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Research on the development strategy of small and medium-sized packaging machinery enterprises

【Abstract】In the fierce market competition, the single product of small and medium-sized packaging machinery enterprises can no longer meet the needs of sustainable development of enterprises. In addition, the investment of foreign-funded enterprises is gradually infiltrating into my country. Small and medium-sized packaging machinery enterprises in my country must adapt to the trend of globalization. , narrowing the gap with the world's development level, it is imperative to strengthen the research on the development strategy of small and medium-sized packaging machinery enterprises. The article describes the main characteristics of small and medium-sized packaging machinery enterprises in my country, and discusses the implementation of the development strategy of small and medium-sized packaging machinery enterprises. It is only for reference of small and medium-sized packaging machinery enterprises in my country.

【Key words】packaging machinery; enterprise; standardization; brand marketing; informatization; technological innovation; human resources

Under the situation of economic globalization, the rapid development of small and medium-sized packaging machinery enterprises has become an important part of my country's national economy. The development strategy of small and medium-sized packaging machinery enterprises is an overall plan for long-term survival and continuous development in the face of fierce changes and severe challenges for small and medium-sized packaging machinery enterprises. It is related to the future development direction of small and medium-sized packaging machinery enterprises. , development path and development behavior. Obtaining profit is the primary factor to be considered in the strategy of small and medium-sized packaging machinery enterprises, but the development strategy of modern small and medium-sized packaging machinery enterprises has changed the short-term goal of pursuing profits for small and medium-sized packaging machinery enterprises into the long-term goal of small and medium-sized packaging machinery enterprises. Paying attention to the research on the development strategy of small and medium-sized packaging machinery enterprises has become an important topic in the development of management theory and practice of modern small and medium-sized packaging machinery enterprises. Peter Drucker, the father of modern management, once said: "A business without a strategy is like a homeless man."

  1. Main features of small and medium-sized packaging machinery enterprises

Among the small and medium-sized packaging machinery enterprises in my country, except for a few newly-built key backbone enterprises, most of the packaging machinery enterprises were formerly small street factories and small collective enterprises. When these small and medium-sized packaging machinery enterprises were established, their foundations were poor, coupled with insufficient investment later, the scale development was also very slow, and a considerable number of small and medium-sized packaging machinery enterprises did not focus on craftsmanship, quality, and product level, and large-scale packaging machinery enterprises. Packaging machinery enterprises compete for raw materials, capital, and market, making my country's packaging industry hovering at a low level for a long time. Small and medium-sized packaging machinery enterprises in my country generally have the following characteristics:

(1) The output is small, cannot reach a certain economic scale, the product cost is high, the consumption is large, and the comprehensive benefit is poor.

(2) Most of the products are mainly produced in packaging containers, and there are few varieties. Many main raw materials or auxiliary materials and advanced packaging machinery and packaging production equipment are imported. The supporting system of packaging and products is imperfect, unstable and reliable. Bad sex.

(3) The capital investment is small, the existing technical equipment, technological level and management level are relatively backward, and the enterprise strength is weak.

(4) The technology update speed is slow, the application of new technologies, new processes and new materials is low, the technology development capability is low, the capital reinvestment force is weak, and the stamina for rolling development is insufficient.

(5) The digestion and absorption capacity of the introduction of packaging technology is low, and the localization process of imported equipment and parts is slow.

(6) Small and medium-sized packaging machinery enterprises lack high-quality workforce.

  1. Implementation of the development strategy of small and medium-sized packaging machinery enterprises

2.1 Implementation of service standardization strategy

To be honest, to provide customers with high-quality services, especially to deal with customer complaints and after-sales service issues in a timely manner. All departments should formulate their own service commitments, so that each employee can assume due responsibilities in their respective positions, so as to improve the standardization of customer service. Introduce the information system into customer management, deploy professional marketing service personnel to form a customer service team, attach importance to the maintenance, accumulation, development and utilization of customer resources, improve the positioning of customer service in small and medium-sized packaging machinery enterprises, and realize pre-sale and in-sale monitoring. The whole process of after-sales regular maintenance service can answer the questions raised by customers at any time, making customer service a powerful competitive trump card for small and medium-sized packaging machinery enterprises, and through the virtuous circle of customer word of mouth, cultivate a group of customers with high loyalty.

2.2 Implementation of brand marketing strategy

The marketing strategy of small and medium-sized packaging machinery enterprises is mainly composed of target market selection strategy and marketing mix strategy, and is subject to market structure. Aiming at the current market structure with buyer's market as the main body, small and medium-sized packaging machinery enterprises should make a fuss about the choice of target market and the flexible use of marketing mix strategy. As market competition continues to increase, it is necessary to grasp the advantages and disadvantages of competitors in a timely manner. Equipped with certain marketing methods, and flexibly use various marketing methods such as various exhibitions, customer associations, media symposiums, advertising, etc., to establish a marketing brand for small and medium-sized packaging machinery enterprises.

2.3 Implementation of the informatization strategy

Information technology is the most potential new productive force in contemporary times. Information resources have become strategic resources for national economic and social development. The level of informatization has become an important symbol of modernization level and comprehensive national strength. The informatization of small and medium-sized packaging machinery enterprises is to focus on improving the economic benefits and competitiveness of small and medium-sized packaging machinery enterprises, make full use of electronic information technology, continuously expand the application and service of information technology in the operation of small and medium-sized packaging machinery enterprises, and improve the sharing of information resources. degree. Bill Gates wrote in his book "Future Speed": "If the 1980s were the age of quality and the 1990s were the age of redesign, the first ten years of the 21st century were the age of speed. , is the era of rapid transformation of the enterprise itself, and the era of information channels changing consumers' lifestyles and enterprise expectations." But the 21st century is nearly halfway through, and many small and medium-sized packaging machinery enterprises in my country have not yet established their own information platforms. , it is impossible to use it to collect and transmit information timely and accurately.

