Guangxi Wuzhou Tian Yi Jewelry Ltd. Development Strategy Research

After more than 20 years of development, Guangxi Wuzhou has become the most largest distribution center for the processing of man-made gemstones on the world, with an annual output of over 6 billion, its cutting processing and distribution transactions account for 80 percent of the country and more than 40 percent of the world these products sold to Thailand, India, the United States and over 20 domestic provinces and region. In 2007, Chinese jewelry industry conference granted the title-The Chinese jewelry and jade ornaments characteristics industrial base- to Wuzhou City.Wuzhou Tin Yi jewelry Ltd. is a company established by Taiwanese enterprises for nearly 20 years. The paper introduces basic information about the company's production and operation firstly, and then analyzes the macro environment for enterprises analysis (PEST) and five force of the competition, pointing out that although the company has received sustainable growth since established, there still exit some hidden dangers such as operating results dropping and lack of development potential, it needs strategic adjustments urgently. In the third chapter, the author introduces the overall Chinese jewelry market environment, collected a great deal of industry information and data after visited The Wuzhou Chamber of Jewelry Commerce, analyze the companies market competition environment by detail. In the fourth chapter, the author give a in-depth analysis of the company's resources and operating system, pointing out the company's competitive strengths and weaknesses, and some existing problems in organizational structure, production technology and the building of enterprise culture. In the fifth chapter, the author put forward some suggestions on strategic readjustment and choices by use SWOT analysis on Tin Yi Jewelry Ltd. That is, the company should take up forward integration and product differentiation strategy when it face the current specific market opportunities and challenges. Finally, the article discuses the implementation of security measures of the strategy further from the building of enterprise culture, management, organizational structure, information systems building and the training of core competitiveness. Author hope that this issue will not only provide effective suggestions on the Wuzhou Tin Yi Jewelry Company's development through this research, but also make a preliminary discussion on artificial gem processing enterprises of Wuzhou City: how to get rid of the low-end price competition and accelerate industrial upgrading.