Research On The Business Strategy Of BL Technology Co.,Ltd.

The research object of this paper is Shanghai Bole Technology Co.,Ltd.which is a private high-tech manufacturing enterprise involved in civil-military integration.In the process of military equipment manufacturing,Bole gradually sees some limitations of military manufacturing industry.The long-term sustainable development of enterprises is challenged by the problems of high R&D cost,low utilization rate of technology resources and limited market share.Before this dilemma,Bole decided to enter the civil early warning and detection equipment industry,expecting to reduce the proportion of R&D costs and improve the utilization rate of technology resources through large-scale production in the civil market.However,after entering the civilian market,Bole has performed flat.In 2017,the business income of the civilian market accounted for only 7.1%of the company’s total business income.How to transfer the existing advanced military technology to civilian products to get higher returns is not only to realize technology exchange and give full play to the valuable experience accumulated by the early military early warning and detection equipment research and development,but also to have a sufficiently broad market prospects,and to reduce the cost of research and development through the way of economies of scale.Based on the above-mentioned facts,this paper raises the research questions,that is,how to choose subdivision market after Bole company decides to enter the civil early warning and detection equipment industry,and how to build competitive advantage in the industry to obtain long-term and stable returns.This paper makes a thorough study of Bole Company and collects all the second-hand data.On this basis,the internal and external environment of Bole Company is analyzed by using PEST analysis,Five Forces Model,SWOT Analysis Model and Value Chain Model.It is proposed that Bole Company can enter the subdivision market of vehicle early warning and detection equipment.The conclusions are as follows:Based on the above-mentioned facts,this paper raises the research questions,that is,how to choose subdivision market after Bole company decides to enter the civil early warning and detection equipment industry,and how to build competitive advantage in the industry to obtain long-term and stable returns.1.After Bole has decided to enter the civil early warning and detection equipment industry,it has locked its target market into the market of pre-loaded early warning and detection equipment,and its main customers are mainstream independent brand whole-vehicle locomotive factories.Bole Company should seize the opportunities of rapid market growth and high price of products due to monopoly,give full play to its own technological advantages,manufacturing advantages,financial advantages and customer resource advantages,break the barriers built by foreign competitors,and further cultivate in the industry;2.Bole Company should adopt cost-leading competitive strategy through in-depth study of the above market segments and combined with the actual needs of customers in the market segments,i.e.the urgent needs of mainstream independent brand locomotive manufacturers for high-quality and low-price vehicle early warning and detection equipment;3.Under the cost-leading competitive strategy,Bole needs to strengthen the value creation ability of the two basic activities of internal supply and external supply,further optimize the human resources management ability,optimize the enterprise cost management,plan management,financial management and other infrastructure construction,enhance the development efficiency of vehicle-borne early warning and detection equipment products,and reduce the cost of terminal products to cooperate with the company.To develop a cost-leading market competition strategy.The purpose of this paper is to win the competitive advantage in the industry competition through the formulation of the management strategy of Bole Company,so as to obtain rich and long-term profit returns,promote the enterprise to become a real private military-civilian integration enterprise,give full play to their respective advantages in the military and civilian fields,and realize complementary resources.