The Study On Development Strategy Of Shengya Group's Panel Business

Since 2002, within a short period of five years, ShengYa-Group investment over 3 billion yuan to build wood-based panel industry, the introduction of leading technology production lines, built a five large panel production base, and formed a 1 million cubic meters / year capacity, ranking first in China and the world's 10th.Due to the inadequacy of China's forest resources, the industry is highly materials- dependent and market-dependent,.the production capacity of panel has continued to widen, and raw materials prices is incresed, restricting development of the industry as a major bottleneck. On the other hand,it is the highly competitive industry, in 2005 the national production reached more than 2,200 million cubic meters, ShengYa achieve industry-leading companies and industry-leading profit margins. To maintain the level and scale ,what is the appropriate scale? Market positioning? By what means increased productivity. These questions are very important topic that management is currently facing.Based on the Panel environment and the macro-structure of the industry market analysis that enterprises are facing, and the enterprises themselves with the unique resources and capabilities, the analysis of the key competitive ability that enterprises should have, through the weigh ShengYa with the advantages, disadvantages faced by the external opportunities and threats, competitive strategy based on the basic theory, put forward the strategy of the implementation of the recommendations of competition.To investigate the process, this paper based on MBA courses in basic strategic management of technology and methods, Porter Five-force of the model, SWOT analysis and the classification of basic competitive strategy and choice, and competition for the implementation of the strategy.This paper from the enterprise perspective of long-term development, put forward the basic strategy: Forest-Board Integration strategy ,Differentiation strategies, Industry Chain Integration Strategy, and provide some measures and programs for the implementation development strategies.