The implementation of the informatization strategy of small and medium-sized packaging machinery enterprises is to adhere to high-standard construction and solve the problem of non-standard construction. With a high starting point plan, high-standard construction is also required to ensure its quality. In network construction, a unified application platform must be established to reorganize assets, integrate resources, optimize qualifications, and avoid duplication of construction, investment separation and brain drain; In terms of database construction, it is necessary to facilitate retrieval, addition, update, and innovation; it is necessary to standardize business processes and simplify work links, so that small and medium-sized packaging machinery enterprises can truly enjoy the convenience and benefits brought by information construction in terms of operation and sales.

2.4 Implementation of technology innovation strategy

The purpose of implementing research and development in small and medium-sized packaging machinery enterprises is to realize the technological innovation of small and medium-sized packaging machinery enterprises. Penetration and diffusion effect, realize the scale expansion of small and medium-sized packaging machinery enterprises. Generally speaking, the research and development of small and medium-sized packaging machinery enterprises can choose the all-round financing of small and medium-sized packaging machinery enterprises to carry out high-investment attack and tracking strategies, or they can choose the introduction strategy based on technology introduction and foreign capital grafting. Flexibly implement gap-seeking strategies for market gaps and comprehensive strategies that use multiple strategies.

Innovation is the soul of development. Innovation should be based on small and medium-sized packaging machinery enterprises. Small and medium-sized packaging machinery enterprises understand the needs of the market best. Only by taking small and medium-sized packaging machinery enterprises as the main body can the core competitiveness of small and medium-sized packaging machinery enterprises be truly enhanced. In innovation, small and medium-sized packaging machinery enterprises should make good use of their external brains, make use of the advantages of basic research in my country's higher education institutions and the technological integration and achievement transformation capabilities of research institutes, cooperate closely, reduce detours, and create as much as possible at the least cost. Good and many results form a win-win situation, and when conditions are ripe, an innovation alliance can be established to stabilize the innovation mechanism.

As far as small and medium-sized packaging machinery enterprises are concerned, I think the strategy that should be chosen is to attach importance to technological innovation of technology introduction and foreign capital grafting, focus on digesting imported technology, and promote technological transformation, technology diffusion and re-creation. With the development of world economic integration, while making full use of the achievements of scientific research and invention and creation in my country for technological innovation, it is possible to digest and absorb technologies imported from abroad, and on this basis, conduct synthesis and re-creation to form A technical system with its own characteristics. This is a fast and cost-saving way of technological innovation, which is widely used by small and medium-sized packaging machinery enterprises in my country.

2.5 Implementation of Human Resource Strategy

The economic competition in today's world is prominently displayed as the competition of products and technologies, but in the final analysis it is the competition of talents. Whoever has the first-class talents will have the initiative to compete in the future. The global economic competition caused by the global industrial revolution is increasingly intensifying and escalating, so that the focus of competition has increasingly shifted from the plundering of resources and markets in the traditional sense to the competition for human resources. In this wave of world economy full of opportunities and threats, how small and medium-sized packaging machinery enterprises re-examine and plan their human resource strategies from a strategic point of view has become the key for small and medium-sized packaging machinery enterprises to build their future competitive advantages.

With the development of small and medium-sized packaging machinery enterprises' operation scale, internationalization and industrial advanced development, the personnel administrative management mode with traditional experience management as the main feature will no longer adapt to the new competitive environment and the requirements of enterprise group development. International experience has shown that there is a causal internal correlation between the strategic behavior of small and medium-sized packaging machinery enterprises and their human resource performance. Therefore, when an enterprise adopts an unconventional expansion strategy or is in a major strategic transition period, the original organizational structure and human resource management and development model are very likely to form rigid constraints that weaken its expected strategic effect. To a certain extent, small and medium-sized packaging machinery enterprises are currently at this major turning point. The strategic orientation of grouping, diversification, internationalization and industrialization has become an inevitable choice for enterprises to seek greater survival and development space. . Therefore, how to follow up the established strategic goals of small and medium-sized packaging machinery enterprises, change the existing organizational structure and human resource management model, and dare to deny the management experience and means that they have relied on for success in the past has become a new brilliance for small and medium-sized packaging machinery enterprises. the root of it.

  1. Epilogue

For small and medium-sized packaging machinery enterprises, formulating their own development strategies is the most fundamental event. Small and medium-sized packaging machinery enterprises, if there is no scientific development strategy, cannot accurately predict the favorable or unfavorable situations that small and medium-sized packaging machinery enterprises may encounter in the future, let alone timely and accurate business decisions. Of course, small and medium-sized packaging machinery enterprises The development goals of machinery enterprises will not be realized.

references:

[1] Sun Zhaohong. Thinking and Implementation of Specialization Development Strategy [J]. Construction Machinery Today, 2009, (8): 36-38.

[2] Liu Xudong. Analysis of the Research Methods of the Development Strategy of Small and Medium-sized Enterprises [J]. Science and Technology Weathervane, 2013, (1): 29-32.

[3] Li Yongkang. Some Thoughts on Enterprise Development Strategy Research [J]. Economist, 2010, (1): 232-234.

[4] Dai Hongmin. The development trend of packaging machinery in the world and the development countermeasures of China's packaging machinery [J]. Journal of Packaging, 2012, (4): 46-51.