[Key words]Packiong machinery;enterprise;standardization;Brand Marketing;Informatization;Technical innovation;HR

Under the situation of economic globalization, the rapid development of small and medium-sized packaging machinery enterprises has become an important part of chinese national economy.The development strategy of small and medium-sized packaging machinery enterprises is an overall plan to face the drastic changes and challenges in the international environment for long-term survival and sustainable development,it is related to the future direction,path and quality of enterprises.Obtaining profit is the primary factor to be considered in the strategy of enterprises, but the development strategy of modern enterprises has turned pursuing profits from short-term goals to long-term.Focusing on the research on the development strategy of small and medium-sized packaging machinery enterprises has become an important topic in the development of modern enterprise management theory and practice.Peter Drucker, the father of modern management, once said: “A business without a strategy is just like a homeless man.”

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

Among the small and medium-sized chinese packaging machinery enterprises,except for a few newly-built key backbone enterprises, most of the packaging machinery enterprises were formerly small street factories and small collective enterprises.These small and medium-sized packaging machinery enterprises have poor foundation in the early stage, insufficient investment in the later stage,slow scale development. A considerable number of enterprises do not pursue technology, quality and product level,compete with large packaging machinery enterprises for raw materials, funds and markets, forcing chinese packaging industry to hover at a low level in the long term.Chinese small and medium-sized packaging machinery enterprises generally have the following characteristics:
(1)Small output,unable to reach a certain economic scale;high cost,large consumption,poor comprehensive benefit.
(2)Main products lie in packaging containers,varieties few;The main raw materials or auxiliary materials, advanced packaging machinery and packaging producting equipments are imported; the supporting system of packaging and products is imperfect and unstable;poor product reliability.
(3)Small capital investment;existing technical equipment, process level and management level are relatively backward;the comprehensive strength of the enterprise is weak.
(4)Slow technology update speed;weak application of new technologies, new processes, and new materials;low technology development capability;weak capital reinvestment force;the stamina for circular development is insufficient.
(5)Low digestion and absorption capacity of packaging technology introduction; slow localization process of imported equipment and parts.
(6)Lack of highly qualified workforce

2. Implementation of development strategy

2.1 Service Standardization Strategy Implementation

Effectively provide customers with high-quality services, timely handle customer complaints and after-sales service issues.All departments should formulate their own service commitments,so that each employee can take on the 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,pay attention to the maintenance,accumulation,development and utilization of customer resources,improve the positioning of customer service in enterprises,realize pre-sale, in-sale monitoring, and the whole-process service of regular after-sales maintenance,answer the questions raised by customers at any time,make customer service a powerful competitive trump card for enterprises,cultivate a group of highly loyal customer groups through the virtuous circle of customer reputation.

2.2 Brand Marketing Strategy Implementation

The marketing strategy of small and medium-sized packaging machinery enterprises mainly includes the selection strategy of the target market and combined marketing strategy,subjected to the overall structure of the market.In view of the current market structure with buyer’s market as the main body,enterprises should focus on the flexible use of target market selection and combined marketing strategies.The market competition is constantly increasing. It is necessary to grasp the advantages and disadvantages of competitors timely,equip with certain marketing methods,flexibly apply various marketing methods to various exhibitions, customer associations, media symposiums, advertising and other occasions,establish Marketing brand of packaging machinery enterprises.

2.3 Implementation of Informatization strategy

Information technology is the most potential new productive force in modern 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 refers to improving the economic benefits and competitiveness of enterprises, making full use of electronic information technology, continuously expanding the application and services of information technology in enterprise management,improving the sharing of information resources.Bill Gates wrote in his book: “If the 1980s was an era of quality,the 1990s was an era of redesign,then the first ten years of the 21st century were an era of speed,an era of rapid transformation of enterprises themselves,and an era of information channels changing consumers’ lifestyles and corporate expectations.”Nearly half of the 21st century has passed,many small and medium-sized chinese packaging machinery enterprises have not yet established their own information platforms,even impossible to use it to collect and transmit information in a timely and accurate manner.

