| With the development of global economy, equipment manufacturing industry has been fully upgraded and the world has entered the industry 4.0 era, so industrial automation is particularly important. And because of the release our country in the demographic dividend in earlier years, the pace of development of industrial automation has already lowered. However, along with the deepening of the "Twelfth Five Year Plan" and the prospect of 45 plan which will be carried out smoothly, the equipment manufacturing industry has become China’s strategic industry. The implementation of “made in China 2025” has promoted the equipment manufacturing industry in industrial automation industry to become a top priority.Through the rapid development and efforts of Shenyang Siasun Robot & Automation Co., LTD.(SIASUN) in recent years, SIASUN has achieved the realization of the size of the enterprise, but in solving the problem of “big and not strong”, SIASUN still needs to further efforts to completely change the situation in low enterprise products level and low international management level.Through the analysis of the enterprise internal and external environment of SIASUN, the paper analyzes the new situation and new challenges faced by SIASUN and find out the existing problems and the main restricting factors, and then further try to put forward the ideas and measures to solve the problem and find a feasible way for the transformation and upgrading of SIASUN reference.By using the methods of qualitative and quantitative analysis and the combination of knowledge of economics theory, corporate strategy theory, marketing theory, financial management and human resources and reality of development of SIASUN, with the help of forms, SWOT model and other analysis tools, based on the classical theory of strategy management, through detailed analysis in the light of the opportunities and challenges and the internal strengths and weaknesses of the company, and internal environment which influences the formulation of implementation of development of SIASUN. By strategy SWOT analysis, Potter five forces analysis and other analysis method, the opportunities and threats that SIASUN is facing strengths and weaknesses of SIASUN has been summed up. On the basis of the analysis of SWOT method, the enterprise mission of SIASUN, including economic mission, social mission and cultural mission, has been proposed. The development goals of SIASUN has been established, that is, well-known high-tech companies in the field of the international industrial robot and automation equipment. And to achieve this goal, enterprise development strategy has been planned, that is, in the selection of competitive strategy, differentiation focus strategy should be used. At the same time, the corresponding functions of product development strategy, brand strategy, market competition strategy, financial strategy, production strategy and scientific research and other innovation strategy provide the development sample for the robot enterprise in our country.The innovation of this paper is to systematically analyze the competition strategic environment of SIASUN. Based on the scientific data, this paper analyzes the competitive strategy of SIASUN from different angles, using variety of strategic models and eventually put forwards the competitive strategy which suitable for SIASUN. These new and suitable strategies not only provide the development sample for the robot market, but also introduce new strategic concept for robotics market and will be a positive reference for this industry. |
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