Research On The Competitive Strategy Adjustment Of SDWEH Engineering Machinery Company

In recent years, the construction machinery industry as an important part of the equipment manufacturing industry, with the continued expansion of economic recovery and fixed investment, has made a rapid expansion of scale in China. Excavating Machinery was known as the ‘Crown Jewel’ among the engineering machinery industry, which is the irreplaceable earthmoving machinery. More and more domestic and foreign enterprises are attracted by the huge market demand to increase investment in the Chinese market, along with the market matures, increased product competition, the field enters the homogenization of the competitive situation.As the research object of the paper, SDWEH Engineering Machinery Company relies on independent innovation and the differentiation strategy, seizes the opportunities to achieve a rapid development. However, at present, it is facing serious internal and external challenges, while the market position is threatened. Therefore, in today’s market background, the SDWEH company’s competitive strategy should be adjusted to re-establish a competitive advantage.There are six parts in this paper. The first chapter presents the research background, significance, methods, systematic review of the school and its main competitive strategy theory point of view, focuses on the Blue Ocean Strategy and value innovation theory; the second chapter introduces SDWEH company and summarizes the current competitive strategy of product differentiation, marketing, service implementation priorities; the third chapter analysis of the SDWEH company’s resources, capabilities, as well as competitive analysis of competitors, then points out that the adoption of the risks and problems in the current strategy; the fourth chapter uses the SWOT tool to evaluate opportunities and threats, strengths and weaknesses of SDWEH company, concludes that the company is now in a favorable strategic adjustment time, and also finds out the differences between the products and customers’ requirements by using the core value of customer analysis, indicates the direction of the enterprise efforts. By analyzing layout of industrial strategy and six paths frame and four steps movement provided by Blue Ocean Strategy, it rebuilds strategic layout of excavator industry and puts forward to adjustment Strategy of SDWEH company. Chapter Five is based on the company’s competitive strategy, puts forward the implementation of key strategic adjustment and three safeguards. The sixth chapter summarizes the whole article and notes future research directions.This paper believes that with the Blue Ocean Strategy ways of thinking, it is valid for SDWH company to try a low-cost and the value of innovation, I hope that my research can provide a reference for the selection of competitive strategy of construction machinery industry enterprises.