Research On Competitive Strategy Of Jinan HR Railway Machinery Co., Ltd.

In recent years, rapid growth of investment in railway infrastructure has pulled the demand of railway accessories for construction locomotive, but also attracted many companies compete for this market. Under these fierce competition, Jinan Huarui Railway Machinery Co., Ltd. (JNHR) must have their own competitive strategies to survive and develop.Based on the above purpose, I wrote this paper. The main methods are literature study, comparative study, questionnaire and mathematical statistics.At first, this paper introduces the concept of competitive strategy, the theory's evolution and the major schools of competitive strategy theory and the main points. Then, I used PEST tool and five forces model to analyze the company's macro environment, industry environment and internal environment. On these basis, I continue to analyze the opportunities and threats, advantages and disadvantages, and then use of EFE and IFE matrix to assess them.Based on the above results, I comprehensive analyzed these elements by using SWOT method, and obtained competitive strategies of JNHR. That is low-cost strategy.According to the chosen competitive strategy, I established the competition overall goal, and the focus of the strategy implementation. In order to ensure the strategy implementation, the company should do much work, such as enterprise information construction, mergers and restructuring, lean production, marketing, reduce procurement costs, technology development, human resource development, enterprise infrastructure and other aspects.The main innovation of this paper in two aspects:First, the innovation of research field. It's the first time to used the competitive strategy theory in the specific field: JNHR. Second, the innovation of study result. According to Porter's competitive strategy theory, drawing the competitive strategy:low-cost strategy.This paper can help JNHR to compete in the market more competitive and learn how to develop more smooth and healthy. It's also helpful for other enterprises in the same industry, especially for industrial enterprises belonged to Railway Administration.