The Development Of The Chongqing Swell (Group) Co.,Ltd And Study On Its Strategies

Architecture and sanitary ceramics are sanitation purgation facilities mostly used in toilet and kitchen, comfortable, perfect toilet and kitchen is indispensability parts of modern construction. Recent years, with the entrance of famous foreign brand products into Chinese market and form of domestic famous brand, development of entire sanitary ceramics industry had a great rush, but sanitary ceramics industry is a consumable industry with keen competition."swell ceramics" is a marketing company reformed from state enterprise engaged in sanitary ceramics, through over years roll development, she has already definite been well-known in stock market and ceramics market of china, but owing to the very keen competition of industry and variety malpractice coming from state-owned enterprise, how to solve internal contravention, impose external chance and condition, keep supernormal development if the core problems. This text study and discuss the strategies of Swell ceramics development in samitary ceramics market mostly applying the way of strategy analysis.The text find out the key factors to have influenced the development of enterprise before and the crucial factors to decide the future of enterprise, and analyse these factors relatively still or fluctuant, through analysing the internal and external circustances, as well as to know the influence of these circustances factors on enterprise strategies in the near future and long term period. For the external circustance of "swell ceramics industry", emphatically analyse the import and export affairs, government policy, existing competition among the industry, potential new rival, substitute, ability of negotiation between supplier and purchaser, and execute the EFEestimation matrix analysis to know that "swell ceramics industry "will face a great opportunity of development and get remarkable effect from that, if she can make use of external factors. For internal circustances of the company, emphatically analyse the advantage including sale scheme, advertisement, manufacture, technology, financial management and the inferior position including the organization of company, human resources, information technology and system, finally we concluded that the internal circustance of the company is in the green tree in the architecture sanitary ceramics industry, through analysing the IEF estimation matrix.Moreover, in this text we adopted the analysis of SWOT to analyse the privotalchance, threaten, advantage and weakness of swell ceramics industry, and educed so, wo, st, wt strategies. And in this text the SPACEmatrix of swell ceramics industry was established to analyse and estimate the advantages of financial, competition and stability of circustance and the advantage of industry, established the quadrant of vector of the company in SPACE matrix. And thereout established the strategy style of the company.In the end of the text, specific opinions and suggestions have been raised about the implementation plan of strategy including change of organization and adjustment of production method, sales concepts sales strategy and products structure, according to the result of analysis combining with the target and task of company in the near future and long time period.