The Research On The Development Strategies Of Axle Company Of Zhonglian Group

With the development of applied products of China's automobile and engineering machinery industry in scale, marketing and specialization, applied product manufacturers in this trade are facing great challenges. It has been the key that how to promote self-competition and how to implement the competitive strategy oriented to the market to the later development of domestic applied product enterprises in automible and engineering machinery industries, maintaining the inner applied position.Zhonglian Axle Company, a applied axle manufacturer within Zhonglian Group, its output and inner applied rate have been continuously increasing in recent years. However, it has a gap in production facilities, equipment, R&D and brand compared with domestic strong enterprises in specialization and scale. How to use current advantages and how to reform under the the Group guide ideology-"nuclear fission" have higely concerned by the high ranking of Zhonglian Axle Company.In this article, the author made a market analysis of China's applied axle industry as well as a SWOT of Zhonglian Axle Company, and advanced the basic development strategy which is to rely on Zhonglian brand and the inner applied, to specialize in axle series production, and to carry out management strategics oriented to the market. On the basis of the above, the author further analysed and designed strategics and development goals, business position, and business development ideology. That is to say, When strengthening inner applied business, Zhonglian Axle Company has been developing axle products with advanced technology in automobile industry, and gradually stepping into the applied axle business field of other automobile and engineering machinery enterprises at home and abroad with the improvement and the promotion of technology, quality, cost and sales service.In the meantime, we can find a detailed research and description of the necessary resource in strategic practice, the potential risks, the countermeasures and the supporting system involving in organization management matched with strategic practice, new product development and marketing .Differences exist in development strategics between applied and complete products enterprises. The value of this article lies in the integrated strategic plan and practice of applied product enterprises according to the development tendency of the domestic axle market and the present situation of Zhonglian Axle Company. Moreover, the research of Zhonglian Axle Company's case in this article has also reference significance to the development of other domestic applied axle enterprises.