The Research On Improving TS Artificial Turf Co.,'s International Competitive Power

With the development of economic globalization, many enterprises face fiercer competition in more large scope and their survival environment are more dangerous, although the position of Chinese enterprises in the world economy was rising quickly, but their competitive power didn't rise accordingly, there are even no large global companies in China. So, there is important and practical meaning of studying how to improve the enterprise's international competitive power.This article use method of comparative study, linking theory with practice and demonstration analysis, combine real enterprise of TS artificial turf company, analyze the company's inside and outside environment, and use the five forces model of Michael Porter's competitive advantages theory to analyze the competitive environment faced by the enterprise and the competitive stratagem should adopted by the enterprise, use SWOT analysis method to analyze the enterprise's competitive advantage and the aspects needed improving, thus search after the way of improving international competitive power.Through the analysis, TS artificial turf company exist many shortages: although TS brand has good recognization in the market, but there are no specific brand strategy, lacking promotion and popularization, and there are no clear position and marketing strategy; the company didn't put attention on the products research and development and technology innovation, cause the product variety is unitary, and there are no flexible countermeasures to adapt the change of the market demand, cause the market competitive power was low, and the same time, the company didn't invest more in the human capital, the management level and enterprise values stay in low level, all the above problems cause the low level of international competitive power. The author forward the following improving method against these problems: Firstly, apply brand internationalization marketing strategy, through a series of marketing method to push the TS brand to the international market and establish good brand recognization in the international market, make the brand to be the core competitive power of TS artificial turf company; then on the research and development and technology innovation, cooperate with the university and institute to strengthen the research and development, combine with the turf yarn supplier to be the strategic alliance, to be the international leader on the research and development of products. At the same time, through perfect the enterprise system to improve management capacity, apply the human training plan on base of human, enhance the invest in human training and improve salary system, form the well corporate culture inside the company, through the above method to improve the company's international competitive power.