Development Strategy Analysis Of Yantai KaiYuan Constructional Machinery Charter Station

Nowadays,competitions become more and more fierce among enterprises and the scholars pay more attentions to development strategies.In 2008,the financial crisis broke out throughout the world,which has bought some extremely harmful influences on quite a few industries including construction industry.As a small-scale constructional machinery rental enterprise,Yantai KAIYUAN Constructional Machinery Charter Station has to identify competitive environment and competence itself and design its own effective strategies.Only in this way can the enterprise survive and develop in the fierce market competition.Combining the characteristics of construction machinery rental enterprise,this thesis took uses of the theories and methods of strategic management to study the selections and practice of strategies of the enterprise.First of all,after the theoretic brief introduction,PEST analytic approach and Porter's five factors model were used to analyze and appraise the macro-environment, industry environment and competition situation where the enterprise stays.The writer considered that there would be tremendous demand for constructional machinery in the future.A conclusion was drawn that the market would be extremely attractive though competitions would be more severe.There are opportunities and threats that the enterprise has to face up to.At the same time,internal environment of the enterprise was analyzed,which disclosed that the competences and resources of the enterprise were inadequate Furthermore,this thesis took advantages of the SWOT analysis model and the Quantitative Program Evaluation Matrix(QSPM) to select increased strategy of specialization and focus strategy as total strategy and competitive strategy of the enterprise."Being a expert of leasing constructional machinery" should be ultimate strategic target of the enterprise.Doing all the enterprise can to develop charter business of tower crane and building elevator must be suitable strategy.At last the measures were given which the enterprise should be adopted.The writer took his vocational experience and the actual situation of the enterprise as background,meanwhile,consulted enough date and made on-the-spot investigations concerning market environment and a large number of enterprises.Moreover combination of theory with practice was used to solve problems.The write hopes that the enterprise could break away from awkward situation and succeed.Meanwhile,the write hopes that this thesis could provide the small-scale enterprises with some help.