The Research On Developing Strategy Of Shanhai Zhenhua Bearing Company

Based on summing up the developing course and current situation of Shanghai Zhenhua Bearing Works Co.,Ltd( the ‘company’), in this paper, an in-depth analysis of the company’s external environment was undertaken by using the macro-environment analysis and Porter’s ‘five competitive forces’ model, the general summary of internal factors was provided by applying resources and core competence theory, followed by using SWOT analysis and BCG matrix analysis and other tools to review the business portfolio and resource focus and make clear the strategy of transmission roller bearing development. On this basis, with analysis of main business competitive strategy, it is definite to do professionally and exquisitely in core products such as automobile engine tensioners, steering wheel bearings, drive shafts and transmission bearings. On the implementation of the company’s strategy, this paper supports the company’s development strategy through the organizational structure optimization, marketing support, technical support, operations management promotion, human resources improvement and a range of strategies.