Research On Competition Strategy Of Lease Of Tower Crane Of Rongye Engineering Machinery Company

In this paper, first of all, The author reviewed the theories relating to strategic management, then the author analysed and formulated the strategy in three stages.The first stage, the author used PEST analysis, Michael Porter's Five Forces Model, EFE matrix to analyse and evaluate the External forces of RongYe Company. The conclusion was drawn that RongYe Company take advantage of the external opportunities is insufficient, mean while, it is incompetent at its threat. By the analysis of internal resources and the ability, the analysis of the core competitiveness, the analysis of the value chain, IFE matrices, the author concluded the internal condition was disadvantage to RongYe Company.The second stage, on the basis of the first stage analysis, the writer used SWOT analysis matched aternative competitive strategy for RongYe Company.The third stage, after using the analysis in the first and the second stage above mentioned, the author used QSPM matrix to analyse alternative strategies the quantitative analysis method was used to determine the new strategies to select for RongYe Enterprise.Then, combination on subjective analysis and objective analysis, the author pointed out that RongYe Company should pay much attention to the key problems and put forward that the main strategic measures in strategy implementation stage.Finally, this paper described the process of Rongye Company's strategic evaluation and strategic controlling. At the same time, the paper pointed out that RongYe Company must pay attention to the problems in strategic evaluation and controlling.Innovation of this paper and the guidance of practice are as follows:There are few systemic researches on the tower crane leasing industry, the author just try to do it. The paper provided the future strategic direction for RongYe Company, meanwhile, the paper were instructive and meaningful to other leasing enterprises or tower crane leasing company. Even it's significance to engineering machinery leasing industry.That at the basis of key Critical Success Factors of the related tower crane leasing industry, it is concluded that were likely to become the key success factors by industry experts discuss, extracting seven critical success factors and five major success factors from paired comparison.Using the value chain analysis, the paper decomposed tower crane leasing activities into basic activities and auxiliary activities, and finded out the links of create profits and save costs, in order to indicated the direction for enterprise save costs and profits value-added. Based on the reality of RongYe Enterprise, the paper suggests that the company create new business model, in order to obtain new profit growth point.