The Research Of The Competitive Advantage And Competitive Strategy Of The Dongfang Company

Dongfang adhesive tape co., ltd, a large adhesive tape manufacture invented by HK Dongfang company, main products are adhesive tape series. As adhesive tape industry's barrier turn lower and because the heated competitive, the industry's profit turn meagre even deficit. In china, as the rapid development of electronic, auto, construction industry, the needs of special adhesive tapes are increasing sharply.In this thesis, based on the analysis of external environment of adhesive tape industry and internal core competence of Dongfang company, I bring forward that Dongfang company can only depend on its core competence: quality assurance capability and creative capability, seize the opportunity of the sharply increasing needs of special adhesive tapes, through differentiation strategy and forward integration strategy, relatedness diversification strategy, complete the change from a manufacture company to a creative company.The thesis is composed of four parts:　Part one: the theory of competitive advantage and competitive strategy, give the framework for analysis of competitive advantage and formulate competitive strategy.Pare two: analysis the external and internal environment of Dongtang company. Analysis the external opportunities and threats, and internal resource, capability, core competence, bring forward that Dongfang company's core competence is quality assurance capability and creative capability.Part three: formulating strategy for Dongfang company. Formulate the business-level strategy: differentiation strategy, the corporate-level strategy: forward integration and relatedness diversification strategy.Part four: strategy implementation management and controlling, risk prevention of Dongfang company. Analysis the resource allocation, organizational structure and strategy integration, organizational culture and overcome the resistance to change,...