Shandong Province, Shenzhen-based Company Competitive Strategy

As one of the Geotechnical Engineering enterprises,Shenji company faces some very important problems, such as how to identify the competitive environment and the core competence of the company, how to design effective competitive strategy and how to survive and develop in the fierce competition in the future market. Based on discussing the actuality of strategy management theory,Using the theory of strategy management,combining the situation of Shenji company, the paper probes into the company's competitive strategy detailedly and tries to find a way to help the Geotechnical Engineering companies run more effectively.Firstly,the paper analyzes the circumstance in outside, and thinks that Shenji company is facing the macroscopical economy and the area economy development of our country and other opportunities; At the same time, there are many threats, such as the very fierce competition among competitors, the strong bargaining ability of customers and other threats. And then, the paper analyzes the internal resources and the core ability of Shenji company, and educes that the company's core ability lie in the persistent technique innovation,excellent equipment and construction ability, prominent ability in managing project and the marketing.The disadvantages mainly lie in the management innovation and organization transforming ability, financing ability and other aspects.Secondly,according to the SWOT model,it draws a future picture of the company, how to make use of the opportunity and advantage, how to avoid and overcome the disadvantage and threat,which are the base ground for company competitive strategy object.Then it analyzes the basic competitive strategies,and draws a suitable competitive strategy for Shenji company.Finally,in order to bring the competitive strategy into effect,it maps out the following measures:build a new organization structure of combining function management system with project system, establish excellent culture, enhance human resource management ability,innovate marketing, keep perfecting quality control system and apply project management, innovate technique and advance the company's core competence.The correct enterprise strategy management can well make the enterprise to adapt the external situation,to exploit the market,to advance the Core ability of enterprise and to keep a long flourish.This study results have the guidance significances,can help us resolve some problems in the development of Shenji company and other Geotechnical Engineering enterprises.