| The continuous application of economic globalization and information technology, the competitiveness of enterprises to gradually shift to enterprise-scale competition, and enhance their own competitiveness through scale operation, while improving to withstand the risk of merger. The construction machinery profession of China has been developed rapidly with the expressing development of Chinese economy, the unceasing amplify of infrastructure projects and the continual increase of engineering machine profession quantity demand, since2000AD. A host of multi-national companies are attracted by the enormous Chinese market demand, and sole proprietorship or merger is usually employed to achieve the uninterruptedly extent of multi-national companies in Chinese market. The competition of Chinese construction machinery market become more intensely. The innovation rate as well as core-competitiveness and efficiency of homegrown enterprise are promoted by the intense competition of China construction machinery market which is resulted by the entrance of multi-national company.In recent years, two methods are use to achieve instant development by best-in-class within construction machinery commonly:for one thing, these companies augment input to expand capacity and increase market share, for another, they merge other enterprises or develop new products positively to implement diversification. Many policies orientations such as changes in economic structure and development model and promote urban construction that advanced in Economic and social development Twelfth Five-Year Plan in March2011, provide an opportunity for domestic construction machinery enterprises to instant development.GCMC Co.Ltd. which is a large-scale construction machine manufacturer domestically is chose to be the subject investigated. Through the actualization of business focus and integration, bulldozer and construction machinery parts which are the leading products of GCMC Co. have the ascendant position in domestic market during the past10years. And GCMC Co. ltd. becomes a best-in-class with force in engineering machine profession. The leading products of GCMC Co. are a small trade in engineering machine profession, and the market absorption capacity is limited. The development of GCMC Co. is restricted by the cabined product line and the limited market absorption, and it is fall behind other domestic best-in-class in recent years. Analytical tools of PEST and SWOT are employed to analyze the exotic environment and resource of GCMC Co., and the opportunities and threats that company is confronted are contrasted, too. The brand and technological superiority of construction machinery and spare parts are utilized to get over the drawbacks of single-commodity and mechanism of aging, get hold of the rapid development opportunities for the market of domestic project machine, and implement business development solution of related diversification strategy such as integrate production and broaden the product line.Six paragraphs are divided in this thesis. The background, meaning, research technique, innovators (points of innovation) and mentality of this research and the frame of the thesis are discussed in the prolegomenon. Chapter2is the theoretic of the study. The necessary of product integration implement of GCMC Co. is investigated by external environment and existing condition analysis in the third part, and SWOT tool is employed, too. The principle, target and detailed planning proposal of conceptual design are expatiated in Chapter4. Optimization of institutional framework, product research and marketing promotion channels which are implement measure and safeguard of product integration program are analyzed in the final part. |
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