Research On Competitive Strategy In Marine Engineering Equipment Industry Of DSIC

Marine equipments are important basis for the exploitation of marine resources. Along with the accelerating exploitation of marine economy, this industry has obtained considerable development, and facing of new develops opportunity. Due to financial crisis, traditional shipbuilding falls into a continued depression, while marine equipment increases continuously due to its high additional value. More and more shipbuilding enterprises were attracted to this field, thus the market competition became more intense than ever before.As the first set of enterprises entered into marine equipment field in1970s, DSIC (Dalian shipbuilding industry Co., Ltd.) has accumulate rich experience in design and construction. To2012, as one of the five pillar industries in DSIC, marine equipment has get its distribution amount to7billion RMB, which account for a quarter of the total economic aggregate of DSIC. So DSIC has bases and advantages in accelerating its marine equipment. However, in facing of complicated external situation and fierce market competition, DSIC need establish scientific and effective competitive strategy as well as determine its future direction and target to maintaining its advantage and obtaining much greater progresses.In this research, the macro and industry environment of DSIC was analyzed in the direction of theories related with enterprise competition strategy using the PEST analysis method and the Porter’s five forces model. In addition, the inner resource and capability of DSIC were inquired. By matrix of SWOT, advantages and disadvantages, opportunities and threats for the development of marine equipment were discussed, and four types of strategy were obtained. After feasibility analysis for the three basic competitive strategies, conclusion was got that differentiation competitive strategy should be adopted by DSIC to develop its marine equipment, and strategic target that the economic aggregate reach to10billion and20billion by2015and2020respectively was proposed. To insure the realization of the strategic target, the effective and safeguard mechanism for the strategic were put forward.This research is helpful to making competitive strategies for DSIC to keeping competitive advantage for its marine equipment, at the same time, it also provide reference for the other same trades to making their strategies.