Exploration On Competitive Strategy Of China Metallurgical Group Corporation Municipal Engineering

Under the unified deployment and leadership of China Metallurgical Group Corporation, CERI Engineering Technology Co., Ltd. (hereinafter referred to as " CERI") was restructured and established according to the national policies and requirements by Beijing Iron & steel General Institute of China Metallurgical Group Corporation on November 28th,2003. It was a state-controlled international modern Engineering Technology Co., Ltd. full of vigour and competition, and characterized by distinct property rights, sound assets and scientific management. In early 2009, the severe international financial crisis created a significant negative impact on the main business segments of CERI company. However, CERI turned challenges into opportunities and actively carried out municipal engineering. In this study, according to Business Strategy Management curriculum and related knowledge theory, the macroeconomic environment of CERI, along with its internal and external environment was analyzed and evaluated with various corporate strategy analysis tools including macro environment analysis, Michael Porter "five-force model" and SWOT matrix analysis. Also, the external opportunities and threats were identified, as well as the internal strengths and weaknesses. With numerous industry statistics yearbook data supplemented, a combination of qualitative and quantitative methods was adopted for research. On this basis, the induction and confirmation of the "top-level design strategy" were identified as the overall strategic plan of CERI. That is: the systematic strategic planning should be conducted on the basis of forward-looking prediction of future trends. Also, strategic planning should be linked up with benefit distribution, function transformation of the management department and corporate culture to achieve business transformation and upgrading and to create the intelligent enterprise. To achieve the top-level design of municipal engineering, the strategy was refined as follows: design of the overall objective, management of the product production, and integrated management of marketing, production and technology quality. The success of the competition strategy of the need for security through practical measures, based on the top-level design of competition strategy, optimize the organizational structure, CERI through optimization of human resource management, perfect salary system, strengthen the technical support and other aspects of the municipal engineering business competitive strategy security. Organization structure after optimization, set up a special responsible for municipal and public facilities and Municipal Engineering Department of business operations; and by strengthening enterprise employees especially senior leadership training to optimize management of human resources, improve the quality of human resources; and to pay a reasonable distribution, and fully reflects individual’s value for the principle of continuous improvement of salary system; in addition, CERI also formed technology team of experts, continuous learning, strengthen the technical support.