A Study On The Competition Strategy Of Zhongwei Industrial Valve Co., Ltd

Zhongwei Valve Co., Ltd.(Zhongwei Company) was established in2000. It has become the bellwether company in Chinese valve industry after10-year great efforts. However, as the industry leader, even though the business of Zhongwei Company is being expanded, some aspects, such as administrative management, quality management and quick responses to customers’demands are not as was expected. Global financial crisis, which broke out at the end of2008, even made the company involved in the unprecedented business difficulties. Currently, Zhongwei Company is faced with such a significant management topic that how to adjust the competitive strategy, turn around the decline and maintain the competitiveness.Against the background, this paper makes an objective analysis of the exterior and interior environments of Zhongwei Company with the theory of Enterprise Competition Strategy, in order to find out its unique advantages in resources and capacity. On the basis of that, it also researches and analyzes the market orientation and basic competition strategy Zhongwei Company should take with the consideration of the future and the mission of the enterprise. It points out that it is the differentiation, instead of overall cost leadership, shall rank first as the major competition strategy in the future. Strategically, this paper puts forward to some policy-making recommendations in the aspects of enterprise culture, organization design, marketing management, new-product development and value management and so on. The research in the paper serves as the reference which could help Zhongwei Company to find out the essence of management difficulties and exact strategic management methods. The conclusions of this paper are also of reference value not only in the valve industry, but also in other manufacturing industries.