Analysis For The Competition Countermeasures For Chinese Construction Machinery Enterprises

The development of the Chinese construction machinery industry is far behind of the advanced world level. The continuous increase of Chinese economy in recent years has made China a strategic place for the world leading construction machinery manufacturers to launch their products.In this paper, the author first introduces the current industry dynamic in both domestic and international markets, then through industry attactiveness and SWOT analysis, concludes that the industry is moderately attractive and the competition forces are strong and the Chinese enterprises are threaten greatly by the foreign manufacturers who are strategically marketing their products in China.In this paper, countermeasures for the Chinese enterprises to compete against their foreign rivals are given. The author first suggests countermeasures from three aspects scuh as policy-making, industry development and individual enterprises development, further more gives specific recommendations to some important issues such as export, lease, R&D, parts and components industry, cooperation with foreign enterprises, cooperation between Chinese companies.The main idea of this paper is: the Chinese construction machinery manufacturers should take strategic moves to enhance their competences against the international competitors. Their development strategy should focus on: improving both the scope and quality of the products and services; widening the product lines; improving the operating level; building brand image; opening lease business; expanding export and internationalizing the industry. The guideline for the industry development should be market-oriented and to relocate resources to acquire self-owned knowledge property right, thus turn extensive increase to ixtensive increase.These countermeasures can be guidance for the industry development in China and for the Chinese construction machinery enterprises'competition against their international rivals.