The Study On Dong Jia Group's Competition Strategy

Textile-machinery industry is an important industry in our national economy, is also one of the industries with international competitive advantage, playing an important role in development of expanding employment and increasing their income, accumulating capital, exports, market prosperity and improving the level of urbanization along the related industries and so on. With the acceleration of global economic integration, China's textile-machinery industry will be faced with more opportunities and challenges in the domestic and international markets. Therefore, the textile-machinery industry should develop its own advantages and constant innovation in order to ensure competition in the future occupation of the market.Dong Jia Group, one of 500 biggest machinery industry corporations in China and the first batch of high-tech enterprise in Qingdao. Dong Jia mainly produces the carding machine, non-woven fabric equipment and non-woven machine of 5 series and 60 varieties of textile machinery. In the year of 2006, Dong Jia group was promoted to provincial-level high-tech enterprises from the original high-tech enterprise. With its rapid development, Dong Jia encounters some problems. Based on the internal and external environment of Dong Jia group, helping the company make a competition strategy. The strategy has important practical significance for the Dong Jia group's long-term development, and also guides other textile machinery enterprises in strategic analysis and formulation.This article takes the combination of quantitative and qualitative analysis, according to the actual research, analyzing and solving the problem. At first the author did a lot of research for the Dong Jia group according to its problems, then used PEST analysis method and SWOT analysis method to analyze the external environment and internal environment and to identify the opportunities and threats, strengths and weaknesses. So in the end we develop a business competition strategy for Dong Jia group to gain the intense competitive advantage in the fierce competition.