Research On Competitive Strategy Of Weihai Huadong CNC Co.,Ltd

In recent years,the national level has repeatedly introduced relevant policies to support and encourage the development of high-end manufacturing,while the high level of development of the manufacturing industry,will bring a surge in demand for products in the machine tool industry.Although China’s machine tool output value of the world’s first,with the world’s largest machine tool market,but also the existence of high-end machine tools,such as CNC machine tools,there is a shortage of supply,the core technology products self-sufficiency rate is low,some of the core key technologies are subject to the control of others,the key core components of the low degree of localization.WEIHAIHUADONGAUTOMATIONCO.,LTD has been established for twenty years.In the rapid growth period of the enterprise had achieved dazzling performance,in the industry in the year of the top 100 enterprises,sales revenue ranked in the top 20,profit ranked in the top ten.However,time has changed,local enterprises technological innovation and upgrading and digital transformation transformation,independent intellectual property rights continue to increase,followed by foreign industry leaders continue to squeeze the domestic machine tool market,emerging forces to the industry continues to penetrate,so the industry in the internal and external evolving competitive situation,the new competitive situation and pattern gradually emerged.So in this competitive environment,what kind of competitive strategy should be formulated by Huadong CNC,in order to be able to cope with the difficulties and uncertainties brought about by the constant changes in various aspects,to strive for development opportunities and initiative,so as to obtain the long-term and stable development of the enterprise,is the starting point and the fundamental purpose of this paper.Specifically,this paper selects Weihai Huadong CNC Co.,Ltd.as the research object,through a comprehensive review of the research progress and application of competitive strategy theory,in-depth analysis of the internal and external environment faced by Huadong CNC,and with the help of EFE external environment evaluation matrix,IFE internal environment evaluation matrix for internal and external environment analysis,through the SWOT model to analyze the competitive situation faced by Huadong CNC again,and The feasibility analysis of different competitive strategies,using the QSPM strategy model,comprehensive indicators to select a suitable competitive strategy,selected a suitable competitive strategy for Huadong CNC is the differentiation strategy,and finally from the product differentiation,quality and technology differentiation,cost differentiation,management differentiation,marketing differentiation and service differentiation,put forward a systematic implementation plan of differentiated competitive strategy and path,and put forward safeguards in terms of culture,system,personnel,and sustainable special investment,and put forward the implementation risk prevention of differentiated competitive strategy in terms of policy risk,market risk,technology risk and financial risk.