The Study On The Competitive Strategy Of CNC Machine-Tool Of A Company

China had remained the first place over the world in consumption of machine tool from 2002 to 2009 and its output also rose to the top in 2009. However, Chinese machine tool industry is still not powerful enough considering its large scale. China made CNC machine tool only occupies about 30% domestic market and less than 5% in the field of high-end CNC machines. Machine tool makers in China need to employ appropriate competitive strategies to survive and develop in heated global competition.There have been three views on competitive strategy research:Structure-Based View, Capability-Based View and Resource-Based View. The core of structure-Based View lies in the relationship between an enterprise and its environment, believing that inside competitive status depends on the interaction of 5 competitive forces; Capability-Based View pays attention to the enterprise itself, stating that an enterprise should acquire its competitive advantages through identifying, cultivating and pursuing core competencies. Resource-Based View tries to bridge the above two, analyzing enterprise capabilities and resources with market background, combining organically the internal capabilities of the enterprise with external environment.For external environment, CNC machine tool industry has gained unprecedented policy support from the government. The industry is now entering the critical period of development, transformation and improvement. Domestic competition is intensifying and undergoing globalization. In the aspect of internal environment, A has certain resources and capabilities for competition and also its own core competencies. Strategic position of A in relation to its major competitors is analyzed by Competitive Profile MatrixThrough the analysis of value-creating activities of the value chain and strategic matching, it is concluded that A has the advantage in the aspect of differentiation value-creating activities; through the analysis of Quantitative Strategic Planning Matrix, it shows that differentiation strategy attractiveness of A exceeds cost strategy. Therefore, A should choose differentiation competitive strategy for its CNC machine tools.The enterprise can gain differentiation values through lowering buyer cost or raising buyer performance. Differentiation factors of CNC machine tool, which brought differentiation values for the buyers, are the resources of CNC machine tool differentiation. The research of CNC machine tool differentiation strategy is based on these differentiation factors.Differentiation strategy of A can be carried out in four aspects:product differentiation, image differentiation, market differentiation and service differentiation. In product differentiation, focus should be put on super-size products and 5-axis products for seeking, keeping and enlarging competitive advantages; machine performance, accuracy and reliability should be improved; research and development of high-end CNC specialized machines and environmental-friendly machines are to be developed. In the aspect of image differentiation, the image of high-end products is formed through building up brand awareness, perceived brand quality, brand association, and brand loyalty. Concerning the issue of market differentiation, increase users'differentiation awareness through price differentiation of high quality and reasonable price; short-channel, high-coverage and knowledge marketing, to form channel differentiation, and make buyers accept then pay for a premium price. On service differentiation, increase users'benefit through increasing value-creating service and improving service quality; make the users accessible to the sharing of enterprise resources and provide integrated solutions for the users.It is hoped that, through implementation of differentiation competitive strategy, A is able to gain scientific development in global competition and become a powerful enterprise among international prominent machine tool makers. It is also expected that this thesis could provide some clues for other enterprises in Chinese machine tool industry.