Research On The Competitive Strategy Of H Offshore Engineering Company

China's Marine engineering equipment industry has made great progress in the past two decades,with the output reaching the top of the world,but it still faces a big but not strong situation.Most companies are mainly engaged in the research and development and manufacturing of low-end products.H ocean engineering co.,LTD.Is a subsidiary of CSSC huangpu wenchong shipbuilding co.,LTD.Established in 2009,the company is mainly engaged in the design,construction and maintenance of Marine engineering ships and platforms.It is the largest Marine engineering ship construction base in south China.Since its establishment,H Marine engineering co.,ltd.has been facing a poor development situation in the market environment.How to develop healthily and sustainably in such a market environment is the main problem facing the company at present.This paper firstly use PEST model and porter's five forces model to analyze the external environment of the company and understand the macro environment,market environment and industry environment that the company is facing.Then,through the analysis of the company's internal resources,capabilities and core competitiveness,the main problems within the company are found.Then,SWOT model is used to analyze the company's strengths,weaknesses,opportunities and threats,sort out the characteristics of different competitive strategies,and select the suitable competitive strategies according to the actual situation of the company.Finally,it is the implementation of the competitive strategy and the corresponding safeguard measures for the implementation of the strategy.Finally,the research content of this paper is briefly summarized.Facing the poor market environment and fierce industry competition,H ocean engineering co.,ltd.should seek differentiated competitive advantages on the basis of maintaining steady development.It mainly focuses on product differentiation,quality management differentiation and service differentiation,and at the same time provides corresponding safeguard measures for the implementation of competitive strategy in human resource management,technology research and development,quality management,service management and corporate culture.