The Research On Developing Strategy Of Dalian YKKap Co., Ltd.

As the globalization of economics and the improvement of socialism market economy, enterprises have become the main body of market competition. On the other hand, the competition between enterprises becomes more and more fierce which beyond areas and countries. In the face of new situation of market competition and the new features of knowledge economy, the study and design of development strategy become more and more important for enterprises in order to gain long-term competition advantage in the market globalization. Based on the analysis of external and internal environment of Dalian YKKap Co.,Ltd, this paper aims to develop the development strategy in order to improve the effectiveness of operation decisions. Thus, it can help the company improve the competitiveness in long-term development and expand the development space of company.Theory and practice, quantitative and qualitative method are combined together in this paper. The paper begins from research and bringing forward problems, then analyze problems and solve problems at last. Based on the competitive strategy principles of Porter Michael, the paper scans the macro and internal environment of the enterprises, finds out the opportunities and threats through the PEST analysis and five-power model factor analysis, finds out the advantage and disadvantage through internal conditions analysis. The overall development strategy and basic competitive strategy are developed through SWOT strategy analysis combined with the strategy thought of Sunzi military science.The development strategy of Dalian YKKap Co.,Ltd was defined to be "holding fists and raising hands, keep legs and walk with vigorous strides" and the difference strategy was adopted. The company will take the value-added plastic steel materials as main products, consolidates the combination of technology development and production, strengthen the enterprise management and progress toward the outstanding international plastic steel materials enterprise from domestic and international markets. What's more, the insurance measures of the implementation is established from six aspects, which are adjustment of organizations, strengthening human resource management, increasing the technology development, reinforcing the enterprise management, improving enterprise culture and expanding the market.