| Manufacturing industry is the foundation of national economy,and power equipment production enterprises are important industries to promote economic and social development.Since the implementation of reform and opening up,China has made remarkable achievements in the development of its power industry and power grid.With the development and growth of the power industry,the transformer industry has strongly supported the construction of UHV and smart grid With China vigorously promoting high-quality economic development,the power industry is increasingly concerned about efficiency and quality,and the development environment of the transformer industry has undergone great changes.PE Company is a third-level subsidiary of State Grid Co.,Ltd..After more than 60 years of development,it has systematically researched and developed key technologies such as converter transformer,UHV AC transformer,shunt reactor,etc.,ranking at the forefront of China’s transformer industry and facing a relatively broad development prospect.At the same time,the company also faces with increasingly fierce market competition,excess capacity of medium and low-end products,low gross margin,business transformation pressure and other problems,the sustainable and healthy development of the enterprise has some challenges.In this paper,PE Company as the research object,based on the existing research,using enterprise strategy,enterprise competitive strategy related theories and management research methods,including the basic types of competitive strategy,PEST model,five forces model,QSPM matrix and SWOT matrix,etc.The competitive strategy which PE Company needs to formulate and implement is systematically analyzed and studied.First of all,this paper sorts out the meaning and level of enterprise strategic management,expounds the theory of competitive strategy and its basic types,clarifies the analysis tools of strategic management,and reviews the literature on competitive strategy in relevant industries,which provides theoretical support for the research of this paper.Secondly,the external macro environment,the general situation of the transformer industry,the competitive environment and strategic groups of PE Company are deeply analyzed.Through the quantitative evaluation of the key external factors,the competitive position of PE Company in the industry is defined.Then it introduces the general situation of PE Company,and sorts out the resources,capabilities and core competence from the internal perspective of the enterprise,and defines the competitive advantages of the development of the enterprise through the quantitative evaluation of the key internal factors.Thirdly,combined with the development vision and goals of PE Company,SWOT matrix is adopted to make a comprehensive analysis of opportunities,threats,strengths and weaknesses to define the alternative strategy of PE Company.Through QSPM matrix,it is quantitatively evaluated alternative strategies of PE Company and determined that the optimal competitive strategy is the differentiation strategy,and four implementation measures of product differentiation,market differentiation,service differentiation and image differentiation are put forward.Finally,this paper puts forward the guarantee measures from human resources,scientific and technological research and development,marketing service,production quality and operation management for PE Company to implement the differentiated competition strategy.Through this study,the author hopes to comprehensively grasp the status quo of the transformer industry,objectively analyze.the competitive pattern of the transformer industry,and further enrich the research and practice of PE Company in terms of competitive strategy,so as to promote its sustainable and healthy development.At the same time,as a well-known enterprise in the transformer industry in China,the competitive strategy study of PE Company will also give reference for other transformer enterprises’ strategic research,selection and implementation of competitive strategy. |
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