The Study Of Competing Strategy Of Jingruan Company

Jingruan Co. Ltd is a nongovernmental business in China, is also one of a Chinese biggest enterprise majoring in providing sea transportation information currently. In September 2003, The company's main product—www.shippingchina.com came into the market. The 1st version of the network has been accepted by customers. Along with China joining the WTO and population of ecommerce, the market in this sector will be much more competitive. Therefore, what kind of the competition strategic that the company adopt will direct influence the existence and development of company aftertime.Leading by the theories of competing strategy, we make study on Jingruan's strategy analyzing, strategy designing and strategy implementing. After analyzing the company's interior and exterior environment, we induce the advantage and weakness of the company inner part, opportunity and threat facing in the exterior environment, taking which as the foundation, we draw up the competing strategy of the company.This text thinks that the key of strategy is to integrate the resources of the business enterprise availably, remove the resources not to match and strategy unbalance, promote the management efficiency, grow the core competition ability of the business enterprise, lay the foundation for the company's steady and quick development and for winning the long-term competitive advantage. According to the type of strategy to develop that adopted by the company, Jingruan company should insist to implement the centralize strategy, balance every kind of relationship of related benefits, provide increment in value of service for the customer, raise the brand good reputation degree, thus we can grow long-term competitive advantage of the company.In this thesis, we drew up a long-time competition strategic target and the measure of implements guarantees for the company aftertime. By constructing the corporate culture, reforming the organization and designing organization framework, establishing study type organization, setting up core competencies etc, we perform the above strategy to make Jingruan in the leading position of network field.In this thesis, we adopt some strategic ways and means such as macroscopical environment analysis, industry analysis, mission programming, strategy choice etc. These means and the conclusion of this thesis perhaps is also worth for other clothing companies to make strategic decision.