Research On The Competitive Strategy Of ZZ RV Company

With the integration of Chinese and Western cultures and the continuous development of China’s economy,the RV(RV)industry began to rise and develop gradually in China.As a member of the RV industry,ZZ RV Company has also had a strong momentum and a smooth road on the basis of favorable domestic policies and economic upturn.However,due to the impact of the three-year epidemic and changes in the competition situation in the industry,the company is currently facing great pressure in capital investment,brand building and sales performance improvement.In order to improve the current situation of the company,this paper starts from the selection of competitive strategy,and hopes to select a competitive strategy suitable for the company’s development to promote the healthy and sustainable development of the company by using the relevant theories and technical tools of strategic management and the internal and external environment of ZZ RV Company on the basis of sorting out and evaluating the internal and external environment.In the analysis of the company’s external environment,this paper adopts the PEST model and the Porter Five Forces model.Firstly,the PEST model is used to analyze the external macro environment of the RV industry from four aspects:politics,economy,society and technology.Secondly,Porter’s five forces model is used to analyze the five capabilities related to the industry and obtain the industry attractiveness of the RV industry.Based on the analysis of PEST and Porter’s five forces model,the EFE matrix was used to comprehensively analyze and evaluate the external macro environment and industry environment of ZZ RV,and the analysis concluded that ZZ RV’s ability to cope with external environmental factors was higher than average.In terms of the analysis of the company’s internal environment,this paper sorts out the company’s resources and capabilities,and uses the IFE matrix to evaluate the company’s internal strengths and weaknesses,and the evaluation results show that ZZ RV has a good degree of utilization and response to key factors of the internal environment.After the evaluation of the key factors of the internal and external environment,this paper uses the SWOT matrix to combine the two dimensions and four aspects of the company’s internal and external environment,and concludes that the advantage-opportunity combination can maximize the potential of the company.Based on the advantage-opportunity combination,this paper analyzes the applicability of cost leading strategy,differentiation strategy and concentration strategy by using competitive strategy theory,and uses QSPM matrix to quantitatively evaluate the three strategies,and concludes that the centralized strategy is most conducive to the restructuring and optimization of ZZ RV’s own resources and capabilities and the improvement of competitiveness.In order to ensure the smooth implementation of the centralization strategy,this paper puts forward specific suggestions on the adjustment of the company’s organization and human structure,the optimization and reorganization of financial resources,the strengthening of organizational culture,and the supporting system construction,so as to escort the implementation of the centralized strategy.