Research On Competitive Strategy Of YT Agricultural Machinery Equipment Company

Agricultural mechanization is the foundation of agricultural modernization.Since the reform and opening up,agricultural machinery market in China has experienced a dramatic changfrom from scratch,from weak to strong.In recent years,as the number of agricultural machinery in the country has increased,the market requirement has dropped significantly and the downward pressure on the industry has been increasing.In the context of the industry,there are a large number of traditional agricultural machinery manufacturers that product low-end and traditional agricultural products in China,overcapacity and homogenization.However,the high-end field lacks core technology,and foreign large-scale agricultural machinery manufacturers have entered Chinese market.Therefore,the competitive pressure of enterprises is increasing in the industry.Since 2016,influenced by the reduction of agricultural machinery purchase allowance,the fall in grain prices and the implementation of China’s third stage vehicle emission standards,the sales of agricultural machinery products declined significantly.YT agricultural machinery equipment company(hereinafter referred to as YT agricultural machinery)is a well-known agricultural machinery company with a long history and it is in the leading position in domestic agricultural machinery field.Influenced by the complex macro environment,the current strategy of the company is no longer adapted to the existing market environment and the corporate strategic goals.The company needs to survive in the fierce competition,continue to consolidate the competitive advantages and get rid of the strategy of "large scale and low cost" gradually.It is the top priority for the company to formulate competitive strategies and enhance its competitive advantages.Taking YT agricultural machinery as research object,based on the competitive strategy management theory,the paper analyzes external environment of the company with PEST analysis method and Porter’s five forces model.Moreover,the research and development,procurement,production,sales,service and other aspects of the company’s value chain are comprehensively analyzed.By using SWOT analysis and QSPM matrix it makes qualitative and quantitative analysis on the external opportunities and threats,internal advantages and weekness.Combined with company’s strategic goals and orientation,it puts forward the differentiation competitive strategy that is suitable for the company’s development.The implementation of differentiation competitive strategy that depends on the product differentiation,technical differentiation,service differentiation,marketing differentiation and brand differentiation can enhance the competitiveness of company and realize the sustainable development.At the same time,it also puts forward the specific measures including strengthening human resource management,promoting technology research and development,shaping enterprise culture,improving marketing strategy and strengthening production management,so as to provide theoretical guidance for the implementation of competitive strategy of enterprises and in order to have some reference value and reference significance for many agricultural machinery companys in China.