Research On Competition Strategy Of Sentian Electric Motor Company

In recent years,China’s industrial automationthat that is turning frommanufacturing country to manufacturing power country enter a new stage of rapiddevelopment.With the establishment of mechatronics machinery system is now widelyused,to establish the system of mechanical equipment and all-digital model of ac servosystem with the price rising, prompting control motor class of high-grade fine partsmostly adopts AC servo motor, means that the AC servo motor has become the basis ofthe mechanical automatic control components.Although domestic manufacturers have developed digital AC servo motor andfull-digital AC-servo driver completely, they have not yet constitute acommercialization and mass consumption for the lagging automation industry.Domestic demand for fine AC servo motor control system is also largely dependent onimports.Several domestic servo drives and motors had entered the industrial stage,while CNC machine tool industry use more.Because of using AC servo motor controlsystem,CNC machine tool gradually development towards environmental protection,high-speed and intelligence level, and the performance of servo motors put forwardhigher requirements. Therefore, it must be use direct drive technology to realize thedemand of CNC machine tools in accuracy and speed. But it is worth noting that nomotor supplier can supply a full range of standard specification products for the entireautomation industry.The China servo motor industry is facing new opportunities andchallenges at this stage.Sentian Electric Motor Company to research and development and sale of servomotors and controllers as the main business,have founded for four years. The introductof technology about foreign high-precision servo permanent magnet synchronousservo motors and its controllers with absorption, transformation, and innovation to improve the localization,put into the Chinese market. How to survive and maintain acertain market share in the fierce market competition,the enterprise should choosewhat kind of strategy to maintain the healthy development of enterprises, will becomethe key to winning. Competitive strategy need to study. Company to quickly developand occupy a certain share of the market, to build the brand of the enterprise,explorethe external environment and internal resources,and integrate various resourceswhich companies can use,creating a excellent servo motor and its controllersupplier,for the realization of the industrial automation industry strategic target ofinformation system solutions.This paper firstly introduces the research background, research purposes andsignificance, with the methods of investigation and analysis, introduced thedevelopment of Sentian Electric Motor Company’s industry.It introduces the overviewof the company and development process,and analysis of the problem with thecontinuous development and the corresponding reasons in Sentian Electric MotorCompany. On the basis of analyzing the problems, its analysis combined with thecompany’s industry macro environment,industry environment,and the enterprise innerconditions. Using SWOT analysis, it studied the company’s technology, personnel,resource advantages and so on; On the other hand, aiming at its disadvantages in itsown development and facing the various opportunities and threats,it puted foward inaccordance with the market, conforming the developing rules of strategic objectivesand corresponding strategic choice. At last, from all levels of the company, the paperclearly puted forward the goals of the enterprise that achieving the well-knownexcellent motor enterprise not only in Changchun city, Jilin province,but also in thethree northeastern provinces,contributing to the development of jilin provinceeconomic society as the Sentian Electric Motor Company’s long-term vision. SentianElectric Motor Company had to choose the differential competitive strategy in threecompetitive strategy that is cost leading strategy, differentiation strategy and focusstrategy targets. In order to ensure the implementation of differentiation competitivestrategy, the company may provide good safeguards and support for the completeimplementation of the strategy. The company may adjust policies through the product,brand, marketing, human resources, etc.,to strengthen the onstruction of the organizational structure, integration of internal resources, optimizing the enterpriseculture,building brand image,improve and promote enterprise development.