Research On The Competitive Strategy Of Shandong M Auctions Co.ltd

October 1992 established in Rizhao city, Shandong M auction Co., LTD (hereinafter referred to as M company) is one of the earlier auction company founded in Shandong province, is also the first auction. With increasingly competitive market sale, the company faces unprecedented pressure. The need for survival competition strategy, the new company to guide the company to earn the auctioning industry market competitive advantage. in Rizhao city and even the whole Shandong province.This article first to review the research of strategic management of Sino-foreign management experts, emphatically introduces the Potter's enterprise competition strategy research contents. The paper has expounded on the three basic competitive strategy:differentiation strategy, low-cost strategies and strategic focus.Then using literature, questionnaire, interview and comparison research method, using PEST analysis, Potter's five competitive forces model, the value of such strategic research tools is to analysis M internal environment and external environment system:with the rapid development of the auctioning industry, social all circles to auction the cognition also more and more high auction target, these are more and more widely category for M company provides opportunities for development. But the auctioning industry growing competition, the competition between existing auction company of old and new recruits the threat of an auction enterprise, make M the healthy development of the company is facing unprecedented challenges. Is the internal environment to, although M have ten years experience, but face changing market environment, vague bellwether of national policy, unclear of the company strategy, outdated of new situation and weakness of internal of management has become stumbling block for the development of the company.With SWOT analysis tool, comprehensive evaluation on three basic competitive strategy is analyzed and compared, finally determined for centralized competitive strategy:according to the company itself, the integration of company operation stage all resources and form their core competence, Strategy implementation measures including: to establish the organization structure and implementing efficient manpower resources management, construction of enterprise culture, healthy and upward sound scientific and efficient business process of enterprise normalization system, based on the effective control of the final implementation strategy that established the smooth realization of the strategy, make the company took the current rapid development of the auctioning industry gradually restored and opportunity, believed in the auction market due to market share, and eventually market leading position.Paper M company competition strategy formulation, research achievements on M company not only has the practical value, the managers of other auction enterprises also has certain theoretical significance.