Research On The Competitive Strategy Of F Company's Thermal Insulation Pipe Business

F Company is a thermal insulation pipe enterprise in Dalian area.After three years of development,the problems of single product structure and low product profit margin have emerged.The research on competitive strategy is of great practical significance for improving the profitability and economic benefit of the enterprise,it is also helpful to enrich the theoretical system of strategic research in the thermal insulation pipe industry.In this paper,using the relevant theoretical tools such as competitive strategy,Value chain analysis,PEST analysis,Porter's five-force model analysis,SWOT analysis,QSPM Matrix,etc.this paper studies the competitive strategy of enterprises.This paper first introduces the General Situation of F Company,the Development Course and present situation of insulation pipe business.Secondly,the macro-environment is analyzed by using PEST analysis method,the industrial development environment is analyzed by using Porter's five forces model,and the opportunities and threats are defined,analyze the internal conditions of product management structure,business activity structure and resource capability structure,identify the advantages and disadvantages.Third,establish SWOT Matrix,compare three competitive strategies,use QSPM quantitative matrix to put forward low-cost strategy.Finally,from the group support,Enterprise Culture,organization,human resources,technology,system and other safeguards,the key points of strategy implementation such as enlarging the scale of general parts,lean production management,strengthening quality management,strengthening purchase management,providing differentiated products and services,and accelerating marketing are put forward.Through the research,if F company's thermal insulation pipe business wants to obtain the superiority position in the intense market competition,must carry on the low cost competition strategy,as well as the mentioned strategic key point and the safeguard measure,to improve the economic efficiency of enterprises and achieve long-term development.