Research On Competitive Strategy Of Shanghai Chenguang Stationery Co.,Ltd

Since the late 1980 s to the early 1990 s,with the national economy by the planned economy to the market economy for change,stationery industry has also undergone radical changes.While the domestic economy grew,the office market economy also developed rapidly.The increase in demand for group purchasing brought unprecedented development opportunities to the office stationery trading market.In recent years,the rapid development of China’s education sector has led to a diversification of students’ stationery needs,and the continued economic growth has also led to an increase in the pocket money of primary and secondary school students,whose purchasing power has been greatly enhanced.This also indirectly stimulates the development of the stationery industry.China’s stationery industry has entered a new stage of competition,customers are no longer satisfied with the stationery "with" demand,foreign important stationery manufacturers have also entered our country,so that the variety of stationery supplies continue to increase,customers have more and more room to choose.Stationery companies at home and abroad are also facing a rapid reshuffling of the situation,competition is increasingly intense.In such a situation,the development of a suitable strategy for the development of the company is particularly important for stationery manufacturing enterprises.This paper takes Shanghai Chenguang Stationery Co.,Ltd.as the object of study,through analyzing the development status and future trends of China’s stationery industry,researching and formulating a competitive strategy suitable for the development of Chenguang Stationery in the current exceptionally competitive stationery industry,and also pointing out the current problems of Chenguang Stationery,such as serious homogenization of products,unsatisfactory new retail business,product quality still needs to be improved,etc.,and actively analyzing its causes The reasons for this are positively analysed.By using the PEST model and Porter’s Five Forces model,the external environment of the industry in which Chenguang Stationery is located was sorted out,as well as conducting an internal environment analysis,and grasping the status of the resources and capabilities possessed by the company internally.On this basis,the strengths,weaknesses,opportunities and threats of Morning Glory Stationery were analysed and summarised using the SWOT matrix.To find out the direction of development suitable for Chenguang Stationery.Through the analysis,different product categories need to adopt different competitive strategies.For low-and mid-range products,the focus should be on cost and adopt a cost leadership strategy to try to achieve lower costs and sales prices than competitors so that Chenguang Stationery has a larger market share and the opportunity to unify and integrate the market;for higher-grade products,a differentiation strategy should be adopted to emphasize product quality so that the products maintain high added value and profit margins,thereby gaining consumer loyalty.And Chenguang stationery should continue to increase research and development,the implementation of lean management strategy,e-commerce operations model,play the advantages of government policies.The implementation of the strategy also requires the preparation of appropriate safeguards to strengthen the organisational system,culture,human resources and financial aspects.This will not only enable Chenguang Stationery to hold on to its position as the leading company in the domestic stationery industry,but also to grab a place among the world-class stationery companies.