The Study Of Developmental Strategy About Foshan Shiwan Yulong Ceramic Company

The Yulong Ceramic Company is the private enterprise which comes from the old state-owned enterprise. At the beginning of the remanufacture, it brings forth the Chinese real estate anabiosis time exactly, and the market competition is small, in addition the outer wall brick quality is ex. So the Yulong Ceramic Company's income rises year by year, and the enterprise scale also unceasingly expands. After several years prosperity the Yulong Ceramic Company had many problems in the management and operation, for example the sales income glides down, the sale on commission network paralysis, talented person's massive outflows as well as the path brick project investment defeat. Because anagement was deficient, the management environment changed and so on a series of reason result. These questions caused the Yulong Ceramic Company's management to fall into the difficult position.The reason that Yulong Ceramic Company falled into management difficult position was that it lacked the strategic instruction. So it is imperative to analyze the Yulong Ceramic Company inside and outside environmental variation, analyze the Yulong Ceramic Company in profession competition status, which superiority analyzes the Yulong Ceramic Company pany the resources to have and the insufficiency, then discover the Yulong Ceramic Company`s superiority and the inferiority, the opportunity and the threat, formulates the suitable developmental strategy for the Yulong Ceramic Company.The strategic prospect and the enterprise mission are souls of an enterprise, but Yulong Ceramic Company is throughout carries on each kind of management and operation under this kind of soul flaw condition, therefore this article gives a thorough analysis to the Yulong Ceramic Company 's strategic prospect and the enterprise mission present situation, unifying the Yulong Ceramic Company the resources present situation, formulating for the Yulong Ceramic Company; has made outside the home best construction decorated the ceramic producer; the enterprise prospect, as well as detailed enterprise mission plan.Through the enterprise mission plan, the writer locates the abundant The Yulong Ceramic Company 's product on the high end outer wall brick product, and carries on the domestic and foreign market segmentation, as well as must persist develops the high end customer, persisted the technology is in the lead.In order to guarantee strategic the smooth implementation, this article has established the unified values for the Yulong Ceramic Company: In principle is believing the strategic instruction of the company; Rather sacrifices individual in the motion to respect the association; Spiritually take serves the enterprise and the society as is most greatly honorable.This article has also determined the defined management idea for the Yulong Ceramic Company , they are: Quality supreme, prestige first, good faith cooperation, mutually beneficial reciprocal benefit.The formulation enterprise strategy can not leave the analysis of the enterprise external environment, this article analyzes the Yulong Ceramic Company 's external environment, through the macroscopic environment, the industrial structure and competition status.In the macroscopic environment, this article analyzes thoroughly the political context, the economic environment, the social culture environment and the technical environment which located to t the Yulong Ceramic Company. And then the writer discovers exterior opportunity and the threat which the Yulong Ceramic Company faces now. Through analysis we can find several points: First, the ceramics are consume energy high, in the production process needs to consume the massive electricity, the fuel and raw material.Homever electricity and fuel resources are controlled basically in country, therefore, the national policy laws and regulations trifle change can affect the prosperity and decline Tao Ye. This article discovers some disadvantages of political factor which the enterprise developed, for example: Pulls the floodgate to limit power consumption, to limit ultra limits carries, the environmental protection pressure and so on. This article also finds some advantage policy which develops in the enterprise, for example: European Union cancels our country to construct ceramic product exportation quota and so on. Next, central economy workshop of 2006 year national economy movement condition indicates like this: The growth is quick, the benefit is good, the price is low, this indication may summarize comprehensively our country at present the economic situation. The good economical movement situation will cause our country's real estate demand to rise continuely. Not only will this bring the development good opportunity for our country's place industry, but also gave the corresponding building materials industry to provide the massive development opportunity. The population tendency of our country unceasingly rises, the urbanized advancement speeds up. All of these reasons provide the broad market space for our country's place industry and the building materials industry. Further looked, the market competition intensifies unceasingly, the national each kind