Study On Product Structure Optimization&Competitive Strategy Of Shenglong Co., Ltd.

Based on domestic and international construction machinery industry conditions,as well as development of market competition and combined with the Shenglongcompany's actual conditions, the existence of the business issues and the situation ofthe company's core competitiveness were analyzed from the point of thecompetitiveness of enterprises, core competitiveness, the theory origin andcharacteristics of product structure adjustment and optimization.Based on scientific and technological progress, Shenglong company carriedthrough product structure adjustment and optimization, and proposed general ideawith the overall objective of product structure adjustment and optimization. Andpointing out specific measures of the product structure adjustment and optimization:to optimize investment and resources allocation by scientific decision-making?toupgrade and improve grades of the current products based on technologies; tointensify R&D efforts to develop new products; to integrate human and professionalconcept of product structure;to expand the production of key products for marketdemand; to optimize import-export product structure based on current policies.Competitive strategies to improve the core competitiveness of enterprises werestudied according to conditions of Shenglong company, competitive strategies wereproposed as follows: the difference of competitive strategy; specialization competitivestrategy; competitive strategy for survival complementary collaboration;informationization management; unique service strategy; brand strategy; leading thecompetition in the market strategy by transformation and innovation; competitionstrategy of internationalization. Through the above-mentioned product structureoptimization and competitive strategy implementation, it was shown that reasonableproduct structure, dominating product, adaptation to market demand of products,expanding the company's scale, better occupation and development of the market,improvement of the economic and social benefits have been realized.In this paper, new models and methods to improve the core competitiveness wereexplored, not only providing specific solutions for Shenglong company, but also usefor reference for the construction machinery industry.