Research On The Competitive Strategy Of DOJJ Ceramic Tile Company

China is the hometown of ceramics,and its ceramic culture has been inherited from ancient times.Due to historical reasons and usage habits,ceramic tiles are preferred in wall and floor decoration materials.However,in terms of modern ceramic technology,China is not always in the lead.In the past 30 years,China has experienced a process from introducing,imitating and learning to keeping pace with the world’s advanced level.Benefiting from the advantages of low cost of domestic productivity and broad consumer market,China has gradually become the world’s largest producer and consumer of ceramic tiles since the mid-1990 s,and has occupied a place in the export market,gradually increasing the cultural influence of ceramic tiles around the world.In recent years,with the deepening of supply-side-reform and the increasing pressure of environmental protection,the ceramic tile industry is undergoing a round of reshuffle in which small factories are cleared and the last ones are eliminated.At the same time,the most widely used real estate market downstream of ceramic tiles is also facing reform.On the one hand,the regulation and control of real estate is becoming stricter.On the other hand,with the implementation of the-hardbound-room-policy,the real estate developers need to decorate the rooms in a centralized way,which leads to a large number of procurement needs.The former indicates that the overall market demand has entered the platform period and even there is a risk of shrinking,while the latter has brought changes in the internal demand structure and consumption channels,providing a rare opportunity for leading ceramic tile enterprises to expand market share.Based on this,this paper takes DOJJ ceramic tile company,one of the representatives of domestic high-end ceramic tile brands,as an example,through the analysis of the industry environment and the enterprise’s own conditions,to formulate a competitive strategy for the next stage of the development.Among them,PEST analysis and Porter’s five force model are mainly used;in the analysis of the enterprise’s own business conditions,SWOT analysis method and Boston matrix model are mainly used,combined with the "smile curve" of industrial value chain,to put forward the differentiated development strategy of "focusing on engineering business and promoting retail business" for the DOJJ company,and also formulate the corresponding strategic implementation and guarantee system.