of macroeconomic regulation and control policy as well as the consumer change unceasingly the expense custom, all requests the ceramic enterprise to maintain the technology to innovate unceasingly to satisfy the market requirement.This article uses the Baud Theory to analyze the ceramic profession enterprise to compete intensely. The barrier to enter the profession is high, the substitution product development has brought the big threat for the profession development, and the supplier negotiated a price ability strengthens unceasingly to give the entire profession to bring the cold current to be intermittent. Fortunately the buyer lacks the resolution capability as well as the profession purchase characteristic result, so price ability insufficiently was formidable, this bring certain space for the development of the ceramic enterprise.It is a very importan step to set up the competition status analysis formulates corporate growth strategy. This article analyzes the Yulong Ceramic Company 's in entire profession competition status through the competition situation matrix. Through the enterprise some influence enterprise competition status key aspect contrast analysis, we may see the Yulong Ceramic Company to hold certain competitive advantage in the profession competition. But there may be some flaws, which mainly come from in the sale on commission network paralysis and the internal management mechanism.After external environment analysis, this article has an exhaustive analysis to the Yulong Ceramic Company 's internal condition, and compares it with the profession average level:First, material resources comparison. There are 13 modernized production lines as well as high warehousing ability, says from the material resources, the Yulong Ceramic Company 's resources superiority must be higher than the profession by far the average level.Second, human resources comparison. The Yulong Ceramic Company has a first-class research and development troop, as well as the high quality talented person troop, compares in the competitor. Although has some superiority, the Yulong Ceramic Company 's personnel management is chaotic, so the Yulong Ceramic Company 's talented person superiority has not appeared comes out.Third, organization resources comparison.The Yulong Ceramic Company has the many customer resources with the high goodwill, and this enables the abundant dragon company to have certain superiority with in other competitor contest process.After comparing with same profession average level in enterprise resources, this article carries on contrasting the synthesis to the Yulong Ceramic Company 's business capacity and the profession average level.we can find that the Yulong Ceramic Company has the strong research and development ability, makes the enterprise the research and development to maintain the profession leading level throughout through the analysis.The marketing ability strong the Yulong Ceramic Company because the sales policy change leads to the sale on commission network paralysis originally, and talented person's outflow as well as the management bad also leads to the Yulong Ceramic Company marketing ability to drop unceasingly. With the profession average level comparison, we can find that the Yulong Ceramic Company has already lost the marketing ability competitive advantage.Through the Yulong Ceramic Company 's inside and outside environment analysis, and utilizes some managed the tool: the internal - exterior matrix and the Boston matrix the analysis, this article formulates the enterprise whole developmental strategy for the Yulong Ceramic Company which the contraction strategy and the internationalization strategy unified, the concrete plan including the adjustment enterprise organizational structure, the peeling not good project property, adjusts the production line, reduces the cost investment to accumulate develops the international market extremely.Using the SWOT matrix analysis, we discover the Yulong Ceramic Company growth the opportunity and the threat, the superiority and the inferiority, unified the Yulong Ceramic Company growth present situation. This article formulates the competition strategy for the Yulong Ceramic Company which the variation and the human resources strategy unified.The concrete plan is: To develop mosaic domestic and foreign markets, promote vigorously mix the outer wall brick dryly the sale and strengthen the reserve of capable people, make the competition for talent superiority.This article unifies the analysis result to formulate the corresponding research and development strategy, the market strategy, the talented person strategy for the Yulong Ceramic Company, as well as the production strategy.The goal lies implementation safeguards the company overall strategy the smooth implementation through these function strategy.In order to guarantee the Yulong Ceramic Company growth strategy to implement, this article also designs contents enterprise culture which the company organizational structure adjustment, the organization system construction as well as the construction and the strategy adapt and so on. All of these intend to guarantee the enterprise strategy to implement smoothly, and clear the way for development of the enterprise.