Research On Product Competition Strategy For XBBN Company

Based on strategy management theories domestic and abroad, combining the opportunities and threads that XBBN company is faced with, this paper further researches XBBN's competition strategy and strives to seek the best competition strategy for XBBN product.Firstly, using PEST analysis method and Five-Force model of Baud, it analyzes and evaluates the outside macro environment that XBBN product armoured face conveyor lies in, and believes that XBBN product face the opportunities of national industrial policy support, continuously increased economical environment demand for coal mining machinery, advantages factors on society security and culture environment aspects, the developing opportunities of high bulwark for potent entrant and weak ability for user to discuss price, at same time XBBN is faced with the fierce competition with current competitors and the threat of weak bargining ability with its suppliers; Secondly, according to key success factor theory and features, applying KSFs deciding method, it draws a conclusion that the key success factors for armoured face conveyors series product market are brand construction ability, scale economic ability, sale net construction ability, service ability, product research and developing ability; Thirdly, using key competition ability theory, IFE and combining the key success factors and main success factors that has been determined, it analyzes the inside environment of XBBN product and draws a conclusion that XBBN armoured face conveyor series has the advantages of scale economic level, brand construction ability, sale net construction, and the disadvantages of invest and financing ability, management innovation ability and structure transform ability, the cooperating ability with suppliers, human resource management ability and product research and developing ability; Then, through SWOT analysis model of XBBN, this paper probes into feasible scheme of best competition strategy that XBBN product should adopt and determines that the relative best strategy scheme that XBBN should adopt is the product developing strategy OEM. At last, in order to ensure efficient implement of strategy scheme, the author suggests that XBBN company should improve its key competition ability through enlarging productivity, satisfying market developing requirement, making refinement product, enhancing quality management ability, providing forceful guarantee for market development, building integration management system based on cost optimizing, strengthening human resources developing and managing ability and perfecting enterprise culture etc.