Nanning AB Decoration Co., Ltd. Competitive Strategy Research

Home decorating as a branch of Architectural decoration industry plays an important role in increasing employment, promoting economic development and improving the living standards of the people. Home decorating industry in China developed very rapidly in past 10 years and, it develop with an average annual growth rate of more than 20 percent in the "10th Five-Year" period. Home decorating industry, which market size has already exceeded the appliance industry and the automotive industry, is become prosperity of the "sunrise industry." But in recent years, as gradually standardizing the regulation of the industry and increasingly fierce market competition, Home decorating industry is faced with the situation of re-shuffling. How can a decoration enterprise formulate feasible strategies competition and seek survival and development in the fierce competition market has become a problem to be solved.This paper is the object of study Nanning AB Decoration Engineering Co., Ltd. and makes a systematic description about competitive strategy theory. Firstly current external environment and internal environment are analysised, then the opportunities threats, strengths and weaknesses are maked out. By SWOT analysis Stratagem Company can draw strategic competition, which make a basis for developing strategic objective and market position. This article also analysis competitor analysis of home decorating throw Strategic layout chart and get a new value curve after four-step framework for action. Finally, reconstruction of corporate culture, business process and the reconstruction of the organizational structure of the reorganization, the introduction of customer relationship management, marketing innovation, improving human resources management are requested for the smooth implementation of the strategy.