| As a typical representative of the domestic private enterprises, Sany Heavy Industry relies on the ability of independent innovation and a strong corporate culture, seizes the opportunities of the Chinese market, and achieves rapid development of enterprises. Concrete machinery is Sany’s core business, which has been setting the pace in this field. However, it faces serious challenges in recent years, begins to lose market share, and threatens its market position. Therefore, in the current market environment, Sany should adjust their competitive strategy to re-establish a competitive advantage.The author of this thesis analyzes the macroeconomic environment of the development of Sany concrete machinery by PEST model, its industry environment by five forces model, and the main competitive strategies of competitors. Then the author points out its main threats such as the slowing down of the industry, competitive challenges and its narrowing differential advantage. In the meantime, analyzing by SWOT, and combining the realistic basis of Sany’s strategies, the author designs the leading choice of competitive strategies of Sany concrete machinery. That is:"One Integration" and "Three Conversions"."One Integration" means the Combination of finance and industry, and "Three Conversions" are internationalization, differentiation and integration.The theories of "One Integration" and "Three Conversions"" bases on the analysis of the expansion strategy, product strategy, industrial chain strategy and value chain strategy. In addition to the continuing and deepening Sany’s international strategy and differentiation strategy, the author pays more attention to improving the industrial chain, shaping the core competencies and creating the value of customers. The author of this thesis also points out key measures to carry out these strategies.Finally, according to the adjusting direction of Sany’s competition strategy, the author of this thesis proposes three safeguards for the implementation of the strategy. The first one is the ideological protection, which means the transformation of business ideas and corporate culture construction. The second one is system protection, which sets up incentives and implements marketing institutional change. The third one is personnel security, which focuses on improving staff quality and making good reserve for international talents. |
