Study On The Business Strategy Of Sanye Group

Business strategy is a vital problem involving in the long-term stable development of the enterprise, scientific and effective strategy policy determines the development and decline of the enterprise. As a private enterprise specializing in designing, manufacturing and selling motorbikes and motorbike's accessory, Sanye group should work out scientific business strategy and takes effective measures with the change of external environment based on the view of the development, make full use of its own advantage and actively adapt itself to the change of environment so that it can win success under dramatically competitive condition and blends with new external environment.This thesis firstly analyses foreign and domestic management theory of business strategy systematically, paying emphasis on exploring such some theories as the Key of Successful Factors(KSF), Value Chain and Strategy Alliance. Analysis and comment on external macro-environment, situation of industry competition and the opportunity and threat brought by this environment have been effectively taken with PEST analysis method, Porter Five Powers model and External Factor Evaluation (EFE) matrix. In general, believing that Sanye group is under good external condition at present. In the meanwhile, some specialists will be invited to investigate and analyze the Key of Successful Factors of Sanye group. Additionally, systematic exploration on source situation and capability with Twelve Square Box model, Capability System model and Internal Factor Evaluation (IFE) matrix makes sense of its advantage and disadvantage, thinking that internal condition in Sanye group is in the middle and weak position. On the basis of the above analysis, adopting SWOT analysis method and combining quantitative analysis with qualitative analysis, indefinitely and comprehensively evaluate on business strategy of Sanye groupand work out relative strategy "sticking to the cost first, strengthening the construction of sale channel, establishing strategy alliance". Relatively, function level strategy will be also put forward. Finally, some specific measures on the enforcement and control of business strategy from the view of the training of core competence and management of strategy alliance is to be taken.