The Analysis Of The Operating Condition Of Tsinghua Touch Stone Company And Its Improvement Proposal

This paper is about the analysis of the operating condition and the improvementproposal of a company (Tsinghua Touch Stone Company) which specializes inproducing fake-guard label. The background knowledge of the whole fake-guard line and the background ofTsinghua Touch Stone Company are introduced in the first part of this paper. Thebackground of fake-guard line is analyzed from five aspects, as the marketsegmentation, the market capacity, the market character, the fake-guard technologyand the market competetion; the background of Tsinghua Touch Stone Company isintroduced from the following respects: the basic condition of the company, thecompany mission, the fake-guard technology and the corporational culture. In part two, we studied the present situation of the company , focus on the mainproblems at the present time , and analyzed its operating condition, several problemshad been found. In part three, by discussing the present problems of the company, we give someadvice on organizational structure, maketing, production, R & A, finance, and etc.Since the biggest problem of the company is in marketing, we mainly studied themarketing department.