Study Of Dalian Machine Tool Group Development Strategy

Machine tool equipment manufacturing industry is the basis of industry, and is the sector providing processing equipment to the traditional machine-building industry, defense industry, the automotive industry, aerospace industry, electronic information technology industry, as well as other processing industries. As the machine tool industry is mature, industry concentration is not high, and the number of competitors at home and abroad is great, the industry is extremely competitive. This article is trying to study for the purpose of the Dalian Machine Tool Group (DMTG) to provide a suitable combination of enterprise development strategy to help enterprises to win in the fierce market competition.The paper carries out multi-angle, in-depth and detailed analysis through DMTG's external macro-environment, domestic machine tool market development, machine tool industry competitive environment, and their own resources to identify the business impact of the survival and development of external opportunities and threats, as well as their own advantages and disadvantages, then analyzes these factors with SWOT analysis and the relevance diagnose.With a detailed analysis of the information available, the paper carries out a development strategy of DMTG for the next three years and makes the strategic policy, strategic focus, strategy stages and strategic objectives. According to the characteristics of DMTG, the research works out a comprehensive strategy of leading the total cost, centralized growth strategy, internationalization strategy and people-oriented corporate culture. In order to ensure the smooth realization of strategic objectives, the research makes the product development strategy, marketing strategy, brand-building strategy, human resources strategy, quality management strategy, efficient information management systems strategy, enterprise culture strategy, good public relations strategy, and many other strategies.The outcome of the papers is to provide clear directions and goals for the development of DMTG, so that DMTG will be more competitive when it deals with domestic and foreign enterprises, and then gradually grow into world-class machine tool thriving enterprise.