protection under the policy, all of the enterprises are incompetent in meeting an emergency and competitors, and lack of clear competition strategy. This article will take effect on how to use reasonable competition strategy to participate in the market competition for those state-run enterprises who engaged in railway electrification, though it only analyze how to constitute the competition strategy of the Telecom&Electrification Engineering Co.Ltd Under the China Railway Erju Group Corporation.