Research Of KR Company Competition Strategy

The equipment is the major tool of the State. A state’s level of design&manufacture of the equipment, especially the weight equipment, represents the strength of this state. As an important part of the state’s equipment manufacturing industry, petroleum equipment manufacturing industry is the footstone of petroleum industry. Positively promoted by Chinese government, China’s petroleum equipment manufacturing industry has gained delectable progress. However, under the background of European debt crisis, US economic depression and unprecedented intense competition in domestic market, the petroleum manufacturing industry has been greatly changed, which brings opportunities to KR Company, as well as threatens. How to respond to those changes and finger out what direction KR Company is going for is the most imperative problem to be resolved.On the basis of study and to draw on the experience of the strategic management theory of Michael Porter, this article first uses PEST analytic method to analyze the external environment of KR Company, and uses Five Forces Model to analyze s industry environment; and then this article analyzes the conditions of manufacture, R&D, marketing, HR, finance and corporate culture construction of KR Company. Based on deep analysis of external environment and internal conditions, this article summarizes the strength and weakness and dissects opportunities and threatens of KR Company. Use this as a foundation, this article comes up with three strategies of KR Company:internationalization strategy, technology leading strategy and brand strategy, as well as guarantee measures on seven aspects:management, marketing, finance, technology, the quality of product and service, HR management and corporate culture construction.This text is closely integrated with national" The twelfth five-year " development planning, on the base of company inside condition and resources, the differentiation strategy can be adopted and from brand, service and technology all-around to carry out the differentiation strategy.Strategic management theory, core competence theory, differentiation competition theory is the theory basis of this text. The correspondence between enterprise development restriction and strategy assurance is the logic of this text. The research purpose is to put forward more pertinence and competitive strategy countermeasures.