Study On The Competitive Strategy Of Qingdao Kingking Applied Chemistry Co., Ltd.

Since the 1990s, along with the rapid development of economic globalization, the western multinational companies turn their business keystone to the two ends of the value chain utilizing the value chain theory of Baud. These companies transfer their great middle manufacturing and machining capacity formed through few ten years to the developing countries by subcontract and dismantling. The enterprises of our country fetch in the western processing technology and processing business greatly utilizing their advantages of the low labor cost and great potential market, and form the manufacturing and machining advantages. But for the absence of the ability of independent innovation and distinctive competence, most enterprises only get low processing charges through OEM. With the rising of the manufacturing factor cost and the export trade barriers, most enterprises get low profit and lack initiative power in the international market. As a joint-venture enterprise combining R&D, design, manufacture and marketing in all, Qingdao Kingking Applied Chemistry Co., Ltd is the largest and most competitive candle manufacturer in Asia candle industry, through their remorseless technical creation and brand establishing. It has developed a successful route of its own. At the same time, the company is in face of the competition of the foreign great companies. The key task that must be solved is to adopt what kind of competitive strategy, how to utilize "the two markets, the two resources", how to exert its own advantages, how to upgrade its distinctive competence.Taking Qingdao Kingking Applied Chemistry Co., Ltd. as a study case, exerting the relevant study fruit of the competitive strategy in domestic and abroad, this thesis analyzed the macro-circumstance, industry circumstance, competition circumstance, inside resources and capabilities of the company, concluded the outside opportunities, threats and the advantages , disadvantages of the company. It made a conclusion of adopting differentiation strategy utilizing the SWOT matrix, strategic clustering model. At last it proposed several steps to implement differentiation strategy as following: strengthen the ability of technology innovation; improve the sales ability; upgrade the brand force on international market; improve the level of internationalization; perfect organization structure and administration; improve the human recourse management; strengthen the corporation culture.This thesis scanned widely the global and analyzed the macro-circumstance, industry conditions and developing direction. This thesis dealt with the law and policies concerning the international trade, high-tech industry developing and tax revenue etc. The conclusion of this thesis will bring certain significance for our most Export-oriented enterprises to take part in the international market competition actively.