| Priority to develop urban public transport has become the consensus of all levels ofgovernment in recent years, which provides great opportunities for the development of urbanpublic transport from many aspects, including the regulation of urban public transportplanning, the improvement of facilities, the optimization of structure, the protection ofpriority and so on. The urban public transport enterprises, as the entities and the carriers topractice and reflect the development of urban public transport so as to promote urbanconstruction, should position future strategy and enhance competitiveness from their own togain an advantage when in the face of business development opportunities. Based on the basictheory of strategic management, this paper analyzed the external environment and internalresources of Guangzhou DC Company and then some specific implementation measures aremade to the company’s business strategy based on those analyses.Firstly, this paper introduces DC Company’s development history, operating situation inorder to supply descriptions of DC Company’s realities for strategic environmental analysis,internal resource analysis, strategy development and implement.Then this paper analyzes DC Company’s external environment, including analysis aboutinfluences made by the city’s social and economic development in the future, the growthexpect of transporting population, the trend of transporting structure. And also influencesmade by the industry’s institutions, the price of main material, the income of employees, thesystem of government subsidies. Meanwhile, this paper analyzed the industrial environmentsuch as the existing competitors, potential competitors, buyers, suppliers and substitutes.This paper also analyzes DC Company’s internal resources. The main strengths of resourceslies in the company’s hardware resources, such as trams environmental protection, good line’sdistribution and also soft resources, such as the superior brand, good government relations,technology leadership while the main weaknesses lies in few amount of vehicles and lines andsingle business. The main strengths of the company’s ability lies in low energy consumption,low rate of financial assets and liabilities, strong ability of cost control while the mainweaknesses lies in short of enough responsiveness and flexibility. The company’s expertisesare mainly reflected in the company’s entrepreneurial spirit such as seizing opportunities todevelop and emphasizing technology to reduce costs.Finally, based on DC Company’s SWOT analysis, this paper determines the company’sstrategic object and the choice cost leadership business strategy, which should beimplemented from such aspects as the tram development, technological innovation to save energy, intelligent transportation and application of information technology and grouppurchasing. At the same time some suggestions are made from R&D, daily management;improve service quality and other aspects to ensure the implementation of corporate strategy. |
