Research On Competitive Strategy Of Rudong Chain Works Company

The high-quality development of the contemporary Chinese economy puts higher demands on the manufacturing industry.The environmental protection policy stimulates the adjustment of the industrial structure,and eliminates a group of enterprises with high consumption,high pollution,low efficiency and low quality as the growth mode.The development trend is to control total capacity and reduce consumption.Coupled with the slowdown in domestic economic growth and the export environment of foreign trade becoming increasingly severe,the chain industry is facing unprecedented challenges.Rudong Chain Works Company(RCWC)is a private enterprise above designated size.After decades of development,it has become a leader in the field of small chain of domestic chain industry.However,due to the lack of strategic planning,new problems are constantly encountered in the process of development.In the current market environment,it is necessary for RCWC to formulate a strategy of competition to seize opportunities and a new competitive advantage to achieve a transition from quantity to quality.This paper takes RCWC as the research subject.Through comparative analysis,it pinpoints the development strategy of the enterprise and explores the future development direction and possibilities.The theory of strategic management and competitive strategy is used to analyze from the status quo of enterprise development to its problems and causes.The paper systematically analyzes the opportunities and threats faced by RCWC,the internal advantages and disadvantages of the company.In the process of development,there are market opportunities provided by industry integration,but new requirements of environmental protection policies and threats from competitors as well.With advantages such as product performance,brand advantages and low logistics costs,there are disadvantages such as insufficient R&D and innovation and low quality of employees.Under the dual pressure of competition between domestic and foreign enterprises represented by Anji Changhong Chain andGerman Luther,RCWC must seize opportunities,evade threats,use advantages,eliminate disadvantages and enhance the comprehensive strength of enterprises.On the basis of SWOT analysis,the paper summarizes the best strategic choices of the disadvantage-opportunity(WO)strategy,implements the cost leadership strategy and the differentiation strategy,and uses the cost advantage to produce and sell the conventional chain with relatively low relative cost.Increase investment in research and development,and use the brand advantage to produce and sell high-end chain products with moderate differentiation to participate in market competition.The implementation of the strategy is mainly guaranteed from the aspects of organization,personnel,technology and culture.This paper aims to escalate the core competitiveness of the enterprise and achieve the goal of sustainable development by applying the strategic management theory and method to the development process of the RCWC.The development and implementation of the competitive strategy of the RCWC is practical value.At the same time,it also has certain reference value for the sustainable development of the domestic chain industry.