Analysis Of Siemens Competitive Strategy In Urban Mass Transit Signaling Industry

Along with the continuous development of the national economy and the accelerated process of urbanization,the mass transit in China has been greatly developed,the operation lines and mileage are expanding,and the investment of mass transit construction in China has been increasing.After nearly 20 years of development,the signaling industry of mass transit has also been gradually standardized and mature,and the competitiveness of domestic enterprises has been steadily improved,and the gap between the European and American enterprises has been kept close.As a typical representative of high-tech industry,rail transportation equipment has been highly valued and appeared many times in the national strategy of "China Manufacturing 2025"[1],which is one of the important symbols of China's transformation from the manufacturing country to the manufacturing power,the situation of foreign enterprises dominate in signaling industry of mass transit are changing.In addition,the explosive development of digitalization and information technology is changing the business model of the industry.The competitive environment is getting more and more complex.On the one hand,the whole mass transit signaling market still have development space,on the other hand,the growth of domestic companies are taking positive strategy to occupy more market share,Siemens Mobility group is facing opportunities and challenges.This paper analyzes the external environment by using PEST model,studies the influence of industry policy,such as localization,localization of enterprises in the industry(domestic enterprises and foreign enterprises),the impact of the PPP mode of popularization and application of mass transit signaling industry market development,the influence of urbanization on the growth of the mass transit demand,the emergence and application of new technology on the mass transit signaling industry inherent technical structure;using the Michael Porter's Five Force model to analyze structurally mass transit signaling industry,focuses on existing competitors in the industry between the intensity of competition,the bargaining power and improvement of the buyer's price sensitivity,the threat of new entrants and the threat of substitute products,and the representative enterprises of different industries are analyzed and compared;finally the SWOT analysis is used to list the internal competitive advantages and disadvantages of enterprises,and identify external opportunities and threats.Then analyze the current overall strategy of SIEMENS and the priorities of fiscal 2018,propose that the company should follow the strategy of S-T,and emphasize the necessity and importance of implementing localization strategy.