The implementation of the informatization strategy of small and medium-sized packaging machinery enterprises refers to adhering to high-standard construction and solving the problem of non-standard construction.With a high starting point plan, there must be high standard construction to ensure its quality:in network construction,unified application platform should be established,assets should be reorganized,resources should be integrated,qualifications should be optimized,repeated construction, investment separation and brain drain should be avoided;In terms of database construction, it is necessary to facilitate retrieval, addition, update and innovation;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.

2.4Technology innovation strategy implementation

The purpose of carrying out R&D in small and medium-sized packaging machinery enterprises is to achieve technological innovation.Technological innovation should focus on core technologies, continuously obtain high added value, make full use of the penetration and diffusion effects of core technologies,realize the scale expansion of enterprises.Generally speaking, the R&D of enterprises can use all-round financing to carry out high-investment attack and tracking strategies, or technology introduction and foreign capital grafting-based introduction strategies,they can also flexibly implement gap-finding strategies and comprehensive strategies.

Innovation is the soul of development,it should be dominated by small and medium-sized packaging machinery enterprises.Only with 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, enterprises should make good use of their external brains,of the advantages of basic research in chinese higher education institutions,the technological integration and achievement transformation capabilities of research institutes, cooperate closely, reduce detours,create better and more results at less cost.Achieving multiple wins.Enterprises with mature conditions are able to set up innovation alliances to stabilize the innovation mechanism.

For small and medium-sized packaging machinery enterprises, I think the wise strategy is to attach importance to the technology innovation strategy of technology introduction and foreign capital grafting, focus on digesting and importing technology, promoting technological transformation, technology diffusion and re-creation.With the development of world economic integration, while making full use of national scientific research achievements for technological innovation,technology can be imported from abroad,digested and absorbed.On this basis, the technology is comprehensively re-created to form a technology system with its own characteristics. This is a fast and economical way of technological innovation, which is widely used by large-scale small and medium-sized chinese packaging machinery enterprises.

2.5Human resource strategy implementation

The economic competition nowadays is prominently expressed as the competition of products and technologies, but in the final analysis it is the competition of talents.The initiative to compete in the future belongs to whoever own the first-class talents.The intensification and upgrading of global economic competition caused by the global industrial revolution has gradually shifted the focus of competition plundering from the  of resources and markets traditionally to the  plundering of human resources.

With the expansion of business scale,internationalization and advanced industrial development of small and medium-sized packaging machinery enterprises,the personnel administrative management mode characterized by traditional empirical management will no longer adapt to the requirements of new competitive environment and development of enterprise groups.International experience shows that there is a causal internal relationship between the strategic behavior and human resource performance of small and medium-sized packaging machinery enterprises.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 model are likely to form rigid constraints weaken the expected strategic effect.To a certain extent,small and medium-sized packaging machinery enterprises are currently in this major historical turning point.The strategic orientation of collectivization,diversification,internationalization and industrialization has become an inevitable choice for enterprises to seek greater space for developmet.Therefore,how to follow up strategic goals of small and medium-sized packaging machinery enterprises,change existing organizational structure and human resource management model,deny the previous core management experience and methods,has become the first priority for small and medium-sized packaging machinery enterprises on their journey to create greater glories.

3.Conclusion

If the small and medium-sized packaging machinery enterprises do not have a scientific development strategy,they cannot accurately predict the favorable or unfavorable situations probably encountered in the future,cannot make timely and accurate corporate decisions,finally,the development goals of small and medium-sized packaging machinery enterprises cannot be achieved.

Work Cited:

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

[2]Liu Xudong,Analysis on the Research Methods of the Development Strategy of Small and Medium-sized Enterprises,[J].Science and technology vane,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 global packaging machinery and development countermeasures of chinese packaging machinery,[J].Journal of Packaging,2012,(4):46-51.