A Research On Competitive Strategy Of SH Wood Processing Machinery Company

After 70 years of rapid development,China’s wood processing machinery industry has established a complete system from research,development,production to sales,especially seizing the opportunity period of reform and opening up and China’s accession to the WTO,and has become the world’s largest woodworking machinery manufacturing country.At present,there are about 1200 woodworking machinery manufacturing enterprises in China,of which about 140 have formed a scale,and more than 6000 engineers and technicians have been trained.Among them,private enterprises have developed rapidly and become an important foundation of the industry.2020 the novel coronavirus pneumonia epidemic has swept the world,and the woodworking machinery industry has been greatly affected.In this context,SH company,as a small and medium-sized private enterprise,is facing increasingly fierce competition in terms of product R &D,sales channels,organization and management,professional recruitment,and industry development in the post epidemic era.Therefore,how to formulate a competitive strategy and form an effective competitive advantage has become an urgent problem.Under the above background,this paper takes small and medium-sized start-up enterprise sh as a case,based on the theoretical basis of corporate strategic management,competitive strategy and co-operation strategy,and uses SWOT matrix to make a more objective analysis of SH company.It is concluded that the advantage of SH company lies in sufficient capital and no debt;The management structure of the company is simple and efficient,and the decision-making is rapid;Intellectual property construction is better;The implementation of fine management;The disadvantage is that the company is small in scale,weak in brand and influence;Lack of talents;The production is not flexible enough;The level of internal management needs to be improved.After analysis and judgment,combined with the actual situation of the enterprise,it is decided to take the cost leadership and differentiation integration strategy as the current competitive strategy of SH.Finally,this paper provides the guarantee measures for SH company’s strategy.It includes the step-by-step "innovative" strategic leadership,high-quality and efficient linear organizational structure,pioneering and innovative corporate culture with strong executive power,incentive mechanism for front-line employees,and future oriented technology and talent reserve,which can provide reference for small and medium-sized enterprises,especially the woodworking machinery manufacturing industry.