A Research On The Competitive Strategies Of Gansu Stage Technology Engineering Co., Ltd.

The manufacturing of stage machine, a typical cultural facility project, is a system combining art with technology by integrating literary and artistic creation, director art, lighting and audio-video engineering, playground equipment innovation, hoisting and conveying machinery principle, arts and crafts decoration, constructional engineering cooperation with automation control. With the soaring demand for stage machines around the country, China has witnessed rapid development of the industry in recent years. On the one hand, its technology in making stage machine has been significantly improved; on the other, competition inside the industry becomes more fierce, which reflects not only in the development of domestic stage machines and relevant enterprises, but also in great challenges posed by foreign enterprises in the market. Gansu Stage Technology Engineering co., ltd., as the first domestic professional stage equipment manufacturer in China, has also received great challenges. Formulating sustainable competitive strategies has become an urgent issue for the company.The paper consists of five parts. The first part is introduction, which introduces the background, significance of the research, as well as research status and methods on competitive strategies at home and abroad. The second part is external environment analysis, in which the author analyzes the external environment of stage equipment industry from the perspective of macro-environment and industry environment by using PEST model and Porter Five Forces Model. The third part is internal environment analysis, which gives comprehensive analysis on the company’s internal structure from the perspective of organization structure, human resources, technology innovation capability, productivity, quality control capability, and informatization management capability. The fourth part is competitive strategy positioning and selection, in which the author analyzes the company’s advantages and disadvantages, opportunities and challenges through SWOT analysis so as to further clarify the company’s strategic goal and formulate competitive strategies that conform to the company’s actual condition. The last part is about the implementation of competitive strategies, in which the author demonstrates methods that should be adopted to put the strategies into practice.The author links theory with practice in the paper by analyzing the internal and external environment of Gansu Stage Technology Engineering co., ltd., and by positioning and selecting relevant competitive strategies, clarifying strategic goals, introducing specific competitive strategies, so as to help the company to maintain its advantageous status in fierce market competition and to provide valuable reference for enterprises in similar condition.