| China Communications Materials South China Co. is a state-owned enterprise specializing in the trading and stocking of communications goods and materials. It was a mainstay in its industry during the planned economy. However, when stepping into the 90's, with the reform of economic system and the development of market economy, the Company failed to thoroughly, systematically and scientifically appraise and demonstrate its business stratagem. It still followed its out-of-date methods prevailing in the planned economy period. Because of its behaviors, the Company made wrong decisions in business strategy frequently, developed its diversity blindly, ignored its major expertise and run away from its tradition fields where the Company used to take the lead. As a result, the Company suffered heavy losses and got into debt. This led to the poor financial standing of the Company. Poor management, imperfect rules and regulations together with structural inflexibility greatly hindered the growth of the Company.Therefore, the all-important task for the Company is to adjust its strategic development schemes and establish its advantages in competition under the new economy. Only by doing so will the Company be able to make profit and expand. This is also the key point of the thesis.Meanwhile, being as the main body of market economic activities, an enterprise must make scientific and rational management strategy in order to adapt itself to the external circumstances and to hold the future development in its own hand.In this thesis, theories and methods about business strategic management are used, together with the current conditions of the Company, to analyze the on-going internal and external circumstances of the Company business, the opportunities andthreats faced by the Company and the advantages and disadvantages possessed by the Company. Thus, all kinds of alternatives for the Company development are carefully demonstrated, and possible business stratagem is put forward. That is to fully utilize the dominant resources, to carry out the limited diversity strategy by developing the goods and materials stocking and trading industry, and to stride into the logistic industry. In order to successfully implement its strategic transformation, the Company should go step by step. First, it should immediately retreat from those industries which may limit or stop the development of the Company, clean up its debts and take back its capital. Then, it should put more efforts in stocking and logistic industry, and build good logistic system. Analysis also indicates that successful implementation of business stratagem must rely on the corresponding measures of business administration conception, enterprise reconstruction, business structural adjustment, organization structural adjustment, information network construction, fund raising, marketing, human resources and enterprise culture. For all of these, alternatives are also brought forward in the article.The thesis consists of five parts. The first part is the introduction, which briefly describes the background, the purpose and meaning of the study. The second part is about characters of the industry and the general situation of the Company. The third part analyzes the internal and external circumstances of the Company. The fourth part sets the development goal and stratagem for the Company by adopting the SWOT model theory. The fifth part is about the necessary strategic measures to carry out the new development stratagem.This article employs the principles of economics, business stratagem and management, combines rich working experiences of the writer, theoretically and practically analyze the industry background and strategic environment confronted by the Company, provides and appraise several business stratagem schemes, and give some worthwhile suggestions and opinions about the deployment and implementation of the business stratagem for the Company. The purpose of thisarticle is to dialectically, systematically, dynamically and comprehensively look on...
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